6 Common Reasons to Why Your Ad in Google was Rejected.

rejected google ads

Sometimes when you’re running an ad in Google adwords you will find that your ad has been rejected and Google isn’t always forthcoming about just why that is. So here is a little guide to use when writing your ad, just to make sure that passes with flying colours.

1)  Your campaign shouldn’t have excessive punctuation


Punctuation is a fantastic thing and can save you from a great deal of embarrassment. It’s the difference between ‘Helping your uncle Jack, off his horse’ and Helping your uncle jack off his horse!’. As far as Google is concerned you want to ensure that are following best grammatical practices and ensure that you only ever have one exclamation point in an ad, no matter how excited you might be about your product!!!

2)  Don’t include trademarked terms or brand names in ad titles or text.

brand fails

You will generally come up against issues if you add the big brands in your add eg: Coke, Nike, Ford and others. It’s not always the case however it has happened more often than not so it’s just better to not add them if you can. Sometimes the smaller brands will not matter however I recently used the brand ‘Wordpress’ in the copy of an ad and it was disapproved so better to just not do it no matter what the brand.

3)  Do not include unnecessary symbols

excessive punctuation

Using * or { or[ or \ and so on is a sure fire way to get your ad disapproved so it’s in your interests to just not add them also, you have such limited space in Google ad text that filling your microcopy with symbols is just a waste of good sales real estate!

4)  Make sure the destination URL is the same as the Diplay URL


Guaranteed, if your Display URL is www.webcoursesbangkok.com.au and your destination URL is www.webcoursesbangkok.comyou’re going to have your ad penalised, so just double check that it’s exactly the same. You don’t need to worry about the http:// and you can (and it’s recommended) have capitalisation in your URL eg: www.WebCoursesBangkok.com but apart from those differences you need to be exacting.

5)  Make sure all URL’s are active

active urls

If you’re sending a potential customer to a URL that isn’t on your site not only are you going to annoy that customer you’re going to annoy Google as well. If your sending people to deep links on your site (sometimes it’s better to send someone to your ‘About us’ page for your quality score) you must ensure that they are working and if you change the URL at all you must change it in your Google a as it won’t dynamically update.

6)  Do not direct ads to Bridge Sites

Google outlines that a ‘Bridge Page, also known as a Doorway/Gateway page, is a web page created for the mail purpose of sending visitors to a different site. Bridge pages offer little or no unique content and are considered low value to users. Affiliates that display the same characteristics may also be considered a bridge page’. If you’re selling widgets don’t send people to a site that is all about bikini girls with a click here for more and then send them to your widget page.. yes it happens… no it is not effective… yes it also stupid.

 In Summary

So there you have it, 6 tips to ensure that when you are creating your next Google ad campaign your ad will pass the Google best practices guide and will go live quickly. When your ad goes live you start getting traffic and traffic means visitors!. If you are interested in an AdWords course please have a look at our Adwords Beginners Course.

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  • Jessica

    Great advise! Thanks

  • Jessica

    Quick question…why does it recommend the use of capitals in URL? Inthoughtvweb design was all about no capitals no smiley faces

  • Steve

    Here’s a tip, especially for local businesses – it’s called day parting. As in, you schedule your ads only to appear during business hours of the day. If you follow customer trends in clicks and conversions by the hour of the day, you’ll notice the peak hours. You can bully out your competitors on bids by focusing on certain times of the day. Make sure you are constantly optimizing based on these trends. You don’t want to miss your customers, but if you’re on a tighter budget, just wait for ‘the right moment’ of the day and bust out the cannons to hit your prospects when they want you most. I have it all managed for me, so no sweat. Simon can set you up to get managed if you’re interested, just call him at 302-401-4478.