Google Ads Now Lets You Cast A Wider Net When Targeting Customers

Google Ads Now Lets You Cast A Wider Net When Targeting Customers

Google has received a bit of a makeover over the last couple of months – at least for their marketing platform. The latest tweak happened within the location targeting feature, which has been redesigned to allow businesses to diversify targeting options.   

 We’ve noticed that Google has changed “People in your targeted locations” option to “People in or regularly in your targeted locations”. This means that if someone searched for a product in a specific area, they will be able to see ads from relevant businesses in that area even if they aren’t physically present in that location at the time, whether they’re at home, work or travelling. Here’s how it now looks in Google Ads:

Location targeting on google search

While this is a useful feature, Search Engine Land points out: “Google doesn’t tell us what the criteria is for someone to be considered regularly located in your target area. The frequency and recency factors could be make a difference to some businesses.”


The benefits of location targeting


Digital marketing consultant and CEO of SEMCopilot Ted remarked:

Although my default reaction to these sorts of changes is to be skeptical…I do think in this case it will result in incremental high quality traffic coming in for advertisers. We live in a mobile world…that means people move around a lot; people we target during the day don’t disappear at night, they go home. Why not get your message in front of them there?

Location targeting makes it possible for advertisers to serve ads to people in a particular geographical location. For instance, if you were advertising for a chain of supermarkets, without location targeting—your ads would appear across all locations all over the world. There is also a possibility that your ads would be viewed people outside your business location. Location targeting enables you to show ads only in regions where you have supermarkets.

The update was first spotted in Google display ads, but now seems to have expanded to search and shopping campaigns, too.


WhatsApp Ads Are Coming. Should Your Brand Jump On Board?

WhatsApp Ads Are Coming. Should Your Brand Jump On Board?

Remember the note that WhatsApp co-founder Jan Koum kept taped on his desk: “No ads! No games! No gimmicks?” Well, it seems WhatsApp is backing off on its promise and will begin to have WhatsApp ads, after all, replacing the dropped WhatsApp subscription fee as a revenue stream for its parent company, Facebook. 

The unveiling comes on the back of WhatsApp’s debut last year of its Business API. That service enabled businesses to answer customers’ queries via automated messages. While customers could limit the messages they received from businesses, they will not be able to skip or block status display advertising.


How it works


WhatsApp users worldwide will be able to view full-screen ads shown in-between friends’ status updates. Launched in 2017, the Status feature allows users to share photos, videos, and GIFs that live on the section for 24 hours

It is likely that Facebook Ads will be a blueprint for the WhatsApp advertising channel, serving up personalised content to users based on their profile, device use information, and off-Facebook activity. 

There is the question, however, of how well brands and consumers will react to the app’s monetisation. Businesses and digital agencies are always on the lookout for the next big marketing channel to reach as many people as they can, but consumers still regard WhatsApp as a secure, private communication platform between their close friends and family. 


Targeting on WhatsApp 


Targeted ads could be a form of violation of the platform’s end-to-end encryption privacy principles, which might be turning users off. With 1.5 billion users, WhatsApp will have great potential for sales and brand awareness. 

What will work in brands’ favour is the brevity of the feature; viewers can move on quickly as possible when presented with an ad. However, brands will need to take a strategic approach to their creative and targeted messaging in order for their investment in this uncharted territory to really pay off in the end. It will be all about determining how to make those few seconds at their disposal count.

Social networks have grown more crowded and for brands looking to break away from the noise and find a new way to be seen or discovered, WhatsApp could be the ideal solution. What’s more, advertisers will also not view their Facebook News Feed budget separately from their WhatsApp ads budget as they might be able to use Facebook for automatic placement on WhatsApp. 

Its success will depend on whether the company can prove that brands and customers will benefit from valuable interactions. In the end, brands will only start planning their paid advertising budgets around WhatsApp once they have a clearer picture of the rewards they will get out of the platform.