The concept of Gray Advertising for Google and Tips on how to Work "in White"
Webmasters who have run ads on Google Ads at least once know how strict the moderation of advertising campaigns on this platform can be. Most of the ads are checked not by humans, but by bots trained with artificial intelligence. Google is particularly suspicious of even the most harmless "white" advertisers.
In this article, we will take a detailed look at which ads, according to Google, are considered "gray" and may lead to restrictions or account blocking. We will also give recommendations on how to run ads in white and avoid problems with moderation.
Google Ads' requirements for advertisers and advertising, which even white businesses suffer from
Google is known for its strict control over the trustworthiness of accounts, payment instruments and other resources. The platform also carefully checks all account data for participation in gray niches and affiliate marketing. Unofficially, Google considers the use of affiliates to promote one offer or service as unfair competition. However, this information is presented quite succinctly in the official rules of the platform. As a result, even the advertising accounts of the most honest and transparent businesses can be sanctioned for non-compliance with these rules.
Several points of Google's advertising rules indicate that it is prohibited to promote pages on the platform that do not contain the necessary information about a product, service or company. Simply put, Google considers advertising anything that is not the advertiser's own business to be a potential violation of the rules, for which the account may be permanently blocked.
The only exceptions are advertising agencies that have the status of a Google partner. Such agencies have an increased level of trust and a number of other advantages on the platform. Specialized services can also provide access to Google Ads trust advertising accounts.
The Google Ads rules also state that in order to attract new and existing customers, it is recommended to provide complete information about the company that will be visible to users. If the company name does not match the domain name of the promoted site or the name specified during the advertiser's verification, the advertising campaigns may not be approved by the moderation system.
Another point of the rules, which creates difficulties for many webmasters and media buyers working with partner offers and services, concerns attempts to bypass Google's tools for checking ads, landing pages and other content. Even when using well-prepared accounts, high-quality proxies and reliable anti-detection browsers, there is a risk of account ban or rejection of ads for using prelanding in an advertising bundle.
How to get Google's trust and pour in white
Based on the above, for stable work with Google Ads, not only media buyers and arbitrageurs, but also direct advertisers need to regularly register new domain names and create new advertising accounts. This requires significant investments of time and money to increase their trustworthiness. If the goal is to create an image of a "white" campaign to increase the ROI of advertising campaigns, then, paradoxical as it may sound, you will have to use data from other companies to link to advertising accounts.
At the moment, affiliates and direct advertisers, whose offers and services Google considers prohibited or restricted, have several options to stabilize their work with the advertising platform:
- The use of trust advertising offices of Google partner agencies.
Agencies with Google partner status have an increased level of trust and a number of advantages, which allows their advertising campaigns to pass moderation with less risk.
- Setting up a constant cycle of farming and warming up accounts.
This includes the creation of new accounts, their gradual development (warming up), as well as the purchase of necessary payment instruments, proxies and other resources. This approach helps to minimize the risks of being banned and increases the chances of successful advertising campaigns.
The first option involves adding the advertiser's Google accounts to the agency's advertising account. This allows you to transfer the trust of the agency account to the work account without the need for additional warming up. Advertising campaigns launched through the agent's account are moderated as a matter of priority. Another advantage of using agent cabinets is the ability to withdraw unspent funds even from a blocked Google account. In October 2023, Google tightened the rules and began to require advertiser verification before launching a campaign.
If the webmaster avoids actions that can become triggers for Google algorithms, an advertising campaign, even on gray verticals, can work successfully, unscrewing tens of thousands of dollars and last up to a year.
The second option of working with Google Ads is also effective, but requires more time and financial costs. In this case, webmasters need to constantly create and warm up new accounts, purchase payment tools and proxies. In addition, the probability of returning the rest of the advertising budget from some accounts is low, and the accounts themselves will be more expensive due to frequent bans.
Conclusion
Google, striving for maximum transparency of its activities, often imposes the same strict requirements on the transparency of all advertisers. This makes it more difficult to work with advertising not only for affiliates, but also for "white" advertisers. With the tightening and constant updating of the rules, it is becoming more difficult to purchase traffic for niches that Google considers "gray" using standard approaches such as farm accounts.
Nevertheless, one of the most effective ways remains agency advertising cabinets with an increased level of trust. Using such accounts allows you to circumvent many restrictions and risks associated with moderation and blocking.
