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About the ad approval process

To make sure ads are safe and appropriate for everyone, all ads go through an approval process using the AdWords advertising policies.

This article describes how ad approval works and how long it usually takes.

How ad approval works

After you create or edit an ad, the review process begins automatically. All aspects of your ad are reviewed, including your headline, description, keywords, and website or app. These aspects are reviewed according the AdWords advertising policies. Most ads are reviewed within 1 business day, and some ads are eligible to run while in review.

If your ad has any issues, it will stop running. To help get your ad running again, you’ll be notified of the policy and told what you can do next. If your ad isn't showing for certain users, or if it's not showing at all, then the issue could be caused by your ad's approval status.

Learn how to check the approval status of an ad.

This video references the previous AdWords experience. Determine which AdWords experience you’re using

Get your ads reviewed

Whenever you create a new ad or make changes to an existing ad, that ad is automatically submitted for review. Both active and paused ads will be reviewed.

Once you save an ad, you’ll typically see one of these statuses:

  • Under review: While under review, your ad won’t run until it’s been approved. Don’t worry, this process usually takes up to 1 business day.
  • Eligible: An eligible ad can run on certain pages while being reviewed. The ad could still be disapproved or suspended, so check on the ad after 1 business day to make sure that it’s been approved.
If your ad or site is disapproved or suspended, here's what to do:

How long a review takes

Most ads are reviewed within 1 business day. However, some reviews take longer because the ad requires a more complex review.

If your ad is under review for more than 1 full business day, contact support for information.

Tip: How to start ads on a particular date

If you need your ad approved by a particular date, submit the ad several days in advance. While most ads are reviewed within 1 business day, sometimes the review process can take longer.

To stop an ad from running as soon as it’s approved, pause the ad, ad group, or campaign. Paused ads are reviewed just like active ads. Learn how to pause or resume your ad.

If you're also planning to launch a new webpage at the same time, that webpage will need to be complete in order for your ad to be approved.

To make sure that the page stays hidden until your launch date:

  • Don't link to the new page on the rest of your website. If you were to link to the new page, then search engines might index it, and the page could start appearing in search results.
  • Configure your website’s "robots.txt" file. In your website’s robots.txt file, you can tell search engines not to index the page. Then once you’re ready to launch, remove the change. Learn more about configuring your robots.txt file.
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