New Features On The Display Network
Google are continuously advancing their display offering, having just rewritten how contextual targeting works they are now focusing on targeting options and user experience - allowing advertisers to set targeting settings at ad group level and users to easily opt out of seeing adverts.
What is Flexible Reach?
This week Google launched flexible reach. This means you can choose your display network settings at ad group level rather than campaign level. Therefore you could choose to have an ad group just for placement bidding or you could choose to have specific placement bidding but also target a wider set of sites. Once you change a campaign to the flexible reach option you cannot change this back and eventually this will be the only option for display campaigns.
Giving users control
Google also made another step forward in giving users control over the ads they see. This is in the form of a “mute this ad”[x] icon to appear on GDN ads. This will initially be rolled out on remarketing/interest category ads and will give users the opportunity to stop seeing ads from a campaign. Once a user clicks the [x] they will be linked to the ad preference manager.
What does this mean?
As this only mutes at campaign level, if a company has multiple remarketing campaigns then a user won’t necessarily stop seeing remarketing ads from that company but will stop seeing the ads from that campaign. For advertisers, it will be interesting to see if our remarketing cookie pools and impressions decrease in volume as users become more aware that they can opt out.