Understanding Google Ads Policy & How To Prevent Your Ads From Getting Disapproved

Before Getting Started

To make sure the platform approves your ads, follow these tips:

1. Read Google’s advertising policies carefully. Ensure you understand all the requirements for each type of ad you want to run.
2. Follow Google’s guidelines for creating accurate, honest, and transparent ads.
3. Use high-quality images and videos that meet Google’s standards.
4. Test your ads before you submit them. Testing will help you catch any potential problems so you can fix them before Google disapproves your ad.
5. If Google disapproves of your ad, don’t give up. First, review Google’s policies again and make the necessary changes. Then, resubmit your ad for approval.
6. If Google still disapproves of your ad, file an appeal.
7. The final step is to consult a Google representative.

By following these tips, you can be confident that Google will approve your ads, and they will reach your target audience.

Common Reasons for Disapproval

Google Ads disapprovals are common. The review process is automated, so the human understanding of humor and context is lost. Most disapprovals end up approved, but it’s still annoying. Here are some common reasons for the system to disapprove of an ad. Be sure to read the Google Ads Policy for more information.

• Destination Not Working

This issue means Google’s crawlers can’t reach a site, which is common disapproval. Check your URL and ensure it is accessible. Look for a 404 “page not found” error and for multiple redirects, which can cause significant slowdowns. You might need to change some code on your site to allow the robots.txt crawler file.

• Destination Mismatch

Your ad URL must match the URL of your landing page. Make sure these match up, including HTTP or HTTPS. The ads must accurately state where the user will land. Redirections from the expected URL to a different page are not allowed.

• Capitalization

Google is particular about the use of proper capitalization. For example, you should capitalize all proper nouns and not write in all caps or use random capitalization. You can use non-standard capitalization for things like brand names and trademarks, but you may have to request approval.

• Punctuation and Symbols

People must use punctuation for its true purpose, not to draw attention or perpetuate a gimmick. Emojis are prohibited.

• Malicious Software

Your ad may neither promote sites that host malware or spyware nor direct users to pages that install software without consent or install software containing viruses.

• Sensitive Events

Ads may not reference sensitive events, such as natural disasters, tragedies, or conflicts. Profiting from these events isn’t ethical.

• Trademarks in the Ad Text

Google prohibits the use of trademarked terms in ad text unless you have explicit permission from the owner of the trademark.

• Copyrighted Content

You can’t use copyrighted content in your ad text without the copyright owner’s explicit permission.

• Image Quality

Images must be clear and legible, with high resolution, which means no gifs, moving images, or altered image backgrounds. In addition, you may not add text overlay to the image.

• Misrepresentation

You can’t utilize clickbait, bait-and-switch, inaccurate prices, or scams.

• Inappropriate Content

Your ad may not contain profanity, violence, adult content, or illegal drugs.

• Unsupported Language

Google supports 50 languages. Using another language as the primary language of the ad will result in disapproval.