Google is now really thinking like a social media platform and is giving more control to users.
As businesses embrace more social strategies to increase brand awareness and bolster ROI, Google is releasing a more customized approach to its ads. The search engine giant aims to use the “Why These Ads?” link beside an ad to inform a user how relevant and substantial a particular ad is. The new section will appear on its ads preference center in order for users to manage which display ads are relevant to them and intend to view while blocking ads from certain advertisers. Customization is more of a strategy than an “option” nowadays especially for social platforms, but Google sees the value of a more personalized approach to ads. As Google releases Google + business profiles soon, customizing ads will add value to every business.
Here's what Google has to say about its new and improved ad preference features:
Our advertising system is designed to show the right ad to the right person at the right time. Because ads should be just as useful as any other information on the web, we try to make them as relevant as possible for you. Over the coming weeks, we’re making improvements to provide greater transparency and choice regarding the ads you see on Google search and Gmail. Soon, you’ll be able to learn more about these ads by clicking the “Why these ads” link next to ads on Google search results and Gmail.
Check out the video below for more on Google's new features
Local ad targeting improves the visibility of a business. For instance, if you' re having a vacation in Italy and then you searching for pizza, don't expect Papa John's or Pizza Hut to appear on the results. This is one example of how Google wants to promote relevant ads, I'd like to think of it as “regionalized ad targeting” which really increases relevance of ads. Not only will it entice local businesses to advertise but the ads will reach its potential customers. After all, ads should pinpoint potential customers rather than being ignored by users who don't belong to a business' target niche. Google's social approach for more “transparency” in advertising will certainly be a great enhancement to Google Offers when it rolls out worldwide.