Google Ads are a great way to send targeted traffic to your website and generate strong leads for your business. But there are also certain rules you must follow, or risk getting penalised.
Last year, Google introduced a strike-based system to punish advertisers who repeatedly violate certain Google Ads policies. These help to ensure a safe and positive experience for users.
Initially, the strike-based system was implemented for:
- Enabling dishonest behaviour
- Unapproved substances
- Guns, gun parts and related products
- Other Weapons
In June 2022, they will be adding a further nine policies to this strike-based system. They include:
- Misleading ad design
- Mail-order brides
- Compensated sexual acts
- Credit repair services
- Bail bond services
- Call directories, forwarding, and recording services
- Binary options
- Personal loans
So it is imperative to ensure your Google Ads are not breaching any guidelines. Engaging our Google Ads Management expertise will ensure your business is not put at risk when running an ad campaign.
The first policy violation will not see a strike issued, but after that, a strike (and punishment) will be given to the business.
What happens if you get a strike issued against your Google Ads account?
First Strike – There will be a temporary hold on your account for 3 days and your ads will not run. You must take action or appeal the strike, otherwise the hold will continue.
Second Strike – There will be a temporary hold on your account for 7 days and your ads will not run. You must take action or appeal the strike, otherwise the hold will continue. If you have violated the same policy within 90 days of the first strike, this will be your final notice to address the violations or get your Ads account suspended.
Third Strike – You will receive a third and final strike if you violate the same policy within 90 days of the second strike. In this situation, your ads account will be suspended for repeat violation of Google’s policies.
Once suspended, Google will only ever reinstate accounts under compelling circumstances, so it’s important you know and follow their guidelines.