Upcoming changes to Google Ads and how it impacts your videos
Google have recently announced changes to their destination requirements policy which will come into effect in October 2022.
These changes will require ad experiences on destinations to conform to the Coalition for Better Ads’ Better Ads Standards.
Destinations with ad experiences that fail to meet the new standards will be informed via the Ad Experience Report and will be disapproved.
The types of ads that don’t conform to the new standards include;
Pop-up Ads
Video Ads that autoplay with the sound on
Prestitial and Postitial Ads with Countdown timers (ads that appear before the content of the page has loaded, forcing the user to wait before they can close the ad, or the ad closes on its own)
Large sticky ads that take up more than 30% of the screen
Ads that take up more than 30% of the vertical height of a page on mobile
Flashing animated ads on mobile
Full screen scroll-over ads on mobile
Long pre-roll ads that can’t be skipped at the start of videos (this includes chaining a series of shorter ads together – these now need to be less than a combined 31 seconds)
Mid roll ads on videos (I am curious to know whether this change will apply to destinations that a monetised YouTube video with long run-times and mid roll ads enabled)
Large display ads on videos that are superimposed on more than 20% of the video player or appear in the middle third of the video player.
Why is Google introducing these changes?
Long story short, Google want people to stop installing ad blockers – and the best way to do that is to make ads less annoying for consumers.
Ad blockers prevent ad publishers from profiting on those ads.
Slow down speed-racer, all these words are confusing… what’s a destination?
When you click an ad, the destination is where the ad takes you.
For example, let’s say you’re running an Ad campaign on YouTube with TrueView in-stream ads and you have opted in for a call-to-action button that takes you to your website. In this scenario, your website is the destination.
Under these new standards, any ads on your website will need to conform to the above standards.
I thought I told you to slow down… what the hell is a TrueView in-stream ad?
TrueView in-stream ads are one of the many great video products available to advertisers through the Google Ads platform.
TrueView in-stream ads are the video ads that appear during YouTube videos.
These video ads are often skippable after the first 5 seconds, although unskippable versions are available if your video ad is between 6 and 15 seconds long.
You sound smart… can you tell me more about Google Ads Video and how it could help my business?
I could, but it’s a very dense topic with a lot of confusing details that might not be relevant to you.
Instead, if you really want to know more – call us and tell us a little bit about your business and what you are trying to achieve so we can recommend the most suitable option for you.
We can even help you make the video ads!
I’ll do that! Thanks Giggle Chicken
You’re welcome, kind stranger.
