Google has announced that from September 2021 onwards, it will be introducing a new strike-based system to enforce action against advertisers who repeatedly violate their ad policies.
Google stated: “We will begin implementing the strike-based system on September 21, 2021, with a gradual ramp up over a period of three months, for the following policies: Enabling dishonest behaviour, unapproved substances, guns, gun parts and related products, explosives, other weapons and tobacco.”
The company also plans to gradually expand its three-strike program after the initial pilot to broaden the scope of policy types.
What Are The Possible Impacts On Advertisers?
Grofuse digital director, Denis Finnegan, said: “The new policy to prevent unsafe or harmful ads from showing on our platforms is welcome. However, advertisers must be extra cautious that their ad campaigns do not reflect any breach, or falsely misinterpreted breach, which could be flagged as inappropriate.
“Google often inappropriately flags ads, and with the introduction of heightened restrictions, this is likely to increase. Falsely flagged advertisements are a significant inconvenience for businesses. This can directly affect e-commerce sales and, in turn, their revenue – particularly if the breach of regulations results in a temporary hold of the account or suspension.
“This could consume additional time spent haggling with Google support to prove that false flags don’t count when the time could be better invested in other advertising activities.”
How Advertisers Can Mitigate The Impacts Of The Three Strike Policy
Mr Finnegan continued: “I would advise those that are structuring PPC campaigns to be extra mindful of display ad imagery and text that could potentially be misconstrued as inappropriate content under the new policies.
“I also suggest creating future ads now, to get them approved in advance and pause the campaigns so that they are accepted before the stricter policies are implemented.
“Fortunately for advertisers, strikes they believe were inappropriately applied can be appealed – successful appeals do not count towards the three-strike limit.”
Breakdown of Google’s Three Strike System
Strikes will expire after 90 days and Google has systems in place to prevent advertisers from outsmarting its policies, for example, creating new accounts to avoid a suspension.
Do you need expert assistance with your Google ads and navigating the ever-changing policies? Contact Grofuse for a free consultation today: NI/GB +44 2871 228820 or ROI +353 1 247 5294. Alternatively, email: email@example.com