Like most advertising platforms that charge for adverts; the popular ones include but are not limited to Google, Bing, Facebook and LinkedIn; there is a particular rulebook that you must to follow to ensure that your ads are both appropriate and perform well.
Some of these rules are obvious like avoiding foul language and not being discriminative. However, some are not so apparent. For example, Facebook will decline your ad if there is more than 30% text in the image you are using.
Googles Fifth Annual Report
In Googles latest report, they have published that over 3.2 billion ads were removed for violating their conditions. To put this in perspective, that is over 100 inappropriate ads per second. This is a significant increase in comparison to 2015 where they reported that they had to take down 700 million.
Director of Sustainable Ads, Scott Spencer, wrote in his blog, “Whether it’s a one-off accident or a coordinated action by scammers trying to make money, a negative experience hurts the entire ecosystem. That’s why for the last 15 years, we’ve invested in technology, policies and talent to help us fight issues like ad fraud, malware and content scammers.”
Why the Increase?
The reasons for such a dramatic increase are vast. Many business owners will agree that in this day and age, investing in digital marketing is an absolute must as part of a sustainable marketing plan. Many will experiment themselves which could potentially cause an increased demand in inexperienced individuals creating and sharing content via Google Adwords. Not only will this increase demand, but it will also increase the number of those ads that don’t quite make the cut.
However, a prominent cause for the increase will be due to the 28 new advertiser policies and 20 new publisher policies that Google put in to place to combat new threats and improve user experience on the search engine.
Need a hand? Learn how to use Adwords yourself
Whether you are completely new to the concept of Pay Per Click (PPC) Advertising or you’ve tried it before, but think there may be a few tips and tricks you are missing. We can offer bespoke 1-2-1 training sessions to ensure that your PPC skillset is up to scratch. We will work with you to ensure that your ads don’t fall into one of those 100 ads being declined per second.