Google Expands “Confirmed Click” Functionality To In-App Smartphone Display Ads

How many times have you accidentally clicked on a mobile display ad, when you meant to hit the adjacent content on that tiny phone screen? More importantly, how many of your pay-per-click ads have been clicked on accidentally? This is the problem Google is trying to solve with new “confirmed click” functionality for its in-app […]

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How many times have you accidentally clicked on a mobile display ad, when you meant to hit the adjacent content on that tiny phone screen? More importantly, how many of your pay-per-click ads have been clicked on accidentally? This is the problem Google is trying to solve with new “confirmed click” functionality for its in-app mobile display ads on smartphones.

When Google detects that a person clicks on the outer edge of an ad unit — potentially meaning to click on adjacent content — the user will be prompted to verify that he actually meant to click on the ad. The prompt will take the form of a white arrow and text saying “Visit Site,” on a blue background. The new format has been rolled out today.

Advertisers won’t need to modify creative — Google will make the changes on its end.

ConfirmedClick Images

The company has some experience to draw upon when addressing this issue, given it’s used confirmed clicks, and a similarly-styled image, on text ad banners on smartphones for several years. Here’s an example of that implementation:

Confirmedclicks Text



Google says initial tests show that confirmed clicks “notably” raise mobile conversion rates, though click-through rates are understandably decreased, as accidental clicks are eliminated.


About the author

Pamela Parker
Staff
Pamela Parker is Research Director at Third Door Media's Content Studio, where she produces MarTech Intelligence Reports and other in-depth content for digital marketers in conjunction with Search Engine Land and MarTech. Prior to taking on this role at TDM, she served as Content Manager, Senior Editor and Executive Features Editor. Parker is a well-respected authority on digital marketing, having reported and written on the subject since its beginning. She's a former managing editor of ClickZ and has also worked on the business side helping independent publishers monetize their sites at Federated Media Publishing. Parker earned a master's degree in journalism from Columbia University.

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