If your ads on Google violate the company’s policies, Google can limit the reach of your ads, or stop running them entirely. Today, we’re going over a few of the most common policy violations, including an example of the message you might see in your account for each violation, and the ways you can fix these violations.
Example Message: Ad violates policy and can’t run: Destination not working
The Problem: We’re starting off with what may be the most common disapproval of the bunch. If you receive this violation, it means that Google is having an issue reaching your ad’s destination URL.
The Fix: make sure your ad’s URL is correct, and that it doesn’t lead to an error page. Alternatively, ensure that your destination is accommodating to Google AdsBot web crawlers.
Example Message: Ad violates policy and can’t run: Sensitive events
The Problem: When you see this, it means that Google has determined that you may be taking advantage of some environmental, political, or otherwise significant event. This can be seen as exploitative, and is not allowed by Google.
The Fix: Many well-meaning advertisers will receive a violation like this if they work in an industry that assists people dealing with civil emergencies or natural disasters. Nonprofits may create advertisements for their programs to help those in need, but be flagged by Google’s automated policy review. If this is the case, make sure the focus of the ad is on the solution you offer, and avoid victim-blaming or using the event to drive clicks and/or profit. Then, if you are able, request a manual review to ensure your ads are not seen exploiting a sensitive situation.
Example Message: Some of your ads can only serve in certain countries or on certain devices due to the nature of the content.
The Problem: If you are advertising certain products, like alcohol, or your ads contain certain trademarks, your ads may be restricted from showing in certain areas.
The Fix: Maybe Google mistook a word used in its generic form as a trademark. Perhaps it incorrectly flagged a health-centered nonprofit’s ad for an upcoming conference as promoting a clinical trial. Whatever the case may be, if you’ve been incorrectly flagged, be sure to file an appeal.
Example Message: Ad violates policy and can’t run: Past Violation
The Problem: Sometimes, Google will re-review an ad and determine that it is no longer in violation of their policies. However, Google will not reactivate the ad for you; instead, it will change the violation to “Past Violation,” and request that you re-enable the ad manually.
The Fix: Google instructs users to appeal the “violation,” and submit it for approval. It’s as easy as that!
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