\n| Third strike<\/td>\n | Violation of the same policy for which you’ve received a second strike within 90 days of the second strike<\/td>\n | Account suspension for repeat violation of our policies<\/td>\n<\/tr>\n<\/table>\n If an account violates a policy, the account admin will receive an email informing them of the issue. After the initial warning, admins will need to correct the policy infringements and send Google Ads an acknowledgment that the changes were made in order to serve ads again.<\/p>\n Strike timelines.<\/strong> Strikes expire after 90 days, according to Google. If you’ve had two strikes, fix the issues, send an acknowledgment of the issues and fixes, and then do not violate another policy for 90 days after the fix, your account resets, in a way, and the next violation will be the initial warning again. As always, search marketers will be able to appeal any violation and enforcement decisions.<\/p>\n“We already administer immediate account level suspensions when we detect egregious policy violations such as circumventing our systems (e.g., creating new accounts to bypass multi-strike suspensions), phishing or misrepresenting the product or service to intentionally mislead users,” the announcement also says.<\/p>\n The future.<\/strong> Google Ads plans to expand the scope of the project after the initial pilot to include more policy types. The program will eventually roll out globally.<\/p>\nWhy we care.<\/strong> The new ad policy pilot program provides clear actions and consequences for advertisers. While Google is testing this program for the Enabling Dishonest Behavior, Unapproved Substances and Dangerous Products or Services policies, it will likely eventually roll out to other policy areas in the coming year. The initial warning gives you the benefit of the doubt, but penalties are increasingly stringent after that. However, the penalties could be too harsh for those whose ads mistakenly get flagged as violations when they’re actually not.<\/p>\n<\/tbody>\n<\/table>\n<\/figure>\n
\nContributing authors are invited to create content for Search Engine Land and are chosen for their expertise and contribution to the search community. Our contributors work under the oversight of the editorial staff<\/a> and contributions are checked for quality and relevance to our readers. The opinions they express are their own.<\/em><\/p>\n
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