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Google Ads is making a major change to its Search Partner Network by automatically opting all accounts out of serving ads on parked domains, websites that are registered but not actively developed, starting March 19.

Details:

• Google will automatically opt out all advertiser accounts from showing ads on parked domains.
• The change will roll out gradually over several months.
• Advertisers can still manually opt in through their account’s Content suitability settings.

Why we care. The change will affect all advertisers using Google’s Search Partner Network, potentially reducing ad reach but improving quality of ad placements.

Between the lines. While Google hasn’t explicitly stated why they’re making this change, it likely stems from concerns about ad quality and effectiveness, as parked domains typically generate lower-quality traffic.

Before this. Google announced in September that ads would no longer appear on parked domains for new accounts by default, starting in October.

First seen. We first noted this update when Founder of Zato Marketing Kirk Williams, shared the email he received from Google, on LinkedIn:

What’s next. Advertisers will need to actively choose to show ads on parked domains, marking a reversal from the previous default opt-in approach.

Go deeper. Parked domains are part of Google’s Search Partner Network, which extends advertisers’ reach beyond Google’s own search results pages.

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About the author

Anu Adegbola has been Paid Media Editor of Search Engine Land since 2024. She covers paid search, paid social, retail media, video and more.

In 2008, Anu’s career started with

 delivering digital marketing campaigns (mostly but not exclusively Paid Search) by building strategies, maximising ROI, automating repetitive processes and bringing efficiency from every part of marketing departments through inspiring leadership both on agency, client and marketing tech side.

Outside editing Search Engine Land article she is the founder of PPC networking event – PPC Live and host of weekly podcast PPCChat Roundup.

She is also an international speaker with some of the stages she has presented on being SMX (US), SMX (Munich), Friends of Search (Amsterdam), brightonSEO, The Marketing Meetup, HeroConf (PPC Hero), SearchLove, BiddableWorld, SESLondon, PPC Chat Live, AdWorld Experience (Bologna) and more.

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