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Google to Punish App Install Adds that Appear in Search

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Sep 2, 2015, 3:16 AM   by Eric M. Zeman   @zeman_e
updated Sep 2, 2015, 3:18 AM

Google has decided to clean up how mobile search results present ads for app installs. In particular, it hopes to negate the use of interstitial app install ads that hide content when users try to view search results. "Our analysis shows that it is not a good search experience and can be frustrating for users because they are expecting to see the content of the web page," explained Google. Google has updated the Mobile-Friendly Test — a barometer the company offers to mobile web site designers — to help demonstrate how interstitials fail the friendly test. Web site designers can use the tool to see the number of pages across their site(s) affected by the issue. Google is giving mobile web designers two months to clean up their interstitials. Beginning November 1, sites that continue to show interstitial app install ads will no longer be consider mobile friendly, which will drop their search rankings. Google suggests publishers use alternatives, such as banners, to coax mobile users into installing their apps.

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