At StubGroup, we’re here to help businesses dominate their Google Ads. Today, we’re diving into Google’s latest announcement – the Limited Ad Serving policy. We’ll explain what it means and what steps you can take to ensure your ads aren’t impacted by this new policy.
Understanding Limited Ad Serving
Google’s primary goal with this new policy is to prevent user confusion when interacting with ads on their platform. This policy will especially affect competitor conquesting campaigns and reselling campaigns, where your ads may target users searching for specific competitor names or brands.
How Will This Affect You?
If your ads are impacted by this policy, Google will classify them with a “limited ad serving” status. This status won’t lead to account suspension or ad disapproval but will restrict the visibility of your ads. Think of it as similar to “approved limited” status seen in certain industries like financial services or housing.
Why Will Your Ads Be Limited?
Google has provided some vague criteria for determining whether an ad is potentially confusing to users. These criteria include user feedback, industry-specific prevalence of abuse, industry trends, account attributes, user activity and reports, account maturity, ad format usage, history of policy compliance, advertiser industry, and identity verification status.
Becoming a Qualified Advertiser
To avoid being impacted by this policy, you should aim to be recognized as a “qualified advertiser” in Google’s eyes. This status depends on various factors, including your account’s attributes, user activity, account maturity, ad format usage, history of policy compliance, advertiser industry, and identity verification status.
Identity verification is one aspect you can control. Ensure you’ve completed Google’s Advertiser identity verification process by uploading your business documentation and photo ID to demonstrate legitimacy. Bear in mind, while not all accounts have this option currently available to them, over time Google’s Advertiser identity verification will become an option for all accounts for this purpose.
Examples of Ad Limitation Scenarios
Google has provided some examples of situations where your ads might be limited:
- Referencing another brand’s name or likeness in response to a user’s search for that brand.
- Referencing a name or brand closely resembling another brand in response to a user’s general search of an industry.
- Users searching for specific brands, products, or services who encounter unbranded ads from third parties.
Take Action Before November 2023
This policy is set to take effect in November 2023. If you’re reading this before that date, you have time to prepare and take the necessary actions to reduce the likelihood of your ads being impacted. If you’re reading this after November 2023, the policy is likely already in effect.
Stay Informed with StubGroup
Here at StubGroup, we stay on top of Google’s policy developments and provide updates as we learn more about how Google enforces it. Our goal is to keep you informed and help you navigate any changes that may affect your Google Ads campaigns.
The Limited Ad Serving policy is a significant development for advertisers, especially if your business relies on targeting users searching for specific brands or competitor names. Take Google’s recommended actions seriously, and be sure to complete identity verification if the option is available to you.
If you have any questions or need assistance in adapting your Google Ads strategy to this new policy, please reach out to us at stubgroup.com We’re here to help you dominate Google Ads, increase profits, and grow your business.