New Google Feature Allows Users to Mute Ads for 90 Days

January 4, 2018
Anna Hubbel
Photo Courtesy of Quartz

Good news for Internet users, not so much for advertisers: Google launches a new feature that mutes reminder ads. On January 25, Quartz reported the new feature, which works anywhere online where Google ad services are used.

@Google announces a new feature that allows users to mute #reminderads for 90 days. #onlineads #digitaladvertising
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As frequent Internet users are aware, advertised products or services appear online multiple times. Reminder ads pop up here and there, regardless of users’ web activity at any given moment because Google’s algorithm processes their initial view of the item. As a result, like a shadow, these reminder ads follow users wherever they go for a certain amount of time. However, with this latest feature, Google is giving users a temporary break from these shadow ads. Specifically, a full 90 days, after which point reminder ads typically complete their run.

Quartz reports that the mute syncs across all devices as long as users are logged in to their Google accounts on each device. The mute feature is somewhat of a branch off of Google’s ad-muting feature originally introduced in 2012. This first feature banished ads if they were considered inappropriate or irrelevant by the user. In addition to the new mute feature, Google is also expanding the original ad-muting feature to all devices and overall making it more accessible to users.

What This Means for Advertisers

Advertisers who fear getting muted will need to make their ads attractive and relevant to users. Additionally, in cases when users do follow through with an online purchase, businesses should provide exceptional service so that users will be excited when they see reminder ads as a result of their positive experience with the business. Advertisers can also make their ads stand out by writing excellent ad copy and creating trustworthy ads.

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