chrome ad blocker

Will the Google Chrome Ad Blocker Update Ruin Your PPC Campaigns?

Neil Andrew

Neil Andrew

February 15th, 2018

Neil is Scottish so when he's not writing for PPC Protect he's eating haggis and watching Braveheart.

google invalid clicks report

With over 615 million people using ad blockers in 2017, that number is about to suddenly get a lot higher thanks to Google.

Having been announced in June of last year, the day of reckoning is finally upon us. Today is the day that Google unleashes its new ad blocker to the world.

Appropriately released on the 15th February 2018, it seems Google’s love affair with unregulated ads has finally come to an end. With their new ad blocker, Google is trying to banish those pesky and annoying ads once and for all.

For everyday users, this is great news, no more annoying ads! However, for advertisers, it’s a different story. With so many businesses and companies relying on ads to generate their leads and sales, many are worried it will significantly affect their revenue and ruin their business overnight.

To help you understand how the new Google Chrome ad blocker will affect you, we’re taking a look at what Google is trying to achieve. From which ads will be affected to which won’t, we’ve got everything you need to know about the new Google Chrome ad blocker.

The biggest question on everyone’s mind right now is: which ads will be affected? And: what does it mean for me? Well, we’re here to give you everything you need to know about the new update and what you should expect.

Which Ads Does It Block?

adblocker affected ads

The new Google ad blocker has been designed to specifically target and block the most annoying and distracting ads on the web. These ads that fall outside of the Coalition for Better Ads standards will be blocked no matter what website they’re on.

As long as the user is using Google Chrome, publishers and ad networks must make sure all of their adverts are compliant, or else they’ll be blocked. If advertisers ignore these regulations, then they could experience a huge drop off in traffic and revenues.

The Coalition for Better Ads which includes the likes of internet giants such as Google, Facebook, and Microsoft was founded in 2016 with the sole reason of protecting consumers. The coalition works closely together to ensure consumers only see high quality and relevant ads that don’t disrupt their user experience. Their official website states that:

“Leading international trade associations and companies involved in online media formed the Coalition for Better Ads to improve consumers’ experience with online advertising. Consumers are increasingly frustrated with ads that disrupt their experience, interrupt content and slow their browsing.”

Their website also talks mentions their main objective, which is to:

“Leverage consumer insights and cross-industry expertise to develop and implement new global standards for online advertising that address consumer expectations.”

Basically, the coalition is set on becoming the new ad police whether you like it or not. With the huge influence and power the companies have, it’s really pointless to try and fight them.

So what type of ads are they going to block and how did they determine which ones?

Well, the coalition researched ads from millions of websites in North America and Europe to distinguish the most annoying ads. They then asked 25,000 consumers which ads they found the most annoying and settled on a total of 12.

The 12 ads that the new Google Chrome ad blocker will target are:

Desktop Ads

  • Pop-ups Ads
  • Auto-playing video ads with sound
  • Prestitial ads with countdowns
  • Large sticky ads

Mobile Ads

  • Pop-up ads
  • Prestitial Ads
  • Ad density higher than 30%
  • Flashing animated ads
  • Auto-playing video ads with sound
  • Postitial ads with countdown
  • Full-screen scrollover ads
  • Large sticky ads

As you can see, most of these ads are full page that are super distracting and ruins the user’s experience on websites. Advertisers love to use these type of ads as they often get the highest click-through rate and interaction, but for users, it’s another story.

To help make the web a more enjoyable place for users, Google is using its powers to wrestle other advertising networks into submission. Since millions of people use their browser, if Google changes want to stop people from seeing certain ads then that’s easily done.

Who Will It Affect The Most?

google chrome dangerous website

Currently, Google estimates that only 1% of all publishers will be affected by the update and even then Google will still give them a grace period. All advertisers running the newly “banned” ads will have 30 days to remove them from their site or face the wrath of Google.

If you’re running a PPC campaign on Google AdWords then don’t worry, you won’t be affected.  There’s no way Google would block their own ads on their own website, that’s just madness! However, if a website is using AdSense in combination with another ad network, then they might have to ditch the other network or have their site blacklisted.

It might sound like an attempt on Google increasing their advertising market share, but it’s certainly not. Google just want to play their part in ridding the web of annoying ads.

Since Google is such an influential company in the world, it only makes sense that they tackle the problem head-on instead of trying to ignore it. Speaking of which, just how influential and powerful are Google?

How Many People Use Google Chrome?

w3 web browser stats

According to the W3Counter browser market share, Chrome currently takes up 58.4% of the market while Safari and Firefox come in 2nd and 3rd place. Interestingly enough, however, not everyone running Google Chrome has the latest version. In fact, there are plenty of users running Chrome 56 and 49 which came out in early 2017 and 2016.

This brings up an interesting question. How many people will actually update to the latest version of Chrome when it comes out? Will we only see the full effects of the ad blocker a year from now when everyone has updated or will it not make a difference? Only time will tell.

Obviously, anyone who uses a browser that isn’t Google Chrome won’t be affected by the update. However, the announcement of a built-in ad blocker might shift more people to Chrome from other browsers. Surprisingly, there are still plenty of people out there still use the likes of Internet Explorer to browse the web. Although nobody is forcing them to upgrade their web browser, we can’t help but think they’re missing out on some new web technologies and experiences.

Hopefully, the day will come when every web browser has its own built-in ad blocker. But until then, only around half of web users will benefit from this new Chrome ad blocker.

What Does This Mean For Fraudsters?

click bot attack

The decrease in ads that users experience might be seen as a good thing for many, but there is always another side to a story.

With fewer ads for fraudsters to click there’s a chance that fraud rates could increase dramatically on the AdSense network. After all, if certain websites and networks are going to be banned due to their ads, then the fraudsters will need a new target.

Since AdSense has strict regulations on the websites they are shown on, they’ll be the first target fraudsters will be going after. If you run a Google AdWords campaign on the Google display network, then you should consider protecting your ads.

Since AdWords has its own exclusion tool, you can manually enter IPs that you don’t want seeing your ads. However, the whole process of finding the IPs and keeping the list updated is exceptionally hard.

Luckily there is a much easier way that’s completely automated and will protect your ads without you having to ever lift a finger. PPC Protect is the ideal fraud prevention software that constantly monitors your ads for fraudulent activity.

From only $29 a month, you can feel safe knowing your ads are only receiving genuine clicks and not click fraud. To see how much you can save with PPC Protect click below to get started with your free 14-day trial.

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