Users now have more control over the Google-served ads they see. These changes affect lending business running “remarketing” ad campaigns.
Remarketing: An online advertising tactic that shows targeted ads to people who had already visited their site.
Users can now access an “Ad Settings” section of their Google account. The user can control their privacy settings, including Reminder Ads (the consumer-facing term for remarketing ads) and see which companies are currently remarketing to them.
Through these settings, the user will have the option to mute the advertiser, not just the ad as it was previously done.
One of Google’s cornerstones and one of the reasons that they’ve blown away competitors is their user experience. Giving users more control over their privacy settings, including ads, is just one of the ways that they enhance the user experience.
(We talked about the importance of user experience and mortgage conversion here)
This may seem like a significant setback for mortgage lead generation through Google ads, but we’ve seen many big changes to Google advertising the past ten years and mortgage companies adjusted.
While lenders rethink their digital marketing campaigns to meet new standards, there is an immediate silver lining —mutes will only last 90 days!
This means that if a user muted your ad but returns to your site after the 90-day muting, they’ll see your retargeting ads again.
Note that these changes do not affect traditional PayPerClick campaigns through Google Adwords.