The use of Adblockers has surged recently and currently over 25% of UK web users are thought to use such software much to advertisers dismay but what does this mean for web site owners, small businesses and those who have PPC and SEO campaigns?
According to recent news reports Google could announce its own in browser adblock feature within weeks and if it does go ahead Google is expected to outsource the definition of ‘unacceptable adverts’ to the Coalition for Better Ads, an independent group set up by a consortium of major advertisers and agencies in March.
Its standards were set in place after “comprehensive research” involving more than 25,000 participants and Google has been very vocal on intrusive ads and user experience so many are speculating that websites whom fall foul of the Coalition for Better Ads standards may also be penalised in Google search results (SERPS), which could redefine internet use entirely.
Clickbait and the rise of Adblockers
Advertisers and in turn web site owners only have themselves to blame for the rise in adblocking software as for too long they have been allowed to continually erode the internet and its user experience to serve more and more intrusive ads not realising that they have been causing their own demise in upping the ante time and time again as ad revenues drop and panic sets in.
Most people are all too aware of how much filler content there is online now (e.g. dailymail.co.uk) and that its quality is so low that its sole purpose of being created only to serve adverts is all too clear.
Whilst this has little direct relevance on small to medium business websites as business websites in the main thankfully don’t display third party adverts but rather focus on their own business products or services, there is some direct impact as some own brand content can be blocked such as youtube videos or promotional items.
However, many people gloss over the fact that if you have an PPC campaign, those 25% of web users whom have a adblocker will in all likelihood also not see your PPC adverts, unless they have added Google to the safe-list.
Adblockers, PPC and SEO as an answer
Losing up to 25% of your audience is a significant proportion by any standard and according to adblocking research, users of adblockers also have a higher probability of being more educated and of earning higher incomes so it seems that that audience not seeing your PPC ads might actually be the desirable customer you will never acquire unless you also employ SEO strategies in order to get your website visible in the natural / organic results of Google Search and not just relying on PPC to drive visitors.
Using an SEO consultant to rank your site better and engage with your target audience via qualitative content also helps your PPC so whilst you are adding good content to attract the 25% whom wont see your PPC adverts by utilising SEO techniques you also improve the Google Quality ranking of your website which in turns lowers you PPC costs and increases the CTR of your ads, thus giving you a greater return on investment for the 75% of web users that can see your PPC ads.
Edible is a Liverpool based Content Marketing and SEO (Search Engine Optimisation) consultancy working with a broad base of business to business and business to consumer clients in retail, hospitality, manufacturing, research and also financial and professional services.
If you need some guidance, content writing, help with engaging customers, converting leads, or Liverpool Search Engine Optimsation Services simply get in touch for a non obligation evaluation of your website and its potential.