Google Ads to End Ad Targeting Based On Age, Gender, Or Interests of Minors Additional Search Safeguards Also Put in Place For Kids

author image Written by: Nicole McCormick           Categories - In The News, Paid Ads, SEO

With the internet and social media becoming more and more a part of kids’ lives every day, Google Ads is taking steps to ensure minors aren’t being targeted with ads that aren’t appropriate for their age group.

In the next few months, Google Ads will “be expanding safeguards to prevent age-sensitive ad categories from being shown to teens.” This means advertisers will be blocked from using ad targeting based on the age, gender, or interests of people under 18.

Along with expanding its advertising safeguards , Google is also updating its policies  for minors using the search engine.

Here’s What to Expect in the Coming Months

Removing Images From Search For Minors

 While Google won’t be removing age-inappropriate images from search altogether, this new function will prevent them from showing up in image search results.

“Children are at particular risk when it comes to controlling their imagery on the internet. In the coming weeks, we’ll introduce a new policy that enables anyone under the age of 18, or their parent or guardian, to request the removal of their images from Google Image results,” said Mindy Brooks, product and UX director for kids and families at Google, in a recent blog post.

Altering Product Experiences For Minors in YouTube and Google Search

The default upload mode in YouTube will be automatically set to private for kids aged 13-17. SafeSearch will also automatically kick in for anyone under the age of 18, and minors will also not be able to turn on their location history.

This a great step in the right direction for Google, as kids are inevitably spending more time online due to online studies and pandemic lockdown measures.

But what does all this mean for advertisers? Fortunately, most advertisers will not be affected too substantially. However, some advertisers may see some changes when it comes to ad metrics if certain audiences are removed from their targeting.

Nicole McCormick

Nicole is a wordsmith wizard, passionate about the written word and an avid storyteller who uses creatively crafted prose to help bring your brand’s story to the next level. A former journalist with writing credits in both local and national news publications and a few newspaper awards under her belt, Nicole now enjoys telling your stories and finding new and creative ways to create valuable content that resonates with audiences in the digital landscape.

Google’s Effort Against Financial Fraud


Google is expanding its verification program for finance ads. This is a part of their effort in fighting against financial fraud. Advertisers proving they’re authorized to promote financial services will soon be a must.

By adding verification, Google is adding an extra layer of protection. That way, the search engine ensures fewer scams happen, meaning fewer people will get hurt by financial ads.

After the UK, Google is expanding the verification program to Australia, Singapore, and Taiwan.

Read More: Google Ads Announces Top 3 Priorities for 2022

What Will Change For Advertisers?

After August 30th, advertisers will have to go through two extra steps before running ads promoting financial services:

  • Prove that they’re authorized by a financial services regulator
  • Complete Google’s advertiser verification program

Since the policy has more than two months to go into effect, advertisers can start applying for verification at the end of this June.

Read More: Google Announces ‘My Ad Center’

Google’s Advertiser Verification Program

This program consists of multiple requirements, and each has its set of steps to complete. After starting the process, you have 30 days to complete it.

In this verification process, advertisers will have to provide basic information about themselves and their business. No worries, when you’re selected for the Advertiser verification program, you’ll get an email and an in-account notification says Google.

You will have to:

  • Answer a series of questions about your business – such as if your business is using a marketing agency, who’s paying for the ads, etc.
  • Verify your identity – this will have to be done by an admin of the Google Ads account, an authorized representative
  • Verify details about your business operations – based on previous answers, google might ask you about your business model, registration information, types of services, etc.

Find the selection criteria and more information about the verification process here.

Read More: Google Ads Shares Automation Best Practices
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Google Adds New Features For Hotels


Google announced three new features for hotels that want to list their rates or provide booking links through Google. With new features, hotels will be able to manage and change their rates much easier. Just in time for some post-pandemic travelling!

Google’s new updates are supposed to help advertisers and hotels manage their lists, stay ahead of the competition, offer real-time prices, and change rates directly on their Google Business Profiles.

So, what’s new?

Industry Standard Protocols

Some rules and protocols help hotels be consistent with booking, make changes and adjust rates. Google will support these protocols.

No More Spreadsheets

Google will no longer require hotels to upload annoying spreadsheets and files to add rates to their Google Business Profile. Instead, users can put their rates into their profiles directly. This way, hotels can keep up with demand and adjust their rates more quickly, without depending on technology providers or partners.

Eligible hotels will be able to directly input their rates through Google Business Profile and participate in free hotel booking links.

Photo Source: Google Ads Help
Read More: Google Unveils Its New Travel Search Features

Open Access to Hotel Ads

Hotels will no longer need a Hotel Center account to run campaigns. That way, any Google advertiser can search and run campaigns for any hotel. When creating a campaign, advertisers can specify “I do not have a Hotel Center account.”. This will let the advertiser search for and choose hotels of interest. Google will automatically select the highest-quality feed for hotels where Google has available rates.

Performance Max For Hotels

This update will allow hotels to use PMax for promoting their properties across Google, including property-specific queries on Search. It is supposed to arrive in the second half of the year.

With it, you will be able to easily set up ad campaigns with pre-populated asset groups for each property, with automatically generated images, descriptions, and videos you can edit. You will also be able to target property-specific searches on Google, by promoting your hotel across Google’s advertising channels within Performance Max.

Photo Source: Google Ads Help

There are no specifics about the launch date, but you can read the whole announcement here.

Read More: Google Performance Max Getting 7 New Updates
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