The changes in Google Ads will be very similar to what Facebook implements and are designed to ensure discriminatory targeting practices cannot be used to single out individuals from seeing opportunities in the housing, employment, and credit digital ad landscapes.
HEC & Google Ads, What to Know
All advertisers must be in compliance of the new changes beginning on October 19, 2020.
Here’s the targeting capabilities that will be removed from Google Ads for HEC ads:
Here’s a list of what falls under each category:
Housing listing sites
Individual houses for sale or rental
Real estate services
Ads for jobs
Job recruitment sites
Job listing sites
Loans including home loans
HEC & Google Ads, What to Do
Google announced these changes in targeting will begin on October 19, 2020 which doesn’t leave much time for advertisers to prepare for the new HEC targeting restrictions.
Here’s a checklist to ensure you’ll be ready for these changes:
If you’re running ads in the HEC categories you’ll receive a notification within your Google Ads account
You’ll need to acknowledge this notification when it comes in to be able to continue to run ads within that account
If you do not accept these changes by the October 19 deadline, you will not be able to create any new ads within that account
Review your current ads to see if your ads impacted by the HEC changes to see if you are using targeting options that include gender, age, parental status, marital status, or ZIP codes.
If you are using any of those options, you can begin go phase those targeting options out of the current ads to be ready for the October 19 deadline.
Have any questions about your Google Ads or how to be ready for these upcoming changes? We’re ready to help.