Last updated on March 24th, 2018
It seems counter-intuitive that a company that makes its living on advertising revenue is offering its users an escape from certain paid ads. However, that is exactly what Google has done in a move announced yesterday.
Expanding on its “Mute This Ad” feature, in place since 2012, users can now mute reminder ads from companies targeting people who have previously visited their website or engaged through an app.
Purpose of Ad Muting
The original premise of the mute feature was to solicit feedback from users on the relevance of ads delivered through Google’s network of publishers. If users consistently report an ad, it is removed from the server.
Despite the fact that Google needs ad revenue, it has built its dominance in the search industry by prioritizing end users in its operation. This latest move to let users escape intrusive, annoying and repetitive reminder ads is the latest move that exemplifies this philosophy.
The Role of User Experience
User experience and customer experience have become a driving force in all types of industries. Competition is at all-time highs, and people have choices in selecting providers that deliver a high-impact experience.
Google cannot continue to dominate and thrive without consistently offering users an experience they value. Thus, if people find particular remarking campaigns a nuisance, the ability to opt-out of seeing them contributes to a positive image for Google.
It isn’t just the end users that benefit, though. Publishers with limited control over the ads served up on their pages benefit from less risk of alienating visitors to their websites with annoying ads. Even the advertisers themselves can benefit. If users find a brand’s ads intrusive or annoying, they may develop subtle but important negative feelings toward the offending brand. This sentiment impedes any hope for future sales. Thus, enabling users to cut the proverbial cord before anger arises is better for the advertiser in the long run.
Balancing the intricate needs of the advertisers paying your bills and the users driving your business ecosystem is challenging. Google has succeeded by achieving success in its efforts over two decades, and it is likely to continue to do so.
For advertisers, this program expansion may seem like a hindrance, but your remarketing efforts can still pay off with customers intrigued by your offer before they become annoyed.
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