Google has announced a new pilot program to test a three-strikes system for repeat ad policy violations.

WordStream contributor Susie Marino has published an article explaining Google’s three-strike ad policy system and how to prepare for it.

She says, “If you’re familiar with Google Ads disapprovals, the three specific policies Google is piloting the system with won’t come as a shock to you:

  1. Enabling dishonest behavior policy
  2. Unapproved pharmaceuticals or supplements
  3. Dangerous products or services

How the Google Ads three-strikes system will work

The first disapproval you get for violating any of those three policies is a “warning” that will only impact the offending ads (they will be taken down until you change the copy). If you continue to violate that same policy, you’ll be entered into the strikes system which impacts your entire account.

Strike one

The first strike comes into play if any portion of your ad violates the same policy you were previously warned about within 90 days of the original warning”.

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