Google Strikes Bothersome App Install Ads

For a growing business, especially mobile application business, one of the easiest ways to introduce and promote the product is by utilizing mobile website advertisement that will direct the customers installing the application. However, if the ads is disruptive for the customers, this will harm the mobile websites. Google is OK with such mobile websites, but it is not OK with the excessive ads. The search rankings of the websites will be withdrawn by Google if it finds there’s an app install ads.


Why did Google Warn Businesses to Stop App Install Ads?

Google stated that the mobile websites that utilize application advertisement will soon be cracked down. “Mobile-friendly” status of the websites will be withdrawn and this is absolutely a deprivation since on the search result rankings the websites will be knocked down. This announcement did give effect on last November. In just two months, business users switch their advertisement into banner ads.

So what is the background of Google doing such thing? The answer is in its developer blog. Google explained that app install ads hide a significant amount of the website content during the transition from the search result page. It makes sense because interstitial application advertisements typically cover the whole page. The users have only two options in this situation, whether to click the install button, or to find the tiny little exit button (which is sometimes hard to find) then view the web page. Google issued this new regulation because it understands the users. The purpose of searching particular web page is to view the content, not to receive a full screen ads.

What is the Other Alternative Available?

Not intending to harm one party, Google tried to find a win-win solution. Application businesses can still use mobile websites as the media to advertise their products to users. The suggestion that Google offers is a user-friendly banner advertisement which is much smaller but still visible. Banner ads appear on the top of mobile screen so the users are able to view the web page as yet.

Businesses are expected to consider to switch into this kind of promotion since Google then said that banner ads are preferred and less intrusive for users. Such advertisements provide a consistent user interface for promoting an application.

There are several applications that allow you to build a Google-approved banner app install ads, among others are Native App Install Banners for Android and Smart Banners for iOS. These two applications are for the DIY route. Moreover, there is another way to make banner ads by involving third party application provider as long as they do not interfere the content of the website.

You can check whether your mobile website and application meet the standard of Google’s mobile-friendliness or not on Google Developers’ Mobile-Friendly Test. This feature has been updated with the restriction on interstitial app install ads. In addition, the Mobile Usability report is also useful since it reveals extra concerns like any website pages that need to be addressed.

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