From tailoring algorithms to honing in on searcher intent to allowing YouTube users to skip ads, Google has always allowed searchers a certain element of control in how results are served. For example, from a PPC perspective, users have been able to exclude advertisers from appearing using the Ads Preferences Manager in their accounts.
In addition to this functionality, Google recently announced it will expand upon the element of control and will allow users to “mute” ads from within its display network. Ads that appear contextually via Google will appear with a small [x] in the corner, which will allow users to opt out of seeing ads from that campaign.
This option won’t apply across the board, as users could still see ads from the same marketer if another of its campaigns targets specific Web content.
The major takeaway here is the importance of tailoring ad content as closely as possible to user interest and intent. Contextually, this means Ad Groups should be grouped tightly according to targeted placements and keywords and use relevant ad text to boot.