March 24, 2008. - April 1st is coming, and we are all waiting for Google AdWords display URL policy update to kick in.
Little problem we had was that we could not understand what has changed. Policy seems to be the same as three years ago.
That made us think that the change would be Google AdWords’ attitude toward ads with invalid display URLs. Such ads are creating confusion among Google users, and they artificially increase an average cost per click (CPC). In addition, by seeing ads with invalid display URL running for days, weeks, and months – “good” advertisers get encouraged to start implementing same wrong display URL tactics themselves.
Few days ago, many of us saw a note inside our accounts, pointing to this display URL policy update. What had made us worried was “… new ads …” entry with the confirmation that old ads would not be checked, but advertisers would be encouraged to fix invalid display URLs.
For us, that was a big disappointment. We hopped that notorious display URL policy offenders would actually be first to get hit.
There is nothing else left but to hope that we all will not be fooled on 2008 Fools Day.
And, certainly, to continue obeying Google’s display URL policy, and continue with reporting those that don’t.
