After Retargeting Ad Submission

After you submit a retargeting ad campaign 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 web retargeting campaign 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 campaign 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 campaign 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 web retargeting ad campaign, it’s good to go! The campaign will 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 campaign, make some minor edits, and then submit it again.
Ads rejected Google rejected your campaign’s entire ad group.

We recommend you replicate your campaign, 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 campaign 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 campaign report.

Check Campaign Status

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

Here’s what the icons mean.

Icon Ad Status 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 campaign 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 campaign 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 campaign. 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 campaign. Review common rejection reasons and try again.
Paused Your campaign is paused. You can resume your paused ad, but you won’t be able to edit it.
Canceled Your campaign has been canceled. Your canceled ad can’t be restarted, but you can make a copy of your ad and try again.
Completed Your campaign has finished running. Check out your report to see how things went, or start planning your next web retargeting campaign.

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 campaign.

  • 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 campaign 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

Copy and Resubmit a Rejected Ad

If your campaign isn’t approved, you can make a copy of it, edit it to comply with Google’s policies, and submit it again.   

To find out why some or all of the ads in your retargeting campaign were rejected, follow these steps.

  1. Navigate to the Campaigns page, and click the name of the campaign you want to work with.

  2. Read the message in the Ad Builder, which includes the rejection reason(s) from Google. 

To correct the issues, follow these steps

  1. Navigate to the Campaigns page, and click the drop-down next to the campaign you want to work with.

  2. Click Replicate.  

  3. Edit your replicated campaign to correct the issue described in the rejection message. For example, if a few ads had text with too many exclamation points, edit each ad to remove them.

  4. Click Submit Ad.

We’ll send your campaign to Google for another review. You won’t be charged again for resubmitting. Better luck this time!

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