Google Tightens the Reins on Finance-Related Personalized Ads

Caught a critical update from Search Engine Land that’s bound to shake things up for anyone running personalized ads in the financial sector. Starting February 28, Google’s not playing games anymore with their “credit in personalized ads” policy.

What does it mean?

Simply put, if your ads fall within anything finance-related – think credit cards, loans, banking, you name it – there are now tighter limits on who you can target. Google’s putting a stop to targeting based on gender, age, parental status, marital status, or ZIP code in the U.S and Canada. It’s a big move aimed at bolstering consumer protection, but it’s also one that’s going to require some quick and careful adjustment to your current ad strategies.

Why you should care?

If you’re not up to speed with these new rules, you’re at risk of having your account waved with a red flag or worse, suspended. And if you’ve ever dealt with account suspension, you know it’s no light matter. It can throw a serious wrench in your campaign performance and getting back on track can be a real headache. Needless to say, keeping your campaigns in line with these new guidelines isn’t optional—it’s essential.

Is there anything you should do about it?

Absolutely. First off, it’s time for a thorough audit of your current ad strategies to ensure they’re in compliance with the updated policies. Since the full force of enforcement might take a bit of time to kick in, consider this your grace period to get things sorted. If you’re finding yourself in a bit of a bind, it might not be a bad idea to seek out some expertise. Whether it’s getting your ads back on track with a skilled PPC agency or ensuring your overall online marketing strategy doesn’t miss a beat, standing by passively isn’t the way to go.

Time to get your ducks in a row and make sure your personalized ads don’t end up on Google’s naughty list. For a deeper dive into what this all means and more on the updated policies, check out the full breakdown over at Search Engine Land. It’s a change that’s coming fast, and being prepared is your best defense.

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Erez Kanaan Founder & CEO
Erez Kanaan is passionate about the latest tech in advertising as he is about family game nights. As a dad, husband, and the brains behind Kanaan & Co., he’s all about mixing innovation with personalization.