I’ve recently noticed a frustrating AdWords trend.
It seems like every new ad I create takes longer and longer to actually begin running.
Depending on the client, and which AdWords GUI format they’re using, the new ads assume the label of ‘under review’ or ‘Active’, but in either case the ads exist in a state of limbo, unable to accrue impressions or clicks.
Now I understand that there are millions of new AdWords ads submitted everyday, and each one must be reviewed and approved before running, so I don’t expect immediate action. It used to be, however, that new ads would be up & running within a day or two max, after being initially submitted. Lately I’ve had ads that were still waiting to be reviewed a week after I first created and posted them.
I’ve called Google support several times about this issue and it might just be me, but with each new call the reps seem to be getting more and more aggravated about my bringing this issue to their attention.
The most recent Google support person I spoke with told me that it can take up to “48 business hours” for new ads to be reviewed and approved.
48 business hours? What does that mean? Is that six 8-hour business days? It wasn’t until after I got off the phone with the Google rep that I thought about precisely what she had said, so I’m left to wonder.
In any event, there is no doubt that I’ve seen a consistent trend recently of new ads requiring more and more time before they begin running.
My only guess is that with the recent layoffs at Google, numbering in either the hundreds or thousands depending on who you believe, there are fewer Googlers reviewing ads which has lead to the greatly increased approval times.
Regardless of the reason, it’s getting very frustrating.
Has anyone else experienced similar frustrations?
