Ad Disapproval 101 Pt 1: 10 Reasons Why Your Google Ads Are Getting Disapproved
If you’re a brand with a solid search engine optimization (SEO) strategy, you’ve likely implemented Google Ads in your repertoire.
Google Ads are an excellent way to utilize your budget to attract user attention and gain engagement and overall sales. From targeting ads to specific demographics to helping you control the cost-per-click on coveted keywords, Google Ads can be a game-changer for your PPC.
That is until they’re not.
Unfortunately, Google quickly hands out ad disapprovals, and brands must look inwards and find out where they went wrong and how they can get their ads making money again.
Join us for our two-part look into ad disapproval. First, we’ll explore why Google could disapprove of an ad. Then in our next post, we’ll help you dig yourself out of a strategic hole.
Welcome to ad disapproval 101!
10 Reasons Your Google Ads Are Getting Disapproved
1. Grammar and Spelling Errors
Google constantly strives to provide audiences with a streamlined yet professional search experience. Thus, it has some pretty strict grammar and spelling qualifications regarding which ads it approves.
If Google recently rejected an ad, review it first for any missed typos or misspellings. That could be the (hopefully) biggest reason behind the disapproval.
2. Excessively Gimmicky Language
Before you publish any ad, remember that Google takes its professionalism seriously. Gimmicky language isn’t tolerated and will likely lead to a disapproved ad.
Some examples of gimmicky writing styles that Google looks down on include the following:
- Several exclamation points in a row
- Unconventional punctuation
- Odd spacing
- The use of symbols to replace letters
- Short-phrase text speak (i.e., “u” vs. “you”)
3. Unethical Advertisements
Google is an entity that holds ethics in high regard. So. if you review a paid ad and feel like it’s got a harmful or unethical message, the chances are Google will agree and offer you swift disapproval.
Some unacceptable content guidelines include services that promote unethical behavior, discriminatory/hateful content, and ads that promote illegal or unethical products.
4. Misleading Content
Misleading content isn’t clever. In Google’s eyes, it’s malicious and is one of the leading causes of disapproval. Ensure your ad leads to the content it promotes, doesn’t offer false promises, and doesn’t open up users to privacy attacks.
In fact, at this point, it should be commonplace for any site to have a privacy policy that protects users’ data. If your site doesn’t have one and you feel like your ads have been consistently excellent, this could be the root of your disapproval problem.
5. You’ve Ignored Technical Requirements
Google’s technical requirements for paid ads are essentially the law of the land if you want your ads to get approved. Your ads should always follow Google’s latest parameters regarding an ad’s body description length, headlines, and links.
Ignoring these requirements will result in ad disapproval.
Here are the latest 2022 parameters:
- Your ad’s display URL must link to the same destination URL, even though those links themselves don’t have to be identical
- Current ad headline requirements are a minimum of 3 lines. Your ad can have a maximum of 15
- Your ad description can have a maximum of 90 characters
6 .Unnatural Capitalization
In social media, it’s enticing to emphasize certain words in “all caps” to garner audience attention.
However, capitalization use is extremely stringent regarding Google Ad approval. Abusing capitalization against Google’s standards will result in rejection.
Also, your ad must adhere to Google’s common capitalization standards, like capitalizing the first letter of proper nouns and avoiding the capitalization of non-proper nouns. This leads back to the grammar and spelling issue but still holds up as a single way your ad can get disapproved.
7.“Click Here” CTAs
Your ad’s CTAs should have a specific CTA that gives users actionable direction. CTAs like “subscribe now” and “shop today” let users know exactly what they’re getting into when they click on a link.
A CTA that thinks it’s enticing but only says “click here” sets off red flags, and Google will deem it a trick click.
8. Bullet Points and Numbered Lists
Bullet points and lists can be a great way to get your content across to readers, but it’s no way to get your ads approved.
Google standards require that all ads contain text that reads in a single line. So, if you have a great listicle you’d like to share, just make sure your relevant ad’s destination points to the specific content.
9. Landing Page Issues
If the link you provide in your ad leads to a landing page riddled with issues and errors, this will impact your ad’s approval. Some of the most significant page issues that could lead to rejection include the following:
- HTTP error codes
- The page isn’t live
- The page shows up under construction
- It isn’t mobile-friendly
10. Copyright Infringement
If your ad includes illegal use of another person’s body of work or trademark, it’s at risk for disapproval. In instances of copyright infringement, it is the copyright owner or a legally authorized party’s responsibility to report a breach.
From there, Google will take the necessary action to remove the unlawful ad. If your brand has unknowingly infringed on the rights of another person’s work and ads have run smoothly until now, the copyright owner may have caught wind and filed an infringement notice.
Need Your Google Ads to Start Getting the Green Light? Dallas SEO Dogs can Help!
If you think you’ve committed some of these Google Ad “crimes” but don’t know if you have the time or expertise to fix your ads and create new, approved copy, Dallas SEO Dogs can help.
Our team of experienced SEOs can help you navigate the ins and outs of ad disapprovals, content creation, and more! Stay tuned for our follow-up next week about the steps you can take to get your ads approved again!
Contact us today to schedule your free consultation with a member of our team.
