Ad approval process

AdWords Advertising Policies

Google developed a series of guidelines geared towards promoting a great user experience. A
happy user means repeat business for advertisers, so take a look at the resources below and make
sure your ads and websites are in line with what we use to evaluate your account.

View all AdWords advertising policies

Ad requirements will vary based on the type of ad you create.

If an ad doesn't meet our policies, we'll stop your ad from running, and you'll see the word
'Disapproved' listed with that ad in your account. Once you've made the appropriate edits, simply
save your changes and your ad will be automatically resubmitted to us for review. Your ad may
run on the Google Network only after it has been reviewed.

How long does it take for my ad to be approved?

Every time you submit new ads or make changes to existing ads, they're automatically submitted
for review to ensure that they adhere to all of our advertising policies. We work to review all ads
in our program as quickly as possible, usually within 1 to 3 business days or sooner.

If your ad has an "under review" status for more than 3 business days, please consider the
following:

 Make sure your ad is active. Paused or deleted ads will not be reviewed. Learn how to
resume your ad.
 We won't review ads over the weekend or on official holidays, so the waiting time may
be longer if it spans one of those days.
 Sometimes we encounter unexpectedly high volumes of ad submissions, so in those
cases, ad review may take a little longer. However, we do our best to review all ads as
soon as possible.
 If your ad falls under certain policies, it might require additional review, which can
extend the time it takes to get approved.

While your ad is awaiting review, you might want to take the opportunity to review our
advertising policies to ensure that your ads, keywords, and website comply.

An ad with an "eligible" status can run on Google search pages, but it won't run on our search
partners or Display Network placements until we review and approve the ad.

What if my ads don't meet the guidelines?

We created our AdWords advertising policies to help improve your ad campaigns as well as the
Google user experience. If we see that your ads don't follow these guidelines, we'll let you know
and offer suggestions on how to improve your ads. Often, our system will automatically detect
when your ads should be refined. When this happens, you might receive a message when you
create your ads, or you might notice a link (under the affected ad group in your account) to a
diagnostics page detailing the possible issues with your ads.

All ads in the AdWords program will be reviewed. If your ads don't meet our guidelines or are
performing poorly, we'll notify you by email. We'll often stop running your ads until you're able
to make the necessary changes. As soon as you make changes to your ad and save, your ad will
automatically be resubmitted to us for review.

Ad approval status
AdWords ads are reviewed to make sure they comply with our advertising policies. Once an ad
is evaluated, it is either approved to run or disapproved until further edits are made.

Click one of these approval statuses to learn more about it:

 Disapproved
 Under review
 Eligible
 Approved (adult)
 Approved (non-family)
 Approved

How do I resubmit an ad that was disapproved?

If your ad was previously disapproved, editing and saving your ad will resubmit it to us for
review. Your "Status" column will reflect the change in approval status -- it will change from
"Disapproved" to "Under review." Just be aware that changing the actual ad (such as editing text
or uploading a new image) is the same as deleting the original ad and creating a new one, so after
editing the ad, any statistics will be reset to zero. The same is true when you copy an ad to
another ad group.

Here's how to edit your ad:

1. Sign in to your AdWords account at http://adwords.google.com.

2. Navigate to the "Ads" tab.
3. Just hover over the table row that lists the ad you want to edit. This highlights the row
and exposes the editable fields on which you can click to edit. Click on the pencil icon
next to the ad, and you'll be able to edit the ad right there.

To help your ad run and perform well, please make sure to thoroughly review our ad policies and
to check out these ad tips.
How can I see my disapproved ads and disapproval reasons?
You can use filters to find disapproved ads across your account. You'll be able to see the reason
why each ad was disapproved by placing your cursor over the status information.

To use filters to find your disapproved ads, follow these steps:

1. Sign in to your AdWords account at https://adwords.google.com

2. On the Campaigns tab, click All online campaigns on the left.
3. Click the Ads tab.
4. Click the Filter button above the statistics table.
5. Select Create filter.
6. Select Approval Status from the first menu on the left.
7. Select the "Disapproved" checkbox and deselect all other boxes.
8. Select the "Save filter" checkbox if you'd like to use the filter you've created again later.
9. Click Apply.

The table automatically updates to show you all disapproved ads. Click the icon next to an ad to
see why it was disapproved.

To get your ad running again, make the necessary changes to your ad and save it. To edit your
ad, hover over the table row that lists the ad you want to edit. This highlights the row and
exposes the editable fields on which you can click to edit. Click the pencil icon next to the ad,
and you'll be able to edit the ad inline. Click Save when you're done. Since editing and saving
your ad will resubmit it to us for review, the Status column will change from "Disapproved" to
"Under review."

You might also want to watch this short instructional video:

How do I review my disapproved keywords?

You can use filters to review all of your disapproved keywords on the Keywords tab. To do this,
follow the steps below:

1. Sign in to your AdWords account at https://adwords.google.com .

2. Click the main Campaigns tab.
3. Click the Keywords tab.
4. Click Filter above the statistics table.
5. Select Create filter.
6. Select "Status" as your filter type.
7. Select the "Not triggering ads: requires action" checkbox.
 8. Click Apply.

Review keyword statuses