ReferenceGoogle Ads disapproval
Capitalization
Google Ads disapproves words typed in all caps, or with odd casing such as FlOwErS, when the capitals are used for emphasis rather than standard use. Change the flagged words to standard capitalization and save. Common abbreviations, coupon codes and brand names can be allowed, but only after a review request.
At a glance
- Where it shows
- The Status column on the Ads & assets page, as Disapproved.
- What stops
- That ad or asset stops serving until the edit is reviewed.
- How serious
- Low on its own. Repeated violations can lead to suspension.
- How long
- Google says re-review typically takes 24 to 48 hours after the edit is saved.
What it means
Google's Editorial policy asks for ads and assets that are clear and easy to read. Capitals have a standard use: starting a sentence, a proper name, or an acronym people actually use. Capitals used to shout a word, or to make a phrase look bigger, fall outside that use.
The review works asset by asset. In one real account, one headline out of five near-identical headlines was limited while the other four with the same words were approved. Check each flagged headline or description on its own rather than the ad as a whole.
What actually triggers it
A word in all caps used for emphasis
FREE, SAVE or NOW in a headline, description or sitelink title. The capitals are the flag, not the word itself.
Odd casing inside a word
Capitals placed in the middle of a word, such as FlOwErS. Google's page uses this exact example as disallowed.
Dotted capitals
F.L.O.W.E.R.S. Google's Capitalization page lists it alongside its odd-casing examples, and its punctuation page lists the same text as excessive punctuation.
Fix it in this order
- Open Campaigns, then Ads, and find each ad with a Disapproved status. Check the Ads & assets page for assets as well.
- Hover over the ad or asset and select Edit. Change each flagged word to standard capitalization, such as Free in place of FREE.
- If an abbreviation, coupon code or brand name must stay in capitals, request a review through Google's approvals contact form before you keep it. Google says it can be allowed only once it has been reviewed.
- Select Save, then check the status again once the review finishes.
When to appeal
Appeal when the capitals are a standard use, such as an accepted abbreviation, a coupon code or a brand name you have already asked Google to review.
A word written in capitals for emphasis is an edit. An appeal does not change the word the review read.
Often confused with
Punctuation covers the marks around words, such as doubled exclamation marks. Capitalization covers the letters themselves. A headline in capitals with two exclamation marks can be flagged under both, and each needs its own edit.