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At the time of January 18th, 2017, Google image and video ads inside ad groups without targeting methods will likely be eligible to show over the Google Display Network. That’s right, ads would likely show to anybody and everybody, in any GDN location on the web. Starting January 18th, 2017, we’re making advertising for display and video campaigns simpler: ad groups with no targeting method selected will automatically be qualified to show ads on the Google Display Network, as long as they have a bid set and one or more approved ad.

This might as well say, “We’re making it simpler for inexperienced advertisers to blow away their budgets on our platform.” Google AdWords ad groups without any targeting method selected will automatically be qualified to show ads on the Google Display Network

This will probably be a disaster, within our humble opinion. Consider the quantity of small businesses which are capable enough to manage their PPC advertising company, but will become a victim of an Opportunities Alert that explains how easy it is actually to generate the first display campaign! These advertisers generally lack the experience and comprehension of the potential ramifications of the a risky endeavor.

They’re also not as likely in order to pay the wasted spend that comes in addition to this type of set it up and end up forgetting it type campaign management that Google seems to push so frequently (see: AdWords Express). Running untargeted ads on the GDN will be as effective as a dentist in Cleveland paying for a billboard in Times Square. On the very least… The least, opt for an Affinity Audience of men and women which can be likely in your target market.

Don’t Panic, PPC Colleagues.

Google will automatically pause any current display and video ad groups that don’t possess a targeting method on that date. Thankfully, you don’t need to worry that inactive ad groups will start to show ads all over the place. This is therefore unlikely to negatively affect you and your existing campaigns. But later on, be extremely careful when developing new display campaigns and be sure to bring this up when training new hires.

Covering Their Butt.

The announcement from Google included as well this: It’s another best practice to examine your targeting options when you create an advert group, to help you choose the one which best aligns together with your business goals. Don’t qqdpog love each time a paid media engine adds a whole new feature and immediately adds a disclaimer stating that it is a best practice to avoid said new feature?

While this will likely do more harm than good, you will find a time as well as an area for everything. Following a long debate, we came up with one scenario where you might want to test this out with extreme care. Generally, the looser your targeting, the cheaper the price-per-click. If your products or services is completely new or relatively unknown, and your audience is in a tightly defined geographic location, this feature may help generate brand awareness at an affordable.

For example, if you’re a B2B with a new, niche item that would benefit a specific company, you might like to produce a new display campaign with one-mile radius targeting around the address of the company. Be sure to set a minimal frequency cap and consider excluding bad clicks from future targeting. To accomplish this, create a remarketing audience of users that came through this campaign and didn’t spend more than two minutes on your site. Exclude that list from that campaign and all of remarketing lists. Tell us the way it works out. We’ll be way over here… in a safe distance behind this concrete barricade, watching you test this through fire-resistant binoculars.