In the nearly two years since Elon Musk acquired the social media platform X (formerly known as Twitter), the advertising landscape on the platform has undergone significant changes. Many major brands have chosen to steer clear of the platform altogether, concerned about the evolving environment under Musk’s ownership. However, some businesses are finding themselves advertising on X without even realizing it, leading to confusion and concern.
The Google-X Partnership: A Double-Edged Sword
This situation arises from a partnership between X and Google, announced in the fall of 2022, that integrates Google Ads into X’s main feed. While this partnership may seem beneficial at first glance—allowing brands to reach X’s audience seamlessly—it has also created unexpected consequences for advertisers who aren’t closely monitoring their ad placements.
Several advertisers have been surprised to discover their ads running on X after being contacted by Marketing Brew, a media outlet that noticed these ads on the platform. The ads stand out due to their lack of the typical Like and Repost options seen on other posts, making them easy to spot for users and potentially causing confusion among advertisers.
For instance, Derek-Jon Flagge, from Old World Pizza Truck in Connecticut, expressed surprise upon learning that his company’s ads were appearing on X. “We haven’t logged into Twitter in years,” Flagge noted, highlighting the disconnection between the brand’s current marketing strategy and its presence on the platform.
The Importance of Opting Out
Google’s ad tools automatically bid and serve ads across various platforms, including X, based on the advertiser’s criteria. While this automated system can be efficient, it also means that ads may appear on platforms the advertiser did not explicitly choose—like X. To prevent this, brands must proactively opt out of specific placements they do not wish to appear on.
According to Google spokesperson Michael Aciman, advertisers have control over where their ads are displayed through campaign placement reports and preference settings. “We offer a number of ways for advertisers to adjust their preferences, including excluding websites or apps entirely,” Aciman stated. However, this requires advertisers to actively manage and review their campaign settings regularly.
What Brands Should Do
For brands concerned about their presence on X, or any other platform, the key is vigilance and proactive management of their ad campaigns. Here are a few steps to ensure your ads only appear where you intend:
1. Review Your Campaign Settings Regularly: Check where your ads are being placed and update your preferences to exclude any platforms you wish to avoid.
2. Use Exclusion Lists: Take advantage of Google’s exclusion tools to block your ads from appearing on specific websites or apps, including X if you prefer not to advertise there.
3. Monitor Ad Placements: Regularly review your placement reports to ensure your ads are appearing only on platforms aligned with your brand’s values and strategy.
4. Communicate with Your Ad Partners: Stay in close contact with your advertising partners, such as Google, to ensure they understand your preferences and are implementing them correctly.
The evolving digital landscape requires brands to be more vigilant than ever about where their ads are displayed. The partnership between X and Google has highlighted the importance of actively managing ad placements to avoid unintended appearances on platforms that may not align with your brand’s strategy. At Moxie360 Marketing, we’re here to help you navigate these complexities, ensuring your advertising efforts are effective, targeted, and aligned with your brand’s goals. Contact us today to learn how we can support your digital marketing strategy.
