Important information for publishers and media outlets
Google has recently introduced “collapsible anchors”, a new feature that should improve user experience and ad performance on websites that use Google AdSense. This feature automatically collapses anchor ads when users scroll or interact with the page. Google made this change to address intrusiveness to site visitors, which is one of the common complaints about anchor ads. An idea is not to compromise monetization opportunities for publishers.
What Are Collapsible Anchor Ads?
Anchor ads are banners that stick to the edge of the web page, usually at the top or the bottom. While effective at grabbing attention, they can intrude upon users’ experience, especially on mobile devices with limited screen real estate. This leads to user frustration, resulting in AdBlock usage or reduced dwell time on the site, both of which hurt the publisher’s earnings.
To solve this, Google’s new “collapsible anchors” feature automatically hides the anchor ad when the user interacts with content on the page or scrolls past a certain threshold. Once the user stops interacting, the ad reappears but maintains a limited profile to avoid being overly disruptive. This makes the user experience smoother while allowing publishers to earn revenue through anchor ads.
How Does It Work?
The collapsible anchors feature works by dynamically adjusting how the ad is displayed based on user behavior:
- Initial Display: When a user lands on the web page, the anchor ad is shown in its complete form.
- User Interaction: The ad collapses and stays hidden as soon as the user begins scrolling or engaging with the onsite content,
- Reappearance: Based on further user interactions, the ad can reappear in a minimized state at the edge of the screen or stay hidden.
This feature is automated, and site owners don’t need to implement any special code to enable it. As long as anchor ads are used, they will automatically benefit from this new collapsibility feature.
How Publishers Can Benefit
This user-friendly enhancement offers several advantages for website owners using Google AdSense:
Improved User Experience
The ads collapsing when visitors engage with the content lessens the interruption of the browsing experience, encouraging longer site visits and lowering the risk of ad fatigue or annoyance.
Higher Viewability Metrics
Collapsible anchor ads can potentially enhance ad viewability metrics, as users won’t need to dismiss the ad manually, which can increase the chances of interaction.
Preserved Revenue
Even though the ads collapse, they remain unobtrusive in the user’s peripheral vision, helping publishers retain their earnings potential without driving away frustrated users.
User Reaction & Compliance
This update may also help publishers maintain compliance with strict ad standards. Google Ads’ Better Ads Standards and its mobile page experience requirements show a clear trend toward less invasive ad placements. By making anchor ads collapse automatically, Google minimizes disruptive ad displays, which aligns with its goal of prioritizing user-friendly ad experiences.
How to Monitor Performance
Publishers using Google AdSense can see how well their collapsible anchor ads are performing through Google’s AdSense performance dashboard. The dashboard will reflect any positive shifts in metrics like page views, clicks, and engagement rates.
Because this feature is relatively new, we recommend that publishers monitor their core web vitals and user feedback and assess how the collapsible anchors influence bounce rates, time on site, and interactions with other content.
Conclusion
The introduction of collapsible anchor ads adds another layer of sophistication to Google AdSense, offering a practical balance between ad monetization and user experience. Website owners looking to increase their revenue without compromising the quality of their site’s user interaction should find this feature particularly useful. Given the ever-evolving state of digital advertising, embracing such refinements will help publishers stay compliant with industry standards while continuing to optimize their earnings through non-intrusive means.
Stay tuned for more updates as Google refines its ad systems to align with better user experiences.