Between super-fancy piggies and bedazzled ice cream scoops, it’s hard to stand out in the world of online advertising. But that’s a challenge that Google’s Head of Ads Safety, Scott Spencer, faces every day.
On the most recent episode of the Search Engine Journal podcast (episode 312), Spencer sat down with SEJ Features Editor Amanda Zantal-Wiener to talk about all things ads policy. He discussed how Google balances encouraging clicks and keeping advertisers compliant with policies, how advertisers can stay ahead of policy changes, and what he sees in the future of ads compliance and safety.
Here are some key takeaways from the discussion:
1. Ads policy is always evolving.
As Spencer puts it, “The internet is a fascinating place and continually grows and amazes us … because of that we are frequently having to add new policies.” Keeping up with those changes, especially as a small business owner with limited resources, can be overwhelming. However, Spencer noted that Google does its best to communicate those changes in advance and provide resources for advertisers to stay ahead of the curve.
2. Google’s focus is on the user experience.
“The primary focus of ads policy is user safety and user experience,” Spencer explained. That means Google wants to ensure that ads aren’t harmful or misleading to users and that they don’t detract from the overall user experience. Spencer emphasized that this focus helps protect both users and advertisers, as it encourages a positive environment for all parties involved.
3. Advertisers can stay ahead of policy changes by keeping an eye on industry news and updates.
While Google does its best to communicate policy changes to advertisers, Spencer also encourages businesses to keep tabs on industry news and updates. That way, they can stay informed and make proactive changes to their ads before any policies go into effect. Additionally, advertisers can always reach out to Google’s support team for guidance and assistance.
4. Compliance violations can carry heavy consequences.
As Spencer noted, Google takes compliance violations very seriously – and the consequences can be steep. In some cases, violations can lead to ad suspension or even account suspension for repeat offenders. That’s why it’s critical for advertisers to stay informed and take proactive steps to ensure their ads are compliant with policies.
Overall, Spencer’s insights serve as an important reminder that policies and compliance play a critical role in the world of online advertising. By staying informed and focusing on user safety and experience, businesses can create compelling, compliant ads that stand out in a crowded digital landscape.
We want to thank the thought leader Amanda Zantal-Wiener as the source for this content and such awesome teachings on the subject and we hope that this article can help you and your business! Here’s the link to his post https://www.searchenginejournal.com/decoding-ads-policy-googles-head-of-ads-safety-talks-clicks-and-compliance-podcast/488908/
