All AdWords ads go through an approval process to ensure the ads are safe and appropriate for users. Before any ad can be shown, each ad is reviewed based on our advertising policies. If any issues are found, we'll notify you with information about the policy and what you can do to get approved.
While your ad is being reviewed, it'll have an "under review" status in the status column on your Ads tab. Until your ad is reviewed and approved, it won't be eligible to run on Google, our search partners, or on Display Network placements.
Why does Google have advertising policies?
We created our AdWords advertising policies for the following reasons:- We want to create a good user experience for people viewing our ads.
- We believe these guidelines can help you get a better return on investment.
- We want advertisements to follow all applicable laws in the countries where they appear.
How do I submit my ads for approval?
Every time you create a new ad or make changes to an existing ad, it'll automatically be submitted for review to ensure that it follows our advertising policies.How long does the approval process take?
We work to review all ads in our program as quickly as possible, usually within 1 to 3 business days or sooner.While your ad is being reviewed, it'll have an "under review" status in the status column on your Ads tab. Until your ad is reviewed and approved, it won't be eligible to run on Google, our search partners, or on Display Network placements.
What gets reviewed?
Our approval process looks at your ads, keywords, website, and account structure. We look at both formatting (how you advertise) and the actual content of your ads and websites (what you advertise).- Formatting requirements: These requirements depend on the format of your ad. There are specific requirements for text ads, image ads, video ads, and all other advertising formats.
- Content requirements: These requirements apply to the purpose of your advertising. Some types of products or services (like illegal products) just aren't allowed in the AdWords program regardless of how they're advertised.
What are the approval statuses?
During the approval process, your keywords and ads will be given a status. You can see the status of your ad or keyword by logging into your account and looking at the "Status" column of your Ads tab or Keywords tab. Below is a list of statuses you might see. Click each status to learn more.| Status | What it means |
| Under review | Your ad is still being reviewed. |
| Eligible | Your ad's still being reviewed, but it can show on certain pages. |
| Disapproved | There's an issue with your ad and it can't show right now. |
| Approved (adult) | Your ad's approved, but it can only show in certain countries and sites where adult content is allowed. |
| Approved (non-family) | Your ad's approved, but it can only show in certain countries and sites where this type of content is allowed. |
| Approved (limited) | Your ad's approved, but it can only show in certain countries and devices where this type of content is allowed. |
