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Google has launched a new content suitability center in Google Ads, where advertisers can manage suitability settings for YouTube and the Google Display Network. The new suitability controls are accessed via one single point-of entry interface, which will make it easier to manage and help reduce errors.
“Through streamlined controls, the new content suitability center will take out the guesswork for brands in curating the environments that align with their values.”
Advertisers previously had to manage suitability settings in multiple segregated sections of Google Ads. Google says this led to a cumbersome, time-consuming process, as well as misconceptions and misuse of the controls.
The new suitability center will make it faster and easier to manage preferences. It gives advertisers better control over the content surrounding their ads, to exclude those which don’t align with brand values.
Suitability settings work on top of Google’s overall brand safety systems. Once in the suitability center you can select one of three inventory modes - Expanded, Standard or Limited - depending on the level of tolerance for sensitive themes which is right for your brand.
You can then further refine your preferences. Google gives the example of a luxury brand which may prefer not to appear alongside content about sales or bargain hunting.
Once you have designated your preferences at the account level, Google Ads will automatically apply these settings to future campaigns. You won’t need to repeat the process for each new campaign.
The new suitability center should make it quicker and easier for you to control the environments you want your ads to show up in, and eliminate errors which may negatively impact your cost and reach. Google says it will be launching further improvements in the coming months.
