How the Change in Gmail Ads Targeting Will Minimally Impact Advertisers?
Google has announced that by the end of this year, they will stop mining email content to target customers with personalized ads. The 1.2 billion subscribers of Gmail will no longer have to worry about their emails being scanned to bring them appropriate Gmail ads. As G Suite for business and customer Gmail is likely to closely align in the future, G Suite customers are worried about their emails getting scanned. However, the company’s executives have mentioned that G Suite was and always will be ad-free.
How Does This Change Impact Advertisers?
Advertisers who are focusing on paid advertising will largely be reliant on logged-in data consisting of browsing patterns and search history, demographics and other details that Google is tapping for better ad targeting in the digital marketing space. With the support of in-market and affinity audiences, advertisers can expect better gains than keywords that show up in Gmail inboxes. So advertisers will be able to focus more on their audiences rather than just contextual targeting and thus, get better results from their advertising investments.
Advertisers will be able to use topic-based targeting and broad match keywords as opposed to the earlier system of email content and thus, they will align with relevant interests that will be based specifically on browsing history and other aspects of ad personalization. So even though the way of targeting might change with Gmail’s new policy, advertisers will have a better chance of reaching potential customers and making an impactful engagement.
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