ReferenceGoogle Ads disapproval
Punctuation and symbols
Google Ads disapproves ads and assets with repeated or gimmicky punctuation, decorative symbols, emoji or letters swapped for digits. Edit the flagged text to standard punctuation and save. A few symbols, such as a star-rating asterisk, are allowed 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 Ads allows ads and assets that are clear, easy to interact with and relevant. Punctuation and symbols are part of that test. Standard sentence punctuation passes, and so does a short list of symbols used in a common, accepted way.
The rule catches text that tries to look like emphasis. Doubled marks, symbols that stand in for letters and decorative characters all read as gimmicks, whatever the business meant by them.
What actually triggers it
Doubled marks at the end of a headline
A headline that ends in two exclamation marks, such as a service name followed by !!. Google's page lists repeated punctuation, such as two exclamation marks, as not allowed.
A symbol in place of a letter
A word typed with a 1 for an l or an @ for an a, such as f1owers. The reader sees a misspelling, and the review reads it as a substitution.
Decorative asterisks or emoji
A word wrapped in asterisks for emphasis, or any emoji in the text. An asterisk after a number is the exception: 5* hotel is allowed to show a star rating, but only after a review request.
Dotted capitals
F.L.O.W.E.R.S. with a full stop after each letter. Google lists it under excessive punctuation, and the same text can also be flagged under capitalization.
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, including sitelinks.
- Hover over the ad or asset and select Edit. Replace doubled or decorative marks with standard punctuation, and spell out any word that uses a symbol for a letter.
- If a symbol must stay, such as a star-rating asterisk or a brand name written with a non-standard mark, request a review through Google's approvals contact form before you save it.
- Select Save, then check the status again after the review finishes.
When to appeal
Appeal when the flagged mark is a trademark, a brand name your website uses the same way, or a symbol Google allows in common use. Appeal from the status column in the account.
An exclamation mark in ordinary copy is an edit, not an appeal. Appeals do not change the text the review read, so change the text and wait for the new review.
Often confused with
Capitalization covers words typed in all caps or with odd casing, such as FREE or FlOwErS. Punctuation covers the marks around the words. A headline in capitals with two exclamation marks can trigger both, and each needs its own edit.
Spacing covers missing or extra spaces, such as F R E E. A dotted word is punctuation under Google's own page, so check which pattern the quoted text shows before you change it.