Ever had this happen to you? You\u2019re enjoying watching a video, and suddenly, a super annoying ad pops up. If you\u2019re like most of us, you\u2019ve been there. Most of the time you probably skip the ad as quickly as possible and continue watching, or maybe you finally decided to \u2019re \u2018outsmart\u2019 the advertisers by installing ad blockers.<\/p>\n
According to findings<\/a>, around 27% of American internet users have ad blockers.<\/strong> Globally, 42.7% of internet users use ad blockers. The reasons? Primarily because, as most people say \u201cthere are too many ads,\u201d and others go further, saying, \u201cthere are too many ads that are annoying or irrelevant.\u201d See for yourself:<\/p>\n So, what do ad blockers have to do with Google\u2019s recent update to their Destination Requirements Policy?\u00a0<\/strong><\/p>\n We\u2019ll delve into the details in the following sections, but briefly, Google continuously aims to provide the best user experience. One obvious way to do so is to discontinue frustrating ad experiences such as flashing and invasive pop-ups. When a user has lots of annoying ad experiences, there\u2019s a higher chance they\u2019ll install ad blockers, which means that your ads, even if they meet Google\u2019s criteria, won\u2019t get seen either.<\/p>\n What happens when users install ad blockers?\u00a0<\/strong><\/p>\n Publishers and businesses cannot make money from ads that no one sees. Without an audience, the entire advertising ecosystem is disrupted. This is 100% avoidable, thanks to Google\u2019s new update.<\/p>\n As Google<\/a> states, \u201cWe want consumers to have a good experience when they click on an ad, so ad destinations must offer unique value to users and be functional, useful, and easy to navigate.\u201d<\/em><\/p>\n Google wants to ensure its ads offer a positive experience through the Destinations Requirements Policy. To do so, they use something similar to SEO; for example, content that gives EAT (expertise, authority, and trust) ranks better organically<\/a>.<\/p>\n This all sounds great, but if you\u2019re wondering, \u201cwhat is Destination in this case?\u201d<\/em> This isn\u2019t the type of destination you reach at airports. Google defines \u2018Destination<\/a>\u2019 as the page where users land once they click on your ad; this could range from a homepage to a landing page.<\/p>\n Starting October 2022, the Destinations Requirements Policy<\/a> will be updated to include ad experiences that conform with the CBA, Coalition for Better Ads<\/a>. This is a nonprofit organization that, like Google, wants to ensure the best ad experience for users. Giants like Google and Facebook are partnered with the CBA.<\/p>\n The CBA created rules all ads should follow under a set of global standards called BAS, Better Ads Standards<\/a>, and defined 18 types of ads that are disapproved. (More on this in the following sections.)<\/p>\n The Coalition for Better Ads researched over 66,000 consumers in various countries representing 70% of global ad spending.<\/p>\n Based on this research, the Better Ads Standards\u2019 practices were built. Instead of focusing on what practices to include, the CBA decided to showcase what not to do. Perhaps you\u2019re familiar from first-hand experience with one or more of the following (irritating) types of ads:<\/p>\n For example, when it comes to mobile, here are the ads you should avoid at all costs:<\/p>\n![\"Poll:](\"https:\/\/www.consultwebs.com\/wp-content\/uploads\/2022\/09\/ad-blocking-reasons-graph-1024x675.png\")
<\/a><\/p>\nWhat\u2019s the Destination Requirements Policy update?<\/h2>\n
Implementing the Better Ads Standards\u2019 Practices<\/h2>\n
\n
![\"ads](\"https:\/\/www.consultwebs.com\/wp-content\/uploads\/2022\/09\/laptop-ui-app-design-1024x675.png\")
<\/a><\/p>\n