Every year, Google suspends tens of millions of Google Ads accounts for advertising policy violations. One specific policy area that confuses many legitimate advertisers is Google’s “three-strikes” system. Essentially, if Google decides your account has repeatedly violated any of 15 specific Google advertising policies, you’re at risk for temporary (and potentially permanent) suspension of your Google Ads account. To help you prevent a single policy issue from snowballing into a full account suspension, here’s how Google’s three-strike system works and what you should do at every stage to keep your ads running.
Understanding Google’s Three-Strikes System
The Three-Strikes Policy
Google’s three-strikes policy is a part of its broader advertising policies, designed to maintain a safe and trustworthy environment for both advertisers and users. The policy applies to accounts that repeatedly violate any of the 15 specific policies. These violations can range from misleading claims to prohibited content, such as weapons, drugs, and adult content.
How the System Works
The three-strikes system operates on a tiered approach, with each level of violation resulting in a different level of penalty. The first violation results in a warning, the second in a strike, and the third in an account suspension. It’s crucial to understand that these strikes are not just about the severity of the violation but also about the frequency and pattern of violations.
Common Violations Leading to Strikes
Some of the most common violations that lead to strikes include:
- Misleading Claims: Making claims that are not supported by facts or that are likely to mislead users.
- Prohibited Content: Advertising content that is prohibited by Google, such as weapons, drugs, and adult content.
- Unverified Claims: Making claims that cannot be verified, such as claims about the effectiveness of a product or service.
- Deceptive Practices: Engaging in practices that are likely to deceive users, such as bait-and-switch tactics.
Managing Warnings and Strikes
Recognizing a Warning
Warnings are the first level of penalty in Google’s three-strikes system. They are typically issued when an account has violated a specific policy. Warnings are usually accompanied by a notice from Google, outlining the violation and the steps that need to be taken to rectify it.
Addressing a Strike
Strikes are the second level of penalty. They are issued when an account has repeatedly violated a specific policy. Strikes are more serious than warnings and can lead to an account suspension if not addressed promptly. Addressing a strike involves identifying the root cause of the violation, making the necessary changes, and submitting an appeal if necessary.
Appealing a Strike
Appealing a strike is a crucial step in the process. It involves submitting a detailed explanation of why the violation occurred and what steps have been taken to prevent it from happening again. Google’s review team will then review the appeal and decide whether to uphold the strike or remove it.
Account Suspension
Account suspension is the most severe level of penalty in Google’s three-strikes system. It is issued when an account has repeatedly violated a specific policy and the strikes have not been addressed. Account suspension can be temporary or permanent, depending on the severity of the violations.
Preventing Account Suspension
Regular Policy Reviews
Regular policy reviews are essential to prevent account suspension. Advertisers should regularly review their ads and landing pages to ensure they comply with Google’s advertising policies. This can help identify any potential violations before they escalate into strikes.
Comprehensive Disclaimers
Comprehensive disclaimers are another effective way to prevent account suspension. Advertisers should ensure that their ads and landing pages include clear and comprehensive disclaimers outlining any restrictions or limitations on the use of their products or services.
Proactive Communication
Proactive communication with Google is crucial to prevent account suspension. Advertisers should maintain open and transparent communication with Google, keeping them informed about any changes or updates to their ads and landing pages. This can help prevent misunderstandings and ensure that any violations are addressed promptly.
Case Study: Appealing a Google Ads Strike
Over the past 10+ years, I’ve helped thousands of advertisers identify and resolve Google’s policy concerns so that their businesses can resume running ads. One such situation involved helping a business that sells ceremonial swords for military dress uniforms.
Google’s Other Weapons policy prohibits advertising swords intended for combat. However, that same policy permits the advertising of non-sharpened, ceremonial swords, which is what this business sells. Even though this business was properly advertising its products within Google’s ad policy parameters, Google issued them a warning for violating the Other Weapons policy.
After the warning, we documented for Google that the business wasn’t violating Google’s policy. We also added specific disclaimers to the business’s sword product pages, noting that the swords were only ceremonial. Frustratingly, Google decided to issue a first strike to the business anyway.
We appealed the strike because the business wasn’t violating Google’s policy. But Google quickly denied that appeal. We tried appealing again, and Google denied the second appeal. The ad account remained on hold with no ads serving, and the business was losing revenue.
Ultimately, we had to “acknowledge” the strike to Google (I’ll explain what that means later) so that the ads would resume serving. We then worked with Google to craft more precise disclaimer language, stating that the swords for sale were ceremonial blades and not sharpened for use as weapons. This disclaimer was added to the business’s website footer so that both Google’s robots and human reviewers could see it on every single page (regardless of whether swords were for sale on a particular page).
Because of all these changes, Google’s concerns were satisfied and the business has never received any subsequent warnings or strikes. The end result was a success, even though technically there should never have been a warning or strike issued because an actual policy violation never occurred.
Conclusion
Navigating Google’s three-strikes system can be a complex and challenging process. However, by understanding the system, managing warnings and strikes effectively, and taking proactive steps to prevent account suspension, advertisers can ensure their ads continue to run smoothly. Regular policy reviews, comprehensive disclaimers, and proactive communication with Google are key to success in this area.
FAQ
What is Google’s three-strikes system?
Google’s three-strikes system is a part of its broader advertising policies, designed to maintain a safe and trustworthy environment for both advertisers and users. The policy applies to accounts that repeatedly violate any of the 15 specific policies.
What are the common violations leading to strikes?
Some of the most common violations that lead to strikes include misleading claims, prohibited content, unverified claims, and deceptive practices.
How can I prevent account suspension?
Regular policy reviews, comprehensive disclaimers, and proactive communication with Google are key to preventing account suspension.
What should I do if I receive a warning?
If you receive a warning, you should identify the root cause of the violation, make the necessary changes, and submit an appeal if necessary.
What should I do if I receive a strike?
If you receive a strike, you should identify the root cause of the violation, make the necessary changes, and submit an appeal if necessary.
What is the most severe level of penalty in Google’s three-strikes system?
Account suspension is the most severe level of penalty in Google’s three-strikes system. It is issued when an account has repeatedly violated a specific policy and the strikes have not been addressed.
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