{"id":13695,"date":"2019-10-22T16:39:36","date_gmt":"2019-10-22T11:09:36","guid":{"rendered":"https:\/\/www.adpushup.com\/blog\/?p=13695"},"modified":"2022-09-02T16:57:22","modified_gmt":"2022-09-02T11:27:22","slug":"what-is-googles-two-click-penalty-and-how-to-avoid-it","status":"publish","type":"post","link":"https:\/\/www.adpushup.com\/blog\/what-is-googles-two-click-penalty-and-how-to-avoid-it\/","title":{"rendered":"What is Google\u2019s Two-click Penalty and How to Avoid It","gt_translate_keys":[{"key":"rendered","format":"text"}]},"content":{"rendered":"\n<p>Google penalties are not a new concept for publishers. Most publishers have their own stories about getting struck down with a Google penalty and dealing with it to get their rankings back.<\/p>\n\n\n\n<p>Since the <a href=\"https:\/\/www.adpushup.com\/blog\/google-penalty\/\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\" (opens in a new tab)\">list of Google penalties<\/a> is long and frequently updated, it becomes difficult to keep track of all the dos and don\u2019ts. The \u2018two-click penalty\u2019 in one such penalty. Here\u2019s everything you need to know in order to reduce the chances of being flagged with the two-click penalty.<\/p>\n\n\n\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_79_2 counter-flat ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents:<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #000000;color:#000000\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #000000;color:#000000\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.adpushup.com\/blog\/what-is-googles-two-click-penalty-and-how-to-avoid-it\/#What_is_Google_Two-click_Penalty\" >What is Google Two-click Penalty?<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.adpushup.com\/blog\/what-is-googles-two-click-penalty-and-how-to-avoid-it\/#Why_Do_Publishers_Get_This_Penalty\" >Why Do Publishers Get This Penalty?<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.adpushup.com\/blog\/what-is-googles-two-click-penalty-and-how-to-avoid-it\/#How_to_Avoid_It\" >How to Avoid It?<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"What_is_Google_Two-click_Penalty\"><\/span>What is Google Two-click Penalty?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter\"><img loading=\"lazy\" width=\"426\" height=\"197\" src=\"https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2019\/10\/Double-click-or-two-click-error.png\" alt=\"two-click penalty or double click error\" class=\"wp-image-13696\" srcset=\"https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2019\/10\/Double-click-or-two-click-error.png 426w, https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2019\/10\/Double-click-or-two-click-error-300x139.png 300w, https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2019\/10\/Double-click-or-two-click-error-150x69.png 150w\" sizes=\"(max-width: 426px) 100vw, 426px\" \/><\/figure><\/div>\n\n\n\n<p>Google\u2019s two-click penalty, also known as \u2018visit site\u2019 behavior, is when a user clicks on the ad creative and it shows the \u201cvisit site\u201d button instead of taking users directly to the advertiser\u2019s site. In order to get to the advertiser\u2019s site, users need to click again on the creative.<\/p>\n\n\n\n<p>Google does this to verify that users did not click on the ad by mistake. However, for publishers, the clickthrough rate (CTR) is calculated based on when the user reaches the advertiser\u2019s site. The requirement of two clicks alerts the users. The issue here for publishers is that many users don\u2019t go for the second click, reducing the CTR and performance of the publisher\u2019s inventory.<\/p>\n\n\n\n<h2><span class=\"ez-toc-section\" id=\"Why_Do_Publishers_Get_This_Penalty\"><\/span>Why Do Publishers Get This Penalty?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>The two-click behavior makes publishers lose potential revenue due to reduced CTR. Although, Google doesn\u2019t technically consider this as a penalty. Many <a href=\"https:\/\/www.adpushup.com\/google-adsense\/\">Google AdSense<\/a> and AdX publishers should consider this as an underlying symptom of quality\/policy issues with the inventory.<\/p>\n\n\n\n<p>Here are some common reasons that trigger visit site behavior:<\/p>\n\n\n\n<ul><li><strong>Ads are placed too close to each other:<\/strong> If the ad units are placed too close to each other on a webpage, then to eliminate the chances of accidental click, Google shows the \u201cvisit site\u201d button. Meaning, to make sure the user clicked the right ad, a confirmation button appears causing the two-click issue.<\/li><li><strong>Links and buttons placed too close to ad units:<\/strong> Similarly, you will also see the two-click alert if the website content (links and buttons) are placed too close to the ad units. This is considered to be an activity where a publisher is encouraging accidental clicks. Meaning, if page layout, intentionally or unintentionally, leads to accidental clicks, Google starts showing the visit site button.<\/li><li><strong>Placing ads with an ambiguous header:<\/strong> Ads are required to be properly labeled. Especially in the case of native ads, if ad units are not clearly labelled as \u201csponsored\u201d or \u201cadvertisement\u201d, then the publisher\u2019s inventory is subjected to two-click confirmation.<\/li><li><strong>Mobile site is not optimized:<\/strong> If the mobile website is not streamlined as per user\u2019s viewport, ad units can clutter up and collide with on-page content. This further increases the chance of accidental clicks and prompts Google to activate two-click confirmation.<\/li><li><strong>Invalid\/Fraudulent traffic detected:<\/strong> Upon detection of high invalid and\/or fraudulent traffic, the two-click confirmation is applied. This is to ensure that invalid traffic doesn\u2019t inflate clickthrough rates by adding fake clicks to the ad units.<\/li><\/ul>\n\n\n\n<h2><span class=\"ez-toc-section\" id=\"How_to_Avoid_It\"><\/span>How to Avoid It?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Publishers should start by following the <a rel=\"noreferrer noopener\" aria-label=\" (opens in a new tab)\" href=\"https:\/\/support.google.com\/adsense\/answer\/1346295?hl=en\" target=\"_blank\">ad implementation guidelines<\/a> to avoid accidental clicks. Next, publishers should make efforts to <a rel=\"noreferrer noopener\" aria-label=\" (opens in a new tab)\" href=\"https:\/\/www.adpushup.com\/blog\/prevent-invalid-traffic\/\" target=\"_blank\">eliminate invalid traffic and clicks<\/a>. Start by learning about the <a href=\"https:\/\/www.adpushup.com\/blog\/common-adsense-mistakes-for-publishers-to-avoid\/\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\" (opens in a new tab)\">AdSense policies, do\u2019s and don\u2019ts<\/a> to prevent invalid traffic.<\/p>\n\n\n\n<p>Fixing this issue is easier than detecting it. Because users don\u2019t report seeing such behavior. And publishers notice the problem with their ad setup only when clickthrough rate and earnings start to go down dramatically. Given, there can be a lot of reasons for seeing a decrease in revenue, it gets difficult for publishers to pinpoint the specific ads that led to two-click behavior.<\/p>\n\n\n\n<p>Since Google doesn\u2019t consider this as a penalty, publishers don\u2019t get any email warnings. Ergo, the easiest method to fix this problem is to avoid the cause. This includes defining proper margin for ad units, labeling them, optimizing <a href=\"https:\/\/www.adpushup.com\/ad-layout-optimization\/\" target=\"_blank\" rel=\"noreferrer noopener\">ad layout<\/a> for mobile devices, and monitoring invalid traffic. Finally, adhere to Google Policies to steer clear of the two-click penalty.<\/p>\n","protected":false,"gt_translate_keys":[{"key":"rendered","format":"html"}]},"excerpt":{"rendered":"<p>Google penalties are not a new concept for publishers. Most publishers have their own stories about getting struck down with a Google penalty and dealing with it to get their rankings back. Since the list of Google penalties is long and frequently updated, it becomes difficult to keep track of all the dos and don\u2019ts.<\/p>\n","protected":false,"gt_translate_keys":[{"key":"rendered","format":"html"}]},"author":18,"featured_media":13697,"comment_status":"open","ping_status":"close","sticky":false,"template":"","format":"standard","meta":{"content-type":"","om_disable_all_campaigns":false,"inline_featured_image":false,"apple_news_api_created_at":"","apple_news_api_id":"","apple_news_api_modified_at":"","apple_news_api_revision":"","apple_news_api_share_url":"","apple_news_coverimage":0,"apple_news_coverimage_caption":"","apple_news_is_hidden":false,"apple_news_is_paid":false,"apple_news_is_preview":false,"apple_news_is_sponsored":false,"apple_news_maturity_rating":"","apple_news_metadata":"\"\"","apple_news_pullquote":"","apple_news_pullquote_position":"","apple_news_slug":"","apple_news_sections":"\"\""},"categories":[6452,6453],"tags":[6436],"apple_news_notices":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v18.5 (Yoast SEO v18.9) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>What is Google\u2019s Two-click Penalty and How to Avoid It- Adpushup<\/title>\n<meta name=\"description\" content=\"Sometimes Google requires visitors to click an ad twice to confirm their intent, causing low CTR and revenue loss for publishers\u2014find out why this happens.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.adpushup.com\/blog\/what-is-googles-two-click-penalty-and-how-to-avoid-it\/\" \/>\n<meta name=\"twitter:card\" content=\"summary\" \/>\n<meta name=\"twitter:title\" content=\"What is Google\u2019s Two-click Penalty and How to Avoid It- Adpushup\" \/>\n<meta name=\"twitter:description\" content=\"Sometimes Google requires visitors to click an ad twice to confirm their intent, causing low CTR and revenue loss for publishers\u2014find out why this happens.\" \/>\n<meta name=\"twitter:image\" content=\"https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2019\/10\/Google\u2019s-Two-click-Penalty.jpg\" \/>\n<meta name=\"twitter:creator\" content=\"@adpushup\" \/>\n<meta name=\"twitter:site\" content=\"@adpushup\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Shubham Grover\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Organization\",\"@id\":\"https:\/\/www.adpushup.com\/blog\/#organization\",\"name\":\"AdPushup\",\"url\":\"https:\/\/www.adpushup.com\/blog\/\",\"sameAs\":[\"https:\/\/www.linkedin.com\/company\/adpushup\/\",\"https:\/\/www.facebook.com\/AdPushup\/\",\"https:\/\/twitter.com\/adpushup\"],\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.adpushup.com\/blog\/#\/schema\/logo\/image\/\",\"url\":\"https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2019\/02\/AdPushup-logo.png\",\"contentUrl\":\"https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2019\/02\/AdPushup-logo.png\",\"width\":3294,\"height\":893,\"caption\":\"AdPushup\"},\"image\":{\"@id\":\"https:\/\/www.adpushup.com\/blog\/#\/schema\/logo\/image\/\"}},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/www.adpushup.com\/blog\/#website\",\"url\":\"https:\/\/www.adpushup.com\/blog\/\",\"name\":\"AdPushup Blog\",\"description\":\"A\/B Testing, Monetization &amp; 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