It’s the worst feeling: your new ad campaign is ready to launch, or maybe it’s been running smoothly for a while, and then BAM! That dreaded red text appears in your status column. You need it gone, and you need it gone now. But how?

Don’t panic! This article will guide you through everything you need to know to banish those disapproval woes:

• We’ll cover 19 common Google Ads disapprovals, explaining what they mean and how to resolve them.
• I’ll walk you through the appeal process if you believe a disapproval is in error.
• Finally, we’ll discuss proactive steps to minimize the risk of future disapprovals.

By the time you’re done reading, you’ll be able to tackle those pesky disapprovals like a pro! Update: Starting September 21, 2021, disapprovals related to dishonest behavior (#13 below), dangerous products or services (#14), and unapproved substances (#19) will be subject to Google’s three-strike pilot program (which may become permanent). We’ve got you covered with all the details here.

Understanding Google Ads Disapprovals

Disapprovals are a common occurrence in Google Ads. The automated review process lacks the nuanced understanding of a human reviewer, so disapprovals are often issued incorrectly. It’s important not to take it personally.

However, we understand the frustration of needing your ads up and running quickly. We’ll address how to handle situations where you believe a disapproval is unwarranted, but first, let’s focus on how to address the most common issues.

19 Common Google Ads Disapprovals: Explanations and Solutions

disapprovals stem from violations of Google’s extensive Google Advertising. There are simply too many policies to cover in a single article, especially since some are industry-specific! Instead, we’ve compiled 19 of the most frequent disapprovals you’re likely to encounter. Some are more straightforward than others, but they’re all equally frustrating.

1. Destination Not Working

What it means: Google’s automated systems cannot access your website.

How to fix it: This is among the most prevalent disapprovals, often arising from several factors. Occasionally, you might need to modify your site’s code to accommodate Google’s crawlers by implementing a “robots.txt” file. In other cases, a simple typo in your ad’s final URL could be the culprit.

Furthermore, ensure your website is accessible globally, even if your advertising targets a specific region. If the cause of your “destination not working” disapproval remains unclear, we’ll provide tips later on obtaining further clarification from Google. On the topic of errors, leverage our Free Google Ads Performance Grader to ensure you’re maximizing your budget!

2. Destination Mismatch

What it means: The final URLs for ads within the same ad group are inconsistent.

How to fix it: Resolving a destination mismatch is a breeze! Identify the intended final URL for all ads within the ad group and verify that every ad (including paused ones) directs to the exact same final URL path.

If you need different ads to lead to separate destinations, you can certainly do so. However, these ads must reside in distinct ad groups (or campaigns).

Similarly, campaigns cannot have final URLs pointing to different domains. In essence, campaigns can contain diverse final URLs, but individual ad groups cannot. At the account level, you can have ads leading to multiple domains, but this isn’t permissible within a single campaign.

3. Capitalization

What it means: Your ad or ad extension is using excessive or inappropriate incorrect capitalization.

How to fix it: While capitalizing the first letter of each word in your ad copy remains a best practice, avoid using all caps – even for emphasis. If you must capitalize a specific portion, such as a coupon code or brand name, feel free to request a capitalization review.

4. Punctuation and Symbols

What it means: Google Ads is quite particular about grammar. This disapproval indicates that your ad text contains grammatical errors or an excessive number of symbols.

How to fix it: Like any platform with publicly viewable content, Google Ads has specific stylistic guidelines for all ad text. This means resisting the urge to overuse exclamation points for emphasis – tempting as it may be.

Additionally, refrain from using symbols to amplify your ad copy or adding extra periods to create longer pauses. Rely on your ad’s context to convey your message and rectify any punctuation errors to avoid this disapproval.

5. Malicious Software

What it means: Google’s crawlers have detected suspicious activity on your website.

Image source How to fix it: This issue can be more challenging to resolve. It typically involves your website’s code or links and can feel like searching for a needle in a haystack. Contacting Google for assistance in pinpointing the problem area is recommended.

In the meantime, have your webmaster thoroughly examine your site’s code for any suspicious elements.

6. Sensitive Events

What it means: Your ad copy or landing page content appears to be exploiting or profiting from a significant social, cultural, or political event. This could include referencing a public health crisis, civil unrest, natural disasters, conflicts, or the victims of such events.

How to fix it: What you perceive as neutral may be perceived as insensitive by others. For instance, senior living communities offering Alzheimer’s care should avoid directly mentioning victims of the disease, as it could be interpreted as exploiting a vulnerable group for clicks.

Instead, focus on the care services provided, maintaining a neutral tone. Experimenting with alternative headlines and descriptions may be necessary.

7. Trademarks in Ad Text

What it means: You’ve used another business’s brand name within your ad copy without proper unauthorized.

How to fix it: This can occur unintentionally, as some company names might be identical to common search terms. While your ad might continue running with a trademark disapproval, its visibility will be restricted.

You can contest the use of the “trademarked” term through a dedicated support form. Conversely, if you believe your brand name is being misused, you can utilize the same form.

8. Copyrighted Content

What it means: Similar to the previous disapproval, this occurs when your ad text includes material protected by copyright.

How to fix it: If you have permission to use the content, provide documented submit copyrighted documentation from the copyright holder. Conversely, if you discover your copyrighted material is being used without authorization, you can submit a file a complaint.

Otherwise, consider revising your ad or ad extension text to eliminate any potential copyrighted content.

9. Image Quality

What it means: Your display ad has been disapproved due to issues with the image itself. This could range from blurriness to incorrect orientation.

How to fix it: The solution here is simple: replace the problematic image! It’s always a good practice to have multiple image variations for your display ads. This way, if Google rejects one, you can quickly substitute it with another.

If you’re set on using a specific image, carefully review Google’s image quality guidelines to identify and address any discrepancies.

10. Misrepresentation

What it means: To put it simply, Google believes your ad or landing page engages in practices akin to “bait and switch” tactics.

Image source How to fix it: A misrepresentation Google Ads disapproval can be triggered by a range of issues. Your ad headlines might contain clickbait, or you might be inadvertently advertising an outdated price. Any aspect of your ads that could be construed as deceptive or misleading will likely result in this disapproval.

Thoroughly review your content for accuracy. If you believe you’re in compliance with all policies, double-check for any outdated or erroneous information that might be contributing to the disapproval.