Google Ads is one of the main pathways by which brands market their content or products to consumers through the SERP (search engine results page). As a business, you might need to keep a mindful eye on how Google AI will perceive your landing page. The search engine is giving all its users till October to reformat their current or future ads to meet the new policy. If a brand fails to do so, the ad will be rejected and cease to run on the platform’s ad outlet.
This new policy is to raise the ad standard and improve it as a part of the Coalition For Better Ads layout. This new development in the ad policy will be sent out by email to most of the advertisers on the platform. There will be approximately a month from today for the concerned parties to act on the new policy.
The email is as follows,
“In October 2022, the Destination requirements policy will be updated to include a new policy requiring ad experiences on destinations to conform to the Coalition for Better Ads’ Better Ads Standards. Destinations containing ad experiences that do not conform to the Better Ads Standards will be informed via the Ad Experience Report, and any ads that lead to such destinations will be disapproved.“
So it would be wise to audit your brand’s landing pages and observe if they meet this new requirement. This change aims to deter the implementation of intrusive advertising when a user is redirected to a business’s website. There is no need to panic as you probably have complied with the better ads standard if you followed up with Google’s page experience update and optimized your concerned pages accordingly.
If you haven’t already made the necessary changes after the recent update, Google will be sure to inform you about what you need to do subsequently. This will be highlighted in the latest Ad experience report.
The following reasons are the indicators why Google will reject an ad:
- Pop up ads
- Videos autoplay with no audio
- Ads that cover up the main content
- Prestitial and Postitial ads with countdowns
- Ads that stick to your screen when you scroll through a page
- Ads that have a greater density than the standard 30%
- Flashy animated ads
If you are still confused about whether or not your ads fall under these specifications, keep one thing in mind. The ads you design and position on your landing page should not interfere with or block your content when a consumer visits your page. This new ad policy drastically improves users’ experience on Google and a brand’s website.