Most internet users experience frustration with advertisements; being able to press the “skip ad” button is one of the simple pleasures in life. While pop-ups and interruptions seem to roam freely on the information highway without much regulation, that isn’t the case: rules are in place to make sure consumers aren’t left annoyed or deterred. And the Coalition for Better Ads is the organization leading the charge.
The Coalition for Better Ads
The Coalition for Better Ads was formed by international trade associations and online media businesses to enhance the online advertising experience of consumers. The organization uses data and insights from consumers across the globe to mandate standards that best meet the expectations of internet users and purchasers.
These standards strive to weed out the ad experiences that frustrate users. The ultimate goal of the coalition is to make the ads appealing and useful. After all, if buyers are just ignoring or blocking them, that renders advertising rather pointless.
Google Ads Destination Requirement Policy
In order to conform to the standards set by the Coalition for Better Ads, Google has changed its requirements. The Destination Requirements Policy helps assure that Google ads are functional, easy to navigate, helpful, and offer unique value. This specific requirement makes sure the ad’s destination is valid.
Any Google ad that does not comply with the new requirements won’t be approved. Some of the most common reasons an ad is flagged include the ad taking the user to a site that is not working or under construction, destinations that aren’t accessible due to the consumer’s location, destinations that are error-prone or don’t function correctly, and sites that have insufficient original content.
While the Coalition for Better Ads keeps the consumer’s experience in mind, following the standards the organization has set benefits companies, too. A consumer who clicks on your ad only to be taken to an HTTP service error code isn’t likely to buy your product or write a stellar review on Yelp. In short, if you waste the consumer’s time, they’re not going to spend their money.
Staying in compliance is the best way to offer consumers an enjoyable ad experience, the only type of experience that leads to conversions. Need some guidance? Give us a shout and we’ll be happy to help.