Google Adsense modifies its advertising policies

Google AdSense , the famous search engine platform that generates revenue for websites through its ads, is leaving its old experiments behind. Known for offering ads tailored to its target audience, giving them complete control over their ads and prioritizing the highest-paying ones, as announced on its official blog , it now wants to join forces with one of the most important features of Google's philosophy: the quality of its content . Thus, the ads provided by any website managed by AdSense will be managed by Google itself , and it will have the final say on whether a piece of content can be published (valid ad) or not (inappropriate ad or one that doesn't meet the established requirements).

What does it mean that Google AdSense is changing its policies?

This means that, starting in September, products from the Google AdSense online advertising network will be evaluated— and/or penalized if they do not meet the minimum quality requirements —in order to offer appropriate, high-quality advertising content to all users. Today, there are already many invasive advertising systems on the Internet, which bombard users with irrelevant information and prevent them from clearly seeing the content of the website they are visiting. Given the circumstances we find ourselves in, AdSense wants to support a healthy advertising ecosystem that adapts properly to existing advertising systems and its open and free system, while merging with its planned ongoing evolution. So far, it has been very friendly to all forms of advertising displayed on the website, as long as they generated a strong response, as it was considered to be interesting content for a large audience. However, this change also presents us with a view that is reluctant to that system, which in some ways can be considered "hypocritical."

Is this Google AdSense move a hypocritical one?

While it's true that a page's reactions or visits tell us how much traffic it has, AdSense will stop investing in clicks from this direct or social traffic (which comes from unreliable and massive traffic), sticking solely to organic traffic (generally considered more accurate to the reality we live in). What does this mean for the traffic of each of these sites? Basically, it focuses on the fact that all sites can continue publishing ads if they wish, but that Google AdSense doesn't consider all ads from social networks to be quality content and, therefore, could disqualify them. However, it's true that Google has warned that it will send an email to all AdSense users and that, if your site is penalized, it will give them the opportunity to reconsider the site's structure according to the required characteristics. Even so, AdSense assures us that, in principle, you don't need to do anything to correct your ads unless it sends you a notification informing you of its non-compliance.

The main idea of Google AdSense is, basically, to advertise what is most relevant to the consumer .

This is known through Google's proprietary technological system, which provides automated results by indexing the content of its websites, their location, and other factors, in order to reach the most suitable consumer for the ad. Google AdSense made this project official a few months ago, confirming that it would be implemented starting September 15th as an update to the ad units published on its websites, as a guarantee of quality. Furthermore, given criticism from some users regarding the complexity of previous experiments, they have also decided to eliminate those they consider unnecessary or ineffective. However, just as they eliminate their experimental errors, they maintain those that have worked, while continuing to add new methods to improve their performance in the long term. In 2018, for example, they introduced a site verification process to provide additional guarantees for the publication of the ad in question. This allowed for more direct and rapid feedback communication with site editors, reducing the likelihood of future violations of established regulations . This experiment, established in 2018, along with those implemented this September 15th, will improve the defenses of the systems that identify "invalid" or high-risk traffic even before ads are published. This reduces irrelevant ads for the user and maximizes revenue opportunities for legitimate publishers, providing unmatched content transparency. In short, Google AdSense is once again experimenting to improve the quality of its users; it will lean toward protecting organic traffic (of higher quality), leaving aside direct or social traffic (more superficial) in order to support a healthy ad ecosystem for its users. What do you think about the ongoing AdSense experiments? Are they really an effective solution? If you want to stay up-to-date with the latest news and articles from the world of digital marketing, visit our blog and we'll keep you updated.