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Google prioritizes user experience across all its products, and a key part of this is fostering a safe and trustworthy environment within the Google ad network. The Destination Requirements policy strives to ensure that when users click on an ad and are sent to a landing page, that website is functional, useful, and easy to navigate. This also creates an ads ecosystem that’s supportive to advertisers and the people who interact with their ads.
Learn more about the Destination requirements policy.
In this article
Google Ads requires your ads to accurately reflect which app or website the user is being directed to when they click on your ads.
The following would lead to disapproval for Destination mismatch:
The domain or domain extension in the display URL doesn’t match the final and mobile URLs where users are taken to.
Examples (non-exhaustive):
- Display URL: google.com and Final URL: example.com
- Ad display URL: example.com and Keyword final URL: example.org
- Using the keyword insertion feature in the top-level or second-level domain of your display URL, like "{keyword}.com"
Examples (non-exhaustive):
- Display URL: blogspot.com
- Final URL: mycompany.blogspot.com
Examples (non-exhaustive): The Final URL http://example.com redirects to http://example2.com
Examples (non-exhaustive):
The final URL leads to a product category page, but the tracking template or expanded URL directs the user to a specific product page
- Final URL: example.com/clothes
- Tracking template URL: example.com/clothes/shirts
Troubleshoot issues with your destination
Check the details of the disapproval reason in Google Ads
- Go to Ads within the Campaigns
menu.
- In the “Status” column of the disapproved ad, hover over the disapproval reason for more information.
Understand the destination error
Review the most common destination errors in the table below for more information, common causes, and examples.
|
Disapproval reason |
Explanation |
Common causes (non-exhaustive) |
|
Crawled final URL doesn’t match the expected final URL |
Google Ads tried to visit your ad’s final URL, but it was redirected to a different website domain. |
. |
|
Display URL doesn’t match the Final URL |
The website or app shown in your ad doesn’t match the website or app users will be taken to when they click your ad. |
This error can be caused by typos or accidental inconsistencies between the 2 URL types. |
|
Tracking template doesn’t redirect through a final URL |
The tracking template doesn’t lead to the same content as the final URL. |
A tracking parameter in the final URL can cause a destination mismatch. If you use tracking in your final URL, including a dynamic ID from a third-party tracking system, you should add {ignore} before the tracking parameter in your final URL. Example: http://example.com/?{ignore}tracking=123&id=DynamicId |
Options to fix
If this policy is affecting your ad, review the information in the Troubleshoot issues with your destination section for more information. After you understand the destination error affecting your ad, you can fix it by following the steps below.
Fix the destination mismatch
- Make sure the display URL accurately reflects where the user is being directed to and there are no redirects from the final URL that take the user to a different domain.
- This policy applies to keyword URLs that don't match the display URL. Learn more about how to Edit keyword URLs.
- If you’re using tracking templates, make sure the tracking template and expanded URL lead to the same content as the final URL.
You can use Search Console to check the final landing page of your URL to make sure that the resulting domain matches the domain of your display URL.
Edit your ads to comply with this policy
- Go to Ads within the Campaigns
- Hover over the ad or asset and select Edit.
- Edit the ad or asset so that it complies with the policy.
- Select Save.
Changes to your tracking template at the ad, keyword or sitelink level will automatically be reviewed. If you created the tracking template for an entire ad group, campaign, or account, you'll need to request a review by filing an appeal after you've fixed the template.
Learn more about how to Fix ads with policy violations.
Appeal policy decision
If you believe there’s been an error and that you haven’t violated Google Ads' policies, appeal the policy decision directly from your Google Ads account to request a review. If the review determines that your ads are compliant, they can run again. If you aren't able to fix these violations or choose not to, remove your ad to help prevent your account from becoming suspended in the future for repeated policy violations.