Google, the company we all know and love. Google is one of the farthest reaching tech companies in the world. We all use their services, most often on a daily bases. One such service is Google Ad Words. As a web developer I often encourage my clients to use it for online marketing because it is so far reaching, cost effective and efficient. With Google Ad Words your campaigns and shown on all websites that embed the service and now mobile devices. The later is my issue with Google Ad Words as being a product that can do more harm than good when promoting your company.
Mobile is not the same
If your business use Google Ad Words and many local companies do, you may notice that your ads are also shown on mobile devices. Most often games and other free to download apps. This at first glance would seem wonderful, more bang for your buck. But for anyone that has played a game on their mobile device, would agree that after a while the popups get a bit annoying. They popup at after every level, and abruptly to sneak a click from you. App developers are now designing their entire UI’s (User Interface) around ads to extract the most value out of adverts. This had led to ads embedded in games, shown as popups and basically disrupts the game play to the user’s annoyance.
What advertisers may not know at first is that game developers are in control of your advertisement. This means they can place ads anywhere and at any time, which can make the potential customer a bit annoyed if not outraged. This negative feeling which is often experienced when playing a game is now associated with your brand. What once seemed as a good idea and a far reaching cost effective service is now destroying the purpose of your ad, and with that your brand. What is to be noted as well, is that we are all now trained to avoid ads an click the X to get ride of it as quickly as possible.
Having your ads attached to a negative experience defeats the purpose of your marketing strategy and can do more harm than good
We as businesses must think carefully about the platforms and tools we use to promote our businesses on. What previously thought of as an asset to our business and marketing, may be a liability in the end if not done right.