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Google Ads Updates Destination Requirements Policy



Google Ads Updates Destination Requirements Policy

Google Ads is updating its Destination requirements policy in March 2022 to improve clarity for advertisers. The changes being made will not impact the current policies.

Changes to the Destination policies are officially going into effect on March 21, 2022.

If you’re unclear why Google  disapproved your ads in the past, these changes should benefit you.

What’s Changing?

When Google disapproves an ad it’s not always clear why it was disapproved, or what this means for the rest of an advertiser’s campaign.

The main objective behind Google updating the destination policy is to provide clear examples and updated language of disapprovals. Changes to the policy include:

  • Clarifying guidelines for “Insufficient Original Content” policy
  • Introducing new “Destination not accessible” policy
  • Updating examples in the “Destination not working” policy

Insufficient Original Content

The first change will be within the “Insufficient Original Content” policy.

More specifically, websites that had error messages including “site under construction” will be categorized into this Insufficient policy.

Previously, those error messages corresponded with the “Destination Not Working” policy.


Now, destinations that will receive this error message include:

  • Parked domains
  • A website that is only intended to reserve a web address (no content on it)
  • Websites that display “Coming Soon” or “Under Construction” messages.

An example of the updated language Google Ads will be using is below.

Image credit:, February 2022

Destination Not Accessible

The second update is a new, independent policy from Google. This policy is called “Destination not accessible” and falls underneath the requirements of access limitations.

Google introduces new destination policy.Image credit:, February 2022

For example, if your site showed a message of “Down for maintenance”, you would receive this error message from Google Ads.

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Other examples where you would receive this disapproval from Google include:

  • A site that displays a location based access limitation message in the targeted location
  • A site that displays other messaging related to access limitations in the targeted location
    • Such as “You don’t have access to view this page”

Destination Not Working

Lastly, Google is updating its examples when showcasing the “Destination Not Working” policy. The reason for this update is to improve transparency and clarity for advertisers.

Google’s updated language around this policy will show as follows:

Google updates its Destination Not Working policyImage credit:, February 2022

If your site contains “http” or a server error code will receive this message.

Additionally, you may be at risk for receiving this disapproval if:

  • Your website returns an authentication error
  • Your website doesn’t work on common browsers or devices

Why Should Advertisers Care?

With Google providing more transparency and clarity around disapprovals, you’ll be able to troubleshoot ads faster. The quicker you can identify a disapproval issue, the quicker your ads will get back up and running.

These policy updates go into effect on March 21, 2022. You’ll want to make sure your website and accessibility to it is in good condition to avoid these disapprovals.

Source: Advertising Policies Help

Featured Image: Catleski/Shutterstock

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Reach Success With The Future Of Ad Exchanges [Podcast]



Reach Success With The Future Of Ad Exchanges [Podcast]

Constantly looking for ways to optimize your ad spend? Dreaming of a high-ROI paid advertising future? We’ve got great news — The future is now.

Big changes are on the horizon, and we know how to amplify your ad potential into high-quality leads.

John Lee, Microsoft Ads’ Head of Evangelism at Microsoft, joined me on the SEJ Show to talk about the future of ad exchanges and their ability to supercharge your potential to thrive with high-performance, low-resource programmatic advertising.

People do hop, skip and jump around, so there are all kinds of opportunities to target consumers throughout their decision journey, and Microsoft advertising is a significant piece.–John Lee, 11:25

When people think Microsoft, a big chunk of the time, people assume enterprise business, B2B, and that’s the tried and true. While that’s still a significant portion of the bottom line for Microsoft, the consumer matters greatly, whether that’s gaming or devices.–John Lee, 22:46

There’s this shift in behavior online. We’re seeing effectively a new persona emerge. –John Lee, 46:05

[00:00] – A little about John Lee.
[05:35] – How does the Microsoft advertising ecosystem look like?
[07:25] – Where to find traditional advertising beyond Bing?
[09:38] – What you can find in the display component of Microsoft.
[12:02] – Targeting in LinkedIn with Microsoft advertising.
[17:13] – Are Microsoft advertising ads shown within the X-box experience?
[23:52] – Important & growing vertical industries that Microsoft has focused on.
[31:22] – Are people still scrolling down and clicking on organic links in the SERPS?
[37:45] – How important are images in search advertising?
[45:26] – The new emerging personas.


Resources mentioned:
Viva Goals –
Microsoft Game Pass –
Bing Webmaster Tools –
Shutterstock –

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All of these other developments, these feed-based elements are new flavors and additional flavors to make an amazing user experience. Whether you’re talking SEO or paid ads, all of it is working together to create an on-point user experience on the server, whether that’s Google, whether that’s Bing.–John Lee, 34:28

There’s a lot happening in the verticals space, and that’s really just the tip of the iceberg. –John Lee, 28:22

Just as a reminder to all of you out there that are SEOs and are running websites. All of your sites do have a feed. It’s called an XML sitemap. Make sure it’s updated. Google is able to fetch it and not serve errors. All of these engines work off of feeds. Also, don’t be afraid to submit your RSS feeds for your blog categories into the search console as well. Mimic that within Webmaster Tools on the Bing side too. Search engines have gone very feed friendly. This is the way to go. It’s also the way to go from an advertising perspective.–Loren Baker, 33:08

For more content like this, subscribe to our YouTube channel:

Connect with John Lee:

John Lee’s enthusiasm for digital marketing is infectious, and he has the knowledge to match. He’s been at it for years, and he knows how to get results—both as an entrepreneur himself with Clix Marketing (which he co-founded) or in his current role as Head of Evangelism at Microsoft Advertising.

He has a great deal of experience with search engine marketing, display advertising, and social media marketing–Content creator, speaker, trainer, and fan of all things digital (marketing and technology).


Connect with John on LinkedIn:
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See also  25 Surefire Signs You’re Dealing With A Client From Hell

Connect with Loren Baker, Founder of Search Engine Journal:

Follow him on Twitter:
Connect with him on LinkedIn:


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