Are exchanged or reciprocal links okay with Google?
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How to Repair Rejected Google Ads, Step by Step

How to Repair Rejected Google Ads, Step by Step

Google Ads announced a system of three ad disapproval warnings, meaning understanding your rejection reasons and fixes just jumped the priority list.

Ad rejections are not always due to direct policy violations.

Sometimes a wording choice or keyword can cause an otherwise valid ad to be disapproved.

In this issue of Ask PPC we will tackle:

What causes ad rejections? How do you appeal against ad disapproval? When is it time to chat with a Google representative?


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It is important to note that this post is based on first-hand experience and the stated Google policies.

What is the reason for ad rejections?

Google is fanatical in its search for great user experience. Keep in mind, there are certain engagement rules that apply to all ads:

Headlines may not be all ceilings. Only one exclamation point per Advertisement, and it can only be in the description. Trademark use requires special permissions on the ad account. No advertising for dangerous or doubtfully legal products / services. No redirects.

Redirects are a common and famous practice in SEO, so it is important that any redirects are communicated and accounted for.


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Ads that lead to broken links or redirects are almost always rejected within hours. However, depending on the 404 bug experience, your ad may still “work”.

Be sure to revise your landing pages at least once a quarter to make sure they are still working as you intended.

Google’s rules on dangerous categories are pretty much cut and dried. What is less clear is how tangential industries can be marked by automated controls.

Based on feedback from Google representatives, the following may cause rejection:

Keywords in a limited industry (even if your service is not). Demographic targeting / exclusions / bid adjustments in a limited industry. Landing pages lack information or place offers in a way that makes the product / service seem limited.

How to appeal a rejected ad

There are two ways to correct a disapproved ad:

Edit the ad and force a review. Submit an appeal to either dispute the issue, or confirm that you have made changes in accordance with Google’s policies.

If you choose to edit your ad, the following changes will work:

Change the path. Add an asset to the responsive search / display ad. Change the final URL (can be the original URL – just copy and paste it). Make a small adjustment to a headline or description.


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Note that changing ads starts over, so this should only be done if the ad has been selected.

To do an A / B test on ad material, it is better to copy the ad and make adjustments to the copy.

If you choose to appeal the decision (obtained by holding the cursor over the ad status), you will have the opportunity to appeal for:


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Current ad group. Current campaign. Entire account.

It may take 1-2 days for a final verdict. Be sure to budget at least 1-2 weeks into your launch plan if you are in a limited or limited adjacent industry.

When to Chat with a Google Representative

Once you’ve reviewed the manual appeal or review process, it’s time to pick up a Google Representative!


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Google representatives ask if you have already appealed / edited the ad, so be sure to try it first.

Google representatives can be reached via chat, phone or email. It is important to note that if they need to call back, there will not be a specific time (sometimes the calls are quite late).

Be prepared in your chat with the specific ad group, campaign and specifications for your product / service. Google representatives do not always know inside and out, so if you are in a tangential industry, you may need to provide additional context.

Examples include:

Language about APR prices. Third-party verification of your services. Proof that you are not employment, housing, credit or drug / service.


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After chatting with a Google representative, you will receive a case number. Save it so that if you are hit by rejections again, you can enter the specific instructions you received and prove that you followed the advice of the Google representative.

Take away

Sometimes Google gets ad approvals / rejections wrong. Do not be afraid to appeal and go for your creativity and your brand.

That said, be aware that most of the ad quality control is done through automation, so you will need to build in extra time for launch.

Do you have a question about PPC? Send via this form or tweet me @navahf with the #AskPPC tag. See you next month!


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More resources:

Screenshot taken by the author, August 2021

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