Google will begin applying tougher restrictions on personalized ads related to consumer financial products and services starting tomorrow, February 28.
Any breach of the updated policy will result in a warning, with the possibility of account suspension.
It is worth noting that the full implementation of these measures may take approximately six weeks to fully apply.
Why we care. Make sure your personalized ads comply with Google’s updated policy now, as this is your last chance before the new restrictions kick in. If your account is suspended for policy violations, it can severely impact campaign performance and it can be difficult to lift suspensions. Act now to avoid disruption.
What is changing? Google’s “personalized ad credit” policy will be expanded to include “consumer financing of personalized ads.” The updated policy will read:
“In the United States and Canada, the following categories of sensitive interests cannot be targeted to audiences based on gender, age, parental status, marital status, or zip code.”
The update will apply to offers related to credit or products or services related to credit lending, banking products and services or certain financial planning and management services. Examples include:
Credit Cards Home Loans Car Loans Appliance Loans Short Term Loans Banking & Current Accounts Debt Management Products
What Google says. A Google spokesperson told Search Engine Land:
“We’ve long had personalized ad policies that prohibit advertisers from targeting people based on sensitive categories. This update reinforces our ongoing efforts to protect consumers, expanding our credit in the personalized ads policy to additional categories of consumer finance ads in the US and Canada.”
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deep dive. Read the full Google blog post for more information.
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