Google announced the expansion of the limited ad-serving policy to YouTube. Starting from September 2024, advertisers on YouTube need to be qualified to get the usual reach through ads.
The policy will roll out gradually and be fully implemented by 2026. It is expected to improve user trust and ad quality in the platform. Check out how YouTube’s limited ad-serving policy will affect you.
Impact on Advertisers
The latest announcement has shocked YouTube influencers and marketers. Here are some of the main implications of the update:
- “Get-to-Know-You” Period: Beginners will be the worst prey of the limited ad-serving policy. As per the new update, Google will implement a get-to-know-you period for those who are just getting started with YouTube ads. The ad impression figures during the initial period will be much less until they establish trust in the platform.
- Brand Targeting: Affiliate marketers and drop shippers also receive a severe blow through the update. Ads that target specific brands without clear connections to those brands will now be automatically marked under a limited serving policy. As a result, the ad reach is dropped.
- Value of Authenticity: Google will assess each advertiser based on various factors like user feedback, history, ad quality, etc. Identity verification will also have a significant stake. The ad impression of accounts that failed these authenticity checks will be severely affected.
- Marketing Strategies: Advertisers, especially beginners, must focus on creating strategies to build trust in the platform to get the most out of their ads.
How it Affects YouTube Ad Pricing?
The expansion of the limited ad-serving policy to YouTube is expected to stir up several changes in the ad budget figures of brands. Have a look at some of the key points:
- YouTube ads from unqualified advertisers can reach only limited viewers. That means they need to spend more to attract the target impressions and leads.
- The limited ad-serving policy is a massive goldmine for qualified advertisers. As unqualified advertisers face visibility restrictions, they can lower the CTR due to reduced competition.
- Advertisers are likely to invest in creating trust on the platform to move out from the limited ad-serving list.
How to be a Qualified Advertiser on Google?
The best way to stay safe from your YouTube ad impression limits is to become a qualified advertiser. Here are some tips for that:
- Build a track record of running successful ads with positive metrics.
- Create relevant ads for the target audience that create positive user feedback.
- Review and comply with Google’s advertising policies.
- Confirm your business details by completing Google’s Advertiser Identity Verification process.
How to Check the Qualification Status of a YouTube Account?
Well, the implementation process is yet to get started. As of now, there are no official methods to check the status of your YouTube ad account. We suggest you to constantly keep an eye on the ad metrics.
If you are getting normal reach as that of the previous ads, you might have got qualified status. In case the metrics are dropping, you need to figure out a way to build trust. Most probably, Google will notify those with an unqualified status and suggest some tips to meet the requirements.
Remember, the qualification status may not remain constant. It may change based on your ad performance and policy compliance.
Conclusion
The policy update is just the tip of the iceberg. Google is expected to roll out more updates soon to maintain user trust in their platforms. Therefore, as an advertiser, it is more important than ever before to focus on building user trust.
