Google rolled out its ad blocker in Chrome. Have you checked your strategy?

Yesterday, Google updated its Chrome ad blocking software that could drive a big difference in your digital advertising strategy. The move was designed to block certain types of intrusive ads and deliver a better user experience.

With Chrome accounting for 62% of the mobile browser market and 59% market share of desktop browsing, this ad blocker could strike a powerful blow on advertisers who are unprepared. Google announced its intentions last year, but if you thought you’d be unaffected, you might be in for a surprise.

If your Google ads fall into one of the following, you need to pay attention to this change:

Desktop:

• Pop-up ads
• Auto-playing video ads with sound
• Prestitial ads with countdown
• Large sticky ads

Mobile:

• Pop-up ads
• Prestitial ads
• Ad density higher than 30%
• Flashing animated ads
• Auto-playing video ads with sound
• Postitial ads with countdown
• Full-screen scrollover ads
• Large sticky ads

According to Google, the Chrome ad-blocking change impacts 1% of publishers—those who are posting subpar ads. Violators will receive a warning, giving them the chance to clean up their ads. After 30 days, websites with non-compliant ads will be blocked.

Google responded to user behavior research that showed 5+ billion hits of “mute this ad” on Google in 2017. One out of five Chrome users complained about annoying and intrusive ads. Complaints also addressed the concern that ads included viruses, slowed down page loading, and took up too much screen space.

Google has responded to users’ desire for ad policing, but the search engine giant can’t ignore the power of these ads on the digital economy. The new standard reflects the criteria established by the Coalition for Better Ads, a group focused on establishing and maintaining control over the quality of online advertising.

This action by Google and the Chrome ad blocker presents a wake-up call to advertisers. You need to focus on delivering messages that customers will welcome. You should be building a positive relationship with your prospects, not nagging them. If your strategy has been “hit them over and over” in hopes people will eventually give in and click through to your site, your days are numbered on Google.

I talk with many builders who are running a high volume of these types of ads, particularly different forms of banner ads. They ask me if their results are good or bad. I respond with, “When was the last time you personally clicked on a banner ad on purpose—especially from your phone?”

The answer is, without exception, “Never.”

“Then why would you expect your prospects to react differently?”

The sound of crickets fills the empty air.

Digital marketing is constantly changing. Algorithms, rules, shopper behavior, and opportunities are still evolving. Your marketing strategy must keep up. You need to play by their rules while also capitalizing on the opportunities. Google’s ad blocker is an obstacle to the advertisers who hurl bad ads at angry consumers. For you, it’s an opportunity to shine.