Google has started to crack down on pop-up ads, and this is causing a lot of companies some panic. What are the terms that Google has set forth, and what do you need to know? Here’s a complete rundown of the whole Google ad picture.
Banning Pop Ups
To set the record straight, Google is not banning pop-up ads. The company is putting a stop to pop up ads that appear on mobile. So that means that your pop-up ads on your website are safe for now (there’s a good chance that web ads might be banned soon though, so that’s something to strategize about).
Ads that intentionally take up half of the mobile screen, appear repeatedly, or require a person to opt out of the ad are the types of ads that Google isn’t happy about. Those websites that do have these types of ads will rank lower with Google, which means that your site might not do as well when people search for the types of things that you do.
The problem here is that for marketers, pop up ads are lucrative. So it may come down to whether or not you care that you do not rank highly with Google. If your marketing is on point, you might not have to rely on Google at all - then again, you may be missing out on some Google rankings if you ignore the pop-up ad restriction completely.
Pop-ups that appear in order to warn a user about cookie usage or to ask a user’s age will not be penalized by Google. The company has also stated that small banner ads are not an issue at this time. This is not the only Google ranking factor, but it is an important one that may end intrusive pop-ups.
Why the Bother
Why is Google (a company that thrives on ads) working to displace the pop up ad? Essentially, Google is losing users to social media when it comes to mobile. Instead of searching for items, users are now using social media mostly. This means that Google might lose some users. If the company makes mobile browsing experiences easier and smoother, they might actually have a user experience that people will enjoy.
Of course, all of this is a tricky thing for marketers. Pop-ups are on nearly every site, and this new rule means that pop-ups will have to become scarce or Google will crack down on those sites that do use this means of advertising. So should you delete all of your mobile pop-ups? The answer is yes and no.
Some Ideas for Marketers
If you rely heavily on pop-up ads and now you aren’t sure what to do, you can use another ad type (banner, etc), or you can get rid of the ads completely. You can also ignore Google’s wishes and keep your pop-up ads, but that does mean a lower ranking (so it depends on how strong your brand currently is).