08 Oct AdBlock Plus – The Silent PPC Killer
Your internet marketing company won’t tell you about it. It isn’t something that you will read about on the front page of your favorite internet media source. There is an extension being used across the world that has the potential to kill off Pay Per Click campaigns and paid internet advertising: AdBlock Plus.
Adblock Plus was created in 2006 by Wladimir Palant who founded Eyeo in 2011 to make its development sustainable. Adblock Plus is a free extension that allows you to block annoying ads, disable tracking and block domains known to spread malware. It is available for Android, Chrome, Firefox, Internet Explorer, Maxthon, Opera, Safari and Yandex. AdBlock Plus blocks a plethora of annoying ads, including YouTube video ads, Facebook ads that appear in newsfeeds and PPC ads that would normally appear when a user searches the internet using keywords.
A 2014 report conducted by PageFair and Adobe reports that more than a quarter of U.S. internet users surveyed said they are use adblocking software. Adblocking is exceptionally popular with millennials. Peak usage is with 18-29 year olds, 41% of whom claim to use adblock software. In addition, it grew an astronomical 48% over the last year. As this generation of users grows older and AdBlock Plus becomes more popular, the numbers are projected to increase rapidly until most mainstream internet users are utilizing some form of an adblocking program.
ADBLOCK PLUS WANTS TO PLAY FAIR
AdBlock Plus is not an “All or Nothing” extension. It allows its users to set filters to see ads on certain domains or block ads on others. There are also blanket options that allow you can block all ads, usually the easiest to set and the most practical to use.
AdBlock Plus hit a speed bump with the internet industry recently as it changed its settings to allow all ads that they deem “acceptable”. Users are outraged and those who run PPC campaigns are yelling foul as AdBlock Plus allows some companies to pay to become “whitelisted”. Unbeknownst to many, there is actually a setting to disable this feature at any time. Unfortunately, the very industry that would be responsible for circulating this information is the very industry that does not want you know how to – the internet marketing industry. However, younger savy internet users have already figured it out and are well on their way to once again blocking any and all ads.
WHY DOESN’T YOUR INTERNET MARKETING COMPANY WANT YOU TO KNOW ABOUT ADBLOCK PLUS?
Internet marketing companies are arguing that PPC and paid ads are not and will not be affected by AdBlock Plus. Their logic is that if someone cannot see your ad, then there is no potential for lost money on click-thrus. They spin this further to state that since most PPC are based upon budget, then you will still get the same number of PPC conversions with or without the existence of AdBlock Plus.
This couldn’t be further from the truth. Unless you are running a very minimum Pay Per Click Campaign, there are probably several days a month where your daily budget was not met or exceeded. There are only so many users per day that are targeting the same goods and/or services that you offer. If you do not have a top organic ranking and are relying upon PPC and paid ads entirely, there is no way for your prime consumers to reach you. PageFair.com reports that it is estimated that adblocking will cost publishers $22 billion in the year 2015.
The reason your internet marketing company is not advising you about Adblock and its potential to destroy the PPC market is simple: You are paying them for the creation and maintenance of your campaigns and ads. PPC is a short-term investment. If you discontinue your PPC and have not invested in creating a strong organic ranking for your company, the cessation of your campaign could possibly mean the collapse of your business. Knowing this, you are at the mercy of your internet marketing company, right where they want you.
WHAT YOU CAN DO TO PREPARE FOR ADBLOCKING-GEDDON
You do not have to hang your hat in defeat just yet if you are relying solely on paid advertising and Pay Per Click campaigns to bring in new business. However, you are on borrowed time in an ever-changing, ever-evolving age of internet marketing. If you employ a marketing company, talk to them about putting together an organic marketing strategy to bring you to the top of the search engine pages. If you do not have a marketing company, do your research and hire a company that specializes in building organic internet presence. But note that achieving a top organic ranking takes time, it is not something that happens overnight or even in the course of a few months. Being proactive in beating adblocking-geddon is not only valuable but essential!