Walker Sands Q&A Responds to Google Ads News, Including Ads on the Mobile Homepage
This year, Google is making a lot of moves to compete with Amazon, Instagram, and more. One of the changes getting the most attention is Google placing ads on the mobile homepage. But one of the less-discussed developments is how these changes can benefit B2B marketers.
Here to rectify that situation is Christopher Shilney, a paid digital marketing analyst with Walker Sands Communications. He later discusses his thoughts on Google’s changes to third-party tracking capabilities on Chrome.
Heather Fletcher: What are your thoughts on Google Ads’ new announcement in May? How will it impact paid digital marketers?
Christopher Shilney: For our clients in the B2B space, mobile app targeting has not been successful. We've historically seen a lot of wasted spend on ads placed in apps, so we exclude apps from our targeting as a result. If this is going to fall into that targeting setting in Google Ads, then we'll exclude it going forward, by default. I'd be interested to see if Google expands on this further and categorizes users in its app into other audiences.
I'd still be willing to bet that this is not the right space for most B2B marketers to explore, as mobile phones are primarily used for personal reasons. I'm not sure how effective Google would be at identifying when/if someone is looking at their phone and interested in seeing ads applicable to their work life. This would be better suited for B2C, where ads that are personalized to individual interests would most likely perform better.
Fletcher: Do you see any tie-in to Google’s cookies announcement, made earlier?
Shilney: As far as the cookie announcement, I don't see any specific tie-ins/connections between the two. I view the cookie announcement as more of a reactive update to the changing environment as users become increasingly tech-savvy and understanding of the previously esoteric lexicon of the web. In addition, revelations over the past few years of how personal data was bought, sold, and used to influence people's everyday lives and political viewpoints have made people skeptical of advertising. They’ve pushed more and more users to find ways to keep their browsing habits private.
Google’s announcement might also be an attempt to maintain control/market share of the search engine market. Apple has been pushing for more privacy with the release of ITP for Safari and other search engines, likeDuckDuckGo, have gained traction by automatically keeping your activity private. If Google can keep their services convenient enough for the user, then the user might be willing to make a tradeoff with some of their privacy.
What do you think, marketers?
Please respond in the comments section below.
Related story: How Google Chomping Down on Cookies Is Good for Advertisers