Without audience targeting are Google Ads Dead? Think again…
Early this month Google announced new restrictions for targeting specific audiences. The restrictions apply to content related to housing, employment, credit, and those who are disproportionately affected by societal biases. The news of these restrictions created quite a stir among industry brokers and lenders who heavily rely upon targeted Google ad campaigns. All which may have you asking if these changes will kill future reverse mortgage advertising on the world’s most popular search engine. In just a moment we’ll hear from our online SEO expert Josh Johnson to find out.
Google’s restrictions are not necessarily novel nor unexpected. It was just over two years ago Facebook faced scrutiny from federal regulators for allowing those offering credit or housing finance to restrict ad audiences by race or religion among other questionable metrics that would violate HUD’s fair housing rules. An investigation by ProPublica broke this news in October 2016. It was nearly two years later in August 2018 that HUD filed a formal complaint against the social media giant for discriminatory advertising practices. Seven months after HUD’s complaint Facebook announced sweeping changes. Both Facebook and later Google, took a blunt approach much to the chagrin of lenders and service providers.
What ad filters are going away? In its official release Google revealed, “credit products or services can no longer be targeted to audiences based on gender, age, parental status, marital status, or ZIP code.”
Is this the end of Google ads for reverse mortgages? To answer that question I reached out to Josh Johnson who heads up Reverse Focus’ Online Dominance SEO program and Google marketing. Here’s his explanation.
Here’s what makes Google unique from other platforms and why reverse mortgage Google ads will continue to reach the intended audience.
To summarize, older homeowners are intentionally seeking out reverse mortgage information on Google which means, yes-your ads will be seen by your target audience, even though you can no longer target specific age groups.
-4-in-10 Americans predict a housing crash this year.
-The CFPB’s first director says “We’re all birds of a feather”.
-Sorry, there’s no V-shaped recovery after all.
The acting CFPB director plans to immediately begin implementing the Biden administration’s priorities for the agency. According to a Bloomberg Law article, those priorities include racial justice and the COVID-19 response. David Uejio (OOO-A-JO) is serving as the bureau’s interim director at the request of President Biden. Previously Uejio served as the agency’s chief strategy officer which placed him close to the most consequential policy decisions. During his 11-years at the bureau, Uejio worked closely with the first director Richard Cordray and the incoming nominee for Director Rohit Chopra who we covered in great detail last week. As Cordray told Bloomberg Law reporter Evan Weinberger, “we’re all birds of a feather”. That continuity of vision for the agency’s priorities includes a focus on racial inequities in lending and the lending practices during the pandemic.