Google is always trying to make ads more relevant to users online. Earlier this week Google released improved transparency. When you search a query in Google today you will see up in the top right corner of the ad “Why these ads?” This system is to help users only see the ads that are relevant to them.
When you click on the Why these ads? you will have a pop up that will read “This ad is based on your current search terms. Visit Google’s Ads Preferences Manager to learn more, block specific advertisers, or opt out of personalized ads.”
You can now login to your Gmail account and block any specific advertiser per the search query that you just searched. You can choose to block ads from specific advertisers or opt out of personalized ads entirely.
You can always go back at anytime and change this in your preferences. The video below explains everything that Google is trying to do with this to help and protect users and their search experience.
When a user opts out of seeing search and Gmail ads, you will still be able to show your ads to them but not in the normal targeting ways. If a users blocks your ads specifically, your ads will no longer be shown to them.
It is important to note that when users block your ads, this will not directly affect calculations of your quality score and ad rank. I find it very interesting that Google uses the words “not directly”, implying that it possibly could in other ways.
Google is always trying to improve search relevancy and overall satisfaction. In my opinion, if the majority of people are saying that they don’t want to see your ad this will “indirectly” affect your ad and how often it shows.
What do you think? Is this a step in the right direction for Google? Do you think this could negatively affect advertisers and their campaigns? Does this have anything to do with Google limiting logged in user search data?
It’s obvious that this will save advertisers money from unwanted clicks, but could it damage their quality scores and ad rank. What do you think?