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Understand Google's advertising policies, including ad approval status and account suspension
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Recent Ads Disapproval

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# 1
Visitor ✭ ✭ ✭

Recently %100 of our banners ads are being disapproved for "[Image ads requirements] Unacceptable Image Content". It took sometimes to understand what's going on, but it seems like its related to the buttons we use and the text on them. We promote games, and usually we place a "Play Now" button. Google policy team claimed this is trick to click. We tried to change it to "Join Now", or "Sign Up" but everything got disapproved.

 

Is anyone aware of change in policy? any ideas what we can do?

 

Thanks,

Yuval

1 Expert replyverified_user

Re: Recent Ads Disapproval

Top Contributor
# 2
Top Contributor

Hello;

The Policy is clear on the issue:

  • Ads can't use call-to-action phrases such as "click here" or "click +1" that could apply to any ad, regardless of content. This includes phrases in the third line of your ad that lead into your display URL, such as "See this site."

"Sign up" in a text-ad should be OK. However, a button on an image ad, would be considered as a call to action which "could apply to any ad".

Another possibility (which could have happened), is that you had submitted a series of  ads, which were all disproved, and the result was an  account  suspension. Do you see a suspension "red bar" when you login?

Moshe, AdWords Top Contributor , Twitter | Linkedin | Community Profile | Ad-Globe
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Re: Recent Ads Disapproval

Follower ✭ ☆ ☆
# 3
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We are having the exact same issue as well, just with app installs on mobile display network.    

 

The problem lies in the fact that google approves a set of banners in English in every single GEO we advertise in.

 

Then we translate the language to another language and send it in for approvals but they reject it with the reason - Unacceptable image content

 

This is truly puzzling because we didn't change the design at ALL - The only thing changed is the text on the banner from English to foreign language.

 

We are having major issues since March 30th, and cannot advertise as much as we used to.  It seems like the Google Policy team is having trouble understanding their own policies,  one google employee will approve the banners, another will reject the exact same banners.    

 

Something has to be done,  we're wasting valuable time having our designers make new language variations based on banners that were previously approved only to get them all rejected.

Re: Recent Ads Disapproval

Top Contributor
# 4
Top Contributor

@Atila;

Though it requires a specific check, there are limitations on ads based on territories and languages. I have seen cases (of text ads)  in which  the ad-copy / ad-text was "inappropriate" in one language, while approved in another.  Without looking at the specifics, it would be hard to tell - however,my feeling is that this is another case in which "language is also  a matter of culture"

Moshe, AdWords Top Contributor , Twitter | Linkedin | Community Profile | Ad-Globe
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Re: Recent Ads Disapproval

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# 5
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I amfraid that isn't the case - since March 30th the internal team at adwords hasn't a clue what kind of ads are OK to accept, and what are in violation of their policies. The google employees don't know their own policies as the rules aren't clearly defined with examples good & bad.

I have 10 instances where we submitted an ad that complies with ad policy only to get rejected, then we resubmitted it a few hours later only to get approved.

Other instances where we submit ads, they get approved right away, and when we create more campaigns with said ads, they get rejected.

Internally google is very much unorganized, and they are having us waste designer resources going in a direction preparing banners, only to have them rejected after the fact of approval.

Something has to be done, this is just pathetic.

Re: Recent Ads Disapproval

Follower ✭ ☆ ☆
# 6
Follower ✭ ☆ ☆
Hey Yuval,
First of all, seems like some webmasters don't like any buttons in ads:
https://www.en.adwords-community.com/t5/Ad-Approval-Policy/When-will-AdWords-shutdown-the-quot-Downl...

We are too, experiencing mass retroactive disapprovals for banners that contain some sort of a button. We as well weren't given a very clear explanation as to what is happening.
The last explanation that I got, was:
the following:
-Unclear branding for the company/entity promoting the product or service.
-Unclear what the promoted product/service is.
-Promoting a call to action

For the first two points, i ensured that all creatives contain a logo and product name, amongst other things such as benefits & features, but the ads still get disapproved.

The third point is simply ridiculous since not only it is contrary to every advertising textbook principle, but also pretty much any ad can fall under it. Especially since Google recommends it here: https://support.google.com/adwords/answer/1704392?hl=en "Calls to action like purchase, call today, order, browse, sign up, or get a quote make clear what the next steps are."

Needless to say I went around last night and found at least two Google ads for their own services that had a call to action button.

So far there seems to be no clear answer as to what the standard is, but for our account, everything with a button is being canned, no matter what the button says. So it seems right now having a "call to action" is considered to be a bad thing.

Oh, and by the way, at least up until recently, use of 'click here' was fine for image ads:
http://www.wordstream.com/blog/ws/2013/03/20/adwords-trick-to-click-display-ads

Re: Recent Ads Disapproval

Top Contributor
# 7
Top Contributor

@Atila;
I respectfully disagree. I have been working for a long time (a few years) with a number of Policy specialists at Google, and I have found them ALL, with no exception, very professional. If you are willing to share the ads in question, we can escalate the case to Google.

 

If you do wish to share the ad-texts, please, open a new discussion,  so it does not "cross" with the original post in this thread, (and briefly  explain your case).

Moshe, AdWords Top Contributor , Twitter | Linkedin | Community Profile | Ad-Globe
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Re: Recent Ads Disapproval

Follower ✭ ☆ ☆
# 8
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i posted here to share my experience and maybe meet guys who experienced it, and figured out how to solve it.

It is extremely frustrating, let alone inefficient, in effective to get banners denied that were approved yesterday. Case in point, today morning I instructed my design team to make different versions of the banners that they approved yesterday only to have HALF of them (100 out of 200 we submitted today part of many campaigns denied).

Anyway, already am talking to my reps inside google to get to the bottom of this. As I said, I really did want to talk to others who are having the same issue, hoping they might know a solution.


Re: Recent Ads Disapproval

Visitor ✭ ✭ ✭
# 9
Visitor ✭ ✭ ✭
Hi Atila I have encountered the same case with the banners I have submitted a few weeks back. In one campaign they all got approved. When I created another one with the same exact banners, only half got accepted and the rest got disapproved. I am not really sure as to how everything goes in Google with regards to their process of approval but I do think that the approval or disapproval of the banner ads is subjective. The approvals might just depend on their own (policy specialists) interpretation of the policy. What might be good for the other might not be passable to the other. I do believe that just like what Moshe said, they are all professionals and I think that we could only go as far as determine which ads are really good or not. I mean we can't really put everything in context right away. Going back, I just tried resubmitting the disapproved ads and some got approved again. Anyway, once they give you answers, hopefully you could share it to all of us. Thank you and good day!

Re: Recent Ads Disapproval

Follower ✭ ☆ ☆
# 10
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With due respect, I highly disagree. It is very UNPROFESSIONAL to have one 'specialist' approve, yet another reject the same ad. Left hand doesn't know what the right is doing....