In August 2024, Google Ads made a significant update regarding content suitability for parked domains.
This change affects advertisers who rely on parked domains as part of their campaigns, pushing for higher content quality standards.
In this post, we’ll break down what parked domains are, what content suitability means in the Google Ads ecosystem, and how these changes impact advertisers moving forward.
What are parked domains?
Parked domains are web addresses that have been purchased but aren’t actively developed into full-fledged websites. They typically display little or no content, and their primary purpose is often speculative or transitional. These domains may either hold a spot for future development, offer minimal placeholder content, or display advertising listings while awaiting a new owner.
Google Ads and parked domains:
- Google Ads policies have traditionally restricted ads from linking to parked domains, especially if these sites lack unique and valuable content.
- Parked domains are part of the Google Search Partner Network, meaning they may display ads that are relevant to the domain’s URL or any placeholder content.
- These sites serve various purposes, including reserving a web address for future use or keeping a page active after a domain registration expires.
Advertisers, however, have the option to exclude parked domains from their campaigns using Google’s site- and category-exclusion tools.
What is content suitability in Google Ads?
Content suitability in Google Ads refers to ensuring that ad placements occur in environments that align with the advertiser’s brand standards and provide meaningful user experiences. This suitability includes ensuring ads appear on websites with valuable content, appropriate for the target audience, and free from policy violations like spam or excessive ads.
For advertisers, content suitability is crucial to protect brand integrity and ensure that ads drive real user engagement. When ads are shown on sites lacking quality content—such as parked domains with only ad listings—there’s a risk of poor user experience, which ultimately affects click-through rates (CTR) and conversions.
Why is Google Ads changing its content suitability for parked domains?
The August 2024 update aims to improve ad relevance and user experience. Google is committed to keeping its ad ecosystem clean, reliable, and useful, and parked domains with minimal content were frequently flagged for offering low-quality interactions. This change is designed to:
- Enhance user experience: Users landing on a parked domain filled with ads but lacking value tend to disengage quickly. Ensuring higher content standards on these domains helps maintain user trust.
- Boost ad performance: By filtering out low-value placements, advertisers can see improved CTR and conversions, as ads are shown on more relevant, content-rich pages.
- Protect advertisers: Poor-quality parked domains can lead to wasted ad spend. This policy ensures that advertisers are paying for placements that meet higher standards of content quality and user engagement.
Policy for ads using parked domains
Google has laid out specific guidelines for ads running on parked domains, aimed at keeping the quality high and ensuring that advertisers maintain credibility.
Business name requirements
- Allowed: Using the actual domain, advertiser’s recognized name, or the promoted app name as the business name.
- Not allowed: Promotional language in the business name field (e.g., “Best Deals” instead of a real business name).
Capitalization
- Allowed: Correct capitalization for proper nouns.
- Not allowed: Random or excessive capitalization (e.g., “DEALS” instead of “Deals”).
Image quality
- Allowed: Clear, properly sized images that enhance user experience.
- Not allowed: Blurry, sideways, or distracting images, as well as flashing visuals or those that don’t fill the space properly.
Misuse of ad features
- Not allowed: Ads that misuse features, such as expanding beyond their frame or creating confusion on the website or app.
Phone numbers and text in ads
- Not allowed: Phone numbers should not appear in ad text; instead, they must be placed in designated fields.
Punctuation and symbols
- Not allowed: Gimmicky or incorrect use of punctuation or symbols (e.g., “Buy NOW!!” or “F.L.O.W.E.R.S.”).
Repetition and spacing
- Not allowed: Repetition of words, phrases, or gimmicky spacing (e.g., “B U Y N O W”). Google seeks clean, clear, and concise ad copy.
Video quality
- Allowed: High-quality videos with clear sound and visuals.
- Not allowed: Poor-quality videos with illegible text or blurry images.
Conclusion
The Google Ads content suitability change for parked domains in August 2024 marks an important step toward improving ad quality and user experience.
By setting stricter rules for parked domains, Google ensures that users encounter valuable content and advertisers get the most from their ad spend.
At Pillars Media, we understand these policy changes and are well-equipped to help businesses navigate the ever-evolving landscape of Google Ads.
With experience working with both Malaysian and global clients, we specialize in optimizing ads for high performance.
Interested in refining your Google Ads strategy? Schedule a consultation with Pillars Media today and let us help you achieve your advertising goals!