PPC Weekly Digest on 19-23 of February 2024

Google Enhances Consent Requirements for European Advertisers

In a significant update, Google has announced the enforcement of stricter consent requirements for advertisers targeting European Economic Area (EEA) traffic. With the introduction of Consent Mode Version 2 (v2), Google aims to fortify user privacy by demanding advertisers to secure and share user consent for ad personalization and remarketing. This move, set to take effect in March 2024, mandates advertisers to adopt the new consent framework to maintain their advertising capabilities within the region. The update is in line with Google’s ongoing efforts to comply with the EU User Consent Policy, emphasizing the tech giant’s commitment to enhancing user privacy and data protection standards.

Google Cracks Down on Impersonation and False Affiliations in Ads

Google is set to update its Misrepresentation policy in Google Ads, targeting deceptive practices such as impersonation and false affiliations. This policy revision, effective in March 2024, is designed to protect users from being misled by ads that falsely claim association with well-known entities. Violators of this policy will face severe repercussions, including account suspension and a permanent ban from the Google Ads platform. The update highlights Google’s resolve in tackling fraudulent activities and fostering a trustworthy environment for users and advertisers alike.

Guide to Understanding Cost Per Lead (CPL)

Transition to eCPM Payment Model in Google AdSense

Google has transitioned its AdSense program to an eCPM (effective cost per thousand impressions) payment model, a move confirmed by Google Ads Liaison Ginny Marvin. This shift represents a departure from the previous cost-per-click (CPC) model, aiming to modernize how publishers monetize their online content. Under the new model, publishers will receive 80% of ad revenue after fees, offering a more dynamic revenue-sharing structure. This change, which aligns with industry standards for display advertising, encourages publishers to adapt their content and SEO strategies to maximize impressions and, consequently, revenue. Google’s update to AdSense underscores its commitment to evolving its platforms to better serve the needs of publishers and advertisers in the digital ecosystem.

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