Google’s new advert coverage violations pilot

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Starting September 2021, Google Ads will test a new three-hit pilot program for accounts that repeatedly violate ad policies.

“Violations of our policies on dishonest behavior, unapproved substances, and dangerous products or services will result in warnings and warnings – including ads promoting fraudulent behavior or products such as false document creation, hacking services and spyware, as well as tobacco, drugs and Weapons, among other types of content, ”the company said in a new news release from the Help Center. These types of ads have been banned for some time, but the system of punishing those who don’t adhere to the guidelines is new.

Penalties in the strike system. The system starts with a warning and no penalties for an initial violation. From then on, every violation is subject to an increasingly severe penalty until the account is finally blocked.

Art Trigger Penalty kick
warning First instance of ad content that violates our policies on dishonest behavior, unapproved substances, and dangerous products or services No penalties for removing the
relevant ads
first strike Violating the same policy for which you received a warning within 90 days The account is temporarily suspended for three days. No ads can be shown during this time.
Second blow Violating the same policy for which you received an initial warning within 90 days of the initial warning The account is temporarily suspended for seven days. No ads can be shown during this time. This serves as the final and final message to the advertiser to avoid being locked out
Third blow Violating the same policy for which you received a second warning within 90 days of the second warning Account suspended for repeated violations of our policies

When an account violates a policy, the account administrator receives an email informing them of the problem. After the initial warning, admins must correct the policy violations and send Google Ads a confirmation that the changes have been made so that ads can start showing again.

Strike times. According to Google, warnings expire after 90 days. If you’ve received two warnings, fix the issues, send a confirmation of the issues and corrections, and then don’t violate any other policy for 90 days after the correction. Your account will be reset in a way and the next violation will be the first warning again. As always, search engine marketers can appeal violations and enforcement decisions.

“We are already applying immediate account-level bans when we discover serious policy violations, such as:

The future. Google Ads plans to expand the scope of the project after the initial pilot to include more policy types. The program will eventually be rolled out worldwide.

Why we care. The new pilot program for ad guidelines offers clear actions and consequences for advertisers. While Google is testing this program for the guidelines on enabling dishonest behavior, unapproved substances, and dangerous products or services, it will likely roll out in other areas of the policy in the coming year. The initial warning gives you the benefit of the doubt, but after that the penalties become increasingly severe.

About the author

Carolyn Lyden is Director of Search Content for Search Engine Land and SMX. With expertise in SEO, content marketing, local search, and analytics, she focuses on making things easier for marketers with critical news and educational content.

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