Having an ad disapproved on Google Ads can be a frustrating experience for marketers, entrepreneurs, and campaign managers.
However, it’s important to understand that disapprovals are part of the process and aim to ensure that the ads shown meet the platform’s quality, safety, and compliance standards.
Today, we’ll cover the most common reasons for disapprovals, how to fix errors, strategies to avoid future issues, and tips to optimize your experience with Google Ads.
Why Are Ads Disapproved on Google Ads?
Before fixing an issue, it’s essential to understand its cause. Google Ads has strict guidelines that all ads must follow.
These guidelines aim to protect the user experience and prevent misleading or harmful practices. Here are the main reasons for disapprovals:
Automation Errors:
Google’s automated system may misinterpret certain terms or associations, leading to unfair disapprovals.
Use of Prohibited Words:
Copyrighted terms like “Google,” “YouTube,” or other registered trademarks can only be used with explicit permission.
Words or phrases like “Click here” or “Guaranteed” may be blocked because they are considered misleading or inaccurate.
Incorrect Formatting:
Excessive use of capital letters or special characters.
Text that exceeds the character limit allowed in the title or description.
Regulated Industries:
Ads in sectors such as pharmaceuticals, financial products, or legal services require specific documentation.
Unsubstantiated Claims:
Exaggerated or impossible promises, like “Lose 10 kg in one week,” are automatically blocked.
Understanding the Review Process
When you create an ad on Google Ads, it goes through a review process that can be divided into two stages:
Initial Qualification:
The ad is automatically checked for obvious errors, such as prohibited words or incorrect formatting. During this phase, the ad status may show as “Qualified,” indicating that it is ready for further review
Manual Review:
A more in-depth analysis is conducted, where the system may identify violations of more complex policies. During this phase, the ad can be approved, disapproved, or even temporarily paused.
If the ad is disapproved, Google Ads will always provide a detailed explanation, including the reason for disapproval and links to the relevant policies..
How to Resolve a Disapproval?
Knowing what to do after a disapproval is crucial to keep your campaigns running. Here are the recommended steps:
- Read the Disapproval Message:
Identify the violated policy and follow the link provided to understand the details of the issue. - Make the Necessary Corrections:
Adjust the ad text, remove prohibited words, or provide the requested documents if applicable. - Resubmit for Review:
Once the changes are made, the ad will automatically be resubmitted for analysis. You don’t need to do anything manually to start the review process. - Avoid Ignoring Disapprovals:
Don’t leave disapproved ads uncorrected, as this can lead to your account being suspended for policy violations. - Contact Support if Necessary:
If you believe the disapproval was a mistake, reach out to the Google Ads support team to request a manual review.
Common Cases and How to Solve Them
Here are examples of common situations faced by advertisers and the best ways to handle them:
- Terms with Double Meaning:
A classic example is the use of the word “Muse,” which can be associated with both an Adobe tool and medication. If this occurs, request a manual review and explain the context of your ad. - Registered Words:
Terms like “Safra” may be protected by trademarks. In this case, replace the word or adjust the context to avoid disapproval. - Automation Errors:
If the system wrongly flags your ad as violating a policy, contact support and request a manual review.
Strategies to Avoid Disapprovals
The best way to deal with disapprovals is to prevent them. Here are some strategies to ensure your ads get approved on the first submission:
- Familiarize Yourself with Google Ads Policies:
Carefully read the advertising guidelines to understand what is allowed and what is not. - Use Verification Tools:
Use Google Ads’ own tools to review your ads before submitting them. - Review Texts and Links Carefully:
Ensure that your ad texts, titles, descriptions, and URLs comply with the policies. - Avoid Exaggerated Claims:
Do not make statements that cannot be verified or seem misleading. - Keep Required Documents Updated:
For regulated industries, ensure that all required documents are updated and available.
Impacts of Not Resolving Disapprovals
Ignoring disapproved ads can lead to serious consequences for your Google Ads account, including:
- Account Suspension: Accounts with multiple violations may be permanently suspended.
- Domain Block: Google may block the domain associated with the ads, preventing you from running future campaigns.
- Decreased Quality Score: Frequent disapprovals can negatively impact your ads’ quality score, increasing the cost-per-click (CPC).
How to Monitor and Adjust Disapproved Campaigns
If you’ve had ads disapproved, it’s important to take a proactive approach to monitor and adjust your campaigns:
- Create Frequent Reports:
Use Google Ads’ analysis tools to identify recurring issues. - Implement A/B Testing:
Test different versions of your ads to discover which formats have the highest chance of approval. - Improve Communication with Support:
In complex cases, maintain a history of contact with support to facilitate future review requests.
Turning Disapprovals into Opportunities
Although disapproved ads may seem like an obstacle, they also represent an opportunity to improve your campaigns and stand out in Google Ads.
Each disapproval provides a chance to learn more about the platform’s policies, refine your strategy, and create more effective and relevant ads.
The key to handling disapprovals is proactivity. Fix errors immediately, review your campaigns frequently, and maintain open communication with support.
By adopting these practices, you will not only avoid future disapprovals but also strengthen the reputation of your account, reducing costs and increasing the effectiveness of your campaigns.
Remember: success in Google depends on your ability to adapt and optimize continuously. Use disapprovals as a starting point for improvements and turn challenges into positive results.
With dedication and knowledge, your ads will reach new levels of performance and engagement.