Basic Restrictions on Google Display Ads

13 May 2020 Yoshiro Digital
a laptop image with a chain wrapped around and padlock resembling an access restriction

The major restrictions of Google Display Advertising

When it comes to running Google Display Advertising either independently or as part of a PPC agency, there are specific factors you need to be aware of so that your campaigns and ads are approved without difficulty.

What is Display Advertising with Google Ads?

Display Advertising provides marketers with the ability to provide messages through the use of text, logos, animations and a wide range of other graphical elements. When an advertiser users Display Ads they most commonly do so to target users that possess specific traits so that the ads effectiveness is elevated.

The trick lies in adhering to the policies and navigating the restrictions that Google places on this form of advertising that is in place to ensure that potential customers are offered the best experience from their online usage.

Why should I be concerned with Display Ad Restrictions

In order to provide the best service possible for your clients and/or customers it is crucial to take advantage of the online landscape. With well in excess of 4 billion users daily, the internet is a crucial place to enhance your business brand, get in touch with more customers and, therefore, increase sales.

Put simply, there are considerable advantages that come with Display Advertising which means abiding by the restrictions placed on this type of advertising should be a high priority.

The major advantages of Display Advertising includes:

  • There are millions of potential customers on the Internet – The significant number of users on the internet that you can advertise to makes this an obvious advantage. The ample amount of users on the Google Display Network (more than 2 million sites) provides the marketer with significant opportunity to place products and services in front of all the potential customers who frequent these sites.
  • Targeting is much more effective – There is much more control over when you ads show and to whom. Unlike traditional advertising methods, you can ensure that your Display Ads focus in on the right prospects at the right time with an ad that resonates.
  • Monitoring and Tracking Results is much easier – Display Advertising provides you with the capability to monitor and track all results as they relate to your campaigns. The metrics available to sift through are very comprehensive. This includes being able to see when a lead has converted into a sale, ascertain on which platform leads and sales are working best, and determine which specific ads are the most successful and effective.

What are the Google Ads Prohibited Practices

There are three specific practices that Google Ads are adamant won’t be a part of their Ad network and any infractions relating to the following is guaranteed to land you in deep trouble.

Inappropriate Data Collection and Use

Privacy of internet users is paramount. Google Ads want their users to trust that any information that they share will be treated with the respect that it warrants. To do so, Google insists that their advertising partners do not misuse any information and have adequate security measures in place where this data is collected.

Example of the types of user information that MUST be handled with appropriate care includes: a user’s full name, address, mailing address, all forms of ID, social security details and so on.

Attempts to Manipulate the Ad Network

Google Ads places a high emphasis on providing a service that is relevant, useful and safe for all users. What they don’t want is to see ads, content and destination URL’s that are deliberately trying to ‘work around’ their review process.

Some examples of manipulating the network include: the promotion of malware and harmful software, cloaking/hiding the true landing destination where users are being directed, manipulation of the settings in a deliberate attempt to overcome the Google policy review system.


This is a big one. Google Ads do not want to see any of their users misled by the Ads that they are delivering to their audience. This is why they place a huge effort in ensuring that ads and URL destinations do not exclude any relevant information and that they do not mislead the user about the products and services that they are claiming to offer.

Examples of misrepresentation include: omitting crucial details during the billing process (such as how a user will be charged and how often), omitting additional user charges, where a claim is made that is unrealistic (such as can be the case with weight loss businesses), phishing – where an entity falsely claims to be a reputable company for the purpose of getting users to provide valuable personal and/or financial details.

Which Content Restrictions do you need to pay close attention to

There are a number of crucial content restrictions that you need to ensure that your ads avoid so that they are not rejected. If you fail to abide by the restrictions you may even find your account blocked. This is why we encourage you to carefully take note of the following restrictions and ensure that you comply with them.

Dangerous Products and/or Services

Google Ads has a responsibility to keep users safe. To accomplish this, they make a concerted effort not to promote products and/or services that could cause serious harm and injury.

Some examples of what Google Ads considers to be dangerous content includes: weapons, ammunition, fireworks, recreational drugs, drug use equipment.

Counterfeit Goods

As a legitimate business, Google Ads prohibits the promotion and sale of goods that are known to be counterfeit. The definition of a counterfeit item is one that possesses a trademark and/or logo that is eerily similar or identical to one already in existence. Businesses that sell counterfeit goods are behaving extremely deceitfully, trying to pass themselves off as the original brand owner and this is highly illegal.

Inappropriate Content

A key value for Google Ads is the promotion of diversity and respect for all others. This means they place a concerted effort on trying to avoid their users being offended. This means that Google Ads refuses to allow ads and destination links that promote hatred, discrimination or violence and will not approve what can be considered offensive content.

Some example of what Google Ads considers to be offensive or inappropriate content includes: racial or sexual discrimination, graphic accident images, cruelty to animals, ads that contain unsuitable language, bullying or intimidation of any group.

Refusal to Enable Dishonest Behaviour

Google Ads places a high value on fairness and honesty. Therefore, they don’t allow for the promotion of products and services that encourage dishonest behavior. For example, this means that they will reject any advertisements that contain hacking instructions or software or academic services that encourage cheating.

So there you have it. Ensuring that you avoid providing Display Ads that do not abide by the policies and restrictions that we have listed above is crucial in succeeding with your digital marketing PPC campaigns. Avoiding Display Ad restrictions and delivering an approved ad will not only satisfy your client but will ensure you are not running the risk of penalty or exclusion in the ultra-popular Google Ads landscape.