There is nothing worse for an advertiser than seeing a suspension note. To be honest, this has been the biggest nightmare one could imagine. One moment your ad campaign runs smoothly and all of a sudden everything falls off. The traffic drops off, the revenue freezes and a stressed-out team is finding out which one made them stop.
Many times, these suspensions can be caused due to the system getting hold of poor signals, making brands panic and when they try to appeal the process seems to be too slow.
This is one horrible situation to be in. But this situation is about to change. Google has planned to bring in major updates that improve the accuracy of the system from preventing the account from being suspended and also speed up the appeal process.
This has been an update expected by the advertisers for a very long time and now here it comes with better stability, better communication and faster resolution if an issue occurs. And for once, the numbers actually speak.
Lesser Mistakes and Faster Fixes
Over the past months, Google Ads has been equipping and fixing its enforcement technology and improving its review process. The results for these are,
“Reduced incorrect account suspensions by over 80%.
Advertiser suspension appeals are now addressed 70% faster.
99% of advertiser appeals are resolved within 24 hours.” – Google
These improvements are made to ensure that no advertisers get penalized by broad automated filters.
Source: Google Ads
Google Ads Liaison Ginny Marvin shared a video on Shorts explaining that many advertisers who follow all the policies but still end up being suspended because of the overcautious enforcement systems.
Yet these changes will bring a better balance, protecting advertisers from being suspended unnecessarily.
What are the changes?
Google has made several updates across the system enforcement workflows. They are,
- Better Automated Systems
The system is equipped in a way to identify the difference between a real threat and the harmless ones with the help of better training, sufficient data and filtered rules.
For better filtering, the Google automated detection tool has been updated and this is expected to reduce false predictions. This is vital because automation is the one thing that is responsible for major system enforcement decisions.
- Additional Internal validation
Now, if Google is going to suspend an account, Google runs extra internal checks that will ensure ad accounts with a suspended history do not get flagged incorrectly.
- Quick and Clear appeals
This is the point where most of the advertisers fear the most. Based on the feedback, Google has reduced the appeal time. Now all the appeals get cleared within a day. How cool is that!
When there is a faster appeal, there will be less downtime and reduced panic within the teams.
- Improved Transparency
Google is also planning to convey clear communication when actions are being taken on your client’s ad account. This means there will be an elaborated explanation, more notifications / more details in it and also with the guidelines on how not to make the same mistake again.
Every small update saves a lot of time for the advertisers rather than leaving them to do the guesswork or time taken to solve the issue.
Why does it matter?
When an ad account gets suspended, it is not just an inconvenience, but it will also cost you.
A suspension means,
- The account gets off the rails
- Damage to the performance
- Break in the revenue pipeline
For those agencies that handle multiple accounts, it is a matter of name issues now. The name of the company gets a hit and will hurt the relationship between the client and the advertiser.
How does this help the future of Google’s Enforcement?
With these updates going live, there will be a greater shift in Google’s history.
Automation is necessary to identify the ones that go against the policies, but the automation should be fair and not based on any miscalculations.
By bringing these updates, Google has clearly shown that all that feedback matters and is also a sign that they are listening.
There are many other improvements to be made, but the direction towards Google works is more promising.
Coming to an end, as of now, advertisers can sit back and relax. They can literally plan on stepping forward with a stable, more transparent and stressless Google Ads ecosystem.
