The internet has an unrivaled reputation for unfiltered, chaotic content. Users can jump from narcoleptic goats to streaming Game of Thrones to, finally, finding a contractor for their home improvement project. In this search, they are often targeted by intrusive and slightly irrelevant advertising.
You know the type: pop ups, strobing banner ads, auto play videos. Ads that scream “HEY!” at you.
Due to these slightly annoying ads, there is a surge of users installing ad-blocking technology. A 30% surge worldwide, in fact. This software, often in the form of a browser add-on, removes these ads so the user can browse without interruption or irritation.
While Boomers and Gen-Xers are more tolerant of aggressive marketing, Millennials treat these ads like a disease. Two thirds of Millennials use ad-blocking technology on their desktop computers, and 14% use it on both desktop and mobile. Those numbers are only expected to grow.
As more homeowners install ad-blocking software, home improvement businesses are going to need to find creative ways to reach them. By taking a couple preventative measures, you can outsmart ad-blocking users.
Target the Homeowner’s Locality
When homeowners are searching for something close to their proximity, e.g., “a window replacement company near me,” your name needs to pop up in the search results.
To do this, you need to add your location to Google Maps, which provides searchers more information, including reviews, contact information and images. That, in itself, is an advertisement of sorts.
Since ad blockers do not exclude local search results, you can bet on your company being seen. In fact, if someone is using ad blockers and you’ve optimized for local search, your company stands a strong chance of being featured prominently.
There’s a great article in StreetFight that goes into more detail on this.
Beef Up Your Adwords
The only advertising that is left untouched by ad-blocking software is Adwords. Google has worked hard to achieve this; their reasoning is that they maintain higher standards for their ads.
By focusing your creative energy on Adwords, you can ensure ad-blocker users will find your business. Make sure your listings are snappy instead of spammy. The only thing millennials hate more than spam is being called “Millennials.”
Five years from now, as millennials age and become your target buyer, the impact of ad blocking will come into play. For now, though, focus your efforts on local and paid search.