So, one of the newest developments in Google’s policies is that advertisers are now required to give users access to their history. In other words, whenever a viewer comes across your Display Ad online, they not only access details on your company but also access details on your advertising history. Therefore, your previous ad campaigns can be brought to the forefront by such a policy. So is this a good thing or a bad thing?
The changes that are made by Google are part of its plan to increase the security of its users. With increasing awareness among people about the importance of keeping their privacy under wraps when they’re online, it’s not surprising that Google has come out with this now. It’s one of the ways in which Google and other tech giants such as Facebook are trying to be more transparent.
This new step is part of Google’s identity verification program that revolves around requiring advertisers to divulge their information. Essentially, you would have to provide all relevant details regarding your business, the location where you’re running your business from, and information on the products or services that you’re advertising. In this way, Google’s users can decide whether or not they’d like to trust your ads and by extension, your company.
Even though this policy hasn’t been implemented in all countries, it looks like Google is getting there soon. Anyone who wants to discover what your company is all about can do so every time they view your ads. Sure, this sounds like a great idea for users to feel safer on the internet as they’re less prone to fall for frauds and scams in this way. However, it may not be ideal for advertisers.
With the stricter regulation and ever-increasing list of policies that Google has come out with lately, it seems as though there’s just no respite for advertisers. Granted, with Google’s new policy, people can access your ad history only from the past 30 days. However, there are a lot of things at play here that can have negative implications for your ad campaign.
All those who work in the marketing industry know that it’s not reasonable to expect every ad campaign you come out with will be successful. Even the biggest companies in the world have struggled with overcoming a failed campaign and have had to work harder on their consequent efforts. In some cases, companies have missed the mark completely and run campaigns that have turned out to be controversial and invited negative publicity in the process.
What I’m trying to get at here is that everyone has off days and you shouldn’t expect every Display Ad that you put out to become popular. So, even if your latest effort is great and is sure to coax positive engagement out of viewers, the fact that they can view your previous ads can put a damper on things. No one likes their mistakes to be paraded in front of everyone when they’re trying to live them down, which is exactly what this new feature of Google would enable.
It’s difficult to criticize Google on this policy considering it has many advantages, however. Like its new ad-blocking features and strict crackdown on political advertising, users around the world are starting to look at Google more favorably than ever before. After all, most people are more concerned with how their privacy is protected online than how Google’s regulations affect ad companies.
Think about it, why shouldn’t they? The average user wants to feel safe online when they’re viewing ads. There’s no shortage of fraudulent ads out there that direct users to websites that are more than a little shady. Therefore, it’s not altogether surprising that audiences would welcome a policy that allows them to identify which advertisers can be trusted and which cannot.
Also, this new policy will make it easier for people to report those ads which aren’t following Google’s strict guidelines. For instance, if the latest ad that an advertiser has come up with is great but its previous ads featured objectionable content, then users can simply steer clear of the company. This leads to customers making better-informed decisions on those they purchase from.
However, early reports suggest that such policies won’t always be effective. As is the case with all industries, with stricter policies come more creative minds that can circle around them. It’s a great idea to improve transparency in the Display Ad industry. That aside, having an idea and implementing it are two vastly different things. This is why it seems quite clear that additional research and some more trying and testing is the need of the hour to determine whether Google’s new policies are looking to benefit users or themselves.
After all, making it difficult for advertisers to reach out to users and gain their trust can affect ad targeting and other aspects of Digital Advertising. This is why it’s hard to draw any sort of conclusion on this before you consider it from all angles. For users, every step towards improving privacy and security is a step in the right direction, even if they won’t necessarily use these new features. Honestly, can you imagine coming across a Display Ad online (something you won’t give more than a split second of your attention to) and bothering to read about the history of the advertiser?
So as you can see, it’s more about how a policy appears to users than how it can be used. As for advertisers, every new step towards stricter regulation could mean expending more resources than are necessary to successfully execute a Display Ad Campaign.