Google Ads will automatically opt new accounts out of serving ads on parked domains, starting in October.
A parked domain is basically a placeholder web address. It’s been registered, but typically it has little or no content and sometimes shows ads.
Why we care. This update allows advertisers to avoid wasting budget on low-value ad placements, ensuring ads are shown on websites that better align with their target audience and brand messaging.
Key benefits.
- Save money: Avoid spending on ads that may not reach relevant users.
- Increase relevance: Ensure ads are displayed on sites that reflect your brand.
- More control: Gain flexibility by choosing specific ad placements.
What Google is saying. Google sent out a letter to advertisers yesterday, informing them of this new “Content Suitability” setting. Serge Nguele shared the letter he received on LinkedIn:
How to opt back in. Advertisers who want to serve ads on parked domains can opt in by navigating to Content Suitability settings in Google Ads.
Bottom line. This update gives advertisers more control and helps improve ad efficiency and relevance by managing where ads are placed.
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About the author
Anu Adegbola has been Paid Media Editor of Search Engine Land since 2024. She covers paid search, paid social, retail media, video and more.
In 2008, Anu’s career started with
delivering digital marketing campaigns (mostly but not exclusively Paid Search) by building strategies, maximising ROI, automating repetitive processes and bringing efficiency from every part of marketing departments through inspiring leadership both on agency, client and marketing tech side.
Outside editing Search Engine Land article she is the founder of PPC networking event – PPC Live, host of weekly podcast PPCChat Roundup, and brand evangelist at ClickTech.
She is also an international speaker with some of the stages she has presented on being SMX (US), SMX (Munich), Friends of Search (Amsterdam), brightonSEO, The Marketing Meetup, HeroConf (PPC Hero), SearchLove, BiddableWorld, SESLondon, PPC Chat Live, AdWorld Experience (Bologna) and more.