Earlier this year we stepped back to examine the value users, advertisers, and publishers derive from clicks on content ads. As you integrate ads with your site's content and navigation, we want to ensure a positive user experience. We identified a few areas for improvement and began implementing changes, starting with our new ad formats in April.
Continuing these improvements, we've just changed our text ads slightly to help reduce accidental clicks. In the past, users could click on both the background and full text of an ad, but now they can click only on the title and URL of a text ad. By allowing users to click only on the ad title and URL, we aim to decrease accidental clicks, better aligning visitor behavior with their intent. Overall, the decrease in accidental clicks will keep users on your website, interacting your content, until they intend to click on an ad.
In addition, this new clickable format better aligns with the text ad formats shown on Google.com. We hope this format change contributes to a better, more consistent user experience.
Finally, this change won't just improve user experience on your site; it benefits advertisers as well. We currently monitor clicks on Google ads for accidental clicks, and the format change complements our monitoring system by further ensuring advertisers only pay for meaningful clicks. By reducing accidental clicks, we hope to increase advertiser campaign value and satisfaction, encouraging additional spend and facilitating higher monetization for all publishers.