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Fighting Intrusive Ads – Google’s Policy for Pop Up Ads


Online marketing firms listen up! Google has taken the next step in the fight against intrusive ads online and the Google policy for pop up ads has changed. Though it would seem a company that makes the majority of its revenue by distributing ads would be all in favor of ads that reach large audiences, the stance the search engine has taken against inductive pop ads is clear: It’s time to stop.

To improve user experience, Google turned to the Coalition for Better Ads to set the standard for what constitutes an annoying or intrusive ad online.

And it’s starting with Google Chrome.

The new Google policy for pop up ads will be strict. If a pop up ad takes over the entire screen or hinders the user’s ability to effectively interact with a website these sites will be penalized. Now, there is no word as to how. It could just be lower rankings or a warning to the user that the site has “highly annoying, misleading or harmful” pop up ads.

The company

The new Google policy for pop up ads is no secret. Policy regarding pop up ads has been changing for the past 2 years and the rules are getting stricter. The policy statement says:

“Pages that show intrusive interstitials provide a poorer experience to users than other pages where content is immediately accessible. To improve the mobile search experience, after January 10, 2017, pages where content is not easily accessible to a user on the transition from the mobile search results may not rank as highly.”

That’s great news for users everywhere! But what about companies and the online marketing firms that represent them?

Well it’s time to adjust your practices.

Online marketing firms have had to play a fine game between creating a valuable user experience while delivering a client’s message clearly to all possible customers. But if you abuse the system too long, you’re going to lose customers and ranking.

And although pop up ads are the target, large full-page ads, and long, impossible to skip ad screens are in the cross hairs too.

The new updates to Google Chrome go live next year so drop the pop ups, scale back and be ready!