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Direct Response Marketing

Google Aggressive in Fight Against Scam Ads, Statistics Suggest

30 May, 2012 By: Jackie Jones


MOUNTAIN VIEW, Calif. – Google Inc. continues its fight against scam paid-search ads, releasing statistics last week that show the number of advertisers it has shut down or disapproved has risen significantly over the past few years.

In 2011, Google shut down 824,000 advertisers and disapproved 134 million ads for policy violations, an increase from 248,000 and 56.7 million, respectively, in 2010.

“Bad ads have a disproportionately negative effect on our users; even a single bad ad slipping through our defenses is one too many,” wrote David W. Baker, director of engineering, advertising at Google on the search engine’s official blog. “That’s why we’re constantly working to improve our systems and utilize new techniques to prevent bad ads from appearing on Google and our partner sites.”

Google has a comprehensive set of ad policies that cover a huge array of areas in more than 40 different languages, and ads that violate those polices are not shown on the search engine giant or its AdSense partner sites, according to Baker.

“For many repeat offenders, we ban not just ads but also advertisers who seek to abuse our advertising system to take advantage of people,” he added. “In the case of ads that are promoting counterfeit goods, we typically ban the advertiser after only one violation.”

Suspended advertisers and ads in violation of Google’s policies only seem to be on the rise when looking at data released by the company. In 2008, 18,100 advertisers were shut down and 25.3 million advertisements were disapproved for violating Google’s policies. In 2009, those numbers rose to 68,500 advertisers and 42.5 million ads.
 


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