At the time of January 18th, 2017, Google image and video ads inside ad groups without any targeting methods is going to be eligible to show across the Google Display Network. That’s right, ads would certainly show to anybody and everybody, in almost any GDN location on the web. Starting January 18th, 2017, we’re making advertising for display and video campaigns simpler: ad groups with no targeting method selected will automatically be eligible to show ads on the Google Display Network, so long as they have a bid set and a minumum of one approved ad.
This might also say, “We’re making it simpler for inexperienced advertisers to blow away their budgets on our platform.” Adwords ad groups with no targeting method selected will automatically be qualified for show ads on the Google Display Network
This will probably be a disaster, within our humble opinion. Consider the volume of small businesses proprietors that are capable enough to handle their PPC campaign management services, and definitely will fall victim to an Opportunities Alert that explains how easy it is to create the first display campaign! These advertisers generally lack the experience and comprehension of the possible ramifications of the a risky endeavor.
They’re also less likely so that you can afford the wasted spend which comes along with this sort of set it up and forget it type campaign management that Google appears to push so often (see: AdWords Express). Running untargeted ads on the GDN will be as good as a dentist in Cleveland paying for a billboard in Times Square. In the very least… The least, choose an Affinity Audience of individuals that are likely within your target market.
Don’t Panic, PPC Colleagues.
Google is going to automatically pause any current display and video ad groups that don’t have a targeting method on that date. Thankfully, you don’t have to worry that inactive ad groups will begin to show ads everywhere. This is therefore unlikely to negatively affect you or your existing campaigns. But down the road, be extremely careful when developing new display campaigns and make certain to bring this up when training new hires.
Covering Their Butt.
The announcement from Google included as well this: It’s also a best practice to examine your targeting options any time you create an advert group, so you can choose the one that best aligns together with your business goals. Don’t qqdpog love when a paid media engine adds a brand new feature and immediately adds a disclaimer stating that it must be a best practice in order to avoid said new feature?
While this will more than likely do more harm than good, you will find a time as well as an area for everything. After having a long debate, we developed one scenario where you might want to test this by helping cover their extreme care. In general, the looser your targeting, the cheaper the cost-per-click. If your product or service is new or relatively unknown, and your audience is in a tightly defined geographic location, this feature might help generate brand awareness at an affordable.
For instance, if you’re a B2B with an all new, niche item that would benefit a particular company, you may want to produce a new display campaign with one-mile radius targeting round the address of the company. Be sure to set a small frequency cap and consider excluding bad clicks from future targeting. To accomplish this, develop a remarketing audience of users that came through this campaign and didn’t spend more than two minutes on the site. Exclude that list from that campaign and all sorts of remarketing lists. Inform us how it operates out. We’ll be way over here… in a safe distance behind this concrete barricade, watching you test this through fire-resistant binoculars.