Are Annoying Ads disturbing your search journey experience?

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Google plans to launch an Ad Blocker on Google Chrome in 2018. Good news for users, but advertisers have to lift their game!

Google has just announced its plans to launch ad blocking on its new version of Chrome in 2018. It is hoping that this launch will improve the user experience and the quality of ads across the Internet.

Sridhar Ramaswamy (Google’s Senior VP of Advertising) has outlined his plans to ‘build a better web for everyone’. In his recent blog post he advocated providing clear, public, data driven guidance to help improve ads and ultimately the user experience for consumers.

What does this mean for Consumers?

Under this new Google program, users are able to block third party ads directly through the Google Chrome browser.

This ad blocker gives users the option to opt in and pay for a pass that removes all ads on specific websites. This program will also target specific ads that users find most annoying, like pop-up ads, takeovers ads, auto play audios and videos.

How does this new tool for publishers work?

The new Ad Experience Report is a tool that will help publishers to understand how the ‘Better Ads Standard’ applies to their website on mobile and desktop devices. This tool will show videos and screenshots of display ads that have been identified by Google as potentially violating the Better Ads Standards by providing “an annoying ad experience”. The tool will also provide guidance to the publisher on how to fix these issues.

If the publisher’s site does not meet the standard, Google will send a warning allowing 30 days to fix the ad issue before the ad blocking process begins.  Publishers can fix the detected issue Google has raised and resubmit their site for review within the 30-day time frame window to avoid their ads being blocked on Chrome.

Tips for Advertisers to beat the Ad Blocker:

  1. Advertisers are required to build ads correctly, to build a better ad experience to avoid the ad blocker not showing their ad. Always follow the Best Ads Standard when creating any online display creative.
  2. Influencer Marketing is one of the best ways to bypass ad blockers and engage potential consumers directly. By sending a message through someone trusted for business products and services will help the ad receiving more creditability.
  3. The ad blocker change may be scary to get our heads around, but in reality this is good for advertisers. Advertisers that meet the requirements will lead their ad driving better ROI. Best performing ads, focusing on quality, audience target will deliver better results for the advertiser.
  4. Advertisers will need to consider utilising other channels to deliver advertising like Facebook & Instagram. Even though these platforms have strong targeting capabilities, advertisers will need to invest in Video content in order to make their product stand out from their competitors.
  5. Google is very unlikely to be blocking its own display network of ads that filter through AdWords. Advertisers can simply use this to their advantage and allocate some budget into AdWords Display & Search Network.

Moving forward

It is now time to get familiar with this new change, as it will soon be rolling out! For the full list of ads that are safe to use you can visit Google’s best practice guide.

If you would like to know more about AdWords or Digital in general, please register to attend one of our digital workshops here.

 

Written by Jessica Bhudia.