Giving the users a voice
Following last year’s launch of the ‘mute’ button in the corner of Display ads, Google is taking this to the next level and specifically asking users what they didn’t like about the ad they just muted. The Display ads’ version of the ‘why this ad?’ option in search ads, the ‘mute’ button (that’s the small [x] in the top right corner) gave users say over whether they’d continue to see ads from that campaign.
Google’s data shows that this additional option has given users additional control and as a result, millions of ads have been muted – effectively telling Google where they need to make their ads more relevant and useful. Off the back of this, users who make such Display ads disappear in this way will soon be presented with a further option – to say why. In the form of a series of short surveys, Google will be able to accrue more understanding of how to “serve better ads to users, spot publishers and advertisers in violation of Google’s policies, and help improve ad and placement quality for the broader advertising ecosystem.”
This all seems fine but what about the advertisers? Do they see any of this feedback (to enable them to better shape their Display strategies)? And what’s to stop competitors clicking on the ‘ad violation’ option? Looks like there may be a few more unanswered questions here than Google thinks…