In March 2022, Google Ads will update its Destination requirements policy to provide advertisers with more clarity. The proposed changes will have no effect on existing policies.
On March 21, 2022, changes to the Destination policies will go into effect.
These changes should help you if you’re not sure why Google rejected your ads in the past.
What Has Changed?
It’s not always clear why Google disapproves an ad or what this means for the rest of the advertiser’s campaign when Google disapproves it.
The main goal of Google’s updated destination policy is to provide clear examples and updated disapproval language. The following are some of the policy changes:
- Clarifying the policy’s “Insufficient Original Content” guidelines
- New “Destination not accessible” policy is being implemented.
- Examples in the “Destination not working” policy are being updated.
Read 9 Google Ads Tips to Make Your B2B Campaigns Shine.
Inadequate Original Content
The “Insufficient Original Content” policy will be the first to change.
Websites that display error messages such as “site under construction” will be classified as insufficient under this policy.
Previously, the “Destination Not Working” policy corresponded to those error messages.
The following destinations will now receive this error message:
- Domains that have been parked
- A website created solely for the purpose of reserving a web address (no content on it)
- “Coming Soon” or “Under Construction” messages on websites.
Below is an example of the new language Google Ads will use.
The destination is inaccessible
The second change is Google’s new, stand-alone policy. This policy is titled “Destination not accessible” and it falls under the accessibility limitations requirements.
For example, if your site displayed the message “Down for maintenance,” Google Ads would send you this error message.
Other instances where you might face Google’s disapproval include:
- In the targeted location, a site that displays a location-based access limitation message.
- Other messaging related to access limitations in the targeted location is displayed on the site.
- “You do not have permission to view this page,” for example.
Not Working Destination
Finally, when demonstrating the “Destination Not Working” policy, Google is updating its examples. The goal of this update is to give advertisers more transparency and clarity.
The updated Google language for this policy will be as follows:
This message will be displayed if your website contains “http” or a server error code.
You may also be at risk of receiving this disapproval if you:
- An authentication error has been returned by your website.
- Your website isn’t compatible with most browsers or mobile devices.
Why Do Advertisers Need to Be Concerned?
You’ll be able to troubleshoot ads faster now that Google has increased transparency and clarity around disapprovals. The faster you can pinpoint a disapproval issue, the sooner you can get your ads back up and running.
On March 21, 2022, these policy changes will take effect. To avoid these rejections, make sure your website and its accessibility are in good working order.
Learn more from SEO and read Overlay Ads Can Help You Make Money On Facebook Reels.
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