After Google Retargeting Ad Submission

After you submit a Google retargeting ad through MailChimp, Google will review it to make sure it meets certain advertising policies. Google will also wait a little while for your audience to build. As soon as these steps are complete, your ad will be live on the internet, ready for your customers to enjoy.

In this article, you’ll learn what to expect after you publish a retargeting ad.

 

What happens after submission?

After you submit your retargeting ad to Google, a couple of things happen behind the scenes before your ads go live: the ad review, and audience building.

Ad Review

First, Google has to check your ad to make sure it meets their Ad Policies in these categories.

  • Editorial standards and appropriate language
  • Targeting and relevance
  • Image quality
  • Landing page URLs and destinations

We’ll let you know if the ads in your ad group are approved or not. Here are the possible outcomes.

All ads approved

Each ad is compliant with Google’s advertising policies.

If Google approves your retargeting ad, it’s good to go! It'll post on Google’s Ad Display network as soon as your audience builds.

Some ads approved

Google approved a few ads in your ad group.

This is usually fixable. Certain things like all caps, extra punctuation, and phrases like “FREE” can cause a partial rejection. You can replicate the ad, make some minor edits, and then submit it again.
Ads rejected Google rejected your entire ad group.

We recommend you replicate your ad, edit each ad to comply with Google’s policies, and then submit it again.

Audience Building

Depending on website traffic, it can take a few hours or days to build your audience. Google will wait until about 100-200 visitors go to your site before your ad goes live. The count officially begins when you accept Google's Terms, and ends when your audience reaches the minimum size.

Your Ad is Live

After everything is approved and you have a minimum audience, your ads will run for the time you set in MailChimp’s Ad Builder. The ads will display to your site audience on popular websites across the internet that participate in Google’s ad network. All you have to do now is sit back, relax, and let the results roll in.

Retargeting ads work best in the long-term. So don’t worry if you don’t see immediate results on your report.

Check Ad Status

You can check your retargeting ad’s status any time on the Campaigns page.

Here’s what the status badges mean.

Ad Status Badge Description Next Steps
Pending Google has received your ads, and is reviewing them. Keep an eye on your inbox to see if Google approves or rejects your ads.
Scheduled Your ad is scheduled to appear online. The ad was approved, and is scheduled to publish at the date and time you chose in the Ad Builder.
Running Your ad is running. Wait a few weeks to check out your ad report for performance stats!
Some Rejected Google rejected one or more ads in your ad group. Google approved some, but not all, ads in your ad group. Review common rejection reasons and try again.
Rejected Google rejected all the ads in your ad group. Review common rejection reasons and try again.
Paused Your ad is paused. You can resume your paused ad, but you won’t be able to edit it.
Canceled Your ad has been canceled. Your canceled ad can’t be restarted, but you can make a copy of your ad and try again.
Completed Your ad has finished running. Check out your report to see how things went, or start planning your next Google retargeting ad.

Common Rejection Reasons

Here are some common ad rejection reasons that we’ve noticed so far.

Editorial issues

Some types of ad text can cause Google to reject an ad.

  • All caps

  • Excess punctuation, like !!! or ???

  • Certain phrases like “FREE” or “BUY NOW”

  • Curse words or profanity

  • Telephone numbers

Landing page problems

Google may reject an ad if there are problems on its click-through pages.

  • A 404 page at one or more landing pages in an ad group

  • A different landing page domain for any ad in an ad group. All ads must have the same landing page domain.

Ad Content

Certain content is restricted on Google’s Ad Network, and can increase your chances of rejection. Do not promote:

  • Alcohol

  • Adult content

  • Copyrighted material

  • Counterfeit goods

  • Dangerous products or services, like weapons or illegal drugs

  • Certain healthcare content and prescription drugs

Edit and Resubmit a Rejected Ad

If your ad is partially approved or rejected, you can make some edits and resubmit it to Google. You won’t be charged for resubmitting the ad.

To fix a rejected ad and resubmit it, follow these steps.

  1. Navigate to the Campaigns page.

  2. Scroll or use the search bar to locate your rejected ad.
    A screen shot of a rejected ad on the campaigns page

  3. Scroll to the Ad group step of the Ad Builder to see which ads in your ad group have issues.

  4. Click an ad that has a red error icon in the corner.

  5. Click Resolve to open the editor. You'll see Google's specific error message here.

  6. Edit your ad to comply with Google’s error message. For example, if your ad image was too small, you’ll need to replace or resize it.

  7. Click Save & Preview.

  8. Repeat steps 4 - 7 for each rejected ad in your ad group until all the errors are resolved.

  9. Click Resubmit Ad at the top of the page.

We’ll send your ad to Google for another review. Better luck this time!

 

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