It is no secret that creating an ad for PPC campaigns is a rather long and hectic task.

Choosing the title, description, text layout, product focus, what length to use... It's all part of a slow but necessary process for any advertiser who wants to get on track to meet their goals.

Unfortunately, you are not the only one who has to approve your ads: remember that we are playing on Google's turf.

And if you don't like what you see, it's more than likely that this will turn into a rejection notification in your account.


1. Google Ads rejections

According to Google's definition:

"Rejected ads are not shown because they violate Google Ads policies."

And really, it's as simple as that.

Google Ads campaigns are subjected to a constant review process, which through a series of automated filters, make sure that our ads comply with their Ad Policies. Specifically, in 2020, almost 3.2 billion ads were removed for violation of their policies.

Although the main thing to understand at this point, and it is the one we are interested in, is that Google's automated review system is not able to fully emulate human perception. This results in many ads being incorrectly "rejected" by the platform and blocked from being displayed to users. 

But don't panic! 

As we will see below, it is not an irreversible situation, as we will be able to correct our infractions and thus return the activity of our ad, or appeal to Google, providing the necessary evidence to prove that such rejection is unjustified.

Let's see now what are the 12 most common rejections in Google Ads that you could encounter and how to fix this situation to gain the trust of the platform.


2. Most common rejections in Google Ads

2.1. Target Discrepancy

A classic. Two ads from the same group point to two different web addresses.

Google Ads allows advertisers to target different URLs, but always at account level, not in the same ad group. We can only target different pages of the same web destination with different pages within the same ad group (for example, we could target with one ad to and with another ad of the same group toñadores-chico).

This problem can appear when a domain name change or similar is made, leaving an ad without updating. The same can happen when using a third party URL as a landing page.


The solution in this case is very simple: just make sure that all the ads of the same group to which the one that has been notified as rejected belongs, point to the same landing page. In case you want them to point to different URLs, you can do it using different ad groups.


2.2. The destination does not work

Along with the previous one, the most common type of rejection. If your ad is reported as rejected for this reason, the problem is directly in the destination landing page to which they point.

In this scenario, Google crawlers have not been able to access the destination website, perhaps as a result of an error when entering the URL in the ad, that it has changed, or it may be an error in your website that prevents its normal operation, such as a server failure or in the source code of the page.


2.3. Use of Malware

While the previous cases were presented as easy to rectify, having your ads rejected for suspicious activity on your website can give you more of a headache.

This type of rejection indicates that links with suspicious destinations or a problem in the coding of the website have been detected. 

And fixing this will require a good handful of hours probably already spent on much more productive tasks. 

As a complementary help, it is possible to notify Google of the problem directly to help us at least to locate the problem specifically within our website, although it is not guaranteed that it can be located effectively.


2.4. Punctuation and symbols

Given the public nature of the content offered, the use of Google Ads entails compliance with certain style guidelines that the advertiser must take into account when writing their ads.

Therefore, if your ad receives a "rejected" notification for this reason, we will only have to review the grammatical guidelines set by the platform and adapt the texts of our ads accordingly. This involves, for example, a correct use of exclamation and question marks, without going overboard in number with the intention of emphasizing your message as much as possible. In addition, they may never be used for a headline.

You will have to trust that the message of your ad is good enough to attract potential customers on its own!


2.5. Excessive capitalization

In line with the previous case, the influence of the Digital Marketing sector and the current excess of information has made certain practices very fashionable when trying to highlight a piece of text. 

Among them, putting some keywords with all the letters in capital letters, something that the platform does not seem willing to go through. 

The only exception is if the ad offers a certain promotional code or discount that requires the use of capital letters, so in this case, a specific review could be requested to Google. Also note that while excessive use of capital letters in your ad is a point easily rejected by the platform, you can still use capital letters in the first letter of each word of the title as a form of emphasis.


2.6. Trademarks in the Ad

A very common mistake when a brand name is used as part of the search terms used for certain products.

The problem occurs when we do not have an express authorization to use the name of another brand in our ad. Something more than likely if our ads offer products of large global brands.


In the case that we do have the express authorization of a company to make commercial use of a trademark that has been rejected by the system, we can claim the case to Google through the following form.


2.7. Dangerous products

As is logical, there are a series of products that should not even appear by chance in the texts of your ads. At least if we want to avoid rejection by Google Ads, as well as a negative stain on our branding.

Of course, this group would include ads that promote in any way the use and/or marketing of recreational drugs, sale of alcohol, tobacco or certain types of unauthorized weapons. The only exception that the platform accepts, is the advertisement of gun pieces that promote gun safety, by certified and authorized gun dealers for such purpose.


For this type of campaigns and due to the nature of the advertised product, advertisers must follow a much stricter policy, so there will only be a first warning before the total suspension of the account in case of persistent infringement of this point.


2.8. Inappropriate content

Once again, as a public content platform, Google does not allow the use of explicit, inappropriate or violent content within any advertisement in its Ads platform.

This category would include anything related to gambling, counterfeiting, adult content, content classified as offensive, etc. 

In this case, we would have no other choice but to know what this type of questionable content is and eliminate it from our campaigns.

However, it is true that there are certain industries that rely on content that Google's automatic systems may be wrongly classifying as inappropriate, as a main advertising claim, since that is what their services are based on. In this situation, it is possible to appeal to Google and if appropriate, the publication of such ads under a rating of "Approved with limitations".


2.9. Clickbait

Basically, ads that contain a CTA that directly points to the user clicking on the ad will be immediately rejected.

That is, no "Click here!" in your ads.

Instead, you should look for another CTA that calls the user to contact or continue to get information in a less direct way. Once this point of the text has been corrected, we can resubmit our proposal to the platform for approval.


2.10. Dishonest Behavior and Misrepresentation

As with clickbait, if any other content within our ads could be considered an attempt to scam or mislead users, such as a false product price, it will be immediately rejected by the platform.

To fix this, we will simply have to reconsider the parts that may clash head-on with a suspected scam and resubmit our ad proposal.


And of course... beware of content that promotes in any way the deception of third parties or unauthorized use of data, such as spyware or sale of documents!

In this case, and if the infringement persists after the first warning, the account will be directly suspended for 7 days.


2.11. Taking advantage of sensitive events

You must have noticed how many campaigns have taken advantage of the global situation caused by the COVID-19 pandemic to give a twist to their advertising approach, right? Well, with Google Ads, you have to be careful with the context to which your ads refer.

Avoid using content that may seem to be exploiting in your favor some sensitive social, political, cultural or natural fact.


If the services/products you offer touch closely on a topic that could be misinterpreted or lead to offending third parties, the best thing to do is to modify the text of the ad to give it a more neutral approach or focus on an intrinsic characteristic of the service or product being advertised.


2.12. Housing, credit and employment issues

One of the most important novelties in the Google Ads rejection system is to be found in the housing, credit and employment ads.

In the last half of 2020, the platform decided to prevent the exclusion of these ads to users based on age, sex or marital status. 


This directly affected, for example, any type of business related to the sale, rental or construction of housing that wanted to target an audience segmented by age or sex or similar.


3. Other restrictions

There are some specific cases in which Google Ads may qualify your ad as valid, but however, accompanied with certain specific restrictions:

3.1. Children's Content

Children's Content" approvals entail the exclusion of certain practices related to the wording of the related ads.

Obviously, all content displayed, including at the graphic level, must be suitable for an audience under the age of 13. Customized advertising tactics, such as demographic audience exclusion, are also excluded.


3.2. Approved with limitations

The ad has been qualified as valid by Google, so it will be published normally as it does not violate any term of its advertising policies. However, the platform has flagged it as belonging to a specific category, which may result in some restrictions.

An example would be the one above: an advertisement offering your product through content that could be classified as inappropriate despite complying with the advertising policies.


3.3. Specific industries

Finally, each industry has its own specific characteristics and along with them, a series of points that Google could interpret as inappropriate.

It will always be best, in addition to being aware and up to date with the platform's usage policies, to carry out small tests and have alternative versions of your ads ready in case the chosen approach does not fit with what is requested from advertisers.


4. How to appeal rejected advertisements

(Note: Rejection notifications related to "Dangerous Goods or Services" policy violations will not support any appeals process).


Whether the rejection notification is due to an error in Google's analytics system, or we believe the context of the ad needs a second review to be approved, we probably don't want to sit idly by. Instead, Google gives us the option of starting an appeal process.

(First of all, make it clear that you need to go in with your homework well done and make sure there is no small detail in your ads that is giving you problems and has a solution as easy as making a simple change and resubmitting it).


In case you are sure you have a compelling reason to defend your advertising decisions to Google, go for it!


To begin the appeal process, you will find the "Appeal" option by hovering over the "Rejected" message that will appear in the status column. By clicking on this option, we will be able to select the announcements for which we want to request the process. 

The status of the appeal process usually lasts a few working days*, and can be followed from the top toolbar of our panel, in the "Policy Manager".

*Due to the pandemic situation, Google works with small teams, which may result in a slightly longer waiting time.


5. Conclusion

Seeing yourself in this situation as an advertiser is obviously not pleasant.

With this, the best strategy you can follow is to make sure beforehand that your ads are properly targeted. 

Obviously, there can always be misspelled words that go unnoticed and end up entering and damaging the ad in question, or simply an error in the destination URL that you are not aware of. Small mistakes that can waste a lot of time.


That's why a rejection by Google Ads doesn't have to mean something bad on the spot.


Think of it this way:

If one of your ads leads to an inappropriate or non-functioning landing page, this is going to be just as bad news for your Ads investment, wouldn't you like to find out as soon as possible so you can correct it?

What is not interesting, as I said, is the extra time you have to invest in reviewing and detecting those failures that make your campaigns limp.

The best thing to do is always to make sure you have all the points covered beforehand.


And this is where Quarizmi can help you.

We have been developing and improving our own automation technology, based on the latest advances in AI and Machine Learning, since 2014. With it, we offer our clients the possibility to multiply their Ads results by creating and managing new campaigns based on Long-Tail.

This way, you will never again have to worry about having to take time away from tasks that are much more important to you and your business. 

You can learn more about the advantages of our technology on your campaigns or directly request a demo through our website


Don't let your Ads campaigns keep making time slip through your fingers!

JOS (without the E)