Ad muting is a newer feature that enables Google users to block remarketing ads and advertisers.
This feature is creating havoc for many marketing pros and with good reason. It’s preventing their remarketing campaigns from reaching a key audience that is most likely to convert.
If there can be any good news in all of this, it is that there are ways you can work around this feature and still get your ads seen.
Rethink your remarketing ads with these tips so you don’t get muted and can continue to reach your target audience.
1. Think Like Your Customers
Above all else, in order to design the best remarketing strategy, you have to think like the customers you are trying to convert.
Your customers are browsing because they want to buy or are thinking about it at least.
So they want to see what you have to offer, just not in an obnoxious or overbearing way.
They also want to see what other things you have that might interest them. If your ads can do this, you’ll reduce the risk of being muted.
2. Review Your Remarketing Strategy
Once you are able to think like your customer, review your current remarketing campaign and see how it’s actually serving your customers.
Are your ads annoying in any way in their design, how often users see them, or how they work?
Are they actually relevant?
These are the important questions that must be answered in order to get an idea as to where your current remarketing campaign stands and how to reduce or prevent muting.
3. Create Unique, Relevant Ads
When creating your ads, make them as relevant and unique as possible so they are interesting to the user.
You can do this in a number of ways.
Exclude those users who bounced before 10 seconds, those who have logged in recently, or others who are less likely to be looking to buy right now.
Even those who logged in may not be ready again; you can remarket to them later.
Additionally, make the experience unique by showing the user something new, not something they already know about.
Design ads that cater to the stage where your user is in the purchasing process.
This creates more interest with less risk of information overkill.
4. Avoid Ad Overlap and Overuse
The goal for making your remarketing campaign successful is showing the right ads to the right users the right number of times.
To avoid over-showing ads, always check to make sure your users are not showing up in more than one filter, which will result in them seeing too many ads.
You can also lower your ad frequency caps and routinely look at the sites where your display ads are showing up to ensure relevance.
5. Monitor and Understand
Always monitor your ads and keep track of where they are appearing and which users are seeing them.
Try to get an understanding of why some users might be muting your ads.
Although not offered now, Google has stated they might offer feedback reports to their advertisers so they can see firsthand from the user why an ad was muted.
Until then, marketers must simply stay observant and look for trends causing their ads to be muted.
If you take these points into consideration and learn more about the audience you are targeting, chances are you can reduce ad muting and still use remarketing effectively.
Remember, users who visit a site do have at some interest in what’s there.
The trick is to entice them enough to make a purchase without being overbearing or irrelevant so the ad gets muted!