Platform policy change, your ads can still "survive"? In-depth analysis and coping strategies

Release Date:2024-07-16

Views:

1. Platform policies have changed suddenly, and the advertising industry is facing challenges

In recent years, the Internet advertising industry has been in constant change. Recently, major platforms such as Google, Microsoft, and TikTok have announced major adjustments to their advertising policies, which undoubtedly brings new challenges to advertisers. These adjustments not only involve the compliance of advertising content, but also include advertising delivery methods, target audience positioning, and other aspects. Faced with so many changes, advertisers need to adapt quickly to ensure that their advertising strategies remain effective.

2. Google Advertising Policy Changes: Strictness and Opportunities Coexist

As the world's largest search engine and advertising platform, Google's policy adjustment has a weathervane significance for the entire industry. In this adjustment, Google further strengthened the compliance requirements for advertising content, and will take stricter punishment measures for advertisements involving false propaganda, misleading information, privacy violations, etc. At the same time, Google also provides more ad formats and delivery options, bringing new opportunities to advertisers. In this context, advertisers need to pay more attention to the compliance of advertising content, and actively explore new advertising formats to adapt to Google's changes.

Google's advertising policies change frequently and in depth. These changes are designed to improve user experience, protect consumer rights, maintain fair competition in the advertising market, and adapt to the ever-changing legal and technological environment. The following is a detailed analysis of Google's advertising policy changes:

1. Strengthening content compliance requirements

No inappropriate content
Google continues to update its "inappropriate content" policy to prohibit the promotion of illegal, illegal or harmful content. For example, it is prohibited to promote content that contains nudity or sexually explicit elements that is processed or generated (Source: Zhihu Column, 2024-06-21).
Specific industry restrictions
Google has restricted ads for specific industries or required special certification. In the "Health and Medicine" policy, Google also restricted and required certification for online pharmacy ads based on the laws and regulations of different countries (Source: Zhihu Column, 2024-06-21).

2. Updates to advertising formats and delivery methods

New ad formats: Google continues to launch new ad formats to meet the diverse needs of advertisers and users. For example, the Video Views campaign (VVC) allows advertisers to place ads more accurately in video content, improving the interactivity and effectiveness of ads (Source: Zhihu Column, 2023-11-22).
Smart bidding and automation tools: Google has enhanced the functionality of its smart bidding and automation tools to help advertisers manage their campaigns more efficiently. For example, through automated bidding tools, advertisers can automatically adjust bids based on preset rules to optimize advertising results (Source: Baijiahao, 2024-02-01).

3. User privacy and data protection

Disabling of third-party cookies: Google plans to gradually disable third-party cookies to protect user privacy. This change has a significant impact on the precise targeting and effect evaluation of advertisements. Advertisers need to find new data collection and analysis methods to meet this challenge (Source: Zhihu Column, 2024-02-07).
Adjustment of personalized advertising policy: Google has updated its personalized advertising policy, especially introducing new restrictions on advertisements involving consumer financial products and services. This change is intended to protect consumer rights and prevent the abuse of personalized advertising for misleading propaganda (Source: Zhihu Column, 2024-02-07).

4. Other important changes

Mobile-first indexing: Starting July 5, 2024, Google will no longer index websites that are not accessible on mobile devices. This change emphasizes the importance of mobile optimization and requires advertisers and webmasters to ensure the availability and accessibility of websites on mobile devices (Source: Baijiahao, 2024-06-11).
Updates to the advertiser verification program: Google continues to update its advertiser verification program to cover more countries and regions. This helps ensure the authenticity of advertisers' identities and prevent false advertising and fraud (Source: Zhihu Column, 2024-06-21).

In summary, Google's advertising policy changes involve content compliance, advertising formats and delivery methods, user privacy and data protection, political content advertising supervision, etc. These changes require advertisers to pay close attention to policy dynamics, adjust advertising strategies in a timely manner, strengthen compliance management, and explore new data collection and analysis methods to meet challenges.

3. Microsoft’s new advertising regulations: Focus on user experience and brand safety

Microsoft's advertising policy adjustment is also worth noting. In the new policy, Microsoft emphasizes the importance of user experience and brand safety. This means that advertisers need to pay more attention to the quality and relevance of advertisements to ensure the effectiveness of their delivery on the Microsoft platform. In addition, Microsoft has also strengthened the review of advertising topics, and will conduct more stringent reviews on advertisements involving sensitive topics or controversial content. Therefore, advertisers need to be more cautious in choosing advertising topics and content when working with Microsoft.

4. TikTok Advertising Survival Guide: Keep up with the Trends and Keep Innovating

As an emerging social media platform, TikTok has also made several adjustments to its advertising policies. Unlike other platforms, TikTok pays more attention to the creativity and interactivity of advertising. In the new policy, TikTok encourages advertisers to try more innovative advertising formats, such as challenges, brand cooperation, etc., to attract the attention of young users. At the same time, TikTok has also strengthened the review of advertising content to ensure that its content is in line with the platform's values and user needs. Therefore, when working with TikTok, advertisers need to keep up with the trend and constantly innovate advertising formats and content.

V. Response strategy: flexible adjustment and diversified development

In the face of policy adjustments by major platforms, advertisers need to adopt flexible and changeable response strategies. First, they should pay close attention to the policy dynamics of each platform to ensure the compliance of advertising content. Second, they should actively explore new advertising formats and delivery channels to reduce the risk of dependence on a single platform. Finally, they should focus on improving the quality and relevance of advertisements to enhance user experience and brand awareness. Through the implementation of these strategies, advertisers can better cope with the challenges of platform policy changes.

In summary, facing the major policy adjustments of platforms such as Google, Microsoft, and TikTok, advertisers need to maintain keen insight and flexible adaptability. By deeply understanding the policy changes of each platform, actively exploring new advertising formats and delivery channels, and focusing on improving advertising quality and relevance, advertisers can maintain their competitive advantage and achieve sustainable development in the ever-changing market environment.

If you have any questions about the construction and operation of foreign trade websites, welcome to contact Yiyingbao Technical Customer Service WeChat: Ieyingbao18661939702, and the staff will be happy to answer your questions!