3 Google Ads Suitability Center

in Search Engine Marketingby Ian Bowne
JXT Group

Google Launches New Content Suitability Center in Google Ads: How to Leverage It for Your Business

In 2023, content creation will be more abundant and diverse than ever before. Recent statistics show that last year, creators produced 2.5 quintillion bytes of data per day, and the range of content produced just grows every year. However, there are still only 24 hours in each day for users to consume that content, so advertisers are keen to make sure their marketing is showing up alongside content that reaches their target audiences.

To improve advertising effectiveness in a content-heavy world, Google is launching a new content suitability center in Google ads to help you as an advertiser manage the suitability settings for all your campaigns on Google Display and YouTube.

Over the past two years, teams across the Google and YouTube ecosystems have collaborated directly with a variety of businesses that market through Google Ads in order to better understand advertising needs regarding suitability. They wanted to make sure businesses would feel confident about the content environments where their ads appear in their efforts to reach new audiences and increase sales.

The result is the new content suitability center.

Here’s what your business needs to know about this new feature in Google Ads:

Utilize Suitability Controls to Boost Your Google Ads Performance

According to Google’s research, advertisers who understand how to navigate suitability controls experience better Google Ads performance.

For this reason, it can be worth it to learn more about suitability controls or hire / partner with an expert who can incorporate this into your Google Ads strategy. Effectively managing suitability controls can help your brand to increase views on your ads and/or decrease the cost-per-view. It can help ensure your ads show up where you’d like to see them on Google / YouTube so that they reach your intended audience.

Streamline How You Set Preference Designations JXT Group

Before the launch of the new content suitability center, suitability settings were located in multiple sections of Google Ads with a disjointed experience across different Google platforms. Thus, it was difficult, confusing, and often a waste of time to implement suitability preferences for ads. 

For example, many advertisers found exclusion to be a helpful tool, but they would over-exclude and opt out of showing their ads alongside various videos, websites, channels or apps that actually could have been a right fit for their brands. This resulted in negative effects on their costs and marketing impact. 

Increase Your Efficiency Across Google

The new content suitability center organizes and integrates all suitability controls in one spot, so it can be quick and easy to set appropriate preferences. When you go to the suitability center, you’re given the option to select one of three inventory modes that matches your preference for sensitive content:

  • Expanded Inventory: your ads can show on all content that meets Google’s standards for monetization, including content with violence, sex, and profanity, e.g., certain video games, documentaries, or comedies.
  • Standard Inventory: your ads can show alongside the wide range of content deemed appropriate for most brands according to Google’s Advertiser-Friendly Content Guidelines.
  • Limited Inventory: your ads will be limited from showing alongside many music and pop culture content that features inappropriate language and sexual suggestiveness. 

(You can also find out more details on the kinds of content that are included/excluded for each of these inventory types). 

In addition to these inventory modes, you can also set preferences for exclusion regarding content keywords, placements, labels and sensitive themes – for example if you want to exclude content that’s labeled for families or not.

Best of all, once you designate the preferences for your account, Google Ads will now automatically apply these settings for all future campaigns (unless you override them), saving you time and preventing mistakes or forgetting. 

Would you like to partner with an expert in Google Ads to manage your suitability controls, as well as any and all other aspects of your campaigns in order to maximize your return on advertising spend? Our team here at JXT Group (who have been recognized as a Google Premier Partner) can make it happen. 

Let’s chat! Set up an appointment by calling 718-690-7302 or submitting our quick website inquiry form 

Ian Bowne ()

Ian Bowne is a marketing ninja who grew up in New Jersey and graduated from Sacred Heart University. In his spare time, he enjoys playing ice hockey, surfing, and going for long walks on the beach.