HOW TO DEAL WITH PPC ADS DISAPPROVAL ISSUE | DO'S & DON'TS FOR CREATING AD

DO NOT CAPITALIZE ALL WORDS

Always avoid all CAPITALIZATION or InTerCapiTaliZaTIoN for your ad text. Anything that forces to get attracted is prohibited unless it is a trademark or brand name or product name. Advertisers should focus to make attractive ad copies that are easy to understand for viewers.

Say, if my ad copy heading is "PPC Course in Kolkata" do not capitalize each word.

Good Practice – PPC Course in Kolkata

Wrong Practice – PPC COURSE IN KOLKATA

AVOID REPEAT WORDS

Unnecessary word repetition means you are influencing your viewers. Anything that forcefully tries to get attraction of audiences or viewers is prohibited and advertisers should always keep this in their mind while designing ad text, if not ad disapproval is unavoidable.

In the following example, the ad designer has used the word "Deals" three times. That’s a reparation and violation of Google’s Ad Policy.

DO NOT USE PHONE NO IN AD COPY

Adding phone no in ad copy for attracting visitors and generating leads is no more aproved in AdWords. This is a common mistake among new PPC marketer trying to generate direct leads as phone calls. It’s a huge NO-NO for PPC ad copy. If Google finds any ad with business phone no in AD Heading or Ad Description section, Google instantly disapprove the ad. It is never advisable to use any business phone no anywhere in Ad Copy.



Note: Advertisers should use AD Extensions like "Call Extensions" and "Callout Extension" to showcase the business phone no in AD Copy. If Phone call is so important for your business, then obviously you can use "Call Extension" and the good part of Call Extension is you can track the calls.

Advertiser also can utilize the facility of "Callout Extension”. As the max character limit of this extension is 75, advertiser can put the most important business phone no. at the end section of this extension. It serves the purpose of phone no like "Call Extension", the only thing is – it is not trackable and no links are available for it.

NEVER USE "CLICK HERE" IN AD COPY

Always use appealing "Call to Action" rather than direct and boring instruction like "Click Here". Call to action is the appeal or instruction to the audience to take an immediate response through the ad. As it helps to convert any leads to business, it has its own charms.

There are several techniques and variations to appeal the audience of the ads like "Get the Best Quote" , "Signup Now" , "Explore our Options" , "Reserve Your Date" and many more.

DO NOT WRITE UNREALISTIC CLAIMS IN AD COPY

Avoid using unrealistic claims like "No 1" , "First of its kind" , "Best Company in the World" etc unless it is approved by a quality compliance agency. If you are publishing ad for an ISO Certified Organization and if they have earned that certificate, then only use such words.

Note: If possible use Review Ad Extensions in support of the claims and put the best review. Review Extensions helps a lot to get clicked by potentials customer. You should always put high quality review which is not more than a year old from approved third party. Please keep in mind that review from a person will always be rejected.

FOLLOW THE CHARACTER LIMIT FOR AD COPY

Ad text length is one of key features to be noted during ad designing. Every advertiser should follow the guidelines for character limit of ad text i.e.

Headline 1 : 30 Characters
Headline 2 : 30 Characters
Description : 80 Characters



See an Example :



Before July 2016, it was little different. Then character limit for ad designing was:

Headline : 25 Characters
Display URL : 35 Characters
Description Line 1 : 35 Characters
Description Line 2 : 35 Characters

So friends, hope you are prepared now. We have discussed here most common factors that cause to rejection of your AD while designing an ad copy. It is an honest initiative from Froggyleap.Com to make you understand the basic principles and guidelines to be followed during AD designing.

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