Introduction
Google Ads is an exceptional platform for businesses and marketers to increase their visibility, drive traffic to their websites, and generate sales. However, as a responsible advertiser, it’s crucial to adhere to Google Ads policies to ensure your ads remain compliant and avoid any policy violations. Policy violations can lead to ad disapproval, account suspension, or even termination. To keep your ads running smoothly and effectively, here’s a comprehensive guide on how to avoid common Google Ads policy violations.
Common Google Ads Policy Violations
Before delving into how to avoid policy violations, let’s take a look at some common Google Ads policy violations:
Misrepresentation
Misleading or deceptive ads that provide false information about the product, service or business. (https://support.google.com/adspolicy/answer/6020954)
Prohibited content
Promoting content that is against Google’s policies, such as adult content, counterfeit goods, or dangerous products. (https://support.google.com/adspolicy/answer/6012382)
Restricted content
Advertising content that has certain limitations, such as alcohol, gambling or pharmaceuticals. (https://support.google.com/adspolicy/answer/6014299)
Inappropriate language
Using offensive or inappropriate language in ad text or on the landing page. (https://support.google.com/adspolicy/answer/6021546)
Data collection and privacy violations
Collecting user data without proper consent or not adhering to privacy regulations. (https://support.google.com/adspolicy/answer/6151270
Editorial violations
Ads with poor grammar, excessive capitalisation or inappropriate punctuation. (https://support.google.com/adspolicy/answer/6021546)
Circumventing Systems
For example, attempting to bypass Google’s ad review process using deceptive techniques. (https://support.google.com/adspolicy/answer/6020955)
“Egregious” policy violations
Egregious policy violations in Google Ads refer to violations that are particularly severe or extreme. These types of violations can result in immediate account suspension or even permanent termination. Some examples of egregious policy violations include promoting illegal activities, promoting counterfeit goods or engaging in fraudulent behaviour.
Promoting illegal activities is a clear violation of Google Ads policies. This includes promoting drugs or other controlled substances, weapons or ammunition, counterfeit currency, or any other illegal product or service. Violating this policy can lead to immediate account suspension, as it poses a serious risk to user safety and the integrity of the Google Ads platform.
Promoting counterfeit goods is another egregious policy violation. This refers to promoting products that are designed to imitate the design, appearance or packaging of another product, without authorisation from the original product’s owner. Counterfeit goods can pose a risk to consumer safety and are often associated with illegal or unethical practices. Google Ads has strict policies against promoting counterfeit goods and may take immediate action against violators.
Engaging in fraudulent behavior is yet another egregious policy violation. This includes using deceptive tactics to mislead users, such as phishing or spamming.
How to Avoid Policy Violations in Google Ads
Familiarise yourself with Google Ads policies.
The first and most important step is to familiarise yourself with the Google Ads policies. These policies cover a wide range of topics, including prohibited content, prohibited practices and restricted content. Make sure you understand the policies and guidelines before you start creating ads. Regularly review the policies, as they can change from time to time.
Review your ad content
Ensure your ad content complies with Google’s policies. Avoid using inappropriate language, promoting violence or making misleading claims. Be transparent about your product or service, and provide accurate information about your business. Make sure your ad doesn’t contain any prohibited or restricted content, such as adult content, gambling or pharmaceuticals, unless you have the necessary permissions.
Use clear and concise language
When creating ads, it’s essential to use clear and concise language. Avoid using excessive capitalisation, punctuation or symbols. This not only helps maintain a professional appearance but also ensures your ad complies with Google’s editorial guidelines.
Be transparent about your landing page
Your landing page should provide a clear and accurate representation of your product or service. Make sure your landing page is relevant to your ad, and avoid using misleading headlines, clickbait or any other deceptive tactics. Additionally, ensure your landing page is easy to navigate and complies with Google’s policies.
Avoid prohibited practices
Prohibited practices, such as data collection or ad circumvention, can lead to policy violations. Be mindful of user privacy and avoid collecting sensitive user information without their consent. Additionally, do not try to manipulate your ad content to bypass Google’s ad review process.
Apply for necessary certifications
Certain industries, such as gambling or pharmaceuticals, require certifications from Google to advertise on their platform. Make sure you obtain the necessary certifications and permissions before creating ads for these industries. This will help you avoid policy violations and ensure your ads comply with the relevant legal requirements.
Monitor your ads regularly
Once your ads are live, it’s essential to monitor them regularly. Keep an eye on their performance and make necessary adjustments to improve their effectiveness. Regularly review your ads to ensure they remain compliant with Google Ads policies. This will help you avoid any potential policy violations and keep your ads running.
Every advertiser should review the full Google Ads Policy website to ensure their ads continue running policy violation free, read it here: https://support.google.com/adspolicy/answer/6008942?hl=en-GB
