Times change, and advertising policies, considering the number of people they influence, must adapt to it quickly.

Recall that at the end of last year, Google announced a new configuration option designed to allow the user to limit the ads related to alcoholic beverages and gambling that are shown on the screen.

The novelty is that they have now incorporated the new sanction system for such infractions: the three-strike system.

 

1. The Three-strikes of violation in Google Ads

Google Ads will launch in September, the pilot test of a system of Three strikes of warning  on the accounts that violate the Advertising Policies repeatedly.

In the words of Brett Kline, Google Product Manager:

"Warnings and strikes will be issued for violations of our Enabling Dishonest Behavior, Unapproved Substances and Dangerous Products or Services policies—this includes ads promoting deceptive behavior or products such as the creation of false documents, hacking services, and spyware, as well as tobacco, drugs, and weapons, among other types of content,"

The system starts with a warning and no penalties for an initial violation. From there, each violation has an increasingly stringent punishment until the account is finally suspended. Let's see how the Three-strikes system works:

Type

Trigger

Penalty

Warning

First instance of ad content violating our Enabling Dishonest Behavior, Unapproved Substances and Dangerous Products or Services policies

No penalties beyond the removal of the relevant ads

First strike

Breach of any point of the Advertising Policy for which the advertiser received a warning within 90 days of said warning.

The account will be temporarily suspended for three days. It is not possible to publish ads during this period.

Second strike

Breach of the same point of the Advertising Policy for which the advertiser has already received the first warning within 90 days.

The account will be suspended again for seven days this time. It is not possible to publish ads during this period.

Third strike

Breach of the same point of the Advertising Policy for which the advertiser received a second warning within 90 days.

Definitive suspension of the account for the repeated violation of the policies of correct use of the platform.

 

2. What to do after a policy violation warning

After receiving the warning in question, advertisers must proceed with the changes deemed necessary to comply with the platform's policies.

Subsequently, it is necessary to notify Google Ads of the correction of the infractions for which they have been penalized to proceed to the final verification. Once the approval is given, the account will return to its regular activity and continue with the publication of the announcements.

But be careful because this verification by Ads will not exempt you from future penalties.

Theoretically, the warnings will expire in a period of 90 days. Therefore, if after receiving a maximum of two warnings, the account is temporarily suspended, and the advertiser rectifies the infractions mentioned above, the following warning that they would receive would be the first one.

But what if I have received a rejection notice that I believe is unjustified?

In that case, the situation can still be reversed.

Although the Google Ads platform has previously immediately suspended accounts with serious advertising policy violations, such as spoofing or defrauding users through misleading advertising, advertisers can still appeal to avoid such suspension.

This is important since the system can automatically detect an ad as infringing when it is simply an error.

 

3. What is the purpose of the platform with the Three-strikes system?

These continuous changes in the creation and management of Ads campaigns reflect the need to improve trust and experience with the platform, encouraging advertisers to follow the Advertising Policies responsibly.

And this is probably something that will involve similar changes in the rest of the areas of your different services.

Google plans to expand the suspension system in phases to expand the scope of the policies globally, taking as reference the main opinions of users to ensure that the process undergoes a real improvement.

 

4. Conclusion

Although this is a conclusion applicable to many of the changes that Google presents, it never hurts to remember it:

Don't let your guard down when it comes to your Ads account.

The reality is that the different changes both at the management level and the creation of campaigns, for better or for worse, will continue to appear every year. Consequently, you should be aware of these changes if you do not want to see all work stop working almost overnight without knowing why.

Needless to say, after so much effort and time invested, this is undoubtedly the last scenario you'll want to see yourself in.

On the other hand, if you want to remove that heavy investment of time and effort from the equation of creating and managing your Google Ads campaigns, we have something to tell you:

At Quarizmi, we use our technology based on the latest advances in AI and Machine Learning to help our clients take their campaign results to the next level.

And all this in a completely automated way

That's how it is. Without any extra action on your part!

You can learn more about the advantage your campaigns can take thanks to our technology through quarizmi.com.

And remember:

Don't let your guard down when it comes to your Ads account.

 

JOS (without the E)