Google adds nine policies to three-strike Ads system

Google has added nine new policies to its three-strikes system that punishes advertisers who don’t follow the rules.

The three-strikes system was announced in July. Testing then began in September. Google told Search Engine Land that the three-strikes policy is now global and is still being rolled out in phases across policies.

When the program was announced, Google said they planned to include more policy types to avoid. Now they have announced nine additional policies. 

When this change takes effect. It starts June 21. Google said it will then gradually ramp up over a three-month period. 

The nine new policies. To be clear, none of these policies are new to Google Ads. They all previously existed. They are just new in the sense they are included in the three-strikes system.

Running advertisements on any of the following could earn your account a strike:

• Compensated sexual acts
• Mail-order brides
• Clickbait
• Misleading ad design
• Bail bond services
• Call Directories, forwarding services
• Credit repair services, binary options and personal loans

What else to avoid. Google Ads has three main buckets for ads that earn violations, none of which are new. If you need a refresher, you can find them all here: 

• Enabling dishonest behavior
• Healthcare and medicines
• Dangerous products or services

Strikes and punishments. If your account receives a warning or strike, you will be notified via email and in your account. As a reminder, here’s what happens if your ads get flagged. 

Warning

• Trigger: First time an ad violates one of Google’s policies. 
• Penalty: Ad is removed.

First Strike

• Trigger: Violating the same policy, for which you received a warning, within 90 days.
• Penalty: Account is placed on a three-day hold and no ads are eligible to run.

Second strike

• Trigger: Violating the same policy, for which you received a first strike, within 90 days.
• Penalty: Account is placed on a seven-day hold and no ads are eligible to run. 

If you have received a first or second strike, but don’t violate Google Ads policies for 90 days, the strikes will expire.

Third strike

• Trigger: Violating the same policy, for which you received a second strike, within 90 days.
• Penalty: Account suspension.

Why we care. Anytime Google updates its Ads policy, it’s important to know what’s changing. Knowing what the Google Ads policies should help keep your account safe and avoid earning any warnings, strikes or an account suspension.