Three strikes, you’re out: Google’s new ad policy violations pilot
Starting in September 2021, Google Ads will begin testing a new three-strikes pilot program for accounts that repeatedly violate ad policies.
“Warnings and strikes will be issued for violations of our Enabling Dishonest Behavior, Unapproved Substances and Dangerous Products or Services policies — this includes ads promoting deceptive behavior or products such as the creation of false documents, hacking services, and spyware, as well as tobacco, drugs and weapons, among other types of content,” the company said in a new Help Center News Announcement. These ads types have been prohibited for a while, but the system to punish those who don’t abide by the policies is new.
Penalties in the strikes system. The system starts with a warning and no penalties for an initial violation. From there, each violation has an increasingly stringent penalty until the account is finally suspended.
Here’s how the strikes system will work:
If an account violates a policy, the account admin will receive an email informing them of the issue. After the initial warning, admins will need to correct the policy infringements and send Google Ads an acknowledgment that the changes were made in order to serve ads again.
Strike timelines. Strikes expire after 90 days, according to Google. If you’ve had two strikes, fix the issues, send an acknowledgment of the issues and fixes, and then do not violate another policy for 90 days after the fix, your account resets, in a way, and the next violation will be the initial warning again. As always, search marketers will be able to appeal any violation and enforcement decisions.
“We already administer immediate account level suspensions when we detect egregious policy violations such as circumventing our systems (e.g., creating new accounts to bypass multi-strike suspensions), phishing or misrepresenting the product or service to intentionally mislead users,” the announcement also says.
The future. Google Ads plans to expand the scope of the project after the initial pilot to include more policy types. The program will eventually roll out globally.
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