In our previous blog post, we shared some fun features available in Google Ads new and improved Asset Library. So, this week we wanted to share a recent update we received from Google Ads. Beginning in October 2022, there will be an update to the Google Ads Destination Requirements Policy. The update will be including a new policy requiring ad experiences on destinations to comply with the Coalition for Better Ads’ Better Ads Standards. 

What are Destination Requirements?

The Destination Requirements Policy refers to the ad destination which involves your website and landing page. The destination URL (also known as the final URL) is the URL address of the page in your website that people reach when they click your ad.

What are the Better Ads Standards?

In the Coalition for Better Ads’ terms, the Better Ads Standards “identify the ad experiences that fall beneath a threshold of consumer acceptability and are most likely to drive consumers to install ad blockers”. Using consumer input and empirical data, these standards point out the least preferred ads for consumers. And although the focus and intent is targeted towards the least preferred, the Coalition has been able to also identify the more preferred ad experiences. 

Why does this matter?

As mentioned in the email screenshot above, any ads that do not comply with the Coalition for Better Ads’ Better Ads Standards will be disapproved starting in October. If you are unsure if your ad destinations meet these standards, we highly recommend that you review them as soon as possible to avoid potential ad disapprovals. 

While this may bring major changes to some businesses; ultimately, the Coalition can be a major advantage. The goal of ads are to entice and grab the consumers attention, not to cause frustration or annoyance. By requiring compliance with the Better Ads Standards, this encourages businesses to work towards the goal, hopefully resulting in more leads and higher conversion.

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