Hard-core tips! Reasons and solutions for Google ad rejection

I believe that many foreign trade people will encounter some sudden and difficult situations when placing Google ads. The most troublesome thing is that the ads are disapproved and the accounts are suspended. Today, the editor will take stock of the common reasons for Google ad disapproval and account suspension, and provide corresponding solutions for everyone.

First, understand which levels will encounter disapproval:

Google Ads review structure

1) Advertising content

Most disapproved ads can be modified by yourself and then submitted to the system for automatic review; however, some ads need to be submitted for manual review after modification.

2) Keywords

Generally, keyword disapproval is rare. If a keyword is disapproved, please check whether the final destination website added at the keyword level matches the displayed URL.

3) Ad extensions

The policy for ad extensions is almost the same as that for ads. When they do not comply with regulations, there is a risk of disapproval. However, disapproval of ad extensions will not lead to disapproval of ads. They will just not be displayed together with the ad title, etc.

4) Website

Website problems and policy violations are also common reasons for ad disapproval. Once a website violates the policy, all ads related to the website will be disapproved. Ensuring that there are no problems with the website is the first step in placing ads.

5) Account

Accounts may also be suspended. Common reasons include one or more advertising or website violations, which may lead to temporary suspension of accounts. Some particularly serious violations may lead to permanent suspension of accounts.

Six common policy issues in Google ads

So, what operations lead to rejection or account suspension? The editor will review the six common policy issues of Google Ads for you. Pay more attention when operating your account to reduce rejection and suspension.

1. The ad copy and icon do not meet the standards

1. Spelling, grammar and punctuation

1) Use exclamation points in your ad title

2) Using multiple exclamation points in one ad

3) Punctuation or symbols are used improperly or contrary to their original purpose

4) Irregular symbols or characters (for example: [ ])

2. Capitalization

Capitalization is generally only used for the first letter of a word. For example, excessive capitalization should not be used, so "FREE" would violate the policy.

The following exceptions apply:

1. Trademark, brand name, or product name (in consistent capitalization throughout the site or app, such as "AdWords")

2. Common abbreviations (such as "ASAP") and acronyms (such as "USA")

3. Coupons and codes

3. Unclear business

The name of the advertised product, service, or entity must be clearly reflected in the ad creative.

a. The advertising material must contain identifying information (such as product/company name/logo/website...)

b. Ensure that the target page clearly reflects the corresponding identification information

c. For animated ads, ensure that when the video stops playing, the final static frame can clearly display the logo information. The animation duration must be less than 30 seconds.

4. Competitive rhetoric

Promotions containing superlatives and comparatives such as "best", "#1", "better than", "faster than" or any other similar terms.

2. Target Page Requirements

1) Destination page experience

The following are not allowed:

  • a. The target page or content is too complex or difficult to navigate

  • b. Clicking on a link in the ad will directly initiate a download, or lead to an email address or file

  • c. The target page contains misleading experience

2) Insufficient original content

The following are not allowed:

  • a. The main purpose of the target page content is to display advertising

  • b. The target page content is copied from other sources, without adding original content or additional functionality, and therefore without adding value

  • c. The destination page is only used to redirect users to other locations

  • d. The target page displays a message that it does not provide any services
    e. The target page is incomprehensible or meaningless (blank/garbled)

3) The target page cannot be accessed

The following content is not allowed:

  • a. The target page is not accessible in the targeted geographic location

  • b. The website displays other messages related to the access restrictions of the targeted geographic location (for example, "You do not have permission to access this page")

4) The URL does not comply with regulations

The following are not allowed:

  • a. The URL does not conform to standard syntax

  • b. Use IP address as display URL Example: 123.45.678.90

  • c. The display URL uses unacceptable characters. Examples: !, *, #, _, @, etc.

5) Unverified phone number

The following are not allowed in call-only ads, call extensions, and location extensions: Phone numbers that are not verified by Google

3. False Statements

1. False product special effects description

Generally speaking, we will not confuse right and wrong or make false descriptions of products. However, it should be noted that exaggerating the effects of products will also be considered as false descriptions. If the product you are promoting cannot avoid describing the effects of the product, please provide:

a. A clear and readable refund policy

b. Provide a disclaimer in a prominent location on the website

2. Clickbait

a. Do not add the following buttons in the ad text or image material: click to download, download, install...

b. Do not imitate features that the ad itself does not have, such as imitating website warnings, error message notifications, online chat windows, etc. Images should not have background flashing, and other distracting effects

4. Malware or unwanted software

Malware or unwanted software is a common disapproval reason

If you are disapproved for this reason, we recommend you do the following:

  • 1) Ask for technical assistance from the website administrator

  • 2) Use Google search console

  • 3) After confirming that the malicious code has been removed, you can request Google to review whether the website still contains malware on the "Security Issues" page. If the malware has been removed, you can submit the ad review again.

  • 4) Find a professional anti-virus service solution provider

5. Circumventing the System

The most common scenario is that the word or phrase in your ad is too similar to a banned word or a trademarked term that you are not authorized to use in your ad. In this case, simply remove the offending word or phrase from your ad. Once you edit and save your ad, your ad will be automatically reviewed and approved to run if it is now compliant with our policy.

Note: If you believe that Google suspended your account in error and that you did not violate its policies, you can submit an appeal and explain why.

VI. Trademark Issues

Google will review the complaint and restrict the use of the relevant trademarks in ad text. Restricted trademarks in text ads may result in the ad being prohibited from running.

What kind of trademark use behavior will be affected by this policy? There are two aspects:

1) This policy only applies to trademarks in Ads text ads on the search network; it does not apply to display ads or YouTube ads.

2) Ad text including title, ad description, and additional information will be limited, excluding keywords and display URLs.

Now, everyone should have understood the reasons for ad disapproval and account suspension, and when encountering these situations, they can also solve them in a targeted manner according to the prompts.

In fact, for B2B companies, the advantage is that they have a better understanding of the company's products, which is suitable for following up with customers and negotiating orders. In addition, Google products are constantly updated, and policies will change with the overall environment, so the operation of advertising accounts such as Google Ads is best handed over to more professional operators.