If you are a Google Ads advertiser, chances are that you have been exposed to a disapproved ad once in your life.
Rejections are becoming more automated and difficult to appeal without the support of a Google representative.
With the spike in ad disapprovals, Google has announced updates to its implementation of frequent disapproval violations. Implementations are effective from June 2022.
What is changing
Google issues warnings against your Google Ads account when you repeatedly violate certain policies.
To be clear, alarms are not issued per policy. The policies that will enable the strike system are:
- Paid sexual acts
- mail brides
- click house
- Misleading ad design
- Bail bond services
- Call directories, forwarding services
- Credit repair services
- Binary options
- personal loans
For certain policies that are included in the enforcement, your Google Ads account will receive a maximum of three strikes. Google has stated that with each infraction that is applied, the penalties will gradually increase.
How do strikes work?
On the first and second strikes for your account, your account will be temporarily suspended.
- First strike: 3-day temporary suspension
- The second strike: a temporary suspension of 7 days
On your account’s third offense, this will lead to account suspension.
Violations will be at the individual account level, not at the manager account (MCC) level.
How are strikes delivered?
If you are ready to receive email notifications from Google Ads and are on the specified account, you will be notified by email with a warning or suspension.
A notification on the account will also appear in the Warnings and Alarms interface.
Here is an example of the notifications you may receive:
How to deal with receiving warnings or suspensions
If your account is temporarily suspended, you will be required to fix violations and disapprovals. In addition, you will need to submit Declaration form.
By submitting the acknowledgment form to Google, you agree to the following (according to this Google support article):
- You are aware of the specific policy or policies that resulted in an account strike, that you have reviewed the respective policies, and that you understand that additional violations of those policies can result in more drastic action, up to and including suspension of the account.
- You have removed assets and ads that violate the respective policies and will ensure that future assets and ads adhere to our policies.
- Creating additional accounts and/or attempting to circumvent enforcement of Google Policy is strictly prohibited and may result in account suspension
If you feel you haven’t violated any policies, you can submit an appeal form that you can find here.
If your appeal is successful, the offense will be removed from your account and the account suspension will be lifted immediately.
For accounts that don’t fall into the above categories, you can potentially avoid account violations. However, it’s still a good idea to routinely check your account notifications.
If you see any account violations, be proactive. Review, review, or appeal violations to stay in good account standing.
Source: The Google
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