ReferenceGoogle Ads disapproval
Repetition
Google Ads disapproves a word or phrase repeated without a reason, such as the business name in every headline, or asset text that repeats words already used in the ad or in another asset in the same ad group, campaign or account. Edit the repeated text in each flagged asset, then save. Google's page states no exceptions.
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 prohibits non-standard, gimmicky or unnecessary repetition of names, words or phrases. The rule reaches past one ad: text in one asset can be flagged because it repeats words already in another asset in the same ad group, campaign or account.
Google's page gives the advertiser name and the product name as examples and states no exceptions. So the test is whether a repeated word adds anything for the reader. A name that is repeated only because it has been pasted everywhere is the case the policy is written for.
What actually triggers it
The business name at the start of every headline
Several headlines that each open with the same business name. Google's first example is repeating the advertiser name.
A sitelink description that copies a headline
Sitelink or callout text that repeats words from a headline in the same ad group. Google names asset text that repeats words within another asset in the same group as a prohibited case.
The same phrase in every ad of one group
A phrase copied into each ad of a group, so every ad in the group carries the repeated text. The repetition is in the group's assets, which is why the ads are flagged together.
Fix it in this order
- Open Campaigns, then Ads, and list each ad with a Disapproved status. Read its headlines, descriptions and the sitelink text in the same ad group.
- Hover over the flagged ad or asset and select Edit. Remove the repeated name or phrase where it adds nothing, and keep it once where it does.
- Check the other assets in the same ad group, because the copied text may sit in a sitelink or callout rather than in the ad.
- Select Save, then read the status again after the review.
When to appeal
Appeal when the flagged words are not repeated in the way Google describes, for example when a name appears once in a headline and once in a legal line that the policy does not cover.
Repetition that adds nothing is an edit. An appeal does not change the text the review already read.