The BlackHatters learnt something new the other day (apparently this wasn’t covered off in the Google AdWords exam, haha!) in regards to the way that Google deals with international websites and Google AdWords PPC ads.
We were having issues with our ads being disapproved all the time because apparently the display URL and destination URL didn’t match…eventhough they did. After a lengthy discussion with Google it turns out it is due to IP redirects on websites. Let us explain…
Suppose you are an international brand (for the sake of this article Amazon.com, but we are just using them as an example) and when a visitor comes to your website from a different country they get redirected to their local site. So if you are in the UK, you get amazon.co.uk, if you are in France you get amazon.fr, etc. Well, if you set up a PPC ad directing traffic to Amazon.com with your display URL and destination URL to Amazon.com, you may find that you have your ads disapproved if your webmaster has put IP redirects on the website to locate where users are coming from and then redirecting them to their own countries site.
There have been recent cases where this has been happening to international brands where their ads are being disapproved by Google and here is the reason why. Google’s ad approval team isn’t sat in the country that you are necessarily in…more often than not they are sat in India. So when Google’s approval team check out the ad rather than going through to Amazon.com, then end up going through to Amazon India (okay, that doesn’t exist, but you get the idea) so they are disapproving perfectly legitimate ads because they are sat in India!
Google’s policy on IP Redirects is that they dont accept them – If you’re redirecting users to country-specific domains, we ask you to target an ad specifically to each location instead, so that you can make each ad’s Display URL domain accurately reflect the Destination URL domain in each respective country that you’re targeting.
So international brands have to either take out their IP redirects which is not great for their direct traffic to their website, or PPC campaigns all need to be split out so they are targeting each individual country seperately with individual campaigns to each country specific domain…meaning more work PPC optimisers in setting up their campaigns.
We thought we’d share this with people as it was news to us and hopefully it will prove useful to others who are having issues with having their PPC ads being disapproved by Google.
Brought to you by Black Hat PPC.
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