Tuesday, September 6, 2016

Google Punishing Intrusive Mobile Ads

Today, spam and popup ads are put in the same category by most people: both are seen as a disturbance when using applications on their devices. Popup ads have been used as a marketing tool by several business owners with ads targeted at particular customers, where marketers use them as an effective tool for gaining more subscribers and expanding their customer base. With all this said, popup ads are also considered one of the most hated entities today on the Internet, put in the same category along with adware and spam. This is because pop-up ads are intrusive of the online experience, and often they pull the user into a continuous vicious cycle of further advertisement.

Google recently announced that they will soon crack down on mobile sites with intrusive pop-up ads. This is not the first time a major Internet Service Provider (ISP) such as Google is trying to stop sites with intrusive pop-up ads. The company announced its plans to punish mobile sites sending advertisements that are not proper or targeted at a particular set of users or take up too much of the screen without a clear exit option. When using a mobile device, users have a much smaller space they are using, and while they work on the larger real estate of a computer screen, having popup ads on such a small display makes them even more obstructive and usually gives the user a difficult time navigating the web on their handheld device.

Although some popup ads can provide useful information to users, they have to occur in a non-intrusive manner. This can be achieved by ensuring that you are providing your users with the type of information you know they need or would be interested in and not merely some paid ads pushed at the user on a random basis. Using invasive ads on your website or mobile app often reduces the number of repeat visitors. The innovation in IT has brought about the use of popup blockers which many people install on their devices to block these ads. In addition to ad blocking software use by individuals, major ISPs such as Yahoo and Google provide users with software they can install on their devices to block ads or with filters to determine the number of ads they see and the sources they derive from.

A good way to find out what ads are working for your company is to use a good call tracking software. I have found that Caller Insight is a really good company to use for tracking across all of your ad buying campaigns. You can even use it to track your sales calls with their sales call tracking options.

There are popup advertisements that are considered unnecessarily obstructive by Google; these are ads that cover the entire content of a page and, where a user is forced to close the ad before they can view the content of the web page. Because most search results using the Google search engine now meet the “mobile-friendly” criteria, the company also announced its decision to remove the mobile-friendly label on search results. Popup ads have been used by many business owners for various reasons and although some follow the proper guidelines for using the ads, most people just push the ads to mobile users without their consent. The move by Google is aimed at bringing some form of sanity to the mobile sites that insist on using intrusive advertising.

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