In March 2022, Google Ads will update its Destination requirements policy to provide advertisers with more certainty. The proposed adjustments will have no effect on existing policies. On March 21, 2022, changes to the Destination policies will go into action.
These improvements could help you if you’re not sure why Google refused your advertising in the past.

What’s Changing?

It’s not always clear why Google disapproves an ad or what this implication is for the rest of the advertiser’s campaign when Google disapproves it.
The major goal of Google’s new destination policy is to offer explicit examples and updated disapproval wording. The following are some of the policy changes:

•  Clarifying the policy’s “Insufficient Original Content” standards
•  A new “Destination not accessible” policy is being implemented.
•  Examples under the “Destination not working” policy must update.

Insufficient Original Content

The “Insufficient Original Content” guideline will be the first to change. Websites that display error messages such as “site under construction” will be classified as insufficient under this criteria. Previously, the “Destination Not Working” policy corresponded to such problem messages.
The following destinations will now get this error message:

• Clarifying the policy’s “Insufficient Original Content” standards
• A new “Destination not accessible” policy is being implemented.
• Examples under the “Destination not working” policy is being updated.

Destination Not Accessible

The second change is Google’s new, stand-alone policy. This regulation is titled “Destination not accessible” and it falls under the accessibility limits rules.
For example, if your site displayed the notice “Down for maintenance,” Google Ads would send you this error message.
Other examples where you could face Google’s disapproval include:

• In the targeted location, a site that displays a location-based access limitation notice
• Other message relevant to access limitations in the targeted area are displayed on the site

“You do not have access to view this page”, for example.

Not Working Destination

Finally, while demonstrating the “Destination Not Working” guideline, Google is upgrading its examples. The goal of this upgrade is to provide marketers with more openness and clarity of marketing and promotion.
This warning displays if your website has “HTTP” or a server error code.
You may also be in danger of obtaining this rejection if you:
• An authentication error returns by your website
• Your website isn’t compatible with most browsers or mobile devices

Why Should Advertisers Care?

You’ll be able to resolve advertisements faster now that Google has increased openness and clarity regarding disapproval. The faster you can pinpoint a disapproving issue, the sooner you can have your advertising back up and running.
On March 21, 2022, these policy changes will take effect. To avoid these rejections, make sure your website and its accessibility are in good working order.