#PPC

Google introduces new limited ad placement policy

Sep 12. 2023

Google Ads is rolling out a new strategy to combat fraud and prevent misleading ads , limiting the reach of campaigns from unknown advertisers until a proper level of trust is established. To do this, Google Ads has developed a " learning period " for advertisers with whom it has not previously worked. During this period , the platform may limit the number of ads created by unknown advertisers. "The limited ad delivery policy comes into effect when an advertiser's campaign targets specific brands, but the connection between the ad and the brand remains unclear , " Google says .

Google Ads

This phased implementation of the new rules aims to combat fraudulent activities while giving legitimate advertisers the opportunity to define their branding strategy on the platform before they gain full access to it. The company intends to slowly introduce the new rules, gradually expanding their scope over time.

Contextual advertising settings

What to expect next?

Google Ads will notify advertisers affected by recent policy changes and provide instructions to help them achieve "qualified status."

Determining the level of trust. Google Ads has revealed its method for assessing the reliability of an advertiser, which is based on its historical performance:

⦿ User feedback analysis: Google Ads will carefully evaluate user feedback, paying due attention to both negative and positive reviews.

⦿ Ad history check: In addition to reviews, the company meticulously checks whether advertisers have a good history of following its advertising guidelines.

⦿ Advertiser identity verification: The platform confirmed the key role of passing this procedure in establishing trust between users and advertisers.

➜ Also interesting: Google has updated its guidelines for product variant and rich results pages

To support advertisers, Google Ads announced its intention to provide guidance on creating clear and honest ads. For example, they recommend linking your domain to the ad headline, especially if the brand is not widely recognized.

Advertisers who do not have a positive track record may face restrictions on their ads running under this policy, which will remain in place until they achieve a commendable track record.

◆ "Because we strive to provide users with the opportunity to interact with relevant and useful ads, this policy will reduce the likelihood that they will see a misleading or confusing ad from an advertiser with a poor reputation"

◆ "It's important to us that our platform remains open to new advertisers and allows them to provide a great experience. This policy will not block or remove any ads from our platform, and any restrictions on ad serving will only apply in certain scenarios, such as when a user might be confused by an advertiser's brand identity. We will implement this policy in stages and make adjustments to ensure it works effectively."

Sources