: Keyword Blocking in Advertising: What You Should Know #IndiaNEWS #Marketing We live in an ever-evolving marketing world where challenges arise for marketers almost daily. For example, marketers will

Keyword Blocking in Advertising: What You Should Know #IndiaNEWS #Marketing
We live in an ever-evolving marketing world where challenges arise for marketers almost daily. For example, marketers will have to lower their dependence on third-party cookies since they are being depreciated by companies like Apple and Google. Meaning that personalizing your ads and other marketing will be more difficult than before.

Another major change that’s taken place is that Apple won’t allow pixel tracking in emails, meaning that the email open rate metric is effectively useless.

At present, an ongoing matter you should be aware of is keyword blocking.

What is keyword blocking

This term refers to companies blocking their ads from appearing on publishing sites specifically on pages containing blacklisted words or themes.

When running ads, it’s important to prioritize sharing your ads in safe digital spaces. Because whether it’s rational or not people may associate your brand with negative or controversial articles. And that’s even if your ad appears alongside such content by chance.

Keyword blocking can be an essential part of managing your advertising campaigns. And to do it well, it’s helpful to be aware of the pitfalls, mistakes, and best practices that affect the outcomes of your advertising.

The impact of keyword blocking

Keyword blocking makes sense when you want your advertising to appear in a context that is safe for your brand. After all, advertising activities are extremely expensive and every conversion you lose is critical.

So, as a business owner, you might consider blocking ads on content where specific keywords appear related to major social and political topics. And in current times, terms related to the pandemic rank as the foremost blocked and blacklisted keywords.

Did you know that online publishing sites in the US lost 2. 8 billion USD due to this issue? In the UK, the losses came up to 220 million USD.

News and media publications that rely on ads for revenue need to cover the top news. As a result, it’s expected for much of their content to consist of articles related to the pandemic and controversial social issues, even to a small degree.

When businesses block their ads on such posts, media houses lose a significant amount of income. However, the impact of keyword blocking isn’t just felt on publishing businesses alone. There’s a tremendous impact on business too that you should know about.

When a topic is as prevalent as the pandemic, it’s likely that a large number of website pages will have some mention of it. So, when a business chooses to block ads on such content, they essentially block their ads from being viewed at all! This means that they’re also losing money and the opportunity to grow their business.