Google has recently unveiled an innovative new advertising policy called “Limited Ads Serving,” with the goal of enhancing the clarity and credibility of online ads. Announced on August 31, 2023, this policy is a significant move to combat misleading or confusing advertisements and mitigate the risks associated with scams.

Introduction: The Need for a New Policy

The digital advertising landscape is becoming increasingly complex, with a rising number of advertisers vying for user attention. This competition has sometimes resulted in misleading or confusing ads, making it difficult for users to discern the credibility of what they’re seeing. Google’s new policy aims to tackle this issue head-on, striving for a cleaner, more trustworthy advertising environment.

Get-to-Know-You Period for New Advertisers

One of the standout features of this policy is the “get-to-know-you” period. During this initial phase, Google will limit the impressions that ads from new or lesser-known advertisers receive. This period primarily targets advertisers who are aiming their campaigns at specific brands, especially when the relationship between the brand and the advertiser is not clear. The idea is simple: if Google isn’t familiar with you, you’ll need to prove your credibility before gaining broader exposure.

The Enhanced User Experience

The policy has been structured to drastically improve the user experience. For example, if a user is searching for flights to San Francisco from their preferred airline, the ads that appear would be predominantly from established and verified entities. This includes the airline itself, competitors, hotels in San Francisco, and other advertisers who have consistently complied with Google’s policies. This measure significantly lowers the odds of a user running into ads from unverified or potentially misleading sources.

Building Trust: An Added Tool Against Bad Actors

Google sees this policy as a weapon against “bad actors” who might otherwise abuse the platform. This trust-building mechanism enables new advertisers with genuine intentions to gradually earn user trust before getting full access to the advertising platform. Advertisers who find themselves restricted under this new policy will be notified and offered guidance to reach a “qualified” status, which will then lift the imposed limitations.

Tips for Crafting Clear Ads

Apart from the “Limited Ads Serving” framework, Google is proactively helping advertisers to create more transparent ads. They’ll provide tips and best practices for crafting clearer advertisements. For instance, they suggest including the advertiser’s domain in the title of the ad, especially useful for those who aren’t already widely recognized on the internet.

Transparency and Decision-making Criteria

Google emphasizes that it’s crucial for advertisers to understand how decisions are made. Therefore, they will employ a transparent approach based on multiple criteria, including user feedback, the advertiser’s history of policy compliance, and completion of Google’s Advertiser Identity Verification process.

A Balanced Approach: An Open Platform for New and Existing Advertisers

Though the policy is designed to filter out misleading or confusing ads, it doesn’t intend to completely shut out new entrants. Google is committed to keeping its platform open to all advertisers, ensuring that even new advertisers have an opportunity to prove themselves. Limitations imposed by this policy will apply only in certain specific scenarios, and Google plans to implement this policy incrementally, making regular adjustments to ensure its effectiveness.

Conclusion: A Step Forward in the Right Direction

Google’s “Limited Ads Serving” policy is a thoughtful attempt to make the digital advertising landscape more transparent, trustworthy, and user-centric. By implementing features like a “get-to-know-you” period for new advertisers and emphasizing transparency in decision-making, Google aims to protect users while also giving new advertisers the chance to prove their credibility. The policy will be rolled out in stages, allowing Google to make ongoing adjustments based on its effectiveness and feedback from users and advertisers alike.