Google Ads’ Clickbait Policy

17 Mar, 2021 Paid Search

In 2019, Google discarded more than 51 million sensationalist advertisements and said, “We are committed to creating a high-quality experience for our users, where the promotion is clear from the ad itself.” Google Ads’ new policy is prohibiting the use of clickbait to drive more online traffic. In this clickbait policy, Google will be revising its 2020 Misrepresentation Policy to tackle and address misleading advertisements.

What is Clickbait?

Clickbait is a tactic used to gain views through a provocative link, image, or title. This misleading information influences viewers to wonder more about the full context of the advertisement – even though the text or image is misrepresented.

Clickbait can significantly increase your bounce rate and web traffic, but only temporarily. Exaggerated titles, misleading photos, and the lack of key information in the headline are different forms of clickbait. These deceiving tactics can come off as bad impressions that may intensify even more. Due to unuseful content and sensationalized titles or pictures, your audience may never revisit your site again. Clickbait has the potential to diminish your online presence and ruin your reputation, especially since it has enough power to spread fake news and false information.

Google Ads Policies

The Google Ads policies announced that the following advertisements are prohibited:

  • Ads that claim to reveal secrets, scandals, or other sensationalist information about the product or service being advertised
  • Ads that use clickbait messaging such as ‘‘Click here to find out”, “You won’t believe what happened” or phrases synonymous or similar to encourage users to click
  • Ads that use clearly altered zoomed-in body parts, mugshots, or real-life accident or disaster photos to promote a product or a service
  • Ads that use “before and after” images to promote significant alterations to the human body
  • Ads that use negative life events such as death, accidents, illness, arrests, or bankruptcy to induce fear, guilt, or other strong negative emotions to pressure the viewer to take immediate action.
  • Ads that pressure the user to purchase, subscribe to, or stop consuming a product or service in order to avoid harm
  • Ads that use depictions of severe distress, pain, fear, or shock to promote a product or service

Impact on the Legal Industry

As a result of this policy, display ads may stop delivering for those in the legal industry, such as accident/injury lawyers. Lawyers’ advertisements may include pressurizing titles about death, accidents, illness, arrests, bankruptcy, and more because of their specific practice areas.

These types of advertisements may become flagged since they mention negative life events. This new policy makes it possible for many running advertisements to suddenly get denied or stopped – especially if sensitive keywords are triggered. If one of your advertisements came to a halt as a result of this policy, the Google Ads Support team may be able to assist you. To learn more about allowed advertisements check out the updated Google Ads policies.

Contact Us

At BluShark Digital, we prioritize trust in every promotion and advertisement to produce high-quality content. It’s very possible to still have your bounce rate soar without sensationalized or misrepresented content. Our agency uses SEO strategies and PPC tools to ensure every advertisement follows Google’s latest policies.