Google has released a new “ad intent” format for its Auto Ads program.
This format inserts links and anchors into publishers’ site content to serve contextual ads and search results in dialog boxes.
The ad intent format aims to display relevant ads and information based on page content and visitor interests.
When visitors click on dynamically generated links or anchors, an overlay dialog opens that displays organic search results and associated advertising.
Google explains in its support documentation:
“Ad intent works by scanning your pages for opportunities to help your users find something they might be looking for.
Based on your content and what your users might be interested in, ad intents automatically turn existing text on your page into links and place anchors that appear at the bottom of your page.”
The new format offers publishers a revenue share model to monetize their content. Website owners get paid every time a visitor clicks on an ad displayed in ad intent dialog boxes.
The expansion of ad intents aligns with Google’s broader strategic shift toward implementing more privacy-safe ad targeting technologies as it phases out support for third-party cookies.
Google touts the new format as offering “highly relevant ads that don’t rely on third-party cookies.”
Enabling advertising intentions
Ad intent functionality is enabled for Google AdSense publishers.
You can change the settings in your AdSense dashboard under “Automatic ads” > “Intent-based formats”.
Publishers can enable or disable “ad intent links” or “ad intent anchors” separately.
To implement the new ad units, you must agree to Google’s updated terms and policies.
Reaction and criticism
Although billed as a way to increase revenue for publishers, Google’s announcement of ad intent has sparked backlash from some corners of the publisher community over fears it could divert traffic from their sites web.
AX (formerly Twitter) user @darth_na states:
“It’s not enough to steal traffic from SERP sites, now you intend to steal real site visitors and drive them back to Google?”
In response to the concerns, Ginny Marvin, the Google Ads liaison, emphasized that ad intents are an optional program and dialog boxes are closed, leaving visitors on the original publisher page.
This new format is optional and entirely optional for publishers.
Publishers can enable ad intent links that turn existing text on their page into links.
There is also an option to use ad intent anchors which place anchors at the bottom of the page.
When a user closes a…
— AdsLiaison (@adsliaison) April 16, 2024
The new ad intent format is being rolled out to websites with automatic ads enabled through Google AdSense.
Why we care
The ad intent format is a new monetization opportunity for websites that have implemented Google Auto Ads.
Ad Intents could help publishers earn more revenue than traditional contextual ad placements by tapping into visitors’ intent signals from page content.
However, embedding sponsored links and anchors in publisher content raises questions about editorial control and user experience issues, such as excessive ad blocking.
The new format is notable because Google is shifting toward a more privacy-focused orientation as it moves away from cross-site tracking cookies.
How this can help you
Website publishers should evaluate whether enabling ad intents makes sense for their traffic, content, and monetization strategies.
While the new format offers potential revenue advantages, it is important to balance these benefits with maintaining high editorial standards.
It will be important to assess whether the targeting aligns with the intent signals of the ideal audience.
Featured image: Tada Images/Shutterstock
