Working with the ‘Coalition of Better Ads’ Google will now block ads to users that it deems irrelevant or annoying.
However, whilst some may be panicking about this new development, this should be no problem for your savvy Digital Marketer. Now customers aren’t be annoyed by all the irrelevant ads they should pay more attention to your ads which are hopefully relevant and not annoying!
Here are some ways to ensure that your ads won’t be automatically excluded based on the new rules:
1. Don’t employ prestitial webpage adverts which prevent the consumer from seeing the whole webpage before clicking on your advert. These are not only annoying to the user, but usually the only reason they’re engaging with your ad at all is to see the content beneath, meaning you’ll get poor quality leads from people who were never interested in your adverts in the first place
2. Similarly, don’t have excessive flashing or moving adverts which obstruct the visitors view of the page, or autoplay videos with sound. These types of webpage adverts were identified as the most frustrating to users
through surveys of over 40,000 North American and European internet users.
3. Don’t serve irrelevant ‘blanketed’ targeted adverts which aren’t tailored to the end consumer. For instance, putting out an advert for men’s clothing to both men and women, or not tailored to the appropriate age range for example. This shows the viewer that you don’t really care about their preferences and devalues your brand, as well as picking up irrelevant leads of anyone who accidentally clicks on your advert, therefore wasting your digital media budget.
4. Don’t employ excessive remarketing. Users get very annoyed when a product that they’ve viewed once follows them around everywhere. An easy way to adjust this is to see how many times your remarketing ad is being viewed on average by the same person per day, if it seems too much then it probably is! You can also put safeguards in place so if your remarketing advert is never clicked on, then it stops showing to that person after a certain number of days.
5. Having bad ads on your site will end up impacting your SEO. This is because once Google has evaluated and judged your site according to its content, if it sees a lot of blocked ads according to its new standards, it will also deem your website as ‘bad’ and start demoting it down the Google search engine. Meaning a whole lot of SEO work for you to get your website to rank highly again once you’ve removed those spammy ads.
If you’re not employing any of these practices then the new Ad Blocker is a good thing for your Google PPC and Display ads. This is because it will stop your (hopefully top quality) ads appearing on spammy sites with pop up flashing ads and hidden content, where you wouldn’t want them appearing anyway.
If you want to know more about what ads could be blocked by the new Chrome Ad Blocker, visit the Coalition of Better Ads site for more information and an outline of what constitutes mobile and desktop low quality ads: https://www.betterads.org/standards
Posted 2 March 2018 by Francesca Salino