What seems to be becoming a huge issue in display advertising are accidental clicks. They throw off any form of analytics behind display marketing, and can bring projected results way down. The problem is especially prominent in mobile display advertising. With a smaller screen and touch screens that still are not immune to a bit of confusion from a finger tap, users find themselves accidentally clicking ads all the time and staying on the page that they are redirected to for not more than a few seconds. Seeing how much this problem has been affecting display advertisers, the biggest name in display advertising is now taking the first step toward eliminating the issue.
Google has announced that they have figured out a way to prevent accidental clicks from affecting the results of in-app display advertising campaigns.
“Our team has been analyzing the types of ad formats where accidental clicks are more likely to occur due to ad layout and placement, and are constantly looking at ways that we can combat them. Today, we’re introducing confirmed clicks into all in-app image ad banners on smartphones, which reduces accidental clicks by prompting the user to confirm that they intended to click on the ad.”
Google has taken their new confirmed click feature down to the very touch of the screen, making it a very effective new tool. Google analyzed the points where users tap an ad accidentally most often, and designed the new feature to respond to a tap in this area. When users tap the very edge of a display ad within an app, they are given a prompt which will allow them to confirm that they are trying to visit the page that the ad links to or continue on with what they actually intended to do. Upon a click of the edge of one of these ads, users will be presented with a small prompt at the bottom of their screen that contains a button reading, “View Site.”
Here is how Google believes their expansion into confirmed clicks will help out the masses as well as the marketers:
“By expanding confirmed clicks to in-app image ad banners, we’re now making this improved user experience consistent across the vast majority of the ads that we serve in mobile apps. In our initial tests, we found that confirmed clicks notably improve mobile conversion rates, with a slight decrease in clickthrough rate as accidental clicks are avoided.”
Hopefully, these expanded confirmed clicks will not remain solely in-app for very long, because they would most likely be very helpful in all forms of display advertising, even on desktop platforms. For the in-app version that exists now, improved conversion rates and more accurate results are always a good thing.
According to Google, marketers will not have to do anything themselves in order for this function to be put in place on their ads. The company will take the endeavor into their hands, and apply the feature to any of their marketing customers’ display ads in mobile apps themselves.