Muted Ads – Is Being Blocked Bad?

Although getting fewer Impressions may be true, the “Muted Ads” could also mean lower costs, higher CTR (Click Through Rate), and decreased CPA (Cost per Acquisition). If you are a bidding CPM (Cost per 1,000 Impressions), then muted ads mean fewer Impressions to viewers who don’t want to see your ads – or less wasted dollars. If you do see a drop in Impressions, then overall Cost should drop with it, seeing as how you are paying per 1,000 Impressions. If you are running CPC (Cost per Click) bidding on the Display Network, “Muted Ads” can help you too. They will decrease your Impressions, but since you would lose people who didn’t want to see your ad, you should not be losing any Clicks (or at least valuable Clicks – the ones that lead to Conversions). This will result in a better CTR, which in turns will help improve Quality Score, reduce CPC, and improve ranking position. Altogether, the “Mute Ad” feature seems like it will be more beneficial than first expected. The question is, will people actually use it, or just continue ignoring irrelevant ads?