How many times have you accidentally clicked on a mobile display ad, when you meant to hit the adjacent content on that tiny phone screen? More importantly, how many of your pay-per-click ads have been clicked on accidentally? This is the problem Google is trying to solve with new “confirmed click” functionality for its in-app mobile display ads on smartphones.

When Google detects that a person clicks on the outer edge of an ad unit — potentially meaning to click on adjacent content — the user will be prompted to verify that he actually meant to click on the ad. The prompt will take the form of a white arrow and text saying “Visit Site,” on a blue background. The new format has been rolled out today.

Advertisers won’t need to modify creative — Google will make the changes on its end.

The company has some experience to draw upon when addressing this issue, given it’s used confirmed clicks, and a similarly-styled image, on text ad banners on smartphones for several years. Here’s an example of that implementation:

Google says initial tests show that confirmed clicks “notably” raise mobile conversion rates, though click-through rates are understandably decreased, as accidental clicks are eliminated.

Related Topics: Channel: Display Advertising | Display Advertising | Google: Display Advertising | Google: Mobile | Mobile Marketing | Top News

About The Author: Pamela Parker is executive features editor of Marketing Land and a contributing editor for Search Engine Land. She’s a well-respected authority on digital marketing, having reported and written on the subject since 1998, including a stint as managing editor of ClickZ. She’s also worked to help monetize independent publishers’ sites at Federated Media Publishing. She blogs about media and marketing at The River and about cooking, gardening and parenthood at Free Range. See more articles by Pamela Parker

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