Some ad exchanges require a review of your ad before displaying it in their inventory to ensure compliance with their pre-established rules. Once the review is complete, the ad exchange will inform you whether the ad is approved or rejected, along with the reason for rejection.
Reviewing ads is essential to prevent inappropriate content from being displayed on websites that do not accept such content.
Please note that sometimes an ad exchange's rejection might not provide an accurate status for your review. Therefore, make sure to resend your ad for review to double-check the rejection status.
Below are some statuses that Google Authorized Buyers may assign to your ad, along with guidance on how to identify any issues affecting your ad. Here are some statuses that authorized Google Buyers can assign to their ads, along with guidelines on how to identify any problems affecting their ads. The ad exchange statuses shown are specific to Google, as it is currently the only one with a rejection status.
Explicit adult content is not allowed on the ad network. Some adult-oriented ads and landing pages are allowed but will be shown in limited scenarios based on user searches, user age, and local laws.
Below is a table where you can check if your creative presents any of the following examples. If it does, you will need to make adjustments to your creative before resubmitting the ad for review.
Partial Nudity
Moderate
Lower or outer curve of the female breast exposed, majority of buttocks exposed
Sexualized Theme Dating
Moderate
Affair dating, sexual fetish dating
Sexual Merchandise
Moderate
Sex toys, lubricants, aphrodisiacs, sexual enhancers, sexual fetish lingerie
Sexual Entertainment
Moderate
Strip clubs, adult movie festivals, sexually suggestive live streaming or live chat, sexually suggestive role playing games
Mature Cosmetic Procedures
Moderate
Female breast augmentation, penis enlargement surgery, vaginal laser rejuvenation, buttock implants, pubic hair grooming
Sexually Suggestive Elements and Theme
Moderate
Lewd or sexual language, images featuring legs spread open, touching covered intimate body parts, mimicking sexual positions or movements, dating for general audiences that includes more sexually suggestive imagery
Nudity
Strong
Visible genitalia, female breasts, or buttocks
Sexual Encounter Dating
Strong
Hook-up or fling dating, swinger dating sites
*Restriction Level:
Moderate - Ads that feature or promote the following types of sexual content categories are moderately restricted. They will only serve based on the following conditions:
The user’s age, the local laws where the ad is being served, and the user’s Safe Search settings.
Strong - Ads that feature or promote the following types of sexual content are strongly restricted. They will only serve based on the following conditions:
The user’s age, the local laws where the ad is being served, and the user’s Safe Search settings.
The user’s sexual content Search queries.
Once you receive a rejection for your ad, identify which example better suits your creative and make the necessary changes. After making the changes, resend the ad for review. If the changes made are correct, the ad will not be rejected.
Should you need any further information, check here.
Google requires that the destination and content of ads be accessible to the Google AdsBot web crawlers, ensuring that users are redirected to the correct destination after clicking on the ad.
In this scenario, the ads would be disapproved due to an untrackable destination.
Make sure Googlebot is allowed to crawl your landing page by checking your robots.txt file.
Below are some restrictions and errors you may have and how to identify them.
Destination Mismatch
The domain or domain extension in the display URL doesn’t match the final and mobile URLs where users are taken to.
Display URL: google.com and Final URL: example.com; Ad display URL: example.com and Keyword final URL: example.org; using the keyword insertion feature in the top-level or second-level domain of your display URL, such as "www.{keyword}.com"
Destination Not Crawlable
Destinations that are not crawlable by Google Ads
Using exclusion files (such as "robots.txt") to restrict access to an entire site or to the majority of a site; restricting crawl capacity disproportionately to the number of ads being submitted
Destination Experience
Destinations or content that are unnecessarily difficult or frustrating to navigate
Websites with pop-ups or interstitials that interfere with the user's ability to see the content requested; sites that disable or interfere with the browser's back button; websites that don't load quickly on most popular browsers and devices, or require download of an additional application to view the landing page (aside from common browser plug-ins)
Destination Not Accessible
Destinations that are not accessible in the targeted location
A site that displays a location based access limitation message in the targeted location (e.g. “This site is not accessible in your location”); a site that displays other messaging related to access limitations in the targeted location (e.g. “you do not have permission to access this page”)
Check which situation your website fits into; you may need to consult your technical team to make the necessary changes to comply with the Ad Exchange's destination requirements.
You can also check here for a broader view of how to fix that issue.
The promotion of online, real-money gambling or sites that contain or link to content related to online gambling is allowed with country-specific restrictions.
Social casino game ads are allowed on the Open Auction and Deals if they comply with the policies, which will be presented shortly, and if the advertiser has been certified Social casino game ads must target approved countries and should not appeal to minors. Check local regulations for the areas you want to target.
The promotion of social casino games, which are online simulated gambling games where there is no opportunity to win anything of value, such as money or prizes, is allowed.
However, the following are not allowed:
Social casino game destinations that offers gambling or games where the opportunity exists to win real money or prizes based on the outcome of the game.
Promotion of "real money gambling" destinations. This includes gambling-related advertisements that appear on your social casino game destination.
Promoting ads for offline and online gambling is permitted. However, your ad must comply with the following:
Offline Gambling
Promotion of physical, real-money gambling activity or establishments
"Brick and mortar casinos” in Las Vegas or Macau, entertainment events at casinos, streaming of offline poker tournaments
Online Gambling
Promotion of online, real-money gambling; Promotion of sites that contain or link to content relating to online gambling
Online casinos or bookmakers, bingo or slots sites or apps, online lottery ticket or scratch card purchase, online sports betting, games played with virtual currencies or items that have real-world value, Promotional products such as vouchers or bonus codes; educational materials such as tutorials or e-books; software such as poker odds calculators; other gambling-related information including tips, odds, handicapping, and sports picks; aggregator or affiliate sites that promote gambling-related content
Online Non-Casino Games
Any internet-based game where money or other items of value are paid or wagered in exchange for the opportunity to win real money or prizes based on the outcome of the game
Fantasy sports, online chess tournaments, or "match-three" video games played for money or prizes
Once you identify your method, you must comply with the rules of the country and get a certificate in order to display ads related to gambling.
Below, you can check the requirements for each country.
You will need the certificate for each country in which you are interested in publishing Ads.
For further information on how to apply for the certification, check here.
All ads and landing pages on Authorized Buyers must be designated as "family safe" to ensure they can potentially be shown to all appropriate audiences. It is necessary to identify how your creative fits into each category below.
Dangerous or Derogatory Content
Content that incites hatred against, promotes discrimination of, or disparages an individual or group on the basis of their race or ethnic origin, religion, disability, age, nationality, veteran status, sexual orientation, gender, gender identity
Content promoting hate groups or hate group paraphernalia; content that encourages others to believe that a person or group is inhuman, inferior, or worthy of being hated
Sexually Explicit Content
Text, image, audio, or video of graphic sexual acts intended to arouse, Content promoting underage, non-consensual, or other illegal sexual themes, whether simulated or real, Content promoting the creation or distribution of synthetic content that has been altered or generated to be sexually explicit or contain nudity as described above.
Hardcore pornography; sex acts such as genital, anal, and oral sex; masturbation; cartoon porn or hentai, incest, bestiality, necrophilia, lolita or teen-themed pornography, underage dating, sites or apps that claim to generate deepfake pornography, instructions on how to create deepfake pornography, endorsing or comparing deepfake pornography services
Compensated Sexual Acts
Content that may be interpreted as promoting a sexual act in exchange for compensation
Prostitution, companionship and escort services, intimate massage and similar services, cuddling sites; compensated dating or sexual arrangements where one participant is expected to provide money, gifts, financial support, mentorship or other valuable benefits to another participant such as ‘Sugar’ dating
Mail-order brides
Content promoting marriage to a foreigner
Mail-order brides, international marriage brokers, romance tours
Adult Themes in Family Content
Content that is made to appear appropriate for a family audience but contains adult themes, including sex, violence, vulgarity, or other depictions of children or popular children’s characters, that are unsuitable for a general audience
Adult content targeting family content audience.
If your creative matches any of the examples above, you will need to make the necessary changes accordingly. Make sure your creative does not present any of the above examples. After making the required changes, resend your ad for review.
For any further information you may need, check here.
It is possible for a Google-approved ad to be removed later due to policy changes or errors in Google's daily checks. Google's re-evaluation might determine that your ad now violates a rule, leading to its removal.
A common solution for this situation is to resubmit your ad for review. This allows Google to either approve it again or provide the correct rejection status if it still violates a rule.
During a campaign, you might stop using some ads, and Google may revoke these ads after a period of inactivity. Google performs daily checks, and if your ad is not being used regularly, it may be revoked. Once you resubmit the ad for review, it should be approved.
Learn how to create, edit and analyze your Ads' metrics here.
In the Ads area, you will create the Ads for your campaign, adding the group of creatives you want to send to the Ad Exchanges for approval.
You have complete control and visualization of the status of your Ad in each of the Ad Exchanges and you can also create rules for promoting these Ads.
On the Ads page, click on the button.
On the Select Assets Tab, you will need to fulfill a domain in which your creatives will be representing, you can choose between creating new creatives or using existing creatives.
To configure your UTM Tags, check here for more information.
After selecting your images, you will be shown your uploaded images.
If you wish to create new Ads based on existing Creatives, select the Use Existing Creatives tab, note that if you have previously selected any images on the Create New Creatives tab, all of your images will be discarded.
On the A/B Test tab, you can decide if you will be testing your Ads to check their results, by setting different weights on each creative.
It is necessary to have more than one creatives selected in order to use the A/B Test.
On the Naming and Tagging Strategy tab, you will be able to customize your ads' names and tags.
Copy From Assets - Uses the same name or tags from the creative itself.
Use New - Creates a new name or tag for all ads.
Append Size - By checking this option, insert the creative's size into the name.
Custom - Customize each Ad separately, naming and tagging each one.
You can check the current status of your settings by checking the Preview Editor.
On your Rules tab, you will be able to set a schedule for your Ad, being able to set a starting date and ending date, as well as setting which day and time.
If no schedule is set, all of your ads will be displayed all day long every day.
You can set a specific time for your Ad to be displayed, if all boxes are unchecked, the selected day will be removed from your schedule.
While making changes to your schedule, our Preview Editor will display how many hours per week the ads will be displayed.
All ads are sent for review and need Ad Exchange approval in order to be available in your campaign.
Some Ad Exchanges do not require a review, and your Ads will be available for immediate use.
For an Ad to work, it is necessary to create a rule, you will decide when the ad will be displayed, if you have not created the rule through our Ad Creation steps, follow the steps below.
On your rule creation, you will be able to select the time frame in which your ad will be displayed.
Name - Set a name to your Rule, to better identify;
Creative Group - Select the creative group in which your rule will be used;
Scheduling - You can schedule your ads to be displayed on certain days or time window, making it possible to fully customize when your ads will be displayed.
Display - Set a starting date and when the rule stops, you can always edit this date when necessary.
If you do not change the rule, the platform will understand that your creative will run during the campaign period, on all days of the week, and at any time. This area allows you to create periods for Ads to run within the same campaign, as well as their times and days of the week.
Example: Let's say that in the first half of the month, you have a promotion for a 10% discount on products and in the second half of the month for a 20% discount. You could create two Ads with different creatives and create a period rule so that the platform makes this change automatically for you, without the need to create two different campaigns;
Should your ad review fail for any reason, you can check more details here on how to correctly identify the error and how to fix it.
On the Ad list, you can check at a glance if there are any issues with your configuration. You can move the mouse over the warning sign to see a description of the issue.
Once all issues are addressed the ad will display a green check.
The metrics tab will display all metrics related to the selected ads or for the whole account if no ads are selected.
Learn more about the metrics tab.
The real time tab will display real time events related to the selected ad.
Learn more about the real time tab.
To create ads, click on either in the Ads area or in the Campaigns area to get started.
When creating new creatives through our ads tab, you can click on to upload images. You can use existing images from your media library, upload new images directly from your computer, or insert your Web Address (URL).
To use existing creatives, click on and you will be presented with a list of all created creatives.
You also have the option to create a creative directly from this screen, by clicking on .
Once you have chosen all necessary creatives, click on and all selected creatives will be listed.
You can also Preview your ad by clicking on , and if necessary, you can remove any unwanted creatives for your ad by clicking on .
After making all necessary changes, click on to move to the next step.
You can select whether you will be using the A/B Test by clicking on the corresponding to your decision, then if necessary, set a custom Suffix to better identify your A/B creatives.
After making all necessary changes, click on to move to the next step.
After making all necessary changes, click on to move to the next step.
To set a specific time for each day, or remove a day from your schedule, click on the dropdown .
After making all necessary changes, click on to move to the next step.
After making all necessary changes, click on to move to the next step.
Once you have followed every step correctly and made all the necessary changes, you will be able to review all your settings. If there are any adjustments required, click on to fix any issue.
After reviewing all of your ad creation process, click on to finish your ad creation.
If you need to make any necessary changes, click on on the ad and you will be able to edit the name and tags for your ad.
After making changes, click on .
To start creating an Ad rule, select an ad and move to the tab.
To create a rule, click on
After making all necessary customizations, click on .
Once you configure your rule, a week preview will be shown as well as the hours per week that your ad will be displayed. To make any necessary changes, click on and you will be able to make changes.
You can create multiple rules for the same Ad, and enable or disable them as you wish. Just flip the to decide which rules will be used.
Once you create your ads, it is necessary for certain exchanges to review your ad in order to display it on their inventory, you can check your exchange review status by clicking on .
If you did not check the Send for Review on your Ad creation, you will be able to send your ad for review by clicking on .
Ads that are not being used as often can be archived by clicking on the button. Archiving an Ad does not prevent it from being used or displayed, just hides it from the main view.
To see all archived ads simply turn on the filter. You can unarchive an Ad to make it show again on the main list.
