How to mitigate the impact of Google Updates on Ad Revenue in 2024?

Without a doubt, the past few weeks have been nerve-wracking for the entire publisher community, with Google’s March 2024 update creating havoc.

There were reports that Google deindexed hundreds of websites that had low-quality, AI-generated spam content.

The websites that got deindexed faced consequences, such as a sudden drop in organic traffic, and their ad revenue took a major blow.

Fortunately, your website was able to survive Google's onslaught with limited to no damage. Having said that, now your mind is wondering with deep concern: “What if the Next Update Kills My Website?”

And, with that thought, you are here in search of a practical guide that educates you on how to future-proof your website against these Google updates and mitigate the impact on your ad revenue. Is that right?

Let's scroll down and find out:

What is the Impact of Google Updates on Ad Revenue 2024?

Google is like the big boss of the internet, constantly tweaking its algorithms. So, any update to these algorithms can holistically change how websites rank in search results, affecting how much traffic they get.

Now, let’s talk about an example: you run an online magazine about pet care, and you make money from ads people see when they visit your site. If your site shows up on the first page of Google when someone searches for "best pet magazine or tips," you'll get a lot of visitors, more ad clicks, and more money for you!

However, out of the blue, Google updated its algorithm, and suddenly, your site isn't on the first page anymore. That means fewer ad clicks and less money for you. Bummer?

Here’s how Google updates will impact you:

Change in search rankings: The biggest Google algorithm impact on ad income is a drop in rankings. If your website loses its SERP spot to some other websites because of the update to the algorithms, it could get less organic traffic. So, there could be a decrease in ad impressions and clicks.

Ad placement and performance: Through algorithm updates, the ads might even affect how they appear on a webpage and how they perform. For instance, if an update favors content quality, intrusive ad placements that disrupt a user's experience might be penalized, lowering revenue for publishers who depend heavily on such placements.

Shift in user behavior: At times, it is the algorithm updates that are causing users to behave differently online. It might be that they get into different kinds of content or that they spend too much time on specific pages. Publishers would not have any choice but to amend their ad strategies to match these coming trends for stability or an increase in revenue.

Google Algorithm Updates So Far

In March 2024, Google introduced new core updates to its search algorithm. The aim is to enhance the user experience and further reduce unhelpful content in search results by approximately 40%.

These updates consist of:

Spam Updates: In this, publishers who are found practicing content abuse by generating large volumes of content to artificially inflate search rankings, either through automation or manual efforts, will be penalized.
Expired domain abuse update: Here, publishers found acquiring expired domains to repurpose them for hosting low-quality content will face actions from Google, as these practices are considered spammy.
Site Reputation Abuse: Google announced another update coming in May, which will address the site’s reputation abuse practices as part of its broader algorithmic adjustments. This update will target instances where third-party content is produced primarily for ranking purposes without adequate oversight from website owners.
Google Privacy Sandbox: The Privacy Sandbox system has caused a stir among the ad tech community. They are concerned about shortcomings in privacy and accountability, such as the Protected Audiences API, which is meant for them to track the interests of the audiences and revenue. This intends to replace the ongoing practices that publishers follow to create targeted ads with a more privacy-focused outlook.
Google INP: Another update that will impact ad revenue is Google's Interaction to Next Paint (INP), which will substitute First Input Delay (FID) in Core Web Vitals. INP will focus on making interactive elements more responsive to improve the user experience. This update puts INP in the spotlight, advising SEOs and webmasters to adjust their strategies in line with the new recommendation.

Strategies to Escape the Effects of Google Updates on Ad Earnings

Here are some actionable tactics to consider:

Content, Content, and Content

First things first, if you want to mitigate the impact of Google updates on ad revenue in 2024, content holds the key. As the fundamental pillar of a successful web presence, content should be carefully researched and must provide value to the readers. This involves not only creating compelling content but also engaging visuals, information videos, and other multimedia elements.

Focus on E-E-A-T Principles

Google's EEAT update aims for rich "experience" scores, therefore prioritizing pages with firsthand knowledge regarding the chosen topic. This indicates that Google rewards content from people who are experts in their subject.

Their value lies in the fact that people often search for real-life experiences before making a decision. Google rankings tend to give precedence to sites where authors have relevant expertise on the topic. For example, if someone's reviewing an iPhone, they should, in fact, have tried it, or if they're talking about San Francisco's best restaurants, they should visit them.

Set Up In-Depth Internal Linking

Internal linking, which is a key element to the optimum design of your website's structure, is not only for users but for search engines, too. Through the purposeful conversion of related pages, you ensure improved navigation, the distribution of equal link gains, and better accessibility of your content.

Thus, from the point of view of the user, the experience will be improved, and the credibility and relatedness of pages will get positive feedback from Google's algorithms. Spend time drafting a clear and comprehensive internal linking structure so that you can get the most out of your content.

Optimize the UX Experience

The user experience is an integral part of Google’s ranking algorithms because the search engine needs to deliver the best possible outcomes to the users. Take the time to examine elements such as page load speed, mobile responsiveness, smooth navigation, and a clear call-to-action.

Not only are you improving your site’s search ranking by optimizing UX, but you will also have enhanced engagement, reduced bounce rates, and increased conversion rates. Continuously research user experience and feedback to identify areas for improvement and keep ahead of the competition.

Regularly audit your website

Frequent technical audits of the site are useful for finding technical problems, gaps in content, and optimization potential. Perform an in-depth diagnosis of your site's performance, whether through SEO health monitoring, content relevancy analysis, or technical assessment.

Answer any concerns immediately to be sure that your site continues to comply with Google’s guidelines and retain its position in search rankings. Such vigilance and proactiveness will help you to respond to the ad revenue implications of Google algorithm updates instantly and will, consequently, amplify your online presence.

Monitor algorithm updates

Stay informed about Google's algorithm updates and their potential implications for your website. Follow reputable sources such as Google's official announcements, industry blogs, and forums to stay updated with any changes that may affect your rankings or ad earnings.

When updates occur, analyze their impact on your site's performance and adjust your strategies accordingly. By staying proactive and adaptable, you can navigate through algorithmic shifts with minimal disruption to your ad revenue.

Diversify Your Revenue Streams

Reduce your reliance on ad revenue alone by diversifying your monetization strategies. Explore alternative revenue streams such as affiliate marketing, sponsored content, subscriptions, or premium memberships.

The Bottom Line

Though every Google algorithm update presents its own set of challenges to ad revenue, proactive strategies, such as SEO-optimized content, staying informed with the latest trends, and even revenue diversification, could help overcome them.

As a bonus tip, if you want to earn more, then Mile’s Plug and Play ad management is what you need. This platform, with its advanced set of tools, makes it easy to track ad performance metrics in real-time. Based on the insights, make amendments to your ad strategies to significantly boost your ad revenue.