Google ads disapprovals don’t always stem from blatant policy breaches. Sometimes, it’s just a matter of a word choice or a sneaky keyword that gets your otherwise fabulous ad turned down.
In this exciting article, we’ll dive into the nitty-gritty of:
- What’s behind ad disapprovals?
- How can you appeal to them?
- And when should you reach out to a Google rep for help?
Stick with us—everything we share comes straight from our own experiences and the official Google guidelines. Let’s figure this out together.
What Are Google Ads Disapprovals?
Google ad disapproval happens when your ad doesn’t quite align with Google’s advertising policies.
Imagine sending your ad on a journey, only to find out it hit a bump in the road. Each ad goes through an automated review process, sort of like a traffic checkpoint.
If it breaks any of Google’s rules along the way, it gets a big red “disapproved” stamp. It can be a bit disheartening but don’t worry — there’s always a way to refine and resubmit your ad for a second, third, or umpteenth time review.
What Makes Google Ads Disapprovals?
Google is truly passionate about ensuring a top-notch experience for its users. To keep the ad space friendly and safe, they’ve laid down some ground rules that all advertisers must follow.
- For starters, let’s talk about headlines. Yelling in all caps is a no-go. Keeping it cool and casual is the name of the game.
- Also, while enthusiasm is important, you’re only allowed one exclamation point per ad, and guess what? It can only make its grand appearance in the description.
- Feeling fancy? If you want to use trademarks, be prepared to get special permissions for your ad account—no shortcuts here.
- And remember, promoting dangerous or iffy products or services is a definite deal-breaker. Finally, nobody likes surprises, especially redirects, so those are off the table too.
Following these tips will help you stay on the right track and keep those ads shining bright:
Based on insights from our friendly friends over at Google, here’s a fun list of some of the causes of ad disapprovals:
- Restricted Keywords: Be aware! Even if your service isn’t in a restricted industry, using keywords related to one can still trip you up. So, choose wisely, folks.
- Demographic Targeting Dilemmas: Adjusting bids or exclusions that touch on restricted industries can also raise red flags. It’s best to play it safe and keep your targeting on the straight and narrow.
- Landing Page Pitfalls: Your landing pages need to shine. If they’re missing key information or your offerings look shady, that’s a recipe for disaster. Aim for clarity and transparency to keep those disapprovals at bay.
Keeping these points in mind will help your campaigns sail smoothly into approval land.
How to Appeal a Disapproved Ad
There are two friendly paths you can take to set things right:
- Make Some Edits: Give your ad a little makeover. Tweak the content or adjust the settings to align better with Google’s policies. Once you’ve spruced it up, you’ll trigger a review to see if your changes have done the trick.
- Submit an Appeal: Want to challenge the decision? You can submit an appeal! This is your chance to dispute the issue or, if you’ve made the necessary adjustments, let them know you’re fully compliant with the rules. Your voice matters, so don’t hesitate to speak up.
Remember, every setback is just a setup for a comeback, so keep shining.
How to Edit Your Ads
If you’re thinking about giving your ad a little makeover, here are some fun and effective tweaks you can make:
- Change the path. A new path can grab attention and give your ad a fresh vibe.
- Spice it up with an asset. Whether it’s a snazzy image or a catchy video, adding an asset to your Responsive Search or Display ad can make all the difference.
- Change the Final URL. Don’t worry! You can simply copy and paste the original URL if that works best for you.
- Add a dash of creativity. Make a slight adjustment to your headline or description to keep things interesting and relevant.
Just a heads-up: changing your ads reruns them. So only make changes to your ads when it’s been flagged.
14 Types of Google Ads Disapprovals and How to Fix them
If you’ve found that your Google Ads have been disapproved, don’t panic—there are plenty of reasons behind it.
In this section, we’re going to explore three main categories of ad disapprovals.
- Destination disapprovals: Where your landing page might just be a little off the mark.
- Visual disapprovals: Those pesky issues with images or design that can turn your ad into a no-go.
- Misconduct disapprovals: It can arise from anything that’s not quite up to Google’s standards.
Stick around as we unravel the mysteries behind these disapprovals and guide you on how to get those ads back in action.
| Disapproval Name | What It Means | How to Fix It |
| 1. Destination Mismatch | Your final URL doesn’t match across all ads in an ad group. | Make sure that every ad in your group leads to the same destination. Consistency is key! |
| 2. Destination Not Working | Google struggles to crawl or access your website. | Check your website coding and ensure the URL is correct to allow crawlers through. |
| 3. Repetition | Your ad copy and landing page quality are lacking, leading to keyword stuffing. | Improve your ad copy to better target searches, and dial back on those keywords. Quality over quantity! |
| 4. Capitalization | Excessive capitalization is present in your ad copy. | Capitalize only the first letter of each word in your title tag. If your brand name requires it, you can file an appeal. |
| 5. Punctuation and Symbols | Your ad might not be grammatically correct or uses too many symbols. | Double-check your punctuation and ensure that symbols are used sparingly. |
| 6. Trademarks in Ad Text | Your ad contains another business’s name without permission. | Remove the name or edit it to comply with Google’s policies. If it’s your brand or you have permission, appeal! |
| 7. Copyrighted Content | There’s copyrighted material in your ad text. | Either remove this content or provide proof that you have permission to use it. |
| 8. Image Quality | Your display ad image isn’t the right size, is blurry, or improperly oriented. | Replace the image or refer to Google’s guidelines for image specifications. |
| 9. Dishonest Behavior | Your ad or landing page seems designed to mislead others. | Revamp your ad content completely and reach out to Google support if you need assistance. |
| 10. Sensitive Events | Your ad exploits significant societal events, like natural disasters. | Revise your ad copy carefully, considering the sensitivity of the topic. |
| 11. Malicious Software | Crawlers detect suspicious activity on your website. | Get in touch with Google for help in identifying the specific issue. |
| 12. Inappropriate Content | Your ad is deemed to have violent, explicit, or otherwise inappropriate content. | Adjust your ad copy to ensure it’s suitable for all audiences. Keeping it G-rated is ideal! |
| 13. Misrepresentation | Your ad and landing page imply a bait-and-switch scenario. | Ensure that your ad copy matches your landing page to avoid misleading customers. |
| 14. Dangerous Products or Services | Your ad promotes items like explosives, knives, or firearms. | Focus your ad copy on safety features rather than just the products themselves. |
Destination Disapprovals
Having trouble with your Google Ads? One common reason could be that the destination you’re linking to isn’t functioning as it should.
Here are a couple of destination-related disapprovals you might encounter:
#1. Destination Mismatch
If your Google Ads get disapproved, it could be due to a mismatch in destinations. You want to make sure every ad within an ad group leads to the same final URL, including any paused campaigns.
If even one of your ads points to a different URL, it might trigger ‘a disapproval’ from Google.
So, make sure everything lines up to keep your campaigns running smoothly.
How Do you Resolve this Issue?
If your Google Ads are disapproved for this reason, first you’d want to check that all the ads in your ad group direct to the same URL. Don’t forget about any paused campaigns—they should point to the same place as well.
If you have some ads that need to link to a different URL, be sure to create a separate ad group for those ads.
#2. Destination Not Working
Are you facing issues with your Google Ads? One common culprit could be a problem with your destination. When you launch a pay-per-click (PPC) campaign, Google needs to crawl your ads to determine the context of your landing page.
If it can’t access the page, it won’t understand the content, leading to relevance issues.
How Do you Resolve this Issue?
If your Google Ads have been disapproved due to this problem, don’t worry – there are a couple of straightforward solutions.
Start by double-checking your URL for any typos. Sometimes, a simple mistake can lead Google to a non-existent page.
If the URL looks correct, you’ll want to dive into your website’s coding. Make sure your robots.txt file is properly set up to allow Google to find and crawl your URL. With these adjustments, you should be back on track in no time.
Visual Disapprovals
When it comes to Google Ads, visuals play a crucial role. If something in your ad doesn’t sit right with your audience—be it the images, design, or copy—your ad could end up disapproved.
It’s all about making sure your visuals align with the platform’s guidelines. Let’s explore some common reasons why your ads might not be running due to visual disapprovals:
#3. Repetition
If your Google Ads get disapproved, it might be because both your ad copy and landing page sound too repetitive. This kind of disapproval signals that your content is lacking quality, often due to excessive keyword stuffing.
How Do you Resolve this Issue?
Good news! This is one of the easier issues to tackle. When you spot the repetition error, just tweak your ad copy a bit. Start by ensuring your ad reflects the keywords you’re targeting.
For instance, if you’re going for “men’s basketball shoes,” your ad should highlight that specific focus.
Next, avoid repeating keywords unnecessarily. You don’t have to cram your target keyword into your ad to achieve a good ranking. Instead, you want to aim for relevant, engaging copy and a well-designed landing page that truly captures your offer.
#4. Capitalization
One major reason your Google Ads might get disapproved is due to excessive capitalization. Many businesses think that capitalizing words will grab attention, but Google doesn’t see it that way. They flag those ads as non-compliant, which can be frustrating.
How Do you Resolve this Issue?
If you find yourself in this situation, simply go through your ad copy and remove any unnecessary capital letters, keeping only the first letter of each word capitalized.
If you feel your disapproval is unfair, don’t hesitate to appeal. For example, if your coupon code needs to be in all caps and it appears in your ad, you have a solid case. The same goes for brand names that are typically written in all caps—make your appeal and see if Google will reconsider.
#5. Punctuation and Symbols
If you’re running into issues with your Google Ads, it could very well be due to punctuation or the use of symbols.
Google has clear expectations for advertisers, requiring them to maintain grammatical integrity in their ads and avoid overdoing it with punctuation or symbols. The bottom line? Google appreciates clean, easy-to-read content that gets the message across without clutter.
How Do you Resolve this Issue?
If you find that your ads have been disapproved for this reason, don’t worry—the solution is straightforward! Just ensure that you’re using proper punctuation and cut down on symbols.
Also, double-check that you’re using commas and apostrophes correctly to keep your copy polished and professional.
#6. Trademark in Your Ad Text
A common reason your Google Ads might get disapproved is the presence of trademarks in your ad text. Essentially, this means that you included the name of another business without their permission. While this doesn’t necessarily mean your ads will be completely halted, it does limit your ad exposure.
How Do you Resolve this Issue?
If trademarks are the issue causing your Google ads to stumble, don’t worry—it’s an easy fix. Start by simply removing the trademark from your ad copy, as this is the quickest solution.
Alternatively, ensure that your ad follows Google’s reseller and informational site policy. If you’re an authorized reseller with the right to use that trademark, it could be that your ad text or landing page doesn’t fully comply with Google’s guidelines.
In this case, tweak your page to align with their requirements and consider submitting an appeal. If you believe you haven’t used a trademark at all, you can also file an appeal to challenge the disapproval.
#7. Copyrighted content
If you notice that your Google Ads have been disapproved, don’t worry. One common reason for this is the use of copyrighted content.
Simply put, copyrighted content means you’re using material that someone else owns, and unfortunately, you don’t have their permission to use it.
How Do you Resolve this Issue?
So, how can you resolve this issue? You have a couple of options:
If you do have the necessary authorization, you can submit documentation from the original owner that shows you’re allowed to use the content. This way, you can clear up any confusion.
However, if you don’t have that documentation, your best bet is to revise your ad copy. Make some adjustments to steer clear of any copyrighted material, and you’ll be good to go.
#8. Image Quality
An image that doesn’t meet Google’s standards might just earn your ad ‘a disapproval’. Issues like incorrect size, poor quality, or the wrong orientation can all be red flags for Google.
How Do you Resolve this Issue?
Restoring your ad’s good standing is pretty straightforward. Just swap out that subpar image for one that meets the necessary guidelines. Remember to double-check that your new image complies with Google’s requirements to avoid another disapproval.
If you love the original image, take a moment to review Google’s image quality guidelines and see what changes you need to make.
Now, let’s shift gears to more serious matters: misconduct disapprovals. These are the types of issues that can lead to real trouble. Misconduct disapprovals are typically related to dishonesty, exploitation, or deception. If your ad falls into this category, it’s vital to address it as quickly as possible to avoid further complications.
#9. Dishonest behavior
One of the key reasons your Google Ads campaigns might get disapproved is dishonest behavior.
If your landing page suggests misleading information or encourages deception, you could find yourself facing penalties from Google. They’re pretty strict about this—your ad will be disapproved, and you’ll receive a warning that your account could be suspended within just seven days.
How Do you Resolve this Issue?
Tackling issues of dishonest behavior means you’ll need to completely revamp your ad. You want to start fresh and ensure everything aligns with Google’s guidelines. Don’t hesitate to reach out to Google support, too—they’ll guide on how to get back on track.
#10. Sensitive events
Occasionally, you might come across disapprovals in Google Ads due to what’s known as sensitive events. These events are significant societal occurrences—think natural disasters or global conflicts—that Google monitors closely. If your ad seems to capitalize on these impactful situations, it may raise a red flag.
How Do you Resolve this Issue?
It’s all about refining your ad copy! Being sensitive to your audience is crucial. Try to adopt a neutral tone that respects the gravity of such events. This way, you can convey your message without appearing insensitive—keeping your ads in good standing and your audience feeling understood.
#11. Malicious software
If your Google ads have gone silent, it might be linked to some pesky malicious software. This can lead to disapproval, particularly when crawlers detect any suspicious activity on your site.
How Do you Resolve this Issue?
Disapproval often stems from errors lurking within your website. There could be issues with your site’s coding or even broken links that are causing the hiccup. To get to the bottom of this, don’t hesitate to reach out to Google support. They can help you identify the exact problem and set you on the right path.
#12. Inappropriate content
If your Google ads have been disapproved, don’t worry! The first thing you should do is take a closer look at your content. It’s crucial to ensure that everything is appropriate. Inappropriate content can include ad copy or landing pages that are explicit, violent, or simply not suitable for a general audience.
How Do you Resolve this Issue?
When crafting your ad copy, aim for a tone that’s suitable for all ages.
A good rule of thumb is to ask yourself whether you’d feel comfortable showing this ad to a child or teenager.
If you think it might raise some eyebrows, it’s time to make some adjustments to ensure it’s G-rated and family-friendly.
#13. Misrepresentation
If you notice that your Google ads aren’t getting the attention they deserve, it’s time to take a closer look at your ad copy and landing page.
Misrepresentation can lead to a frustrating experience for users, creating a bait-and-switch scenario. Imagine this: someone clicks on your ad, excited about what they see, only to land on a page that doesn’t match their expectations at all. That’s disappointing, right?
How Do you Resolve this Issue?
Start by ensuring that your ad copy accurately reflects what’s on your landing page. For example, if you’re promoting women’s fuzzy slippers, your landing page should showcase those exact slippers—no surprises there. Custom landing pages can help create a seamless and relevant experience for your audience.
Also, keep an eye on your ad headline. It shouldn’t sound like clickbait; instead, it should give users a clear idea of what they can expect when they click. The idea is to build trust and keep your audience engaged.
#14. Dangerous Products or Services
Wrapping up our list of Google Ads disapprovals, let’s talk about dangerous products or services. You’ll receive a disapproval notice if you create an ad for items like explosives, firearms, knives, or tobacco products.
Google has strict policies in place that prohibit businesses from promoting the sale of these items. However, you can still market safety items related to them. For instance, you’re welcome to advertise secure cases for guns or protective sheaths for knives.
How Do you Resolve this Issue?
To resolve this issue, your best bet is to pivot your focus toward safety products. Avoid mentioning the prohibited items altogether or trying any sneaky bait-and-switch tactics in your ads.
If you’d rather not emphasize safety gear, consider putting your ad campaigns on hold. Remember, if you don’t make these essential updates, Google may end up suspending your advertising account. So, it’s best to stay within the guidelines and keep things compliant.
