As the holiday season quickly approaches, businesses and advertisers alike know that it’s a good time to get ahead of the game. Many already have or are actively planning their advertising strategies. However, for many businesses Google was throwing a wrench into their Adwords advertising strategies with their ad policy review.
In past years, Google’s ad policy review was proving to be a challenge to advertisers when it came to banner ads. Per Google, it takes one to three business days to get banner ads approved, but here’s the catch, the banner ads had to be active. Do you see the dilemma? When an advertiser uploaded active banner ads, their status would change to pending approval and once it was approved the ads would start running (meaning it could now be shown to searchers). Many advertisers would upload banner ads early in order to get approval, and be ahead of sales and holiday time crunches. However, their banner ads could get displayed before their intended time, depending on when the banner ads were approved. Plus, Google didn’t send an alert to let advertisers know their banner ads were approved; they just had to check on their banner ads’ status periodically. If an advertiser waited until the day before or the day of to upload their banner ads, those banner ads might not get approved for three days and then their banner ads would be late to show. Imagine doing banners ads for each one of the 12 days before Christmas, it could prove to be quite challenging, some of your ads could show beforehand and some could end up behind schedule. But as I mentioned, those were days past.
Google started approving paused ads at the beginning of September. This is a huge benefit to advertisers and businesses alike, especially for those who like to plan ahead. This means that banner ads can be uploaded in paused status, approved and then those banner ads stay paused and can be activated on the day they are intended to run. No more showing ads ahead of time because they’re approved and slipping out into the display world before they can be paused, and no more ads being displayed after their scheduled launch date because they’re still waiting on approval. Advertisers should truly be grateful, especially since this change comes right before the holiday season.
So this year, feel free to upload your paused banner ads early and enjoy the fact that no one will know about your surprise sale or product until its time.