Google and Google’s suite of pay-per-click (PPC) services has announced, via The Keyword blog, that new content policies and publisher guidelines could penalized and remove certain ads if PPC managers violate them come September. But for the most part, PPC managers will likely not experience too many obstacles or challenges when trying to continue their paid ad campaigns.
What are Google’s new PPC policies for Google Ads? What are these new content policies?
Scott Spencer, the Director of Sustainable Ads at Google, explained that the changes are intended to continue to filter out display and search ads that publish on dangerous, derogatory, and/or potentially illegal content while also rewarding PPC users that adhere to publishing guidelines. Last year, the search engine giant estimates that it removed over “734,000 publishers and app developers from their ad network;” the total number of ads removed exceeded 28 million.
Spencer explained that the updates include revisions to Google’s Publisher Policies and Publisher Restrictions will simplify the guidelines for users to ensure that they are adhering to complaint Google Ads policies:
“But we’re not just stopping bad actors. Just as critical to our mission is the work we do every day to help good publishers in our network succeed. One consistent piece of feedback we’ve heard from our publishers is that they want us to further simplify our policies, across products, so they are easier to understand and follow. That’s why we’ll be simplifying the way our content policies are presented to publishers, and standardizing content policies across our publisher products,” Scott said.
Staring in September 2019, the updated Google Publisher Policies and Restrictions will affect users on all ad publishing tools including AdSense, AdMob, or AdManager.
Are these new policies going to lower my Google Ads visibility?
The short answer to this question is: likely not. Unless you are publishing your Ads on content that is controversial or potentially illegal.
The new policies will allow PPC managers to still bid on content items and pages that make sense for their products and brands. However, any type of ad displayed or promoted on dangerous and illegal content will receive far less visibility than ads displayed on non-restricted content. Additionally, publishers will not receive direct policy violation updates if they promote Ads on these pages.
As Scott explained, the types of contents that will create penalties for your ads “include policies against illegal content, dangerous or derogatory content, and sexually explicit content, among others.” The line is pretty firm on the types of content that receive penalties, but always use good judgement when displaying search ads.
If you need help navigating PPC campaigns and managing Google Ads, don’t hesitate to contact the Boston Web Marketing Team and our PPC Ads Department!