Does it seem as though your mobile ad budget doesn’t go as far as it should? If so, you are not alone, and it is certainly not your imagination.
It’s happened to all of us at some point in time — likely more often than many of us would like to admit: accidentally clicking on an ad. For users, it can be frustrating, but at least it doesn’t cost us more than a few seconds of our time. For marketers, on the other hand, it is not only frustrating, it can be expensive. Google reports that as many as half of mobile ad clicks are accidental.
As disturbingly high as those numbers may be, the good news is that Google is doing something about this problem. In a bid to improve click quality for display ads, the search engine giant has announced new changes that should help to dramatically reduce this problem.
Google has recognized that it can be entirely too easy for users to tap a link unintentionally when they meant to swipe. To ensure a more seamless user experience, Google is now taking several steps that include automatically blocking ad leads that could result in accidental clicks.
New Changes to Google
One of the most frequent instances in which accidental clicks tend to occur is when users are trying to navigate or scroll to adjacent content. In such cases, the user often clicks on the edge of an image. Google has now instituted an update that will ensure users are only directed to ad content if they click on the center of the image.
In addition, from now on, users will no longer be able to click on an app icon. This will help eliminate the problem of accidentally clicking app icon ads that tend to be hidden in images near the install button. By removing the clickability option from those icons, Google should help eliminate a significant portion of accidental clicks.
Another change that should help reduce accidental clicks is a clickability delay that Google has installed. Recognizing the fact that users do not usually immediately click an ad unless it is by accident, Google will now only allow ads to become clickable after they have been on the user’s screen for a certain amount of time. To date, Google has not revealed exactly how long this is, but the purpose is to ensure that users have the time necessary to browse the ad’s content and decide whether they really wish to click on that ad.
Improved User Experience
Ultimately, all of these changes should result in not only a decrease in accidental clicks but also an increase in conversion rates for display ads. Of course, Google is likely hoping that advertisers will re-invest the money saved from eliminating those accidental clicks back into their advertising display campaigns. Either way, these changes should prove to be a good way to improve user experience while helping advertisers make the most of their marketing spend.
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