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Advertiser! First, read the Policy.

Once a new AdWords campaign is planned, advertisers are focused on setting the proper structure, building strategies, ad-copies, geographic and audience targeting. After the campaign is launched, everyone is happy and the advertiser (with the help of an agency or without) starts to optimize the campaign. And then, a few days later: “pooff” and "boom" – a suspension email received from Google…. Smiley Surprised

 

At this point, everybody starts to “run”,  trying to figure what had been wrong,  and why the account was suspended, after the campaign had been running for a few days. If this was a big agency,  senior management would call inquiring: “how come we have a major client’s account suspended”. Usually,  this is followed by managers starting to visit the account manager at his/ her cubical….  Smiley Embarassed

 

After the initial "shock" and "surprise" are  over, it’s time to look at the suspension email received from Google. This gives a general reference to the Policy section violated.

The common reaction is: ”Policy, isn’t that a legal "stuff" not related to AdWords reserved for the legal team?

The answer is: no. The Policy is   the operations manual an advertiser should follow. It grasps the technical specifications, as well as rules about the content allowed to be promoted on Google, in general, and in specific locations.

 

If so, how should an advertiser approach the Policy?

 

  1. The first step would be to actually open the Policy chapter within the AdWords help center. I have encountered advertisers “hesitating“ to click on the Policy link, worry that they might find a document in a legal language, typed in small fonts. It is not! The Policy is written for the common advertisers, without any legal terminology, clearly structured and includes many examples.

  2. Second, go through the Policy list of sections, and identify the technical specifications relevant  to your campaign. (For example: if this is a  display campaign -  identify the technical sections about banners and videos. If this is a search campaign -  identify the part covering text ads. If this is a shopping campaign -  identify the relevant technical sections about the product feed… etc...)

  3. Once you have identified all technical aspects, it's time to move to the content part:
    This is a bit more complex, because there could be several sections applicable, and some sections could be applicable to all products and services advertised. For example: the  “misinterpretation of product and services“ is a general
    section which applies to all products or services promoted, while  the alcoholic beverages only applies if you sell wine or other alcoholic beverages.

  4. Once you have identified all sections of the Policy relevant to the  product or service promoted, prepare  yourself a list of all of them, and review each one.

  5. At this point,  it is advisable to hold a meeting of  all parties involved (the campaign manager, the web-designer, the site programmer and the site owner)  to discuss the relevant sections,  to ask each party to verify that the their area of responsibility complies with the Policy, and to implement   modifications if required. (For example:  If the transaction page is not an SSL secured, the programmer will implement an SSL secured  page for the purchase, if  “contact us” details are missing from the landing page, then, the web-designer will add those.)

  6. Once all parties involved report back that their tasks are completed, It is recommended  to review the changes made, and to verify that all corrections  are in place.

I frequently hear from clients the argument that this methodology  is not feasible within the time frame of launching a campaign, especially for seasonal campaigns, which  could be launched within a short timetable. My answer would be that setting a campaign, and  doing the pre-launch analysis and preparations  should go “hand by hand”, and in parallel with all other campaign activities.

 

A well structured campaign starts by first reading  the Policy, here.

 

about Moshe Avichai

We are an online advertising partnership, specializing in Search and Display networks, Global Campaigns, Audience targeting, and AdWords Policy

Comments
Dave_Davis Top Contributor
October 2015

Excellent stuff Moshe! 

Some valuable insight. If only every advertiser would read this before advertising (and every year after) Smiley Happy

 

kelly s
August 2016

help me my  Adword Account is suspended please can you help me Thanks 

Hitec B
September 2016

I see, I spend $100 for avert on Google,  I get 5 sale. I sepnd same amount on other ads network I get 10 - 20 sale. 40% of the orders I get from Google shopping are fradulent, only 1% I get from other networks that I'm not willing to share are of any risk. So I say... Goodluck! Instead of wasting your time trying to fight suspensions, why not try other networks? You will be shocked at results. That's my $1 to you all. Cheers!

Hitec B
September 2016

I see, I spend $100 for advert on Google,  I get 5 sale. I spend same amount on other ads network I get 10 - 20 sale. 40% of the orders I get from Google shopping are fradulent, only 1% I get from other networks that I'm not willing to share are of any risk. So I say... Goodluck! Instead of wasting your time trying to fight suspensions, why not try other networks? You will be shocked at results. That's my $1 to you all. Cheers!

Live Tech S
September 2016 - last edited October 2016 CassieH Community Manager

Greetings,

 

My adwords account was suspended . With a red bar on dashboard inside adwords that

I had violate advertising policy.

 

There is a $500 credit on my account. How do i get that money refunded back?

 Manoj

<edited by a Community Manager as noted below>

 

 

Note: this post has been edited by a Community Manager, per Community Posting Guidelines. 

Swadeshi T
October 2016

My account got suspended. But, when I click the banner it doesn't tell me exactly what's wrong with my account. Unable to get any additional details about the suspension or the violation. This is Sunday. Unable to get anyone on the chat or on the phone.

 

How can I quickly resolve this issue. 

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