Google Ads Come to X: A Risky Proposition or Excellent Opportunity?
Elon has finally discovered why no-one else wanted to buy Twitter, or “X” as it’s now called. X has reported a 50% revenue decline since his takeover of the platform last year and in a bold move to bolster its dwindling ad revenue, X,, has ventured into a partnership with Google to introduce programmatic ads to its platform. The news of this collaboration has drawn significant attention, but not for it’s revenue generation, instead for the risks it entails. Whilst the introduction of Google Ads Manager could be a game-changer for X’s finances, it might not be the best move for Google.
Google HQ emailed it’s Google Partners last week (yup, straight into our inbox) to confirm that, yes the rumours are true, X will utilise its programmatic ad platform, Google Ads Manager, to participate in online auctions for ad inventory sales. This move is a clear indication that X is struggling to boost ad sales independently and desperately needs help from the advertising giant.
While the terms of this partnership remain undisclosed leaving many journalists wondering why both platforms are being so secretive, it is evident that brands will have access to X's ad inventory through the Google Ad’s platform. However, this development comes with its fair share of concerns and challenges, raising questions about Google's role in the process.
The main concern that here at Glow Digital we think will spook advertisers is the potential risk of advertisers having their ads displayed next to abusive or politically aggressive tweets. Given the controversies and varying content on the X platform, advertisers who use Google Ad’s desperately need assurance that their brand image will not be tarnished by association with harmful content on X’s largely uncensored platform.
To address these concerns, surely Google must hold X accountable for its publisher standards. These standards need to align with Google's policies, ensuring that advertisers are not exposed to dangerous websites or content. The transparency in reporting guidelines suggests that any ads appearing on X through Google will be clearly labelled as "promoted," offering a degree of transparency to users, but not the level of comfort that everyone needs from this partnership.
Fortunately, we are Google Ad experts and know our way around the platform as well as we know the way around the inside of our fridge and are able to provide our clients with the option to disable placements on unwanted websites, allowing them to avoid appearing on X if they wish.
This understanding of the intricacies of Google Ads means that we can ensure that your brand's adverts are placed strategically and safely. If you prefer not to have your adverts running on X, let’s work together to achieve your advertising goals while avoiding potential risks associated with the platform. Your brand's reputation and safety are our top priorities, and we are here to help you navigate the ever-evolving landscape of online advertising.
If you need assistance with your Google Ads strategy, have a chat with George. Glow Digital Marketing can help. Contact us today to get started or simply to ask some burning questions.
