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Will It Blend? Google Says No


New AdSense placement guidelines

The line between a guideline and suggestion is a fuzzy one, but webmasters seem to agree a Google guideline is more of a stern warning. The most recent guidelines popped up on the InsideAdSense blog, instructing publishers not to blend ads with content.

Google LogoGoogle Logo
(Photo Credit: Google)

The short version is fairly straightforward: Don't try to trick your readers into clicking an ad.

Google's Meridith Major, of AdSense Publisher Support advises publishers to rely on Placement Performance reports to discover where ads perform their best instead of subtly (or not so subtly in some cases) weaving in ad content amid real content.

The guidelines are as follows:

1. Ads shouldn't be placed under a title or section heading in a way that implies that the ads are not ads.
For example, ads shouldn't be placed under titles such as “Dallas Business Opportunities” or “Today's Hot Deals”. Placing ads directly below titles such as these implies to your users that the links in the ads are publisher-created content.

2. Ads should be easily distinguishable from surrounding content.
Similarly, you should not place an ad unit by a group of links that has identical colors and line spacing. Doing so may cause users to think the ad unit is content created by you. In this situation, we recommend using a different color for the ad titles or indenting the ad unit to help distinguish the ads from your own content.

I've seen more examples of the first one, especially recently, and I have to say I was less duped and more annoyed. The scroll is there for a reason and I used it accordingly. Major makes a decent point about losing trust among readers.

Perhaps this tactic has become more commonplace since research has shown not just an increase in ad blindness, but that users are ignoring even content that appears where ads are commonly placed. But the more resonant explanation might be the sudden decrease in AdSense revenue many publishers are experiencing, thus moving them to use more aggressive tactics.

Barry Schwartz and fellow forum-posters think Google's being a bit hypocritical given that ads often appear beneath the search box and above the search results, in effect blending ads with content. They argue it's difficult to tell sponsored from organic.

I'm not sure if that argument holds, since Google at least follows its own guideline by differentiating sponsored ads with blue backgrounds. As consumers become more and more acclimated to the structure of a search result page, the argument they don't know the difference becomes weaker. 
 

News Tags: Search, SEO, Google, AdSense
About the author:
Jason Lee Miller is a WebProNews editor and writer covering business and technology.

23 Comments

thanks for your article.

thanks for your article. Very help me. I will more like visit to webpronews site. :) Fantastic

Great article

Great post Jason

Have you guys seen the will

Have you guys seen the will it blend blog?  I love it

I like this move... lets

I like this move... lets keep the internet clean and neat

Agree

Just do the correct thing and follow the guidelines and everything will work out.  Its when people look for the loopholes in a system that they get in trouble.  As Matt Cutts said " money is the root of all spam marketing"

Propeller Done

Looks like propeller is going to have to redo their adsense placement. LOL :)

I got an email from Google

Telling me to change certainthings, but the odd thing is that the changes they requested we the very things suggested by an Adsense advisor a couple years back to me on the phone. Oh well,,,,,I made the changes asap.

Google's previous guidelines

These new guidelines contradict its previous recommendations where it suggests publishers to match the layout of ads to the website layout.. this is ridiculous.


Adsense

Put it here, put it there, best here, best there, don't put it here, don't put it there - for the love of god can someone make their mind up! We look at the google recommendations then we hear that they are changing their tactics on adsense, then we go with googles recommendations on SEO methods then we hear they are changing their mind on that as well, pageranks - no-one knows .. basically this is the tactics that we would expect to see from 1st year webmasters trying to get their content right (like me!) but it's changing like the wind nowadays and unless your firmly established and can fall back on regular hits it's a game of cat and mouse all the time - I'm hanging around with adsense for a little while longer and then dropping them like a hot brick once I have other programmes in place!

Adsense

It tougher now for publishers I agree. I see both sides of the coin as publisher and advertiser (not on the same site though). However, I believe that Google has to protect the advertiser - after all that is where the money comes from to pay both the publisher and Google!

Adsense Neighborhood

The best results I ever received for Hawaii Vacation Rentals targeted ads was to put them under a headline that said, "But don't take our word for it, check out our competition."  Wonder how that will make out under new Google policy.

Google's Not the Bad Guy...

As both an AdWords advertiser and AdSense publisher, I don't have a problem with the Google Guidelines. Yes, my AdSense revenues have dropped dramatically. But so have my AdWords visitor bounce rates. And my conversions rates have gone up.

AdSense is Google's "game". If you don't like the rules, don't play.

Google doesn't change the rules for the purpose of screwing over their publishers or to make more money themselves. Every rule change has been in an effort to keep the service viable for everyone.

Tricking visitors into clicking on ads only benefits the publisher. But it is a short sighted strategy at best: The visitor finds themselves somewhere they didn't intend to go; The advertiser pays for a visitor that doesn't want to be there (and leaves immediately); Google looks bad to their advertisers; And the publisher's site gets a (well deserved) bad reputation from it's visitors.

Because of the poor quality of visitors from content ads, many advertisers either turn off content ads altogether, or set content ads on their campaigns to a few pennies per click. Every time an advertiser turns off content ads, every body loses. And setting content ads to 2 cents doesn't leave much for Google to pay the publisher.

As an AdWords advertiser, I'd be willing to pay the same price for traffic from content ads if the conversion rate was roughly the same as that from search ads. But it isn't, and I'm not!

Just for the record, the site I advertise with AdWords is not the site I publish AdSense on.

Google AdSense

Google's AdSense program is a joke on both ends.  I send a decent number of clicks to the site--and a lot of impressions--and I make only the slimmest fraction of what I made when I first signed up.  When you first sign up, before AdSense is 'optimized' to your site, with traffic like mine you might make $5 to $6 a day.  Once the site is 'optimized' you will make around 1/4 of that.

Google encourages you to not use more than 3 ads per page and no more than 3 line ads (two different types), which would saturate your page with ad content and leave little or no room for genuine content of your own.  If you do that, you'll still make very little compared to what smaller ad networks (which are going out of business thanks to Google pressure) will make.

So let's say you advertise on Google AdSense, to try to get some of that publicity for yourself.  I tried that, foolishly.  While I was being paid myself somewhere in the neighborhood of 3 to 8 cents per click when someone clicked an ad on my site, I was paying other people 25 to 30 cents per click when someone clicked on one of my text ads on their site.  It just doesn't compute.

Google's advertising program is horribly broken.  I agree that they need to set guidelines to prevent webmasters from 'tricking' people into clicking.  It's common sense and I'm all for it.  But Google also needs to take a serious look at how it is treating those webmasters so that the program works as it should, rather than how it currently does.

Are there really a lot of

Are there really a lot of people out there who still get "confused" by what is an AD and what is content?  I have always found it pretty easy to distinguish. 

yeah thats true

yea, its not that hard to differentiate between a ad and a regular content! even a kido can tell abt ad content....... i guess adsense needs a revamp.

Why Google

Why Google just doesn't focus  of the huge amount of MFA sites they allowand the same (if not bigger) quantity  of scammers,  affiliates only, misleading advertiser they have?
If Google wants to place ads, how and where they want, then they should quit adsense ad  switch back to sponsored results in their own sites
G, make them "barbie pink  over a fluo jellow" on your own site.    not mine.....

Just my 2 cents  (a.k.a  what you get when people click  on a ad  lately).

 

 

Google gives value to advertisers

This method of making paid ads look like content is why many advertisers like myself opt out of the content ads completely.

You complain that you lose revenue, but that revenue is THET if you fool the browser into thinking that the ad is anything but an ad, and the click does not conform to what the advertiser paid for.

Good for Google.

Google Sucks!

The demand to meet share holder expectation is driving google to steal from the little people.

I sent them 400 clicks a day. As my clicks keep rising, my revenue keeps falling. Can someone explain why? Yahoo publisher sucks. Hey guys, try Context Web. They are like Valueclick and pay on time

Google AdSense

Unfortunately, it seems to me Google is hypocritcal at best, as I have certainly not  witnessed any transparancy on their part. Quite to the contrary, Google has been anything other than honest in their business dealings with AdSense customers, It is high time Google be held to account for their unethical monopoly and manipulation of the net.

Who made Google boss?

After a while I get a little tired of hearing all these little things that Google "forbids."  I would like to know just who made Google the boss of the internet anyway?  Maybe we're all placing too much emphasis on the Google search engines as a way to reach viewers and maybe we're relying too heavily on their ads for revenue.  Maybe it's time to find a few different avenues than Google.

Ron Coleman

 

I am with ya there brother!

I am with ya there brother!

New Google Adsense guidelines - it is common sense

I think Google guidelines are plain common sense. If some site is trying to dupe the visitors into thinking that Adsense is not ad and is actually the content, it only makes the users blind to adsense ads, and is self-destructive in the long run.

No publisher will like to give its visitors the feeling that it has acted smart, or has cheated her in some way.

 

Google still

Google still encourages publishers to blend their ads in with content through using similar colors. I think the key distinction is titles(always frowned on "visit our sponsors" titles) and line spacing. These seem to be the most confusing techniques to make users think the ads are actual content

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