For the last couple of months, we’ve been seeing more ad disapprovals show up on our radar. On top of the new Google Grant Policies in place, it can feel like walking on eggshells waiting for something to go wrong. We know how incredibly frustrating it can be to plan out a campaign, write the ad text and send it in for review, only to receive a disapproval email. What went wrong? And how do you fix it? To make things a little easier, we decided to compile a list of the 4 most common ad disapprovals we’ve encountered and how we fix them. Take a look!
Destination Not Working
”Destinations that don’t function properly or have been incorrectly set up.”
The Destination URL is where you send users after they click on your ad. As a result, users will have nowhere to go if the URL isn’t working!
- Double check URLs to make sure they go to a working page.
- Sometimes the URL does work and still gets disapproved. This might be because the page was temporarily down and the system read it as inactive. All you have to do is contact Google Support right away to resolve the issue.
- Whenever the URLs on your domain change, you should make sure to update the final URL of your ads. We usually see this happen whenever sites go through a re-design.
”We don’t want users to feel misled by ads that we deliver, so we strive to be clear and honest, and provide the information that users need to make informed decisions. We don’t allow ads or destinations that intend to deceive users by excluding relevant information or giving misleading information about products, services, or businesses.”
The following should be available:
- Contact information (address, phone number, email) on your destination page. The footer is often the perfect place for this.
- All relevant information is present in ad text including Headline 1, Headline 2, Description and Final URL.
Most of all, the ad should accurately describes what your nonprofit is about because it will prevent audiences from being mislead.
- Unique to Google Grant accounts, ads with donation information usually require a destination with the tax-exempt ID available on the page. Again, the footer is a great place to put this.
“Promotions that are not relevant to the landing page.”
Google is trying to provide the best ad quality on their platform. Hence, clicking on a donation ad that takes you to an ‘About Us’ page will not be pleasant. Irrelevant ads will make you feel mislead.
- Make sure website landing pages and ad text are relevant to each other so users’ expectations are met.
“We only allow ads that are clear, professional in appearance, and that lead users to content that is relevant, useful, and easy to interact with.”
Improper grammar, overly generic ad text, excessive capitalization or irregular punctuation/symbols can cause ad disapprovals and confusion.
Ex. MACHINE, M.A.C.H.I.N.E., “Machine see now”
- It’s nothing a quick once-over can’t fix, so make sure to double-check before publishing.
Once you’ve made the necessary changes, your ads will be ‘pending review’ and it will take approximately 1 business day to become reactivated. You can monitor approved ads under the status column in your AdWords account!
Need some help or would like to chat? Contact us at firstname.lastname@example.org