Starting today, Google is now reviewing new paused ads, and existing paused ads will follow suit in the coming weeks, in an effort to “eliminate unnecessary delays in getting your ads approved and to ultimately enhance your experience with Google AdWords.”
It seems Google want to make it easier for AdWords advertisers to get their campaign creative in order ahead of a product launch, sale, or the upcoming busy holiday season, for example, to avoid a delay in approval – or worse, being disapproved and having to change an ad to go through the review process again.
Google has been alerting all AdWords advertisers to the change via an email:
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.
Why? We're proactively reviewing paused ads to eliminate unnecessary delays in getting your ads approved and to ultimately enhance your experience with Google AdWords.
When? Starting September 6th, we'll begin reviewing new paused ads, followed in the coming weeks by the review of existing paused ads.
Advertisers, what do you think of this change?