10 Reasons Google Ads Policies Disapprove Content and How to Fix Them

Making the decision to introduce Google Ads into your digital marketing strategy is an important and impactful advertising change. Unfortunately, many Google Ad users have gone through creating and running an online advertising campaign – only to realise that their ads are not visible.

There are many reasons that a business’s Google Ads are not approved. Most of these are quick and easy fixes, while others may call into question the honesty and integrity of your content, requiring changes in your online marketing strategy. Usually, these are caused by violations of one or more of Google Ads policies.

To help you garner those clicks, spread the word and inspire purchases of your products, here are 10 reasons Google Ads might reject your content and how you can fix them:

  1. Missing or Incorrect URLs
    Getting your weblinks, URLs and landing pages wrong, may cause Google Ads to block your content from being viewed or shared on their platforms. To avoid this, make sure there are no missing or incorrect URLs linked to your ads and your root domain has the same online destination as the displayed URL.
  2. Google Ads Text Formats
    The most common – and easiest to fix – problems with Google Ads policies are related to the text format of your advertisement. To avoid any text format issues, try and follow these simple rules:

    • Be concise and avoid creating ads with lots of text.
    • Do not make overly-bold claims, such as “the number one selling…”, unless they are verified by a third-party analyst.
    • Try to minimise the use of CAPS in your digital copy.
    • Do not overuse exclamatory punctuation or explicit language.
    • Avoid using the phrase “click here” or “try this”, try to use different calls to action.
    • Landing pages and ads should be matching in their content, offer and advertising. Avoid clickbait!
  3.  Flagged Keywords
    Many companies have accidentally, or sometimes intentionally, included other users’ branded keywords in their ads. You will get flagged for this and other trademarked, copyrighted or offensive keywords used in your ads. It would be best to always check your keywords, use synonyms or similar terms and be original when creating digital content.
  4. The Google Ads Review Process
    The Google Ads review and approval processes are used to ensure each and every advertisement lives up to their standards and rules. This ensures the overall marketing value in using Google advertising tools and online features for growing your business.These are the Google Ads review stages:

    • Eligible – Google is ready to start the review of your ad.
    • Under Review – Your ad is in the process of being reviewed and starting to be shared on some pages.
    • Approved – It complies with all of the Google Ads policies. Your ad is approved and ready to go!
    • Approved Limited – The ad is allowed to run, however not in every situation, it has content or industry restrictions on it. For example, the alcohol or the adult film industries.
    • Disapproved – Your ad has failed the review because it violates one or more Google Ads policies.
  5. Malicious software or Viruses
    Some ads are disapproved when Google’s analysts or defensive measures have picked up suspicious activity associated with a website, offer or link, such as viruses and malware. This can be more difficult to fix because the issue often lies somewhere within your coding or link’s navigation. It could also be malware implanted by a cybercriminal. You need to hire professional IT technicians to handle many of these cases.
  6. Faulty Billing information
    If the billing account information you have uploaded is incorrect, this can cause Google Ads to put a block on your advertisements. If there is any billing, payment or contact issue associated with your Google account, you are putting your Google Ads at risk. Make sure all of your personal and billing information is accurate and up to date before sharing your ads.
  7. Restricted Content
    Google Ads will reject the sales or promotion of any illegal, dangerous or counterfeit goods. Their policies are designed to protect the brand integrity of each of their users and the reputations of their Google Ads services. Be careful, upload appropriate ads, add disclaimers and be honest about what you are selling.
  8. Referencing Sensitive Events
    Google Ads policies will disapprove of ad copy, online content and landing pages that look to profit or profit from referencing a sensitive event. Impactful social, cultural, economic or political events that significantly damaged, harmed or disenfranchised a group or people cannot be referenced as a marketing ploy. Be sensitive and considerate of the realities surrounding those sensitive events.
  9. Copyrighted content
    If your advertisements contain content that is copyrighted, trademarked or branded, your ads will not pass the review process. This goes for your images, music, video, graphics and ad text. Be careful when creating your marketing strategy, make sure that all of your content is original or approved by the copyright owners.
  10. Misrepresentation, Misinformation and Dishonest Behaviour
    Simply put, these ads are considered to be spreading lies, misinformation or misrepresentations of their goods and services. Whether it is clickbait, a ‘bait and switch’ or fake offers, Google Ads will not approve advertisements that are misleading, gather unauthorised information or attempt to defraud Google users.If you think there has been a mistake with your “Dishonest Behaviour” infringement, you can file a complaint with Google Ads. This goes for all of the causes for disapproval we have mentioned. Their complaints teams will go through your review process with you to ensure fairness. 

Getting Your Google Ads Out There

Most of these situations are as a result of minor violations or infringements of their strict rules and standards. However, others Google Ads rejections will result from carelessness, poor business practices and intentional dishonesty.

The trick is understanding the Google Ads policies themselves and how the review, approval and sharing processes are conducted. Optimise your Google Ads benefits by following the rules and take advantage of the most widely used search engine on earth to build your brand online.

We offer industry-leading digital marketing services and have expertise in all of Google’s online analytics and advertising tools. Cognite Marketing can help your company use Google Ads to drive new business and develop your online presence.