About Confirmed Click

When a user clicks an ad with Confirmed Click, the user will be asked to confirm their intent to visit the advertiser page by clicking a button associated to an action, such as "Visit site."

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Why does Confirmed Click happen?

Our system has determined that the ads on the impacted sites are generating unintended clicks. This creates a poor user experience because the user ends up on advertiser landing pages instead of their intended content.

By introducing the second click, we improve the experience by letting the user confirm their intent to visit the advertised page.

Disallowed implementations

Watch this video about accidental clicks. By understanding what causes users to click accidentally on ads, you'll be able to minimize the occurrence of this happening and have more accurate reporting information and a better user experience.

Remember to be careful when placing links, play buttons, download buttons, navigation buttons (for example, “Previous" or “Next"), game windows, video players, Down arrows, or applications near ads because they might lead to accidental clicks.

Implementation examples you should review for, include but are not limited to:

  • Ads close to navigational elements
  • Navigational elements overlaid on display ads
  • Buttons on top of or close to ads
  • Site content on top of or close to ads
  • Reflow of site content causing confusion
  • Any violations of the ad placement policies

Recommended implementations

  • Add padding on the top and bottom of ad slots, especially on in-feed or in-article ads and sticky ads.
  • Clearly label ads.
  • Declare sticky ads.
  • Move ads away from navigational buttons, such as next buttons, or clickable content on sites.
  • Fix the size of the ad unit container especially on in-article ads, so it doesn't push your site’s content out of the way when it loads.
  • Improve your site’s page speed. Remember, poor page speed can cause ads to delay in loading and appear unexpectedly to users as they scroll through your site.

FAQs

When is Confirmed Click applied?

Confirmed Click is only applied if we find ad slots which are causing accidental clicks for users. This change will improve the overall user experience of your site while minimizing any unintended clicks. In the end, less unintended clicks will lead to happier users and better ad performance.

How can I fix accidental clicks on my ad slots?

First you should identify which ad slots are causing a bad user experience for users by reviewing the disallowed and recommended implementations above. Focus on improving ad unit implementation and page loading speed to improve users’ experience and minimize accidental clicks.

How can I appeal Confirmed Click?

There are no manual reviews. The system automatically applies Confirmed Click when it detects that accidental clicks go above a certain threshold. Similarly, the system automatically lifts Confirmed Clicks when accidental clicks go below a certain threshold.

Why has my CTR/Revenue/RPM gone down?

Many factors determine the performance of an ad including CTR, CPC, user intent, advertiser ROI, and others. Lower CTR doesn’t mean lower long-term revenue. This change will improve the overall user experience of your site while minimizing any unintended clicks. In the end, this will lead to happier users and better ad performance. CTR is certainly an important signal, but maximizing post-click activity is in the best interest of everyone.

I noticed that my display ads require two clicks now. How is this better for user experience?

Our system has determined that the image ads on the impacted sites were generating unintended clicks. This creates a poor user experience because the users end up on advertiser landing pages instead of their intended content. By introducing the second click, we improve the experience by letting the user confirm their intent to visit the advertised page.

Why was this behavior changed on some sites and not others?

Our system measures click quality based on many factors. Certain content, layouts, and placements can lead to lower quality clicks. The system identifies those scenarios and changes the behavior of the image ads to improve quality.

I’ve reviewed my entire site and have taken action against ad slots that are not compliant, why is Confirmed Click still active on my account?

The system takes into account data from across a prolonged period. Only when the system notices a sustained improvement in the overall click quality will Confirmed Click get disabled and removed from your account.

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