Breaking: Upcoming Changes to AdWords' Policies

By Jacob Brown | @jakebrownppc | Account Manager at Hanapin Marketing

Google has sent a mass e-mail to advertisers stating they are going to be changing their advertising policies in September.

Do not fret too much as Google explains the new policies to be “more user-friendly.” Google lists the three main points as:

  • fewer and simpler AdWords policies
  • more transparency into why Google has each policy
  • more insight into how a policy can affect your ads

It seems we are safe from potential ad disapprovals, but as Lee Corso says, “Not so fast my friend”. While Google claims these new policies will be “simpler”, the e-mail informs advertisers that new restrictions will be introduced with the new policies. For instance, a new “Dangerous Content Policy” will be implemented and areas where restrictions could be added from this policy include but are not limited to: weapons, tobacco, and fireworks.

The four areas Google policies cover include:

  • Prohibited Content – content that is absolutely not allowed (examples: Countefeit Goods, Dangerous Products or services, Products/Services Enabling Dishonest Behavior, or Offensive or Inappropriate Content)
  • Prohibited Practices – tactics that are not allowed (examples: Abuse of the Ad Network, Use of Irresponsible or False Data, or Misrepresentation of Self, Service, or Product)
  • Restricted Content – content that is allowed but restricted in terms of where/when it can be shown (examples: Adult-Oriented Content, Alcohol Content, Copyrighted Content, Gambling-Related Content, Healthcare Related Content, Political Content, or Trademarks)
  • Editorial and Technical – this section explains editorial and professional requirements along with technical requirements.

So, what should we do as Google AdWords users? Review the rules before September. As long as you review the rules and comply with the policies, you should have no issues with your account.