{"id":88840,"date":"2022-09-14T17:06:07","date_gmt":"2022-09-14T17:06:07","guid":{"rendered":"https:\/\/rockcontent.com\/?p=88840"},"modified":"2025-09-18T10:41:48","modified_gmt":"2025-09-18T13:41:48","slug":"google-ads-new-better-ads-standards","status":"publish","type":"post","link":"https:\/\/pingback.com\/en\/resources\/google-ads-new-better-ads-standards\/","title":{"rendered":"Google Ads\u2019 New Better Ads Standards: What Is It And How To Be Prepared"},"content":{"rendered":"

Recently, advertisers on the Google Ads ad platform received a new update to their destination requirements policy.<\/p>\n

The idea is to get advertisers to meet the so-called \u201cbetter ads standards\u201d described in the Coalition for Better Ads<\/a>.<\/p>\n

Google has given marketers a deadline of October 2025<\/strong> to make changes, if necessary, and comply with these new requirements.<\/p>\n

This was the email sent by the company at the beginning of September:<\/p>\n

\u201cIn October 2025, the Destination requirements policy will be updated to include a new policy requiring ad experiences on destinations to conform to the Coalition for Better Ads\u2019 Better Ads Standards. Destinations containing ad experiences that do not conform to the Better Ads Standards will be informed via the Ad Experience Report, and any ads that lead to such destinations will be disapproved.\u201d<\/p>\n

In this post, I will tell you a little about what has changed and my perceptions of what is to come.<\/p>\n

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Why is Google Ads changing its ad standards policies?<\/strong><\/h2>\n

As Google itself has emphasized, the Coalition’s “Better Ads Standard” is the result of a survey of more than 150 consumers who identified ad experiences that were below acceptance thresholds and that could lead the user to install ad blockers.<\/p>\n

The logic is simple.<\/p>\n

The greater the number of dissatisfied people, the greater the number of people blocking ads or using the search engine tool less.<\/p>\n

With fewer people seeing ads, it becomes increasingly expensive for companies to advertise on the platform, leading these businesses to invest less or even stop investing in it.<\/p>\n

It is a two-way street.<\/p>\n

In addition, the research carried out by them also indicates which types of ads are most \u201cwanted\u201d by consumers. Providing valuable information to Google about which types of ads the company should invest in more and innovate with in the coming years.<\/p>\n

But let\u2019s be real, half the time when I land on a website and get blasted by three pop-ups, an auto-playing video, and some weird full-screen sticky bar cruising around, I\u2019m out of there in ten seconds. I don\u2019t even pause to look for the little \u201cx\u201d\u2014I just close the tab. I can only imagine how many other people do the same, and you can see how that adds up quickly. This isn\u2019t just about Google\u2019s bottom line; it\u2019s about site owners not shooting themselves in the foot by annoying their own visitors.<\/p>\n

If you\u2019re someone who manages campaigns every day, you probably already know how tricky it can be to walk this line. You want to get attention, sure. But you also want people to trust your brand, or at the very least, stick around long enough to actually read the landing page. So when Google signals it\u2019s getting even stricter, it\u2019s not them being capricious\u2014it\u2019s self-preservation for the whole machine. If users leave, nobody wins: neither advertisers nor Google itself.<\/p>\n

What changes in the new destinations requirements standards?<\/strong><\/h2>\n

I’m sure you’ve already been angry with some of the ad examples I’ll show you below.<\/p>\n

It is not by chance that Google is working hard to improve users’ experience and their interaction with certain types of pages and ads.<\/p>\n

Here\u2019s a list of the main ad patterns that will be rejected by the new destination requirements:<\/p>\n

Destinations or content that are unnecessarily difficult or frustrating to navigate: <\/p>\n