Google has introduced a new set of eligibility criteria for publishers using AdSense for Search (AFS). These updates are designed to improve the overall quality, engagement, and performance of ads delivered through the AdSense for Search program.
If you’re a publisher currently using AFS or planning to implement it, it’s essential to understand these changes and how they might affect your access to the service.
New Performance Requirements for Adsense For Search
To maintain access to AdSense for Search, publishers must now meet specific performance thresholds. One of the key criteria is generating a minimum of 20 Search ad impressions in any two months within a rolling six-month period. This means your AFS account needs to show at least 20 search-based ads to users in two separate months out of the last six.
Google is implementing this requirement to ensure the program remains beneficial for both advertisers and publishers, while also improving the experience for users who interact with search ads.
What Happens If You Don’t Meet the Threshold?
If your account fails to meet the required number of Search ad impressions, your access to AdSense for Search will be revoked. Losing access doesn’t mean your entire AdSense account is affected—it specifically applies to the AFS component. This ensures that inactive or low-performing accounts don’t take up resources that could be directed toward more active publishers.
However, this doesn’t mean you’re permanently locked out of the program. Publishers who lose access can reapply at any time once they’re ready to meet the performance criteria.
Why Google Is Making This Change
Google frequently evaluates its ad programs to ensure they are functioning efficiently and delivering value to all parties involved—advertisers, publishers, and users. The updated access criteria for AdSense for Search are part of a broader initiative to enhance program effectiveness by focusing on active, high-quality traffic sources.
By encouraging publishers to meet a minimum engagement level, Google ensures that advertisers receive better value for their spend, and users are shown relevant, timely ads in response to search queries.
What Publishers Should Do Now
If you’re already using AdSense for Search, now is a good time to check your performance metrics. Focus on optimizing the visibility and relevance of your search ads to ensure they generate impressions consistently.
Consider reviewing your site’s content, improving internal search functionality, or promoting features that drive more user searches—these steps can help you stay compliant with the new requirements.
If you’re planning to start using AFS, be sure to build a strategy that aligns with Google’s expectations from day one. Maintaining consistent ad impressions is now a fundamental part of accessing this service.
Conclusion
The new performance requirements for AdSense for Search are straightforward but crucial. Publishers must now achieve at least 20 Search ad impressions in any two of the past six months to maintain access. Falling short will lead to temporary access revocation, but reapplication is always an option.
Staying informed and adapting your strategy accordingly will ensure that you continue to benefit from one of Google’s most powerful monetization tools.