Starting in October, Google Ads is introducing a significant update that will automatically exclude new accounts from serving ads on parked domains. This move is set to enhance ad relevance and optimise budget efficiency. If you’re new to Google Ads or managing multiple campaigns, this change will impact how and where your ads appear.
Here’s what you need to know about this update and how it benefits your advertising strategy.
What Are Parked Domains?
Parked domains are web addresses that have been registered but don’t have any meaningful content. Often, these domains are simply placeholders and may display generic ads or minimal information. They are not designed to provide value or engagement to visitors.
Here’s a quick breakdown of what to expect from parked domains:
- Placeholder Websites: Often empty or with minimal content.
- Generic Ads: Might show random ads that aren’t relevant to your target audience.
- Low Engagement: Little to no interaction from users, as there’s no valuable content.
Why This Update Matters
Google’s decision to automatically opt new accounts out of serving ads on parked domains is more than just a routine update. It addresses several key concerns for advertisers:
-
**Save Money: Ads placed on parked domains often receive little to no engagement, meaning your ad spend could be wasted on low-value placements. This update helps prevent unnecessary expenditure on these domains.
-
**Increase Relevance: By avoiding parked domains, your ads are more likely to appear on websites that are relevant to your audience and your brand. This ensures that your ad impressions are more valuable and targeted.
-
**More Control: Advertisers gain better control over where their ads are displayed. Instead of relying on default settings, you can choose specific placements that align with your campaign goals.
Key Benefits of the New Google Ads Update
Here’s how this change benefits your advertising strategy:
-
**Optimised Budget Usage: By avoiding parked domains, you can allocate your budget to more effective placements, leading to better ROI on your advertising spend.
-
**Improved Ad Performance: Ads shown on relevant and active websites are more likely to engage users, improving click-through rates and overall campaign performance.
-
**Enhanced Brand Safety: This update reduces the risk of your ads appearing on sites that might not reflect well on your brand, protecting your brand’s image.
What Google Is Saying
Google has communicated this change to advertisers through an official letter. According to the letter, this new “Content Suitability” setting will be applied automatically to new accounts starting in October. This is part of Google’s ongoing efforts to refine ad placements and enhance user experience.
Serge Nguele shared this update on LinkedIn, showcasing the new letter from Google to advertisers, emphasising the importance of this change.
How to Opt Back In
If your advertising strategy requires placements on parked domains, you can opt back in through the Google Ads platform. Here’s how:
- Log In: Access your Google Ads account.
- Navigate to Settings: Go to the “Content Suitability” settings.
- Opt In: Adjust the settings to include parked domains as part of your ad placements.
Conclusion
The upcoming update from Google Ads is a strategic move aimed at enhancing ad relevance and budget efficiency. By automatically excluding new accounts from serving ads on parked domains, Google is helping advertisers make more informed and effective use of their budgets.
If you’re managing Google Ads campaigns, this update will likely improve your ad performance and ensure that your ads are displayed on more relevant and engaging websites.
