Google Ads is a powerful platform that enables businesses to drive more traffic, increase conversions, and grow their online presence. However, sometimes ads can be disapproved by Google, hindering your marketing efforts. It is crucial for advertisers to understand the reasons behind disapproved ads in order to create effective and compliant ad campaigns. This article will explore the top reasons your Google Ads can be disapproved and how to avoid these pitfalls.

Policy Violations

Google has strict advertising policies in place to maintain a high-quality ad ecosystem. Ads that breach these policies can be disapproved. Some common policy violations include:

  • Adult content: Ads containing sexually explicit or adult-themed material are not allowed.
  • Dangerous products: Ads promoting weapons, explosives, or harmful substances are prohibited.
  • Misrepresentation: Ads that are misleading, fraudulent, or attempt to impersonate a brand or individual are disallowed.

To avoid policy violations, familiarise yourself with Google’s advertising policies and ensure your ads comply with these guidelines.

Destination Mismatch

Your ad’s destination URL must direct users to a relevant, functioning, and secure landing page. Common issues that may lead to ad disapproval include:

  • Mismatched content: The landing page should be consistent with the ad’s content and provide the same product or service promoted in the ad.
  • Broken links: Ensure your destination URL directs users to a functioning webpage.
  • Unsecure pages: Make sure your landing page has a valid SSL certificate and uses HTTPS.

Double-check your destination URLs and landing pages to prevent destination mismatches.

Unclear or Incomplete Information

Ads that contain incomplete or unclear information may be disapproved. Some examples of unclear information include:

  • Missing contact information: Your ad must include accurate contact information for your business.
  • Unspecified pricing: Ads must clearly display accurate pricing for products or services.
  • Unexplained abbreviations: Avoid using unexplained abbreviations that may confuse users.

Ensure your ads provide all necessary information and avoid ambiguous language or claims.

Prohibited Keywords

Google Ads prohibits the use of certain keywords that relate to sensitive topics, violate policies, or infringe on copyrights. Using such keywords can result in ad disapproval. Before launching your campaign, review Google’s prohibited keywords policy and remove any disallowed keywords from your ad copy.

Inappropriate Ad Format

Using the incorrect ad format or failing to meet Google’s ad format guidelines can lead to disapproval. Examples of formatting issues include:

  • Excessive capitalisation: Avoid using all caps or excessive capitalisation in your ad text.
  • Punctuation errors: Ensure your ad copy is free of grammatical or punctuation mistakes.
  • Unsupported characters: Do not use unsupported characters or symbols in your ad text.

Poor Ad Performance

Google aims to maintain a high-quality ad experience for users, and as such, may disapprove ads with consistently poor performance. Some factors that contribute to poor ad performance include:

  • Low click-through rates (CTR): A low CTR may indicate that your ad is not engaging or relevant to users.
  • Low-quality landing pages: A poorly designed landing page can lead to low user engagement and higher bounce rates.

To improve ad performance, focus on creating engaging ad copy, targeting the right audience, and optimising your landing page for better user experience.

Inaccurate Language Targeting

If your ad targets a specific language, it is crucial to ensure that the ad copy and landing page are both written in the target language. Ads that mismatch language settings may be disapproved. To avoid this issue, ensure your ad copy and landing page are in the same language and accurately reflect your targeting settings.

Inappropriate Imagery or Video Content

Visual content in display ads, video ads, or landing pages must comply with Google’s advertising policies. Inappropriate or offensive images, animations, or videos can lead to ad disapproval. Ensure that all visual content associated with your ads meets Google’s guidelines and does not contain offensive, violent, or sexually explicit material.

Overlapping Ad Extensions

Ad extensions can enhance your ads by providing additional information and options for users. However, overlapping or redundant ad extensions may cause your ads to be disapproved. To prevent this issue, ensure each ad extension you use provides unique and valuable information without duplicating content.

Unauthorised Trademark Use

Using trademarks that you do not own or have permission to use in your ad copy can lead to disapproval. Unauthorised trademark use can mislead users or infringe on intellectual property rights. To avoid trademark violations, ensure you have permission to use any trademarks in your ad copy or remove them from your ads.

By addressing these additional reasons for ad disapproval, you can further enhance the effectiveness and compliance of your Google Ads campaigns. Carefully reviewing and optimising your ad content, targeting, and extensions will help you create successful campaigns that comply with Google’s guidelines and deliver the best possible results for your business.