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Which Criteria Do Google Ads Review?

SEM Geek


Staff member
Jun 21, 2023
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When it comes to reviewing Google Ads (formerly known as Google AdWords), Google has specific criteria to ensure that advertisements meet their policies and guidelines. Ad review processes play a vital role in maintaining the quality of ads and protecting users' interests. While Google's review criteria may evolve over time, here are some commonly considered factors during the Google Ads review:

1. Ad Content and Format: Google carefully examines the content and format of ads to ensure they adhere to their advertising policies. Ads should not contain prohibited content such as misleading information, counterfeit goods, illegal products, or inappropriate content. They should also comply with Google's guidelines on ad text length, capitalization, punctuation, and URL display.

2. Landing Page Experience: Google reviews the landing pages that ads direct users to. The landing page should provide a relevant and seamless experience to users, ensuring that they find the information or products advertised. Google looks for transparency, accuracy, and trustworthiness in landing pages. It assesses factors like page load time, mobile-friendliness, original content, ease of navigation, and compliance with policies related to user safety and privacy.

3. Ad Targeting and User Experience: Google examines how ads are targeted and their relevance to the intended audience. Ads should accurately represent the product or service being advertised, and should not mislead or deceive users. They should adhere to Google's policies on personalized advertising and provide a positive user experience.

4. Trademarks and Copyrights: Google reviews ads to ensure there are no trademark or copyright infringements. Ads using trademarks inappropriately or without permission may be disapproved. Advertisers should comply with regulations pertaining to intellectual property rights and respect the rights of trademark owners.

5. Ad Format and Display: Google ensures that ads comply with its guidelines on ad formats, placements, and display. This includes factors such as the use of images, videos, animations, and rich media in ads. Ad formats should be visually appealing and not overly intrusive to the user experience.

6. Compliance with Local Regulations: In addition to Google's own policies, ads must also comply with local advertising regulations, as applicable. Certain industries or regions may have specific rules and guidelines that advertisers need to follow.

It's important to note that this list provides a general overview, and Google's ad review process is extensive and dynamic. Google may update its policies and review criteria to address emerging issues or improve ad quality. Advertisers should regularly review Google's guidelines and policies to stay up to date and ensure compliance with the review criteria to receive approval for their ads.