Google will soon be rolling out new advertising policies in the U.S and Canada aimed to improve inclusivity for users disproportionately affected by societal biases. Ultimately the goal is to ensure that advertising is more transparent and fair – a goal we all share. However, advertiser in the financial services space as well as those posting about employment need to understand how this policy change will immediately affect your current or planned Google campaigns.
Housing, Credit and Employment Advertising Targeting Change
Beginning October 19, advertisers who are running ads promoting housing solutions, credit products/services or employment will no longer be able to target audiences based on:
Google has already notified advertisers with existing campaigns prompting them to acknowledge these policy changes and requiring compliance with relevant local laws. Those who have not acknowledged this notification will not be able to create any new campaigns.
Targeting a specific geographic area
For current or planned campaigns impacted by this policy change, advertisers will still be able to target audiences by geography but instead of targeting by ZIP code, specific towns/cities can be selected or a radius of this is an alternative. Any existing campaigns should be updated prior to October 19, 2020 with this.
Understanding Google Ads policies
Google continually updates its advertising policies so it’s wise to familiarize yourself with all Google Ads policies and make a note to check for other upcoming or recent changes often. To discuss your paid advertising campaign needs, contact ZAG today.