It’s an irritation we’ve all experienced, that stubborn pop-up ad that is as difficult to close as solving a “Where’s Wally” puzzle. The good news for web users, and most PPC marketers is that, hopefully, this bothersome form of PPC Advertising may soon be a thing of the past.
These ads have annoyed laptop and desktop browsers for years, but they are particularly annoying for the modern day mobile browser. It takes having fingers the size of a new-born baby to tap the ‘x’ that closes the pop-up and there’s always that infuriating decoy ‘x’ that just opens another browser tab! If you have to trick people into clicking on your PPC marketing ads, then you probably aren’t doing it right, and Google is finally going to do something about this.
How is Google going to punish annoying pop-ups?
Google’s first step in combating these ads actually began some time back, when in 2015 they altered their search algorithm to reward more mobile friendly websites. Obviously, websites containing these unsavoury pop-up ads would be considered less mobile friendly, but they are now taking it a step further. Google has decided that websites with irritating pop-ups will be penalised in their search rankings.
There are obviously hundreds of intricate factors that influence search rankings, so websites with pop-ups that contain high-quality content won’t necessarily free-fall in SERPs, however, similar websites with a strong search ranking that don’t use pop-ups will have a distinct advantage. This is something that web designers, SEO specialists and any informed PPC company will need to bear in mind.
Image credit: imgflip.com
Does this mean I need to pause my pop-up campaigns?
No, the algorithm is not out to blacklist websites with pop-ups. It is particularly targeting pop-up advertising that it feels aggravates the user. If a pop-up still provides information that Google considers useful and informative within the legal requirements on size and quality, there should be no concern. Google is particularly targeting pop-ups “where content is no longer easily accessible” as well as pop-ups that are difficult to close.
PPC marketing companies who are worried about their pop-up ads should not be overly concerned at this stage. According to Google, these changes will only come into effect on January 10, 2017, leaving you sufficient time to get in line with Google’s recommended requirements.
Main image credit: http://www.technobezz.com/how-to-stop-pop-up-ads-on-a-computer/