Google Will Reject Ads Leading To Pages With Intrusive Advertising

– Advertising –

Google Ads is implementing a new policy requiring landing pages to meet “best ad standards,” as reported by the Coalition for Better Ads.

A change to Google’s Destination Requirements policy states that if an ad leads to a page that doesn’t meet the best ad standards, Google will disapprove the ad.

Google sends emails to advertisers notifying them of the policy change, which gives about a month to make the necessary updates.

– Advertising –

The email reads as follows:

“In October 2022, the Destination Requirements Policy will be updated to include a new policy requiring that advertising experiences in destinations meet the Coalition for Better Ads’ Better Ads Standards. Destinations containing ad experiences that do not meet Better Ads standards will be notified via the Ad Experience Report, and any ads leading to such destinations will be disapproved.

If you’re running Google Ads, this new rule means you have to be very careful about what pages people land on.

Google doesn’t want advertisers to send people to pages with intrusive or annoying ad experiences.

Your landing pages might already meet the best ad standards, especially if they’re optimized for Google’s Page Experience Update.

If you are unsure whether your landing pages meet the standards, Google will let you know in the Ad Experience Report.

Ads that don’t meet the best ad standards include:

  • Pop-up ads
  • Auto-play video ads with sound
  • Ads that prevent visitors from seeing main content
  • Prestitial and postitial announcements with countdown
  • Large sticky ads that stay on a page as the visitor scrolls
  • Ad density greater than 30%
  • Flashing Animated Advertisements

A good rule of thumb – if an ad interrupts a visitor’s browsing experience, it’s almost certainly against the best advertising standards.


Source: Google’s Advertising Guidelines, Coalition for Better Ads

Leave a Comment