Google’s New Destination Requirements Policy: Things You Need To Know
Google has recently made a major change to its destination requirements policy, and it could have a big impact on your business. The new policy requires all listings to have a physical address in the country they are targeting. This is a change from the previous policy, which allowed businesses to list their primary location as their headquarters. The change is likely to affect a lot of businesses, especially those that rely on Google for their marketing efforts. Let us explore the new policy and what it means for businesses.
What exactly is the new Google Ads Destination Policy?
Google has recently updated its destination requirements policy for Google Ads. This new policy requires that all advertisers must now have a working “destination” URL for their ads to be eligible to run on the Google Display Network (GDN).
A “destination” is defined as any URL that users are taken to after clicking on an ad, including but not limited to: websites, apps, phone numbers, maps, and directions.
If you don’t meet these requirements, your ads will be disapproved and you’ll no longer be able to run them on the Google Display Network. So if you’re running ads on the GDN, it’s important to make sure that you have a destination URL set up and working properly.
There are a few different ways to set up your destination URL, depending on what type of ad you’re running:
If you’re running a text ad, you’ll need to set up a final URL. The final URL is the actual destination URL that users will be taken to after clicking on your ad. You can find instructions on how to set up a final URL here.
If you’re running a display ad, you’ll need to set up both a display URL and a final URL. The display URL is what is shown in the ad itself, while the final URL is the actual destination URL that users will be taken to after clicking on your ad. You can find instructions on how to set up both a display URL and a final URL here.
What types of ads will be disapproved of?
Ads that are not relevant to the destination page content are subject to disapproval. For example, an ad for a product that is not related to the content on the destination page would be disapproved. Google also disapproves of ads that contain misleading or inaccurate claims.
What happens if you violate the destination experience policy?
If you violate Google’s destination experience policy, your ads may be disapproved, and sometimes, your account may be suspended. Disapprovals, on the other hand, can be appealed. Because ads are approved using an algorithm, they are frequently disapproved even when they do not violate a policy.
What do you need to do to ensure your ads don’t incur any disapprovals?
To ensure that your ads don’t incur any disapprovals, you need to make sure that your ad creative meets Google’s destination requirements. The requirements are as follows:
1. The final URL must lead to a functioning website.
2. The website must not be in the process of being built or maintained.
3. The website must not contain pop-ups, interstitials, or other intrusive advertising.
4. The website must be accessible from all regions and devices.
5. The website must not be a parked domain or an error page.
Coalition for Better Ads (CBA) & Better Ads Standards (BAS)
Coalition for Better Ads (CBA)
The Coalition for Better Ads (CBA) is a group of companies that have committed to improving the online advertising experience for users. The CBA’s standards are based on extensive research into what types of ads people find annoying or disruptive.
The CBA’s standards are voluntary, but Google is now requiring that all publishers who want to show AdSense ads on their sites must comply with the CBA’s standards. This means that publishers who don’t comply with the CBA’s standards will no longer be able to show AdSense ads on their sites.
The CBA’s standards are designed to improve the user experience by reducing the number of intrusive or annoying ads that people see when they’re trying to consume content online.
Better Ads Standards (BAS)
The Better Ads Standards (BAS) are a set of guidelines developed by the Coalition for Better Ads, an industry group that includes Google, Facebook, and other major online publishers. The standards define what constitutes a “bad” ad experience, and they’re used by Google to evaluate ad destinations.
If an ad destination fails to meet the BAS standards, it will be ineligible for display on the Google Display Network. This means that publishers who don’t meet the standards will lose access to one of the largest advertising networks in the world.
Ad Experience Report
Google’s new Destination Requirements policy is designed to improve the overall ad experience for users by ensuring that ads are more relevant and useful. Under this policy, advertisers must provide a clear and concise description of their destination to ensure that users understand where they will be taken when they click on an ad. In addition, advertisers must also ensure that their landing pages are mobile-friendly and meet Google’s quality standards.
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