What Does it Mean for PPC?
The advertising standards used by Chrome targets publishers that host adverts on their websites. Before blocking ads outright, Google will notify publishers that are in breach of the guidelines before allowing 30-days for them to rectify the advertising situation i.e. remove the offending ads.
As for PPC specialists, we are unlikely to see any impact on our search advertising whatsoever. Our display adverts could potentially be blocked on certain websites, however Google’s Display Network is a sizeable safety net that almost guarantees advertising reach will remain unaffected.
In fact, an improved online advertising experience is likely to support positive perceptions of our marketing efforts. In the long-term, this could lend itself to an increased acceptance of online advertising and greater opportunity for exposure, as consumers trust websites enough to browse ad-blocker-free.
What Should You Do Now?
Publishers that rely on advertising revenue from their website will want to be certain they are compliant with the guidelines to ensure they don’t lose out when advertising is inevitably blocked on their site. All information is available in an Ad Experience Report on Google Search Console, which will indicate if you are in, or near, the ad blocking danger zone.