Full-page pop-up ads are something that marketers around the world both love and hate. Statistics show that these pop-ups can increase a website’s conversion rate by as much as 11.09%. However, using pop-ups also carries risks. Since Google announced that it would penalize websites with full-page pop-up ads in 2018, many marketers have become cautious or even stopped using them altogether to mitigate potential problems. Therefore, this article will help clarify some secrets about these full-page pop-up ads, with 5 tips on how to use pop-ups without getting penalized by Google. Let’s dive in.
1. What Types of Pop-Up Ads Does Google Dislike?
Interstitial or full-page ad is a broad term widely used by marketers to refer to pop-up ads. Sometimes, it refers to ads that overlap important content. However, remember that not all full-page pop-up ads are penalized by Google.
Of course, if a website’s pop-up ads are spammy or attempt to obscure or reduce the viewing experience of important content, they are likely to be considered interstitials that should be demoted or penalized according to Google’s guidelines. And don’t forget that Google constantly updates its penalties and rules. If you are not careful or cautious in your usage, it could negatively impact your website more than you think.
Let’s take a look at what types of pop-up ads Google is likely to penalize immediately.
Although John Muller of Google has come out to affirm that interstitials are not always penalized if they are appropriate enough, it is still important to be cautious about relying too heavily on these pop-up ads to avoid future problems.
2. Choose Non-Intrusive Ads That Don’t Disrupt User Experience
If the pop-up ads you are currently using are not being penalized by Google, there is no reason or need to remove them from your website. As mentioned earlier, Google does not consider all full-page pop-up ads to be wrong. For example, pop-ups that provide legal notices to limit content to suitable users, or pop-ups that notify users about data collection, and other pop-ups such as banner, slide-in, inline, and tab pop-ups. These pop-ups have a proportion that is appropriate for the screen. Remember, as long as they are easy to close, Google will not consider them a violation of the guidelines.
If you are unsure whether the pop-ups you are using violate Google’s guidelines, the recommendation is to avoid using large, full-screen pop-ups. If possible, try switching to Top Banner or Slide-In pop-ups that do not disrupt the user experience too much.
3. Try Limiting Pop-Up Duration
If you can’t quit, you don’t have to. But at least try redesigning the pop-up by setting an appropriate time limit. For example, instead of displaying the pop-up ad immediately when users enter the website, try changing it to display after users finish commenting on the blog.
Or you can try limiting the duration of the pop-up ad. Statistics show that pop-ups that close automatically after three seconds perform better than pop-up ads that require users to close them themselves.
4. Avoid “Gray Area” Pop-Ups
Three things are constant in this world: death, taxes, and Google updating things to improve the user experience. Even though some pop-up ads seem to violate the guidelines, they are not necessarily penalized (at least for now). For example, turning chat bot boxes, share buttons, language change buttons, or even Sticky Sidebars into full-page pop-up ads.
Of course, if you decide to try these pop-ups, you must be prepared to accept the consequences in the near future.
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