How To Navigate Google’s New Personalized Ad Requirements
Personalized ads through Google are a robust way for marketers to reach their target audience. Once called interest-based advertising, this method closes the loop between the data that users share with Google – things like their age, location, interests, key demographic data, and previous searches – and the marketers aiming to target a specific audience.
Personalization is a wonder of the online world that increases relevance and ROI for marketers and offers a convenient, swift experience for users – though some users find it invasive or creepy. Later this month, Google will enact a new set of policies that restrict particular target focal areas as a part of their efforts to make online search more inclusive and equitable, particularly for users that are frequent targets of social bias. According to the new policy, “Ads for housing, employment, and credit products or services can no longer be targeted to audiences based on gender, age, parental status, marital status, or ZIP code.”
This is particularly significant for homebuilders and real estate companies, whose services the policy directly addresses, along with employment listing sites and credit card/loan sites. If you are an advertiser promoting your homebuilding offerings, you can expect a notification in your Google Ads account that will ask you to recognize the policy change. Failure to do so will make it impossible for you to generate new ads.
Homebuilders and other real estate marketers looking for support through this significant transition in Google Ads can rely on ASTRALCOM to navigate the evolving online advertising ecosystem and continue to maximize returns on online ads. Get in touch today.