Google will update its Destination Requirements Policy next month (October 2020) to require that all ad experiences (i.e., Blogs and landing pages) adhere to the Coalition for Better Ads Standards. Publishers and advertisers may feel the impact since they are used to more control of their ad placements.
We’ve compiled a list to help you prepare for the new requirements of advertising policies. It includes what to expect and how best practices should be applied.
What is the latest requirement?
Ad experiences on the landing page must now conform to Coalition for Better Ads Standards. Ads must be less intrusive and user-friendly. Google will take into account a variety of factors to determine whether or not an ad is irritating. The number of ads, their placement, and layout, as well the intrusiveness, are all factors that Google will consider.
Google has a list of ads that don’t comply with its standards for better ads.
On Desktop
Pop-up ads
Audio-assisted video ads that auto-play
Prestitial Ads with Countdown
Large Sticky Ads
On Mobile
Pop-up ads
Prestitial Ads: (Ads that appear on a page of a mobile device before the content is loaded)
Advertisement Density Above 30%
Flashing Animation Ads
Videos that auto-play with sound
Prestitial Ads with Countdown
Full-screen Scrollover Ads
Large Sticky Ads
Google’s Ad Experience Report will inform you if your landing page needs to be revised. Any ads that direct to an unapproved destination will also be immediately disapproved.
Why does Google do this?
Ad blockers? That’s our answer.
Google’s answer: Improve user experience. Google is trying to prevent this from happening. A lousy advertising experience can ruin a user’s online experience. Happy users are good businesses.
Google made these decisions with the help of the Coalition For Better Ads. According to their website, “The Coalition’s Better Ads Standards” identify the ads that are below a threshold for consumer acceptance and most likely to cause consumers to install ad-blocking software. The Coalition has surveyed over 150,000 people to create its Better Ads Standards.
The Coalition for Better Ads has released a report on the Coalition For Better Advertisements.
Advertisers can use Better Ads Standards to guide campaign planning and execution.
Publishers and app developers can use the Better Ads Standards to create better experiences for their audience.
Ad technology platforms can use the Better Ads Standards while developing new ad experiences.
Measurement technology providers may use the Better Ads Standards to create new methods of assessing the market prevalence of the advertising experiences that consumers prefer.
What does this mean to you?
Google’s new policy will improve the user experience of internet users and increase the revenue for web admins who display ads. To comply with updated requirements, owners of websites should refrain from using any of the ad types listed above on their pages.
Google will not penalize them if they do this. They can also improve the layout and design of ads to make them more appealing to users.
You must take the steps necessary to prepare your website for Google’s new destination requirements policy. You can avoid penalties and ensure your ads comply with the new standards. You can also improve the user experience of your website by improving your ad experiences.
What can you do to prepare?
Google’s new destination policy is here. Here are some tips on how to prepare.
Read the updated Destination Requirements Policy: Familiarize yourself with the updated requirements of the policy so you can be sure that the ads will comply. More information can be found on the Coalition for Better Ads Standards’ website.
Improve the user experience by improving your ad experience: Take action to improve overall user experiences on your website. Avoiding intrusive formats of ads and placing them in strategic places are all part of this.
Monitor the performance of your website: Ensure that your site meets Google’s standards by keeping an eye on its performance. Google PageSpeed Insights can help you identify any potential problems.
Monitor the performance of your ads: Be sure to keep an eye on all your ad’s experiences and ensure they comply with the new policies. Google’s Ad Experience Report can help you identify potential issues.
Follow these steps to ensure that your website complies with Google’s new destination requirements policy and that users enjoy their visit.
Tips for creating better advertising experiences
These tips will help you create better ads for your users and prevent getting hit by Google’s new destination requirements policy.
Ads on your website should be relevant to your content. Irrelevant ads can be annoying and intrusive to your users.
Consistently place ads on your website. Users can be disturbed by ads that are displayed in unexpected locations.
Place your ads in a way that will not disrupt or interfere with your users’ experience.
Ads on your website should be a few. Users can feel overwhelmed and irritated by too many ads.
Follow our general guidelines. If you find an ad on another website annoying (we’re talking to you, clickbait spammers), it will also annoy users on your site.
What will happen if I violate the policies?
Your ads could be rejected if you violate the new Destination Requirements Policy. You may also risk having your account suspended if you do. Therefore, you must ensure your ads comply with the updated policy before its implementation.
Conclusion
Google’s new policy on Destination Requirements is another example of the company cracking down against bad ads. Although this may frustrate publishers and advertisers who have been used to more control of their ad placements in the past, it is essential to remember that changes like these are made to improve user experience.
You can avoid penalties from Google if you follow the tips in this article.