The era of ad-free Internet has come. Computers and mobile phones have become “protected” from the most intrusive kinds of ads. Not to trigger negative associations with the direct enemies of advertisement – adblock-software, Google calls its creation a ‘filter’, in an attempt to maintain an ad-friendly image.
The main purpose of the filter was protecting the users from annoying ads on the internet.The very type of that made adblocks so popular in the last years.
Due to the fact that Google is popular among the prime audience (18-34 y.o.), the degree of the effect of the new filter cannot be underestimated. By the end of 2021 Google occupied around 60% of the market. At the same time, around half of the target audience was using adblocks.
To set the record straight and understand whether your ads are in the risk group, we have assessed the risk for all types of advertising.
The developers assure that the filter only blocks the ads that don’t meet the Better Ads Standards. This set of requirements has been approved by a group of specialists that call themselves the Coalition of Better Ads.
Among the members of the commission, such “impartial” companies as Google and Facebook occupy leading positions. According to them, the purpose of this Google extension is to create an optimal user experience and raise the quality of the ads on the Internet.
Based on the results of the survey among 40,000 Internet users the Coalition has come to a conclusion that the most uncomfortable types of ads are:
- The ones that take up the biggest part of the web-page (more than 30% of the screen).
- Pop-up ads that appear right after a user appears on the site and don’t disappear until they do a certain action.
- Animated ads.
The survey showed that all of these types of ads cause a negative reaction. So, the conclusion is simple: to get rid of annoying ads and a negative response.
Let’s think about how this extension can increase the effectiveness of advertising campaigns.
First of all, it’s too early to say goodbye to pop-ups.
High-quality pop-up advertising will help attract 10 more new subscribers than simple direct marketing. But still, when creating such requests, take as a basis the previous habits and behavior of the user on the network. Also pay attention to the time spent on the page or in a certain section, you should not immediately attack with suggestions.
This behavior-based advertising will not be blocked by the filter according to the new rules.
Secondly, remember that the user can make their own decision about whether they can use this filter on the site or not.
The activation process is very simple:
- The user enters the new page through Chrome.
- The filter instantly checks the site for compliance with the rules of advertising publication.
- If there is content that doesn’t comply with one of the points, all the ads on the site are blocked.
Although, in this case the user gets a notification saying that the site contains the ads of the uncomfortable format. So they can make a decision whether they:
- Continue to view the site with ads.
- Enable the filter.
If you were looking for a reason to work on the quality of your advertising, now is the time. Cultivating a positive image of online advertising in general, over time, you can change your mind about the intrusiveness and importunity of some of its types. Then users will not be in such a hurry to turn it off. Convince your audience that you want to make their lives easier, not impose your product.
Thirdly, The Ad Experience Report will help you! This is a general set of rules from Google, in which site owners can find all the requirements for advertising parameters. So now, before approving a publication, make sure that it will not be “filtered out”.
Fourth, try to get into the idea of innovation. As we have said before, the purpose of the filter is not to block advertising, but to change attitudes towards it. Become a part of the big movement. Focus all your efforts on creating high-quality content.
Fifth, if you follow the previous points in campaign management, the very need for an edblock may disappear from view altogether. According to Google reports, since sites started checking for intrusive advertising, 42% have already become user-friendly.
Sixth, the ad blocking process itself will not take place without the knowledge of the site owner. Initially, the site will be checked for compliance with the requirements. After that, a verdict will be issued – meets the standards, requires revision, has not passed the test. The report for each site will indicate exactly what should be changed within the next 30 days.
But not everything is perfect:
It is impossible to refuse to use the filter. This extension is enabled automatically and works on all sites via the Chrome browser.
If you do not clean your site within 30 days, all ads will be automatically banned.
There are rumors that Google certification will be monetized soon.
In general, it is not worth taking the filter too emotionally. This is a given that should be accepted and turned to your advantage.
Fewer pop-ups? More calm and focused user attention on considering your suggestions.
Listen to the feedback of direct users of the network, if the prohibited types of advertising were not pleasant to them, then they did not work. So the filter can be a good incentive to change the vector of development of your advertising campaigns.