Google Will Reject Ads Leading To Pages With Intrusive Advertising

Google Ads is implementing a new policy that requires landing pages to meet the “Better Ads Standards,” as defined by the Coalition For Better Ads.

A change in Google’s Destination Requirements policy states that if an ad leads to a page that does not meet the Best Ad Standards, Google will reject the ad.

Google sends emails to advertisers informing them of the policy change, leaving about a month for the necessary updates to be made.

Email reads:

In October 2022, the Destination Requirements Policy will be updated to include a new policy that requires ad experiences on destinations to meet the Coalition for Better Ads’ Better Ads standards. Destinations with ad experiences that don’t meet the Better Ads standards will be reported via a report. Ad experiments, and any ads that lead to these destinations will be disapproved.

If you’re running Google Ads, this new policy means you have to be more careful about which pages people access.

Google does not want advertisers to send people to pages that contain intrusive or annoying ad experiences.

Your landing pages may already be compliant with the Better Ads standards, especially if they are optimized to refresh your Google page experience.

If you are not sure if your landing pages meet the criteria, Google will tell you in the Ads Experience Report.

Ads that do not comply with the Best Advertising Standards are as follows:

• Popup ads
• Autoplay video ads with audio
• Ads that prevent visitors from seeing the main content
• Pre and postitial announcements with countdown
• Large static ads that remain on the page while the visitor is scrolling
• Ad density greater than 30%
• Flashing animated ads

A good rule of thumb – if an ad interrupts a visitor’s browsing experience, it is almost certainly going against Better Ads standards.

Source: Google Advertising PoliciesAnd Coalition For Better Ads