19 Pesky Google Adverts Disapprovals and How one can Repair Them


Ugh, we hate when this occurs. Both your new marketing campaign is able to roll otherwise you’ve been cruising with it for some time now. Then, out of nowhere, that ugly crimson textual content is obtrusive at you from the standing column. You. Need. It. Gone. ASAP! However how? 

Concern not! Right this moment I shall be diving into the next to alleviate your advert disapproval woes: 

  • 19 Google Adverts disapprovals, what they imply, and how one can repair them.
  • What to do if you want to enchantment a Google Adverts disapproval. 
  • How one can keep away from future Google Adverts disapprovals.

By the top of this submit, you’ll have these pesky disapprovals gone very quickly! 

An important factor to learn about Google Adverts disapprovals 

Google Adverts disapprovals occur on a regular basis. They arrive from an automatic overview course of, which doesn’t suppose by context like an individual would. So, most of the time, disapprovals are mistakenly “incorrect”. If it’s any comfort, I like to recommend not taking it too personally.  

However it might positively be irritating while you want your advert again up and operating ASAP. I will later deal with what to do for those who really feel you shouldn’t be getting the disapprovals you have got, however first, let’s dive into how one can repair them within the meantime. 

19 Google Adverts disapprovals: what they imply and how one can repair them

The way in which disapprovals work is that they’re all based mostly on Google Promoting insurance policies. What number of insurance policies are there? Approach too many to depend for one weblog submit—particularly since some are industry-specific! So I’ve picked 19 of the most typical disapprovals you’ll run into. Some are extra cryptic than others, however I suppose we are able to agree that each one of them are simply annoying.

1. Vacation spot not working 

What it means: Your website can’t be reached by Google’s crawlers

screen shot of "destination not working" google ad disapproval

How one can repair it: That is most likely the most typical disapproval and there might be a couple of the reason why your touchdown web page is deemed “not working” by Google. Generally this requires adjusting your website code to accommodate crawlers with a “robots.txt” add-on. On the alternative finish, it might be so simple as a mistake in your advert’s closing URL that you simply simply must tweak.  

Moreover, you’ll wish to guarantee your website is universally accessible, even for those who’re solely promoting to a particular space. In case you’re not sure about the foundation of your “vacation spot not working” disapproval, I will cowl some ideas afterward how one can get additional clarification from Google.  

2. Vacation spot mismatch 

What it means: Your closing URL from one advert to a different throughout the similar advert group is not precisely the identical. 

screenshot of google ads destination mismatch disapproval

How one can repair it: Fixing a vacation spot mismatch disapproval is easy-peasy! Determine which closing URL all of the adverts needs to be pointing to, and guarantee each advert (yup, even the paused ones) in that advert group go to that very same closing URL path. 

If you wish to have a number of adverts that go to completely different locations, then you possibly can completely try this. Nonetheless, they are going to must be in completely different advert teams (or campaigns).  

Likewise, campaigns can’t have closing URLs main to 2 completely different domains. In brief, campaigns can have completely different closing URLs inside them, however advert teams can’t. Accounts can have adverts pointing to a couple of area, however campaigns can’t.  

3. Capitalization 

What it means: Both your advert or advert extension has incorrect capitalization by way of extreme or “gimmicky” use.  

screenshot of google ads capitalization disapproval

How one can repair it: Whereas it’s nonetheless a finest observe to capitalize the primary letter in every phrase of your advert copy, you wish to keep away from utilizing all uppercase—even for emphasis. When you’ve got a mandatory portion of textual content like a coupon code or if it’s mandatory on your model title, then be happy to request a capitalization overview

4. Punctuation and symbols 

What it means: That is that choosy grammar portion of Google Adverts the place it requires advertisers to have advert textual content that’s grammatically right and avoids any extreme symbols. 

screenshot of google ads punctuation and symbols disapproval

How one can repair it: Identical to any public content material platform, Google Adverts has its personal stylistic pointers that all textual content in adverts ought to adhere to. Meaning laying off of the extreme exclamation factors for emphasis—nevertheless tempting it might be.  

You can also’t throw in symbols to attempt to amplify your advert copy or apply further durations for an extended pause between phrases. You’ll have to depend on the context of your advert to get your level throughout to the reader, and right the punctuation in your advert copy to keep away from this situation. 

5. Malicious software program 

What it means: Google’s crawlers recognized suspicious exercise in your web site.  

screenshot of malicious software google ad disapproval

Picture supply 

How one can repair it: We’ll admit this one might be harder. It often has to do together with your web site’s coding or hyperlinks. It may possibly really feel like looking out by a needle within the haystack, so that you’ll most probably wish to contact Google for this one to get clarification on, at minimal, a particular location throughout the website of the place the problem is occurring.  

Within the meantime, we recommend having your webmaster test your website code for any suspicious exercise.

6. Delicate occasions 

What it means: Your advert copy or touchdown web page content material is trying to revenue from or exploit an impactful social, cultural, or political occasion. Examples of this might be discussing a public well being disaster, civil emergencies, pure disasters, conflicts, or victims of these concerned with such occasions.  

google ads disapproval for sensitive events

How one can repair it: The robust half is, what won’t appear delicate to it’s possible you’ll be delicate to others. For instance, senior residing accounts that supply Alzheimer’s illness care might not wish to point out the victims of the illness, as that might be seen as leveraging the sufferer issue to push clicks.

As an alternative, they could focus extra on the care they provide which may be extra impartial. You could must tinker together with your headlines and descriptions on this one. 

7. Emblems in advert textual content 

What it means: You’ve included one other enterprise’s model title in your advert copy, unauthorized

approved limited notification from google ads

How one can repair it: This might simply occur by chance since some firm’s model names might be the identical as generalized search phrases. Once you get the trademark disapproval, your advert is most probably nonetheless operating, however will probably be restricted as to when Google will deem it eligible to point out. 

There’s a help type the place you possibly can dispute your use of the “trademarked” time period. On the alternative finish, for those who really feel that is occurring to your personal model title then you should use that very same type.  

8. Copyrighted content material 

What it means: That is much like the disapproval above, the place your advert textual content incorporates content material that’s been copyrighted. 

google ads disapproval for copyrighted content

How one can repair it: In case you’re approved to make use of such content material, then you definately’ll want to submit copyrighted documentation from the unique proprietor that proves your eligibility. On the alternative finish, for those who’ve seen your personal copyrighted content material being incorrectly used, you possibly can additionally file a grievance.

In any other case, it’s possible you’ll simply wish to reevaluate your advert or advert extension textual content to take away any doable copyrighted content material.  

9. Picture high quality 

What it means: Your show advert is disapproved as a result of unsuitable picture specifics. For instance, it might be blurry or the other way up. 


google ads disapproval for poor image quality

How one can repair it: Merely swap out the pictures on this one! It’s a finest observe to all the time have a few variations in your show advert copy for conditions corresponding to this. So, if Google spits again a picture you possibly can resubmit with a brand new one.  

Nonetheless, in case your coronary heart is about on utilizing a particular picture, then cross-check it with Google’s picture high quality pointers to search for any lacking items you possibly can change to get your show advert to run.  

10. Misrepresentation 

What it means: In easy phrases, it means Google is contemplating your advert or touchdown web page to be behaving much like a “bait and swap.”  

google ads disapproval for misrepresentation

Picture supply 

How one can repair it: The misrepresentation Google Adverts disapproval has an entire slew of causes behind it. Your advert headlines could also be containing clickbait, or you would be unintentionally selling a worth that’s not correct. If something regarding your adverts might be thought of a rip-off of any type, it’s going to get this disapproval.  

So, the answer right here is to reevaluate your content material. Or, if  you’re taking part in by the principles right here, then cross-check for any mistaken or outdated info you have got on the market which will have been considered for this coverage.  

11. Inappropriate content material 

What it means: This will go with out saying, however this after all means Google deemed your advert or touchdown web page to be containing wording, phrases, or photographs that present express, violent, or in any other case usually inappropriate content material

How one can repair it: Consider the Google Adverts house as G-rated. I’ve even seen sure varieties of docs, like plastic surgeons, get the inappropriate content material flag. Whereas it might be mandatory for these varieties of companies to incorporate such content material, Google’s overview course of is automated and should not essentially display screen for context.  

In case you completely want to incorporate such content material in your advert, you possibly can nonetheless run the advert (it’s going to say “accredited: restricted” that means you’ll have concentrating on restrictions), however you’ll must comply with our steps beneath to dispute your incorrect disapproval first.  

In any other case, if you’re not sure what the perpetrator is, have a look again by all elements of your Google promoting by a G-rated lens and take away any questionable content material.

12. Unsupported language 

What it means: Your advert or touchdown web page is in a language that isn’t supported by Google Advert’s language concentrating on.  

How one can repair it: The unsupported language disapproval falls underneath the “technical necessities” coverage umbrella which permits your content material to be as user-friendly as doable. Word that your advert or touchdown web page doesn’t must be in English, nevertheless it must be in a language Google helps by way of language concentrating on. So, guarantee your marketing campaign language concentrating on is about to the language you’d like and alter your content material accordingly.  

13. Dishonest habits 

What it means: Google Adverts has values in equity and honesty put in place to maintain a degree taking part in discipline. Subsequently in case your advert or touchdown web page is encouraging prospects to mislead others or collect unauthorized knowledge, then you may even see the Dishonest Conduct disapproval.  

google ads disapproval for dishonest behavior

How one can repair it: Watch out of this one as a result of after you obtain a warning in your account for this disapproval, your account shall be suspended after seven days. Any form of spyware and adware, hacking companies, or unlawful documentation companies might fall underneath this.  

Different examples are examination solutions, drug check passing provides, promoting delicate info like peoples’ banking numbers, and the rest underneath the realm of “sketchy.” The one workaround for this robust disapproval is totally altering your advert and touchdown web page or contacting Google help instantly. 

14. Harmful services or products 

What it means: Adverts selling explosives, leisure medicine, tobacco, knives, and different weapons aren’t allowed on the SERP. 

google ads disapproval for dangerous products

How one can repair it: The harmful services or products disapproval can pop up time once more for firearm-related accounts. On Google’s useful resource web page, they verify it’s completely okay to promote for parts of weapons that promote security, like gun elements, knife circumstances, or locks.  

Most licensed, approved, and legally accredited arms sellers can nonetheless run adverts, however solely these selling security elements. They will then proceed the dialog with the purchasers on their different merchandise as soon as they’re in the retailer. That is one other disapproval that’s a bit extra rigorous, so not abiding or contacting Google after your first warning will end in whole account suspension. 

15. Telephone quantity in advert textual content 

What it means: Your search ETA or RSA has a telephone quantity within the headline or description. 

How one can repair it: Google’s doing you a favor on the telephone quantity in advert textual content disapproval since you don’t must put your telephone quantity there, anyhow! As an alternative, leverage name extensions or name adverts to encourage telephone calls. 

This usually would not apply to show adverts, nevertheless it’s not exceptional to get the disapproval on these picture adverts—through which case a handbook overview does the trick. The identical goes for when what you are promoting title has a quantity in it. 

16. Repetition 

What it means: Your advert, advert extension, or touchdown web page is deemed too poor of high quality as a result of repetitive phrases. 

How one can repair it: You would possibly name this key phrase stuffing for those who’re making an attempt to make use of the identical key phrase time and again in try to enhance your impression share. Identical to the way you wouldn’t wish to learn the identical phrase a number of occasions on this article, your advert viewers really feel the identical manner about your advert copy. (Try some extra readability ideas right here.)

So, Google put this repetition coverage in place with that in thoughts. There’s loads of instruments on the market that may aid you brainstorm new advert copy so that you don’t must say the identical phrase various occasions. 

example of keyword stuffing in a google ad

17. Made for youngsters content material 

What it means: You’re executing personalised promoting or inappropriate content material on adverts which are meant to talk to an viewers member underneath the age of 13.  

How one can repair it: Once you decide in to have particular approval for “made for youths content material,” you possibly can’t apply any personalised promoting techniques like sure demographic exclusions. On high of this, all of your content material have to be applicable for a younger viewers.  

In case your show or video advert, or advert textual content, is deemed not okay for somebody underneath the age of 13 to see, then your advert will get disapproved. You could possibly strive re-strategizing to angle your merchandise (whether or not it’s toys, reveals, books, and so forth.) to the mother and father, or alter your copy to be extra family-friendly. 

18. Authorised (restricted) 

What it means: Google has categorized your advert, advert extension, or touchdown web page to fall underneath a coverage, however you might be abiding by the rules. Subsequently, your advert is operating as regular however it might have some concentrating on restrictions. 

How one can repair it: You would possibly wish to go away this one be as there’s nothing unsuitable together with your advert. However, that is Google’s manner of reminding you that you simply do fall underneath a particular class which will have restrictions.  

For instance, for those who go forward and exclude by a demographic in the future on an advert that has this flag, then you definately’ll find yourself getting disapproved. That is widespread for these throughout the neighborhood of the brand new housing, employment, and credit score insurance policies applied by Google again in 2019.  

19. Trade-specific disapprovals

What it means: Whereas I can’t tackle each single coverage Google has in place that would set off a disapproval, I did wish to give an honorable point out to all of the industry-specific Google Adverts insurance policies on the market.  

google ads industry-specific disapproval

How one can repair it: Bear in mind what vertical you’re in in addition to any and each matter inside your {industry} that Google might discover questionable. In case you suppose there’s a danger in what you’re trying to promote, then take child steps by testing out a impartial search advert, and so forth.  

You may additionally wish to watch out together with your concentrating on, to keep away from any points later. For instance, personalised promoting applies to many industries for which you’ll’t exclude sure demographics or execute remarketing. Some instance industries embrace the next: something regarding medical, eating places promoting alcohol, senior care, housing, credit score, employment, legislation, immigration companies, and extra. 

How one can enchantment your Google Adverts disapproval

Like I talked about, generally your disapproval is only a mistake by Google’s automated overview course of. So, regardless of whether or not you strive the tips talked about by coverage above, right here are the three should do steps on your disapprovals—particularly for those who really feel you shouldn’t be getting the disapproval you now have:  

1. Double test all the pieces else first 

Step one is to undergo your advert textual content, extensions, and touchdown web page with a scrutinous fine-tooth comb and establish any areas which may make you cease and suppose. Even for those who’re not sure how one can repair or change the doable perpetrator, it’s useful to have a couple of account areas in thoughts for while you’re working with Google help subsequent. 

Professional tip: Even for those who’re pondering “Inconceivable! How might I’ve (insert wacky coverage disapproval right here) in my advert or touchdown web page?!”— don’t underestimate the thoroughness of Google’s insurance policies.  

2. Attraction 

In case you do not discover something outwardly disapproval-worthy, go forward with the enchantment. In case you hover over your disapproval within the standing column, you’ll often get the choice to enchantment (although there are a couple of insurance policies, like “harmful merchandise or service,” that received’t enable for an enchantment). Click on enchantment and choose which adverts you’d wish to enchantment.  

google ads disapproval appeal form

You’ll even have the choice to dispute the choice (for many who suppose the disapproval is totally off base) or point out that you simply made adjustments to conform (for those who tried the steps above). Appeals often undergo inside a couple of enterprise days, and you may test the standing in your Coverage Supervisor from the highest toolbar.  

Professional tip: Don’t overwhelm the system with appeals. In case you enchantment a number of disapprovals for the identical advert in fast succession, it can “confuse” the automated enchantment overview and delay the approval. The identical goes for those who submit duplicate appeals for a similar disapproval, with out ready a day or so. 

3. Contact Google help  

On the finish of the day, you’ll most probably must contact Google Help. There’s a help type that often turns round in every week or two. I like to recommend mentioning in that request that you simply’re in search of a handbook overview.  

google ads support form

Moreover, be as detailed as doable on what disapproval you’re getting, the place within the account it’s, and what you’ve accomplished to date to repair it. Whereas it’s tempting to simply kind in “Reapprove my adverts now!” and hit submit, this further info will prevent time later.  

Both manner, the help type will get you in contact with an actual particular person the place you possibly can clarify your particular scenario intimately and study the steps to get you again on monitor.  

Professional tip: Wait two weeks, and for those who haven’t heard again, submit one other type to extend urgency.  

How one can stop Google Adverts disapprovals 

Disapprovals might be pesky, and the perfect technique right here is to stop them from occurring within the first place. This is not all the time doable, however listed here are some normal ideas.

In case you’re questioning it, don’t do it 

Which means, for those who’re nervous it would get disapproved, it’s going to most likely get disapproved. Whereas it’s unlucky we are able to’t all layer on the concentrating on or advert copy we ideally need, the silver lining is this can push us to be inventive. Assume exterior of the field on the way you finesse your advert or concentrating on whereas staying throughout the confines of Google’s insurance policies. 

Test your touchdown pages usually 

One takeaway from all of the problems above is {that a} bulk of widespread disapprovals occur exterior of your advert account. So, test your web site simply as a lot as you test your adverts. You’ll wish to hold a watch for any adjustments in content material or the ultimate URL. 

At all times produce other channels operating 

In case you really feel as if you’re combating an uphill battle with Google Adverts disapprovals, it is a great way of making certain you’re nonetheless getting model publicity by way of different avenues. A terrific different when you’re finding out any Google Adverts disapprovals is to run adverts on Microsoft Adverts or Fb (however keep away from these Fb advert errors!).

alternatives to google ads

Do not let Google Adverts disapprovals get you down

If there’s one factor we’ve gathered from this Google Advert disapproval jungle is that the majority advertisers on Google will encounter no less than one advert disapproval sooner or later of their profession. And that’s okay! 

Google desires to see you succeed (they wouldn’t be the place they’re right this moment in the event that they didn’t!) and the help crew shall be there that can assist you by it. The important thing to navigating a disapproval is to stay calm, establish the perpetrator if any, after which comply with troubleshooting steps from there. 

As with every type of advertising and marketing, all the time have a backup account, marketing campaign, or advert able to run in your again pocket in case of emergency. That manner, you’ll all the time be displaying to viewers it doesn’t matter what! 

Let’s end off with the complete record of disapprovals coated on this submit:

  1. Vacation spot not working
  2. Vacation spot mismatch
  3. Capitalization
  4. Punctuation and symbols
  5. Malicious software program
  6. Delicate occasions
  7. Emblems in advert textual content
  8. Copyrighted content material
  9. Picture high quality
  10. Misrepresentation
  11. Inappropriate content material
  12. Unsupported language
  13. Dishonest habits
  14. Harmful services or products
  15. Telephone quantity in advert textual content
  16. Repetition
  17. Made for youths content material
  18. Authorised (restricted)
  19. Trade-specific disapprovals

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