One may assume that they have done setting up their Ad campaign and are ready to launch it when an error notice appears with a smile, saying, “Hey, you forgot me!” This is a dilemma that everyone will encounter at least once in a lifetime. It’s as if you’re supposed to make mistakes along the way. But there is always a solution to every problem; some are a little easier to solve, while others are a little more difficult. Now, Google Ads’ Destination Requirements Policy has announced three enhancements that will make it much easier for advertisers to understand and fix Google Ads issues.

instiqa demonstrates the modifications in Google Ads' Destination Requirements Policy

In March 2022, Google Ads will update its Destination requirements policy to provide advertisers with more certainty. Furthermore, we ensure that the upcoming changes will have no effect on present policies.

On March 21, 2022, changes to these google ads Destination requirements policy will go into action. These improvements could help you if you’re not sure why Google rejected your advertising in the past.

What are the changes in Google Ad’s Destination Requirements Policy?

It’s not always apparent why Google disapproves an ad and what this implies for the rest of the advertiser’s campaign when Google disapproves it.

The main goal of Google’s new destination requirements policy is to provide explicit examples and updated disapproval wording. The following are some of the policy changes:

  • Clarifying the policy’s “Insufficient Original Content” guidelines
  • A new “Destination not Accessible” policy is being implemented.
  • Examples in the “Destination not working” policy is being updated.

Insufficient Original Content

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

The following destinations will now receive this error message:

  • Domains that have been parked.
  • A website is created only for the purpose of reserving a web address (no content on it).
  • Coming Soon” or “Under Construction” notifications on websites.

Destination Not Accessible

The second change is Google’s new, stand-alone policy and this regulation is titled as “Destination not accessible” and it falls under the accessibility limit rules.

Other instances where you might face Google’s disapproval include:

  • In the targeted location, a site displays a location-based access limitation message.
  • Other messaging relevant to access limits in the targeted area is displayed on the site.

In such cases, you will receive a message as “You don’t have access to view this page”.

Destination Not Working

Finally, while demonstrating the “Destination Not Working” guideline, Google is upgrading its examples. The goal of this upgrade is to give marketers more openness and clarity to make them understand why the desired destination is not working. 

This warning will be displayed if your website contains the words “HTTP” or a server error code. You may also be in danger of obtaining this rejection if you have:

  • An authentication error has been returned by your website.
  • Your website isn’t compatible with varied types of browsers or mobile devices.

Why Do Advertisers Need to Be Concerned?

You’ll be able to resolve ads faster now because Google has increased its openness and clarity regarding the disapprovals. 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.

If you are in need of any web analyzing team to check the accessibility of your website and also for advertising any Google Ads, you can contact us through