Google has given marketers a deadline of October 2022 to make changes, if necessary, and comply with these new requirements.
This was the email sent by the company at the beginning of September:
“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.”
In this post, I will tell you a little about what has changed and my perceptions of what is to come.
Why is Google Ads changing its ad standards policies?
As Google itself has emphasized, the Coalition’s “Better Ads Standard” is the result of a survey of more than 150 consumers who identified ad experiences that were below acceptance thresholds and that 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 ads, it becomes increasingly expensive for companies to advertise on the platform, leading these businesses to invest less or even stop investing in it.
It is a two-way street.
In addition, the research carried out by them also indicates which types of ads are most “wanted” by consumers. Providing valuable information to Google about which types of ads the company should invest in more and innovate with in the coming years.
What changes in the 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 interaction with certain types of pages and ads.
Here’s a list of the main ad patterns that will be rejected by the new destination requirements:
Destinations or content that are unnecessarily difficult or frustrating to navigate:
Websites with pop-ups that prevent the user from seeing the page content;
Websites that block the browser’s back button;
Sites that don’t load quickly on the most common browsers and devices;
Sites that require you to download an app in order to view the landing page.