Your SEM campaign is facing ad disapprovals left and right. How do you regain client trust and confidence?

When facing ad disapprovals, regain client trust by thoroughly understanding the issues causing the disapprovals. Analyze the feedback from search engines to identify the specific problems, such as misleading content or prohibited items. Address these issues promptly by making necessary adjustments to the ad content or landing pages. Communicate transparently with your clients about the steps you're taking to resolve the problems and ensure compliance with advertising guidelines. Demonstrating your commitment to resolving these issues will help rebuild confidence and trust.

After reviewing the current ad services, it seems that we are encountering persistent issues that are impacting performance. If these issues continue, I suggest we consider implementing backup campaigns. These backup campaigns will serve as a contingency plan to ensure we maintain effective advertising and minimize disruptions. I will make sure to outline the adjustments needed and keep you updated on progress. This approach will help us stay on track while we resolve the issues with the primary campaigns

>Immediate Communication Inform the Client: Let them know about the ad Disapprovals Puickly & Explain why it Happened >Assess and Plan Analyze the ads: Explain the reasons behind their Rejection. Formulate a Scheme: Formulate a Plan to Address the Problems >Implement Solutions Make the required adjustments & resubmit your ads Review Requests: Make a manual review request if you think the Disapprovals were made Incorrectly Update the client on Regular basis on your Progress Send reports: Give Performance info & advice on how to get back on Track >Build Long-Term Trust Offer Compensation: Consider a Discount, Bonus Service, or Extra ad Spend to offset any Losses Follow-Up: Check in after Resolving the issue to ensure Client Satisfaction.

Immediate Acknowledgment and Transparency Inform the Client: Immediately notify the client of the ad disapprovals before they notice it themselves. Transparency is key to building trust. Acknowledge the issue and ensure them that you are taking swift action to resolve it. Review Disapproval Reasons: Go through the specific reasons provided by the ad platform (Google Ads, Microsoft Ads, etc.) for each disapproval. This may include policy violations such as restricted content, misleading claims, or issues with landing page quality. Cross-Check Ad Content: Ensure that all ad copy, creatives, and landing pages comply with the platform's policies. Pay close attention to areas like trademarks, prohibited content, or misleading language.

Welcome to hell, or otherwise known as automatic ad filtering. Most of the time you will not have clear reasons for why your ad was disapproved. I've had cases (particulary in finance or healthcare) where I've had to appeal around 10 times to finally clear policy. You will need to do your own research and scan the policy terms with an eagle eye to see what your site/product is doing to offend the policy. Ad accounts that are more seasoned will have more helpful service when you need to appeal an ad. If your new and in a category like finance, healthcare, or politics you will need a lot of patience and maybe a glass of wine.

After identifying the issues, revise your ad creatives to align with advertising guidelines. This involves editing the copy, images, or other elements that caused disapproval. Ensure the revised ads meet compliance while still achieving your campaign objectives. Clearly explain these changes to your clients, showing how they address the disapproval reasons. This approach demonstrates your commitment to resolving the issues and reinforces your expertise, helping to rebuild client trust.

Evaluate the Disapproved Creatives Understand Policy Violations: Begin by reviewing the reasons for disapproval provided by the platform (e.g., Google Ads). Common issues could be related to misleading content, prohibited claims, inappropriate imagery, or landing page violations. Ensure that all ad creatives are thoroughly reviewed for compliance with platform guidelines. This includes verifying that: Avoids exaggerated claims, restricted keywords, and any misleading language. Imagery: Follows content restrictions, avoiding graphic, inappropriate, or deceptive images. Comply with transparency policies, such as clearly displaying contact information, privacy policies, and ensuring the ad promises match the landing page content.

Based on the insights gained, revise the ad creatives, copy, and landing pages to comply with the platform's policies. This might involve adjusting the language, changing visuals, or improving the landing page experience. Show the revised creatives to the client to demonstrate your proactive steps in addressing the problem.

Study Platform Guidelines: Make it a priority to fully understand the ad policies for the platforms you're using (e.g., Google Ads, Microsoft Ads). Read through sections on restricted content, prohibited practices, acceptable ad formats, and landing page requirements. Review Disapproved Ads: Examine each disapproved ad in detail, identifying the specific policy violations. Categorize the reasons (e.g., misleading claims, restricted keywords, inappropriate imagery). Audit All Campaign Elements: Go beyond the disapproved ads and audit your entire campaign, including ad copy, keywords, and landing pages. Use your newfound mastery of the ad policies to adjust and revise your ad creatives, ensuring they comply with all the rules.

To avoid future disapprovals, become well-versed in advertising policies. Regularly update your knowledge as search engines revise their guidelines. By staying ahead of these changes, you can proactively adjust campaigns and advise clients on best practices. This proactive stance shows clients that you're dedicated to not only resolving current issues but also to maintaining high standards in managing their SEM campaigns.

After making the necessary changes, continuously test and monitor the ads to ensure compliance and effectiveness. This not only helps in avoiding further disapprovals but also in optimizing the campaign's performance.

Present a clear recovery plan to the client that outlines how you'll get the campaign back on track. This plan should include timelines for resolving disapprovals, re-launching ads, and achieving the desired campaign outcomes. Emphasize your commitment to minimizing any impact on the campaign’s performance.