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Be careful when sending traffic There is a lot of confusion around AdMob and AdX and paid traffic, but it really is quite simple: There is nothing wrong with buying traffic for your site, App but that traffic has to be genuine.

How can publishers prevent ad serving from being limited? As publishers, it is our responsibility to ensure the quality of the traffic we send to our ad partners. This not only keeps our accounts in good standing but helps ensure strong bids and good long-term revenue. In practice, that can be difficult. Publishers don’t have the same visibility on traffic quality that partners like Google do. There are steps we can take prevent traffic quality issues though:

Steps to take: 1 Check your account for clues: What does the ad restriction warning say? Carefully consider the exact wording used – there are various notices that can appear and these do provide clues as to the cause for concern. Check the AdSense Policy Centre whilst you are there. Invalid activity includes ads served outside policy. Are there issues that have appeared before that could now be triggering the problem? The AdSense Policy Centre can include plenty of clues as to where Google has an issue with your ad serving. Work through the points flagged and work to fix them accordingly. 2 Consider recent on-site changes: Have any ad units moved? Are there any layout changes that might have introduced issues? 3 Check your traffic sources: Are you confident that you do not have significant traffic that is not from humans with a genuine interest in your  content? If not, then turn off or block any potentially problematic sources. Pay particular attention to any traffic sources that have increased in volume prior to the warning appearing. 4 Check ad placements: Accidental clicks are a common source of invalid traffic. Verify that that you have sufficient space between ads and other clickable elements across all common device types. Check to ensure that navigation doesn’t cover ads and that the placements aren’t going to encourage clicks (such as lining up with images or near “Next” buttons). Consider whether the way you insert ads might be causing problematic placements (this includes “Auto-ads” as well as ad insertion plugins). When in doubt, add space. 5 Checks ads and CTAs: If your traffic comes from sources other than organic search, take an objective look at whether there is anything about that traffic that would potentially concern advertisers. Again, the yard stick should be “humans with a genuine interest in your  content”.

What to do if your AdSense ads serving is limited Once hit with limited ad serving, most publishers just wait for the limit to be lifted. The vast majority of cases seem to resolve on their own within 2-4 weeks without any additional steps being taken by the publisher. That can be an expensive wait and Google is unlikely to start fully serving again until they are satisfied that there are no issues, so we advise being proactive and taking action to try and minimise that timeframe, ensure a good outcome and reduce the likelihood of limits being placed in the future.

Limiting ad serving is just one of the tools that Google uses to combat Invalid Traffic on its network. Invalid Traffic (or IVT) is a catch-all term for traffic in the ad ecosystem that does not result from genuine human interest. It includes bots, accidental clicks, click-fraud, and incentivized traffic.

Why does Google limit ad serving? Ad Serving limits are used by Google to limit the impact of invalid traffic whilst they investigate a potential issue with some inventory. Similar to the dreaded Click-confirmation behavior(AKA the two-click penalty), it is a tactic that allows them to protect advertisers from a potential issue whilst determining whether there really is an issue to be concerned about. Whilst ad serving is limited, the AdSense tags will still be called, allowing Google to analyse every request. Fewer of those requests will result in filled impressions (ads on page), which means significantly lower revenue.

The two issues are closely related with “Invalid traffic concerns” being the more severe of the two. Both will result in a large proportion of AdSense/AdMob impressions remaining unfilled by Google, which can have a very severe impact on revenue.

Enforcement action is usually temporary, lasting around 30 days, but this can take longer under certain circumstances. There are usually two reasons why Google might place ad serving limits on an AdSense account, and the one that applies to you will be shown under “Issues” alongside the account status notice: Account being assessed: Google is monitoring your traffic profile in order to assess the quality of your website traffic and detect any invalid activity. Invalid traffic concerns: Google has detected invalid traffic concerns that may be artificially inflating publishers’ earnings and advertisers’ costs.

AdSense Ad Serving Has Been Limited: What You Can Do What are ad serving limits? Ad serving limits are account-level enforcements that restrict the number of ads that your AdSense account can show. Limited ad serving impacts publishers’ earnings directly because fewer ads are shown to users which means fewer clicks and less revenue as a result.

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Things to know from the 2022 Google for Games Developer Summit Over the years, we’ve seen that apps and games are not just experiences - they’re businesses - led by talented people like yourselves. So it's our goal to continue supporting your businesses to reach even greater potential. At our recent Google for Games Developer Summit, we shared how teams across Google have been continuing to build the next generation of services, tools and features to help you create and monetize high quality experiences, more programs tailored to your needs, and more educational resources with best practices. We want to help you throughout the game development lifecycle, by making it easier to develop high quality games and deliver these great experiences to growing audiences and devices. Easier to bring your game to more screens To enable games on new screens and devices, we want to help you meet players where they are, giving them the convenience of playing games wherever they choose.

7.   Love (and Ads) Come in All Shapes and Sizes. While some ad sizes are more common than others, you should always take advantage of the entire AdMob inventory. From banners to stripes to native ads – love, ads and conversions come in all shapes and sizes. Make sure to optimally convert your creative so it will perform its best in each ad size. 8.   Why the Sky-High CPI? Wild CPI (Cost per Install) doesn’t have to be your fate. To find users at a more affordable cost, create a UAC Campaign that could fulfill the target for you – this may result in a lower CPI, but sometimes at the cost of a lower ROI as well. All you need in order to run a universal campaign are a few lines of text, and you’re good to go. When you feel you’ve reached your ROI limit, UAC is a great way to scale your marketing spend and reach more users, while maintaining a good ROI.

6.   Nobody Wants to Eat McDonalds Every Day. You might not notice this initially, but your potential users may become indifferent to the same ad that was, only a short while ago, your super-cool-top-performing one. It’s called ad fatigue and it can harm your CTR and CVR, as users simply grow tired of seeing the same banner over and over again. Think of it as eating McDonalds every day. Those French fries will stop being delicious at some point. So keep it fresh and exciting, ideally coming out once every 2 weeks with a new set of banners. Over time, test out which creatives performed better, and understand what your winning concept is.

5.   Ad Delivery Method – the Faster, the Better? If your campaign is limited by budget, check the spread of its cost during the hours of the day. If you spend your entire budget early during the day, consider changing the ad delivery method to Standard. This will allow an even spread of cost throughout the day. If you want to spend more but find it hard to do so, Accelerated should be the option for you. Remember that the daily budget resets every midnight (according to your account’s time zone).

4.   Handle with Care… and Patience. Don’t change your target CPA bids too often or too aggressively. Let the optimizer run its course for at least 7-10 days before changing the bid. Otherwise, it will reset and will need to start “learning” which users are valuable all over again. Keep the bid adjustments around 5 to 20% – if you change them by more than that, it will most likely offset the optimizer.