In an effort to make targeted ads more transparent, trustworthy, and relevant among skeptic consumers, both Facebook and Google have announced changes to their ad platforms. The new features will give consumers more control over the ads they see and interact with.
Here’s what you need to know.
Feedback on Facebook ads
Rolled out on June 12, unhappy customers can now complain to Facebook and provide feedback on bad shopping experiences they’ve had as a result of purchasing an item via Facebook ads. Most user’s pain points are product misrepresentations with inaccurate shipping times, and now they’ll have two options to let Facebook know they’re unhappy. They will either receive a notification that solicits feedback, or they can visit their Ad Activity Page, and click “Leave Feedback” – Satisfied, Neutral, and Dissatisfied – for the ads they’ve interacted with.
Poised to help fight fraud, the new policy could eventually lead to bad businesses being banned from advertising on the social platform – but not after a few complaints. According to its statement, the social network will share feedback to help companies improve before being banned.
To help provide a better customer experience, Facebook also published an infographic with online shopping tips, which gives consumers warning signs of what could be a bad purchase. It also provides insight into what advertisers should stay away from, such as blurry photography, and computer-generated product images.
Greater ad transparency for Google
Rolled out on June 14, Google’s updated and expanded Ad Settings allow its users to have more information on why they are targeted with ads on all Google platforms, such as YouTube.
Users can now visit their Ad Settings page, or click “Why This Ad?” to find out why they might be seeing ads for soccer jerseys. Turns out, they were targeted with those ads because they watched World Cup highlights on YouTube. Users can also delete or turn off targeting criteria if they choose.
“With these improvements, you can browse the web confidently knowing that you have the information and control to make Google work better for you,” Google said in a blog post.
On top of that, the updates will provide a better experience for advertisers, as they can better target those who want to receive their messaging, reaching the best audience possible.
About TEGNA Marketing
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