Last Updated on August 10, 2017 by Ope Quadri
Recently Google bans pop-ups and pop-down ads, but it seems Google is taking more steps further to better improve users’ experience.
In a recent ad experience research carried out by Coalition for Better Ads, it’s discovered that the way and manner which some publishers place ads made some web users to install ad blocker to avoid obstructing ads.
Coalition for Better Ads focuses on ad display on desktop and mobile phone, which involved more than 25, 000 respondents, who are internet consumers in North America and Europe.
These results define initial Better Ads Standards that identify the ad experiences that fall beneath a threshold of consumer acceptability.
Under Desktop Web Experiences, four types of web ads out of six tested are found to fall below consumer acceptability.
They include Pop-up Ads, Auto playing video ads with sound, Prestitial Ads with countdown, and large sticky Ads.
Auto playing video:
Auto-playing video ads play sound without any user interaction.
These experiences are especially disruptive to users, as they catch the readers off guard, and often compel them to quickly close the window or tab in order to stop the sound.
Ads that require a click to activate sound did not fall beneath the initial Better Ads Standard.
Pop-up ads are a type of interstitial ads that do exactly what they say — pop up and block the main content of the page.
They appear after content on the page begins to load and are among the most commonly cited annoyances for visitors to a website.
Prestitial Ads with countdown:
Prestitial “Countdown” ads appear before the content of the page has loaded, forcing the user to wait a number of seconds before they can dismiss the ad, or the ad closes on its own.
These ads can disrupt users in a way that dissuades them from waiting for the countdown to finish and continuing onto their content.
In desktop environments, prestitial ads that can be dismissed immediately did not fall beneath the initial Better Ads Standard for desktop.
Large sticky Ads:
Large Sticky Ads stick to the edge of a page, regardless of a user’s efforts to scroll.
As the user browses the page, this static, immobile sticky ad takes up more than 30% of the screen’s real estate.
A Large Sticky Ad has an impeding effect by continuing to obstruct a portion of the page view regardless of where the user moves on the page.
In the mobile web ads, category eight out of twelve tested ad experiences fell beneath this threshold. Find out more on Coalition for Better Ads website.
What Google plans to do in order to improve Ad Experience in a profitable way to publishers
“Thanks to research conducted by the Coalition for Better Ads, we now know which ad experiences rank lowest among consumers and are most likely to drive people to install ad blockers.
Ads, good and bad, help fund the open web. But 69% of people who installed ad blockers said they were motivated by annoying or intrusive ads. When ads are blocked, publishers don’t make money,” Google says.
Alternative to Pop-Up Ads
Google advises publishers to use less disruptive alternatives like full-screen inline ads instead of pop-up, saying, “They offer the same amount of screen real estate as pop-ups—without covering up any content.”
Solution to Ad density higher than 30%
This is when a mobile page is flooded with Ads, and according to Google, “A mobile page flooded with ads takes longer to load, and this makes it harder for people to find what they’re looking for.”
To improve the page load, it’s advisable to reduce the stick to the required number of Ads per page.
To help these publishers improve their ads experiences, we review sites daily and record videos of the ad experiences that have been found nonecompliant with the Better Ads Standards.
If a site is in a “failing” or “warning” state, their Ad Experience Report will include these visuals, along with information about the Better Ad Standards and how the issues may impact their site. We encourage all publishers to take a look at their report. Here’s how.
Gaining access to the report:
The Ad Experience Report is part of Google Search Console, which means you need to be a verified site owner to access it. You can either ask your webmaster to add you as an owner or user, or verify ownership yourself. Learn more.
Understanding the report:
If your site has been reviewed and the status is “Warning” or “Failing,” the report will show videos of the ad experiences that are likely to annoy or mislead your visitors. Click on desktop or mobile reports to see the specific experiences identified.
Fixing the issues and requesting a review:
Once you’ve identified the violating experiences, work with your ad ops and site design teams to remove the annoying experiences.
After that, describe how you addressed each of the issues in the ‘Request review’ area and click ‘I fixed this’. You’ll receive a confirmation email saying your review is in progress. Learn more.
The tech giant promised that he’d begin to notify webmaster s if there are issues on their sites.
“The good news is that people don’t hate all ads—just annoying ones. Replacing annoying ads with more acceptable ones will help ensure all content creators, big and small, can continue to sustain their work with online advertising.”