Starting September 6, AdWords advertisers can get ads through the Google approval process even if they’re immediately paused after creation. Google is beginning a new practice worldwide under which it will review paused AdWords ads, as well as active ones, the company confirmed.

The change seems to be aimed at allowing advertisers to set up campaigns and creative in advance of particularly busy review periods — the winter holidays and other seasonal events come to mind — so they know the ads that start running will be able to continue. When only active ads were reviewed, one always ran the risk of having to change ads if they were disapproved. “JezC” at AdWords Help Experts first noted the change, after receiving an e-mail notification from Google.

The e-mail said the change was undertaken to “eliminate unnecessary delays in getting your ads approved and to ultimately enhance your experience with Google AdWords.”

A Google spokesperson confirmed that the new review policy would affect all customers in all regions. New paused ads will be prioritized for review, and existing paused ads will be reviewed next, the company said in the e-mail. The change comes ahead of the busy holiday advertising season, allowing advertisers to set ads up in advance, and get them approved, before they’re set to actually begin.

Related Topics: Channel: SEM | Google: AdWords

About The Author: Pamela Parker is a contributing editor for Search Engine Land and Executive Features Editor at Marketing Land. She’s a well-respected authority on digital marketing, having reported and written on the subject since 1998, including a stint as managing editor of ClickZ. She’s also worked to help monetize independent publishers’ sites at Federated Media Publishing. She blogs about media and marketing at The River and about cooking, gardening and parenthood at Free Range. She can be found on Twitter as @pamelaparker. See more articles by Pamela Parker

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