Google is reviewing complaints related to an advertising policy update that imposes tighter restrictions on consumer financial products and services.
After the launch, marketers have complained that the policy is so “broadcast” that it’s causing problems for advertisers outside of the consumer finance industry.
Why we care If your Google Ads campaigns are facing disapprovals or limitations as a result of this update and you don’t know why, it may not be due to a violation of Google policies. The problem could be attributed to Google’s own processes.
Updated personalized ads policy. A few weeks ago, Google revealed plans to do just that update your personalized ads policy, introducing restrictions on personalized ads for consumer financial products and services. The expanded policy will be renamed “Customer Ads Credit” to “Customer Ads Credit.” The updated policy reads:
“In the United States and Canada, the following sensitive interest categories may not target audiences based on gender, age, parental status, marital status, or zip code.”
Issues for advertisers. PPC expert and Search Engine Land award winner Greg Kohler shared a screenshot X of your account after a handful of ads were rejected or limited as a result of the update:
Greg said his campaigns were experiencing these difficulties due to Google’s policy update, which he said was “pushed through automated checks.”
He then revealed how one campaign caused the policy violation simply by including the term “apartments” in the keyword group, writing to X:
“These automated checks are always too broad when first applied – I can’t even add that keyword to the interface as it gets rejected just for including ‘apartments’.”
What Google says. Google Ads Liaison Officer Ginny Marvin personally acknowledged Greg’s complaint and expressed her gratitude for bringing it to their attention. He then confirmed his intention to private message her for more details, indicating that the matter would be investigated.
Search Engine Land will provide you with updates on future Google developments.
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deep dive Read Search Engine Land’s report on Google’s personalized ads policy update to learn more about how consumer finance ad targeting will be restricted from now on.
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