Google recently announced that changes are coming this October for parked domains on Google Ads. Curious about how these updates may affect your brand? Here’s what you need to know:
What Are Parked Domains?
Parked domains are defined by Google as a web address that, for whatever reason, hasn’t been thoroughly developed. Parked domains often have little or no content because the page is in development or awaiting a new owner. Currently, Google Ads policy doesn’t allow ads to link to parked sites that contain only advertising listings or links. However, parked domains are part of the Google Search Partner Network, and may show ads that are relevant to the URL or content that’s on the page.
Upcoming Updates to Content Suitability
As of October 2024, Google will automatically opt out Google Ads accounts from serving ads on parked domains. As a result, your Search and PMax campaigns in new accounts will no longer appear on parked domains unless you change the content suitability settings.
If you’d still like your ads to appear on parked domains, you’ll need to navigate to the content suitability settings of your new account and opt back in. While you’re there, you may want to further evaluate content suitability settings and make changes if necessary. These settings exist to help you show ads to the most relevant audience, so you can set parameters that are appropriate for your brand.
Google continues to streamline how Ads function, and this new update is intended to avoid showing ads on underdeveloped sites that lack meaningful traffic. Whether you want to continue serving ads on parked domains or you’re thankful for the latest content suitability changes, we’re here to help you fine-tune your Ads strategy. If you’d like to discuss your goals, please contact our team. We’re looking forward to speaking with you!