White page is a web page (website or landing page) that bots and advertising network moderators visit. They scrutinize it for compliance with rules, meticulously scanning the code, texts, media, links, and metrics.
Our test white page is located on this domain. Transition to the black page is possible from a standard browser, residential proxies, or a home IP address.
It is advisable to adhere to certain guidelines to create good white pages that pass moderation and prolong the lifespan of advertising accounts.
Most likely, trying to deceive advertising networks by creating an empty page or a page with just a few words won't work. Such white pages may not even pass automatic moderation. For bots and moderators, the white page is the one you are spending your advertising budget on promoting, so ideally, the site should look like there is practical value in its promotion. For example, an e-commerce site, a freelancer's landing page, a production or trading company, a service-based firm, an article site, or a landing page selling "white" goods.
What might raise alarms for bots and moderators? Depending on the advertising network, these could be trigger words such as bitcoin, cryptocurrency, casino. Promises of quick wins and fast results. For example: "Win a million dollars right now", "Lose 10 kilograms in 1 week". Images of doctors, severe health conditions, before/after photos, explicit images (if you are not advertising in adult networks), and others.
For example, if you are advertising gambling, it is desirable for the safe page to also be about games and related to gaming themes (board games, sports games, role-playing games, etc.). If the ad is for weight loss products, the safe page could be a fitness club website.
Some advertising networks, (like Google Ads and Bing Ads), analyze the uniqueness of texts, images, and the entire code. Therefore, copying other websites and using them as safe pages can trigger bots and lead to ad rejection or the suspension of your advertising account. Additionally, avoid reusing white pages that have been added to another account that was later banned.
When using downloaded white pages, remove all tracking metrics from the code (such as Facebook pixel, Google Analytics, and others), make the texts unique (using, for example, neural networks for text generation or rewriting services), change the images. You can randomly delete entire content blocks from the pages or arbitrarily modify the code.
Depending on the requirements, add banners or links leading to real «Privacy Policy» and GDPR, as well as a notification of cookie usage.
Optimize the white page so that safe pages do not contain heavy images, videos, animations, and a large number of scripts and metrics. This is especially important when JS Fingerprinting is enabled, as the redirect to the black page occurs in the visitors' browsers after loading the white page. This will give you a faster redirect speed and reduce traffic losses.
In cloaking, the white page is the advertised site for ad networks, and recommendations for keywords and possibly even CPM (cost per thousand impressions) are based on its content. Therefore, it is advisable to add some of your keywords to the white page. It's preferable if these keywords have been tested before, and you are certain that they are not on blacklists.
There is no point in using empty pages with a button like «Confirm that you are not a bot » or «Go to the site» instead of safe pages with content. Such sites may be rejected by ad networks as malicious. Moreover, with configured cloaking, the target audience will not see the white page and the button but will be automatically redirected to the black page. Sometimes pages with buttons are also used as an intermediate step before the final landing page, which is also pointless and leads to a loss of traffic, up to 50%, at the black page redirect stage.
There are several options:
• Create it yourself on popular CMS platforms like WordPress, Joomla, and others, or using free HTML templates.
• Hire freelancers on specialized freelancer websites or forums to create one for you.
• Copy other websites. Carefully remove any external metrics, optimize, and make it unique.
• Use services for generating white pages.