It feels like just yesterday we were discussing issues like how to dispute Google Ad disapprovals or the new restrictions for Housing, Employment, and Credit policies.

And on July 20, 2021, we learned that come September, there’s going to be yet another twist in the plot of advertiser versus Google Ads policies, with Google’s new three-strike ad policy system. 

Advertisers aren’t surprised, but they do have mixed feelings about this soon-to-be-launched pilot program, and the implications will vary depending on your account. So today, I’m going to cover everything you need to know, including:

  • What Google’s three-strike ad policy system is, how it works, and when the pilot will go into effect.
  • The varying responses to this announcement within the PPC community.
  • Five ways you can prepare and avoid strikes and suspensions come September.

With this information, you’ll have a better grasp of what to expect once the strike pilot gets introduced. Plus, an understanding of what to do if your account gets hit with the new penalties.

What is Google’s three-strike ad policy system?

Google announced on July 20, 2021 that it will be piloting a new policy program in which repeat offenders of three of its current policies will get a series of penalties (strikes)—with the third strike resulting in indefinite account suspension.

If you’re familiar with Google Ads disapprovals, the three specific policies Google is piloting the system with won’t…

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