If you’re a Google Ads advertiser, you’ve probably encountered a disapproved ad once in your life.
Disapprovals become more automated and harder to appeal without the support of a Google representative.
As ad disapproval rates rise, Google announced updates to its enforcement of repeated disapproval violations. Enforcement will go into effect in June 2022.
what has changed
Google may issue strikes to your Google Ads account if you repeatedly violate certain policies.
To be clear, strikes are not issued for every policy. The policies that will enable the strike system are:
- paid sex
- mail order bride
- clickbait
- misleading ad design
- Bail Service
- Call Directory, Transfer Service
- credit repair service
- binary options
- personal loan
Your Google Ads account may receive up to 3 strikes for some of the policies involved in enforcement. Google mentioned that with each strike, the penalty will gradually increase.
How the strike works
During the first and second strikes of your account, your account will be temporarily suspended.
- 1st strike: 3-day temporary hold
- Second strike: 7-day temporary hold
A third hit to your account will result in account suspension.
Alerts will be at the individual account level, not the manager account level (MCC).
How the strike was communicated
If you are set to receive email notifications from Google Ads and use a specific account, you will receive a warning or suspension notification by email.
In-account notifications are also displayed in the warnings and strikes interface.
Examples of notifications you might receive are as follows:
How to handle receiving strikes or suspensions
If your account is temporarily suspended, you will need to address the violation and disapproval.Additionally, you will need to submit a confirmation.
By submitting a confirmation form to Google, you agree to the following (per Google’s support article):
- You understand the specific policies that led to the strike against your account, you have reviewed the policies, and you understand that further violations of these policies may result in more severe action, including account suspension.
- You have removed the property and ads that violated the relevant policies, and you will ensure that future properties and ads comply with our policies.
- Creating additional accounts and/or attempting to circumvent Google’s policy enforcement is strictly prohibited and may result in account suspension
If you believe you have not violated any policies, you can submit an appeal form, which you can find here.
If your appeal is successful, the strike will be removed from your account and the account freeze will be lifted immediately.
generalize
You may be exempt from account violations for accounts that do not fall into the categories above. However, it’s still a good practice to regularly check your account notifications.
If you notice any account violations, please be proactive. Review, amend or appeal violations to maintain account in good standing.
source: Google
Featured Image: Paikong/Shutterstock
