Search engines Ads’ New Better Advertisements Standards: What Is It And How To Prepare yourself

Lately, advertisers on the Google Ads ad platform received a brand new update to their destination specifications policy.

The idea is to get advertisers to meet the alleged “better ads standards” defined in the Coalition for Better Ads .

Google has given entrepreneurs a deadline day of October 2022 to make changes, if necessary, and comply with these brand new requirements.

This was the email delivered by the company at the beginning of September:

“In October 2022, the particular Destination requirements policy will be updated to include a new plan requiring ad experiences upon destinations to conform to the particular Coalition for Better Ads’ Better Ads Standards. Places containing ad experiences that do not conform to the Better Ads Standards will be informed with the Ad Experience Report, and any ads that lead to such destinations will be disapproved. ”

In this post, I will tell you a little about what has changed plus my perceptions of what is to come.

Why is Google Ads changing the ad standards policies?

As Google itself provides emphasized, the Coalition’ s “ Better Ads Standard” is the result of a study of more than 150 consumers that identified ad experiences that were below acceptance thresholds which could lead the user to install ad blockers.

The logic is simple.

The greater the number of dissatisfied people, the greater the number of people blocking ads or using the search engine tool less.

With fewer people seeing advertisements, it becomes increasingly expensive meant for companies to advertise on the system, leading these businesses to invest much less or even stop investing in it.

It is a two-way street.

Additionally , the research carried out by all of them also indicates which forms of ads are most “wanted” by consumers. Providing useful information to Google regarding which types of ads the company should invest in more and innovate with in the coming yrs.

What changes in the brand new destinations requirements standards?

I’ m sure you’ ve already been angry with some of the ad examples I’ ll show you below.

It is not by chance that Google is working hard to improve users’ experience and their conversation with certain types of web pages and ads.

Here’s a listing of the main ad patterns which will be rejected by the new destination requirements:

Destinations or content material that are unnecessarily difficult or even frustrating to navigate:  

  • Websites with pop-ups that prevent the user through seeing the page content;
  • Websites that will block the browser’ h back button;  
  • Sites that don’ t load quickly around the most common browsers and devices;
  • Sites that require you to download an app in order to view the landing page.

Pop-up Ads:


Image source: https://www.betterads.org/standards/

Autoplaying movie ads with sound

Prestitial Ads with Countdown

Ads that obstruct visitors from seeing the primary content (with or without countdown):

Large sticky ads that stay on a webpage as the visitor scrolls:

Ad density greater than 30%:

Flashing Animated Advertisements:

Interruptive ads in apps:

These are are just some of the main standards set by Google. If you want to know all of them, read the full content from: Destination needs and Better Ads Requirements .

How to get ready for these changes?

Most of the time, Google does not clearly display its requirements and limitations. There is always room for questioning and doubt.

Often , advertisers and partner sites are surprised to have their ads rejected or, in more severe cases, their accounts suspended, for not complying with the guidelines imposed by the platform.

Nevertheless , if we analyze all the changes made by Google over the last couple of years, the focus is, and will often be, one: the user .

In the past, the platform had been infinitely less robust than it is today. Many modifications could not be made due to technological limitations and the sophistication from the company and the market as a whole.

Nowadays, actions that prioritize the user are becoming more and more regular and powerful. Totally data-driven.

User experience is so necessary to the company that in the main Google Philosophy document, “user focus” is the first of all the facts it claims to believe.

So , do not focus just upon adapting to the new guidelines and being surprised on every new change within their policies.

Start thinking like Google !

If your ads and webpages somehow create a bad experience for users, wait, due to the fact sooner or later, you’ ll have to look for new ways to work. It’s a matter of time.

So , thinking like Google means putting the user above everything, because the rules change, however the focus is always the same.

In order to paraphrase the first of the company’ s 10 truths: “User focus. Everything else is a consequence. ”

And, if you want to continue to be updated with Google’s best practices, I strongly suggest that a person subscribe to The rythm, Rock Content’s interactive e-zine . There, you’ll discover all the trends that issue in the Digital Marketing surroundings. See you there!

The post Google Ads’ Brand new Better Ads Standards: What Is It And How To Be Prepared appeared first on Rock Content .

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