Google Ads Update: Major Changes Ahead
Google has recently alerted several advertisers about a significant change in their advertising practices concerning EU regulations. Some accounts are reportedly not complying with Google’s EU User Consent Policy, specifically the Consent Mode v2. As of July 21st, Google will disable personalized ads, non-personalized ads, remarketing, and conversion tracking functionalities for affected advertisers. According to reports, this change appears to be limited to EU regions for now.
Insights from Adriaan Dekker
Adriaan Dekker shared his thoughts on this issue via LinkedIn, stating that, “As of July 21, if you’re not using Consent Mode v2, your EU traffic is now running partially blind.” He emphasized the importance of this update by noting, “Google stopped conversion tracking.”
The Consequence of Non-Compliance
Failing to enable No Consent Mode could lead to declining performance in Google Ads. It’s crucial for advertisers to take this notification seriously to avoid losing valuable insight into their campaigns.
Communication from Google
Google has communicated directly with advertisers by sending them emails like the following:
Dear Advertiser,
We have reviewed your account and found that the attached site(s)/app(s) do not comply with Google’s EU User Consent Policy. In light of ongoing non-compliance, we will be taking actions, including disabling personalized ads, non-personalized ads, remarketing, and conversion tracking functionality.
We understand that you may still be in the process of bringing your site(s)/app(s) into compliance. If that is the case, please contact us; we are here to help!
For more details on the non-compliance issues identified and the steps needed to regain compliance, please fill out this form or reach out to euucp-escalations@google.com.
Community Reactions
There’s been lively discussion about this on LinkedIn, with many expressing concern about the implications of these changes. Is this restriction merely an EU-centric issue, or could it expand globally in the future? Only time will tell as we watch how this policy develops.
