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Upcoming AdWords Change Review of Paused Ads

This evening I received an email from our friends at Google’s AdWords department. Anyone with an AdWords account likely received this email as well. Question I have (and many others likely is why?

Let me first bring anyone without an AdWords account up to speed on the email. It read:

Dear AdWords Advertiser,

We’re writing to let you know about some upcoming changes to the types of ads we review.

What’s happening?
Starting September 6th, we’ll begin reviewing paused ads the same way we review active ads. This means that your new and existing paused ads will be sent through the standard ad approval process. As a result, if your paused ads violate one or more of our AdWords advertising policies, they’ll likely get disapproved.

We’re proactively reviewing paused ads to eliminate unnecessary delays in getting your ads approved and to ultimately enhance your experience with Google AdWords.

Starting September 6th, we’ll begin reviewing new paused ads, followed in the coming weeks by the review of existing paused ads.

Now… the big outstanding question is why would they want to do this? As always (and anyone can tell you) I have some opinions.

  1. To do what they say. Basically the more “Paused” ads that there are the longer it takes them to review incoming / new ads. Therefore clean out the old, not used ones that us Ad creators refuse to look at anymore
  2. To simply clean out the old stuff. Any search engine expert that has worked around an internal or enterprise search will tell you that old=bad, or Crap in = Crap out. Therefore if they paused your ads for some reason they don’t think they should be there (aka they are of poor quality) now they are going to basically delete them
  3. To prepare for more AdWords changes. If they have something up their sleaves (and I am sure they do) you will hear more information about increased AdWord requirements / rules, or some other changes coming in the near future.
As always, just trying to make it simple for everyone!