Like credit card applications, Google has detailed policy and terms documents for using AdSense and Ad Manager. Unfortunately, many publishers don’t spend time reviewing the terms and are surprised when Google notifies them about a violation.
Page-level, site-level, and account-level enforcements are what Google uses to control the ads you display on your site. When an ad violation occurs, Google may disable the ad serving your website or even suspend your AdSense or Ad Manager account. Severe policy violations can result in Google permanently disabling your account, preventing you from earning money with website monetization from Google AdSense.
To prevent violations from happening, it’s best to stay informed of Google’s Publisher Policies. Here’s what you should know about page-level, site-level, and account-level enforcements in Google AdSense and Google Ad Manager.
What Are Page-Level Enforcements?
Introduced by Google in 2017, page-level enforcements allow Google to enforce policies on individual pages rather than entire websites. When Google finds violations of the AdSense Program Policies on specific pages, the policy team restricts or disables ads serving those pages. Anywhere else on the site other than the page in violation continues to serve ads as usual.
Enforcements at the page level are usually the result of less severe policy violations. Google takes fast action on page-level enforcements, with publishers being notified almost immediately of the ad violation. An email from the Google policy team will direct publishers to the Policy Center in AdSense to review page-level enforcement details.
What Are Site-Level Enforcements?
A site-level enforcement has taken place when Google suspends or disables ad serving on a publisher’s entire site. This type of enforcement is typically the result of more severe policy violations.
Like page-level enforcements, you can review violation details via AdSense’s Policy Center. Once you address the violation, you can request Google to check your site. If the site’s found to be following the policy, you will be able to resume ad serving.
What Are Account-Level Enforcements?
Account-level enforcements are typically a result of the most severe policy violations. This type of enforcement impacts an entire AdSense or Ad Manager account, resulting in limited or suspended ad serving across all of your websites.
Limited ad serving is when Google temporarily restricts the number of ads shown on websites linked with an AdSense or Ad Manager account. When no ads are displayed on websites associated with an AdSense or Ad Manager account, ad serving has been suspended. Revenue payments are withheld and potentially reimbursed to advertisers.
How do I Know if these Enforcements Affect me?
Google reviews websites on a regular basis to ensure they comply with their policies.
If a violation is found on your site, you’ll receive an email from Google that directs you to violation details in the Policy Centre. You’ll be able to see what policy is violated, the current status, the type of enforcement, and the enforcement date. If you have a page-level enforcement, you can view the page affected by the violation; for site-level enforcements, you’ll receive an example page. You’ll also learn how to resolve the problem. Possible solutions include removing Google ads from specific content, bringing the content within the policy, or completely removing the content.
To keep your account in good standing, you’ll need to address and correct the policy violations. Once complete, you can use the Policy Center in AdSense to request that Google reviews your changes. If Google finds that your site is now complying with policies, any restrictions or suspensions will lift.
How do I Deal with a ‘Must Fix’ Page-Level or Site-Level Enforcement Warning?
There is a ‘Must fix’ column in Policy Center that outlines whether you’re required to take action on an enforcement. Regardless of whether the column says ‘yes’ or ‘no,’ the enforcement has a direct impact on your ad revenue.
If the column says you must fix the issue, you must do so before you can continue serving ads. If a fix is not mandatory, you’re not required to resolve the problem, but you will experience restricted ad serving.
When you receive a ‘Must fix’ page-level or site-level enforcement warning, you have two options. The first is to correct the issue and then submit a review. Reviews of page-level enforcements typically take a week. During the waiting period, you can’t do anything other than await the confirmation email. If Google re-enables ad serving, a delay of 48 hours or more may occur before ads start appearing again on your site.
The second option is to accept the violation and stop serving ad requests. To do so, visit the Policy Center to disable the ads on the website’s affected areas. You can also remove the AdSense ad code from the page in question. The enforcement will disappear from the Policy Center in approximately one week, and you’ll no longer earn revenue from this content.
Future-Proofing Your Websites with an Ad Ops Provider
As a publisher, you want to make the most revenue possible through website ads. While creating content, engaging your audience, and increasing traffic, it can be challenging to keep up with the latest AdSense and Ad Manager policies. But if you don’t, you risk an enforcement, which can directly impact your ad revenue. Depending on the severity of the policy violation, Google can permanently disable your AdSense account, which would prevent future participation in the AdSense program.
The best way to avoid revenue loss from page-level, site-level, or account-level enforcements is to work with an experienced Ad Ops provider.