Handling PPC account suspensions and disapprovals can be stressful, but by understanding the root cause and taking the right steps, you can work towards resolving these issues effectively. Google Ads, Microsoft Ads, and other platforms have strict policies in place to ensure ads meet quality standards, user experience, and legal requirements. Here’s a guide on how to manage PPC account suspensions and ad disapprovals:
1. Understand the Reasons for Suspension or Disapproval
The first step in addressing suspensions or disapprovals is to understand why your ad or account was flagged. Common reasons include:
- Policy Violations: Violating platform policies related to prohibited content (e.g., counterfeit goods, dangerous products), restricted content (e.g., healthcare, financial services), or misrepresentation (e.g., misleading ads).
- Billing Issues: Problems with your payment method or outstanding payments.
- Account Violations: Having multiple accounts or abusing promotional offers.
- Malware or Untrustworthy Content: Your website may contain malware, or your landing page might violate user safety guidelines.
Platforms like Google Ads and Microsoft Ads will typically notify you of the specific reason for suspension or disapproval via email or inside your account’s dashboard.
2. Review the Platform’s Policy Center
Before appealing or making any changes, carefully review the specific policies that apply to your suspension or disapproval. Each platform provides detailed guidelines about what is and isn’t allowed in advertising:
- Google Ads Policy Center: Offers a comprehensive list of advertising policies regarding prohibited content, practices, and editorial standards.
- Microsoft Advertising Policies: Provides a similar breakdown of ad policies and requirements.
Understanding these policies will help you pinpoint the problem and avoid future violations.
3. Address Disapproved Ads
If you’ve had an ad disapproved, follow these steps:
- Check the Reason for Disapproval: Google or Microsoft Ads will specify the reason for disapproval in your account dashboard (e.g., misleading claims, restricted content, etc.).
- Edit the Ad: Make the necessary changes to your ad copy, keywords, or landing page. If the issue was related to prohibited content or a specific phrase, rephrase your message to comply with policies.
- Resubmit the Ad for Review: Once the changes have been made, submit your ad for re-review. This process usually takes 24 to 72 hours, depending on the platform.
4. Resolve Billing and Payment Issues
If your suspension is due to billing issues:
- Update Payment Information: Ensure your payment method is up-to-date and valid. In some cases, failed transactions or outdated credit card information can trigger suspensions.
- Clear Outstanding Payments: Settle any outstanding invoices or payments to avoid further issues.
- Review Account Limits: Platforms like Google Ads might temporarily suspend your account if your spending exceeds certain thresholds or promotional limits.
5. Fix Website or Landing Page Violations
If your suspension or disapproval is related to your landing page or website, consider the following:
- Remove Malware or Harmful Content: If your website contains malware or harmful scripts, you need to remove them and secure your site. Use tools like Google Search Console to check for security issues flagged by Google.
- Improve User Experience: Ensure your landing pages provide clear, accurate information. Avoid deceptive practices such as misleading promotions, hidden fees, or forced downloads.
- Verify Your Business: For restricted industries (e.g., healthcare, financial services), ensure you’ve completed any required business verifications or certifications.
6. Appeal the Suspension or Disapproval
If you believe your account or ads were suspended or disapproved by mistake, you can appeal the decision:
- Contact Customer Support: Reach out to the platform’s support team through your account dashboard or help center. Be specific about the problem, provide account details, and mention why you believe the decision was incorrect.
- Submit an Appeal Form: Most platforms offer formal appeal processes through their support centers. For example, Google Ads has an Account Suspension Appeal Form where you can submit documentation and explanations supporting your case.
- Follow Up: After submitting your appeal, wait for the platform to review your case. This may take several days or longer depending on the complexity of the issue.
7. Prevent Future Issues
To prevent account suspensions and disapprovals from happening again, follow these best practices:
- Regularly Review Policy Updates: Google Ads and Microsoft Ads periodically update their advertising policies. Stay up-to-date with these changes to ensure compliance.
- Use Policy-Friendly Ad Copy: Avoid using sensationalist language, unverified claims, or restricted keywords in your ad copy. For example, health and wellness ads should not make unfounded medical claims.
- Ensure Landing Page Transparency: Ensure your landing page content is aligned with the promises made in your ads. Avoid bait-and-switch tactics where the landing page doesn’t match the ad’s content.
- Stay Within Limits: Adhere to budget limits, billing policies, and promotional guidelines to avoid financial-based suspensions.
8. Monitor Your Account Regularly
Be proactive in monitoring your PPC accounts:
- Use Alerts and Notifications: Enable email notifications and account alerts in Google Ads or Microsoft Ads to stay informed about any issues or policy changes.
- Conduct Regular Audits: Perform routine audits of your ads, keywords, landing pages, and account settings to ensure compliance with the latest policies.
- Third-Party Tools: Use third-party PPC management tools to automate monitoring and alerts for potential policy violations.
9. Hire a Professional If Needed
If your account suspension is complicated or if you’re unable to resolve the issue on your own, consider hiring a PPC professional or agency that specializes in account reinstatements. These experts can help you navigate the appeal process, correct violations, and set up compliance measures to avoid future problems.
Conclusion
Handling PPC account suspensions and disapprovals requires understanding the platform’s policies, addressing the root causes of the issue, and communicating effectively with the platform’s support team. By following the steps outlined above, you can resolve these issues quickly and ensure your ads comply with all relevant guidelines in the future.