Last year, Facebook revised its targeting capabilities, specifically surrounding Employment, Housing, and Credit/Finance advertising. Now Google is following suit and, depending on your advertising strategy, it could have a similarly dramatic effect on campaign performance and ROI.
What do the changes look like and when do they go into effect?
Targeted advertising based on any of the following criteria will become unavailable before the end of the year, according to Google Ads:
- Parental Status
- Marital Status
- Zip Code
Other categories that remain off-limits for Google Ads:
- Sexual Orientation
- Personal Hardships
The SEM Team at Bayard is here to help you navigate any and all updates that Google makes to its advertising platform. As a Google Premier Partner, we have access to a team of representatives that help us with the following:
- 3 Agency Google Reps (not just a 1-800 support # to call) for 1-on-1 support on new business, ongoing technical needs, optimization best practices, and more.
- Industry trend reports & competitor reports.
- Inclusion on early release/beta tests for new Google products that are not available yet to the public.
- On-site & Online exclusive Google training & events for our team, to make sure we are trained to the best of our ability!
As a Premier Partner of Google, Bayard follows best practices and has worked tirelessly to achieve above-average ROI for our advertising partners. Using best-in-class optimization techniques and the support outlined above, we have been able to do this while having always been EEOC compliant meaning that we have never run targeted ads based on the soon to be unavailable criteria.
If you have any questions or concerns regarding your current Google strategy, please contact us for guidance.