August 2023 Google Ad Update: New Limited Ads Serving policy to build user trust and guide advertisers

Granular analysis and first look

Google is introducing a new policy called Limited Ads Serving to improve ad clarity, reduce scam risks, and prevent confusing or misleading ads. This policy involves a “get-to-know-you” period for unfamiliar advertisers, during which their ad impressions may be limited.

Why this matters?

• Enhanced Trust: This policy helps build user trust by ensuring ads are from reputable and verified advertisers.
• Reduced Scams: Limiting impressions for new or unproven advertisers reduces the risk of users encountering scam or misleading ads.
• Advertiser Accountability: Advertisers must establish a positive track record and complete identity verification to gain full reach.

Next Steps/Action Items

• Understand Policy Criteria: Familiarize yourself with the criteria for ad limitation, including user feedback, advertising history, and identity verification.
• Build Trust Early: New advertisers should focus on building a compliant and transparent ad history to avoid impression limitations.
• Incorporate Clear Branding: Pin your domain to ad titles and ensure clear, honest ad content to enhance trust and avoid limitations.