Common Reasons Your Google Shopping Ads Are Disapproved

Common Reasons Your Google Shopping Ads Are Disapproved

As an eCommerce store owner in the USA, you know the power of Google Shopping Ads. They’re a game-changer for driving traffic, boosting conversions, and showcasing your products to millions of potential customers. But nothing stings quite like seeing your carefully crafted ads slapped with a disapproval notice in your Google Merchant Center. It’s frustrating, it’s costly, and it can feel like a roadblock to your online success.

Why Google Shopping Ads Get Disapproved: The Big Picture

Google Shopping Ads are unique. Unlike traditional Google Ads, they rely heavily on your product feed—a detailed dataset uploaded to the Google Merchant Center (GMC). This feed includes critical information like product titles, descriptions, prices, availability, and images. Google’s automated systems crawl this data and your website to ensure everything aligns with their strict policies. When something’s off, your ads—or even your entire account—can face disapproval.

Disapprovals aren’t just a minor inconvenience. They can halt your campaigns, reduce your visibility, and directly impact your sales. In fact, studies show that Google Shopping drives over 75% of retail ad spend because of its high-intent audience. A disapproval means you’re missing out on that goldmine.

The good news? Most disapprovals are fixable, and many are preventable with the right knowledge and strategy. Below, we’ll explore the top reasons for Google Shopping Ads disapprovals and provide step-by-step solutions to keep your campaigns compliant and performing at their best.

1. Inaccurate or Incomplete Product Data

The Problem

One of the most frequent culprits behind Google Shopping disapprovals is inaccurate or incomplete product data in your feed. Google requires precise details about your products, including attributes like:

• Product Title: Must be clear, descriptive, and match the product on your website.
• Price: Must align exactly with the price on your landing page, including taxes and currency.
• Availability: Must accurately reflect whether the product is “in stock,” “out of stock,” or “preorder.”
• GTIN/MPN: Unique identifiers like Global Trade Item Numbers (GTINs) or Manufacturer Part Numbers (MPNs) are mandatory for most products.
• Condition: Must specify if the product is “new,” “used,” or “refurbished.”

If any of these attributes are missing, incorrect, or inconsistent with your website, Google will flag your product. For example, a price mismatch—where the feed lists a product for $49.99 but your website shows $59.99—will trigger an immediate disapproval.

Why It Happens

• Manual Errors: Typos or outdated information in your product feed.
• Dynamic Pricing: Prices that change due to discounts, promotions, or currency conversions without updating the feed.
• Missing Identifiers: Failing to include GTINs or MPNs, especially for branded products.
• Inconsistent Data: Discrepancies between your feed and website, such as different availability statuses.

How to Fix It

• Audit Your Feed Regularly: Use tools like Google Merchant Center’s Diagnostics tab to identify errors in your product data. Check for missing GTINs, incorrect prices, or mismatched availability.
• Enable Automatic Item Updates: Google offers an “Automatic Item Updates” feature that syncs your feed with your website’s pricing and availability in real-time, reducing mismatches.
• Use Standardized Identifiers: Ensure every product has a valid GTIN or MPN. If you’re selling custom or unique products without GTINs, clearly mark them as “identifier_exists = FALSE” in your feed.
• Validate Your Data: Before uploading your feed, double-check your .csv or XML file for accuracy. Tools like DataFeedWatch or CTX Feed can automate this process for larger inventories.
• Update Frequently: If your prices or stock levels change often, schedule daily feed updates to keep everything aligned.

By maintaining a clean and accurate product feed, you’ll minimize disapprovals and keep your products visible to shoppers.

2. Policy Violations: Prohibited Content or Products

The Problem

Google has a strict set of policies governing what can and cannot be advertised through Shopping Ads. Selling prohibited or restricted products—like weapons, alcohol, or unapproved health supplements—will result in instant disapproval. Even seemingly innocent products can get flagged if they violate Google’s guidelines, such as making exaggerated health claims (e.g., “Cures cancer!”) or using misleading promotions.

Why It Happens

• Prohibited Categories: You’re trying to advertise products Google doesn’t allow, like recreational drugs or counterfeit goods.
• Misleading Claims: Overstating product benefits or using deceptive language in your descriptions.
• Sensitive Content: Including adult content, violent imagery, or anything deemed inappropriate.
• Regional Restrictions: Selling products that are legal in some areas but restricted in others (e.g., CBD products).

How to Fix It

• Review Google’s Policies: Familiarize yourself with Google’s Shopping Policies to ensure your products comply. Pay special attention to restricted categories and content guidelines.
• Remove Prohibited Products: If any of your products fall under Google’s banned categories, remove them from your feed immediately.
• Add Disclaimers: For health-related products, include disclaimers like “Individual results may vary” to avoid misleading claims.
• Request a Manual Review: If you believe your product was flagged incorrectly, appeal the disapproval through the Google Merchant Center. Provide evidence that your product complies with policies.
• Consult Experts: If navigating Google’s policies feels overwhelming, partner with a professional agency like The Commerce Shop to ensure compliance.

Staying proactive about policy compliance will save you from costly disapprovals and potential account suspensions.

3. Landing Page Issues: Broken Links and 404 Errors

The Problem
Your Google Shopping Ads direct customers to a landing page, and Google expects that page to be functional, relevant, and user-friendly. If your landing page returns a 404 error, redirects to an unrelated page, or fails to load properly, your ad will be disapproved. Google also dislikes landing pages with pop-ups that block content or lack clear refund and return policies.

Why It Happens

• Broken URLs: Incorrect or outdated URLs in your product feed.
• Homepage Redirects: Linking to your website’s homepage instead of a specific product page.
• Server Issues: Temporary downtime or slow-loading pages when Google crawls your site.
• Poor User Experience: Landing pages with intrusive pop-ups, missing policies, or inconsistent product information.

How to Fix It

• Test Your URLs: Use Google Search Console to verify that all landing page URLs in your feed are functional and lead to the correct product page.
• Fix 404 Errors: If a landing page is broken, update the URL in your feed or redirect it to the correct page.
• Optimize Landing Pages: Ensure your landing pages load quickly, are mobile-friendly, and include clear refund, return, and shipping policies.
• Avoid Pop-Ups: If you use pop-ups, ensure they’re easy to dismiss and don’t block the entire page.
• Use Specific Landing Pages: Each product in your feed should link to its unique product page, not a category page or homepage.

A seamless landing page experience not only prevents disapprovals but also boosts conversions by guiding customers directly to the product they’re interested in.

4. Low-Quality or Non-Compliant Images

The Problem

Images are the heart of Google Shopping Ads—they’re what catch a shopper’s eye. But if your product images are blurry, low-resolution, or contain promotional overlays (e.g., “50% OFF!”), Google will disapprove them. Images must meet specific requirements, such as a minimum resolution of 100×100 pixels for non-apparel items and 250×250 pixels for apparel.

Why It Happens

• Low-Quality Images: Small, pixelated, or blurry images that don’t clearly show the product.
• Promotional Overlays: Text, logos, or watermarks on images that violate Google’s guidelines.
• Incorrect Images: Using placeholder images or images that don’t match the product.
• Inconsistent Variants: Images that don’t reflect the specific product variant (e.g., showing a red shirt when the ad is for a blue one).

How to Fix It

• Use High-Quality Images: Upload clear, high-resolution images that showcase your product from multiple angles. Aim for at least 800×800 pixels for clarity.
• Remove Promotional Text: Ensure images are free of text, logos, or watermarks. Use Google’s Automatic Image Improvements feature to remove overlays automatically.
• Match Variants: If your product has variants (e.g., colors or sizes), ensure each variant has its own image in the feed.
• Standardize Images: Use consistent lighting, angles, and backgrounds across all product images for a professional look.
• Audit Regularly: Use tools like DataFeedWatch to check for image-related errors and ensure ongoing compliance.

High-quality images not only prevent disapprovals but also increase click-through rates, making your ads more effective.

5. Missing or Incorrect Shipping and Tax Information

The Problem

Google requires accurate shipping and tax information in your product feed to provide transparency to shoppers. If your shipping costs or tax rates are missing, incomplete, or don’t match your website, your products will be disapproved. This is especially critical for USA-based stores, where tax rates vary by state.

Why It Happens

• Missing Shipping Details: Failing to specify shipping costs or delivery times in your feed.
• Inconsistent Tax Rates: Tax rates in your feed don’t align with your website or local regulations.
• Dynamic Pricing: Shipping costs that change based on location or order size without updating the feed.
• International Sales: Not accounting for local tax and shipping requirements when selling internationally.

How to Fix It

• Set Up Shipping Rules: In Google Merchant Center, configure accurate shipping costs and delivery times for each region you serve.
• Sync Tax Settings: Ensure your feed’s tax rates match your website’s settings. Use automated tax plugins for platforms like Shopify or WooCommerce to streamline this process.
• Update Regularly: If your shipping or tax policies change, update your feed immediately to reflect these changes.
• Use Automation Tools: Tools like CTX Feed or DataFeedWatch can sync shipping and tax data between your store and Google Merchant Center, reducing errors.
• Test for Accuracy: Before submitting your feed, verify that all shipping and tax information aligns with your checkout page to avoid surprises for customers.

Accurate shipping and tax information builds trust with shoppers and keeps your ads compliant.

6. Editorial and Formatting Issues

The Problem

Google enforces strict editorial standards for product titles, descriptions, and other feed attributes. Common issues include using all caps (e.g., “BUY NOW!”), excessive punctuation (e.g., “Amazing Deal!!!!”), or gimmicky phrases that violate Google’s guidelines. These errors can lead to disapprovals and hurt your ad’s visibility.

Why It Happens

• Overuse of Capitalization: Using all caps to grab attention, which Google considers spammy.
• Excessive Punctuation: Overusing exclamation marks or symbols in titles or descriptions.
• Non-Standard Spacing: Adding extra spaces or unconventional formatting (e.g., “B r a n d N a m e”).
• Misleading Keywords: Stuffing titles with irrelevant keywords to boost visibility.

How to Fix It

• Follow Editorial Guidelines: Use sentence or title case for product titles and descriptions. Avoid all caps unless it’s a brand name or promotional code.
• Limit Punctuation: Use only one exclamation mark per ad, and never in the headline. Avoid symbols unless they serve their original purpose (e.g., “&” for “and”).
• Optimize Titles: Keep product titles clear, concise, and relevant. Include key details like brand, model, and size without keyword stuffing.
• Proofread Everything: Double-check your feed for typos, spacing issues, or formatting errors before submitting.
• Use Feed Management Tools: Platforms like DataFeedWatch can flag formatting issues and help you maintain compliance.

Clean, professional product data not only prevents disapprovals but also improves your ad’s relevance and click-through rate.

7. Technical Glitches and Account-Level Issues

The Problem

Sometimes, disapprovals aren’t tied to specific products but to technical issues or account-level violations. These can include problems with your Google Merchant Center setup, website security issues (e.g., malware), or failure to comply with Google’s broader policies. In severe cases, these issues can lead to account suspension.

Why It Happens

• Account Setup Errors: Incorrectly configured Merchant Center settings, such as missing business information or unverified website ownership.
• Website Security: Malware, phishing, or other security issues flagged by Google’s Transparency Report.
• Technical Glitches: Temporary errors in Google’s system that mistakenly flag products.
• Policy Violations: Repeated violations or failure to address warnings in the warning period.

How to Fix It

• Verify Your Account: Ensure your Google Merchant Center account is fully set up, with verified website ownership and accurate business details.
• Check for Security Issues: Run a Google Transparency Report to identify malware or vulnerabilities on your site. Use security plugins to monitor and protect your store.
• Address Warnings Promptly: Respond to warning emails from Google within the specified period to avoid suspensions.
• Request a Manual Review: If you suspect a technical glitch, contact Google Support or request a manual review through the Merchant Center.
• Partner with Experts: For complex issues, work with a professional agency like The Commerce Shop to troubleshoot and resolve account-level problems.

Proactively managing your account and website health will keep your campaigns running smoothly and prevent unexpected disruptions.

How to Prevent Future Disapprovals: Proactive Strategies

Now that you know the common reasons for Google Shopping Ads disapprovals and how to fix them, let’s focus on prevention. Staying ahead of potential issues will save you time, money, and stress. Here are some proven strategies to keep your ads compliant and performing at their peak:

• Invest in Feed Management Tools: Tools like DataFeedWatch, CTX Feed, or Google’s own Content API can automate feed updates, flag errors, and ensure compliance.
• Monitor Diagnostics Regularly: Check the “Needs Attention” tab in Google Merchant Center weekly to catch issues early.
• Stay Updated on Policies: Google frequently updates its Shopping Policies. Subscribe to Google Merchant Center updates or follow trusted blogs like ours at The Commerce Shop for the latest insights.
• Optimize for Variants: If your products have multiple variants (e.g., sizes or colors), use variant-specific URLs, prices, and images to avoid mismatches.
• Test Before Launch: Before running your campaigns, test your feed and landing pages to ensure everything is functional and compliant.
• Work with Professionals: Managing Google Shopping Ads can be complex, especially for large inventories. Partnering with experts can streamline the process and boost ROI.

By adopting these strategies, you’ll reduce the risk of disapprovals and keep your products front and center for shoppers.

Why Partner with The Commerce Shop for Google Shopping Success?

At The Commerce Shop, we specialize in helping USA-based eCommerce store owners like you conquer Google Shopping Ads. Our Google Shopping Management services are designed to take the guesswork out of feed optimization, policy compliance, and campaign performance. Here’s what we offer:

• Feed Optimization: We create and manage high-quality product feeds that meet Google’s standards, ensuring maximum visibility and minimal disapprovals.
• Campaign Management: From bid strategies to keyword optimization, we handle every aspect of your Shopping Ads to drive clicks and conversions.
• Compliance Expertise: Our team stays up-to-date on Google’s policies, so you don’t have to worry about unexpected disapprovals or suspensions.
• Performance Tracking: We use advanced analytics to monitor your campaigns and optimize for ROI, helping you get the most out of your ad spend.
• Custom Solutions: Whether you’re on Shopify, WooCommerce, or Magento, we tailor our services to your platform and business goals.

Don’t let disapprovals derail your eCommerce growth. With our proven strategies and hands-on support, we’ve helped clients achieve up to 562% year-over-year revenue growth through Google Shopping Ads. Ready to take your campaigns to the next level?

Turn Disapprovals into Opportunities

Google Shopping Ads disapprovals can feel like a punch to the gut, but they’re not the end of the road. By understanding the common reasons behind these issues—inaccurate product data, policy violations, landing page errors, low-quality images, missing shipping details, editorial issues, or technical glitches—you can take control and get your ads back on track. With proactive strategies and the right tools, you can prevent future disapprovals and keep your products visible to high-intent shoppers across the USA.

At The Commerce Shop, we’re passionate about helping eCommerce store owners succeed. Our Google Shopping Management services are designed to simplify the process, ensure compliance, and maximize your ROI. Don’t let disapprovals hold you back—let us help you unlock the full potential of your Google Shopping campaigns.

Ready to fix your Google Shopping Ads and boost your sales? Schedule a Free Audit with our experts today and discover how we can optimize your campaigns for success! Book Your Free Audit Now