There is no question that remarketing is a highly valuable technique for online marketers.
By tracking users and then presenting them with ads for products they previously showed interest in, many businesses see increased sales.
Unfortunately, all of this is changing due to ad muting, a new function within Google and Apple web browsers.
This means more challenging days for anyone using remarketing in their advertising campaigns.
Users Can Now Mute Remarketing Ads
Since the beginning of this year, users have had the ability to mute ads that show up on their screens.
They can see who is marketing to them and turn off that specific ad or all ads from a particular advertiser.
This applies to both Google’s Chrome browser and Apple’s Safari browser.
Apple has given users the ability to limit who tracks them for advertising purposes last fall when they introduced their Intelligent Tracking Prevention feature.
Although Google’s “Mute This Ad” feature has technically existed since 2012, it was only available on a small percentage of the millions of websites served on the Chrome browser.
Since the beginning of 2018, Google has expanded the use of this feature, making it available on most websites and giving users the ability to mute just about any ad they desire.
Even more significant is that muting now works across devices.
Previously, it only worked on whichever device the ad was muted on.
Now the settings stay with the user account; the muting remains in effect no matter which device a person uses to log into their Google account.
Mute This Ad and Intelligent Tracking Prevention have essentially become remarketing nightmares.
They can now prevent advertisers from reaching the very audience most likely to make a purchase from them.
Eye-Opening Reports from Google
According to Google, they have received billions of mute requests from users since the feature was launched. They have also removed more than one million ads from Google’s servers.
With the broadening of this feature, the expectation is these numbers will begin to quickly rise in the months to follow as more mute requests are sent in and more advertisers flagged for irrelevant advertising.
The feature asks for user feedback, asking for a reason why they are muting the advertisement.
The main complaints? Marketers take note: users seeing ads that they felt were irrelevant or seeing the same ad too many times.
Staying Visible and Un-Muted
So what does this mean for marketers using ad remarketing services for their clients?
It stresses the importance of ad relevance and finding ways to convert without bombarding the user.
If the user is seeing so many ads they are prompted to mute that ad or even worse the advertiser, remarketing efforts are working against the campaign rather than with it.
Getting past these features means fine-tuning remarketing campaigns as much as possible.
Marketers now need to work harder on targeting to ensure ads are relevant to the user and create more compelling ads in general.
In doing so, the hope is that there will be fewer mutes and fewer remarketing ads required to get the most likely candidates to actually convert.
Failure to accomplish this means a much greater risk of being muted and losing that customer for the immediate future, the most likely time when they might make a purchase.
In its effort to continuously improve the user experience, Google keeps making it more challenging for marketers to reach their audiences.
To get around these expanded muting capabilities, marketing experts must once again refocus their marketing campaigns and make sure their remarketing is properly targeted to prevent muting!