Google Rolls Out Adwords Behavioural Targeting
Google has launched behavioural targeting for their AdWords service - this means that brands can now target search ads based on a users' previous browsing activity.
At present, it's still unclear as to whether ads will be automatically served to all Google users or whether people will have the choice to opt in. All ads will feature the new industry standard Ad Choices logo however, making it easy for consumers to opt out of behavioural targeting.
Product manager for the Google Display Network, Jon Krafcik, has explained that this roll out will give advertisers an "effective way to reach more interested users, increase awareness of your products and services, and ultimately drive more sales".
He commented: "As we've made interest categories available to more advertisers, we've remained committed to providing users with the highest level of control and transparency... Our beta advertisers have used interest categories to successfully meet all kinds of goals, from an advertiser increasing brand lift by 40% to a shoe retailer driving 400% more conversions at a lower cost per sale."
This latest move by the search giant follows "interest-based ad targeting" trials for the past year within specific verticals, before being expanded to all of AdWords.