10 Reasons Why Google Ads Get Disapproved

By crystalmarketing | October 5th, 2021

Google’s ads policies have a range of requirements that your ad campaign needs to meet to be approved. No one wants to put in a bunch of time and work into creating, developing, and submitting their campaign only to get it marked “disapproved.”

Here are ten reasons your campaign might get marked “disapproved” and what you will need to change to get your Google Ads up and running.

Spelling and grammatical errors

Google has strict spelling and grammar policies as the ads on search reflect the professionalism of Google as a company. However, Google is more lenient in grammar, like using sentence fragments in ad copy, and you are less likely to be penalized for minor errors like misplacing a comma.

Spelling and grammar is a prevalent reason for disapproval so double-check your ad headlines and descriptions before reapplying. If non-standard spelling or grammar is part of a trademarked term, then you can request a review and provide proof of the constant spelling or phrasing across your website or platforms.

Missing capitalization

Misusing capitalization is another common reason for disapproval which includes not capitalizing proper nouns, capitalizing non-proper nouns, and random capitalization in the middle of words. Some non-standard capitalization is allowed, like coupon codes, abbreviations, trademarks, and brand and product names.

Misuse of punctuation and symbols

Using exclamation marks in the headline, using bullet points and ellipses, excessive use of numbers, symbols, or punctuation or emojis are all forms of punctuation and symbols that will get your Google Ads disapproved. It’s best to leave out any punctuation other than periods and commas whenever possible, except for trademarks and brand or product names that include non-standard punctuation.

Gimmicky

Avoid any short-form like that used on social media, such as using “y” for “why” or including emojis as Google sees this as gimmicky and will reet any ad campaign that has this in its headline or description. If it seems best fitted for SMS and social media, don’t use it in your ad.

Trick-to-click text

Google will reject any ad that includes trick-to-click text. Trick-to-click mainly consists of the phrase “click here,” as it is considered a generic call-to-action, but that doesn’t mean you can’t have a call-to-action at all. Instead, specify your call-to-action with phrases like “shop now” or “sign up today,” and you shouldn’t have an issue getting approved.

Misdirecting URLs

Any ads that mislead people about where it is directing them after clicking an ad will immediately get disapproved by Google. Misdirecting URLs include the display URL being different from the post-click landing page, keyword insertion in the domain of the display URL, and failing to use a subdomain to specify your site from other sites hosted on the same domain, to name a few.

Spacing errors

Having spacing errors like omitting spacing, excessive spacing, gimmicky spacing, bullet points, or number lists will trigger rejection of your ad. If you have trademarked terms or brand or product names that use non-standard spelling, then you will need to request a review of your as and provide evidence that the non-standard spacing constantly appears throughout your website or the product page.

Copyright

Any copyrighted material included in your ad can receive an official infringement notice from the copyright owner at any time. Google is responsible for any allegations and will reject or remove an ad using trademark material it does not own.

Avoid copyrighted material unless you have ownership, and if you think the infringement notice is in error, you can file a counter-notification. Still, you are liable for any damages costs.

Alternate call-to-action

Google wants to encourage people to click on the ads on its platform since it earns money. Any call-to-action that includes a phone number or email, or website address will encourage people to take action off the Google platform, which Google doesn’t want. Stick to getting people to your website or product page and displaying your phone number or email on your website.

Repetition

Google ads come with a limited number of characters, so Google encourages their advertisers to makes the most of them and avoid duplicate content. This includes the repetition of words, phrases, names and punctuation in the headline and description. Try incorporating different terms across the headline, description, and extensions if you think repetition might be the cause of rejection.

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