When Google rejects advertisements due to policy violations or other reasons, advertisers face the critical task of filing an appeal. The platform offers two distinct appeal methods—the "Request Review" button and the appeal submission form—each with unique characteristics and strategic implications.
The "Request Review" Button: Convenience With Cooling Periods
Google's official documentation specifies that appeals submitted via the "Request Review" button typically receive responses within seven business days. This method offers notable convenience, requiring no additional appeal letters or supplementary documentation. However, advertisers should be aware that repeated unsuccessful attempts trigger a temporary "cooling period" where the button becomes inactive. Functionality only resumes after this cooling period expires.
Appeal Submission Form: Enhanced Flexibility With Documentation Support
The appeal form provides greater flexibility compared to the button method. Advertisers can select their preferred response format (email or phone) and comprehensively articulate their case in the problem summary section, detailing all corrective measures implemented. Crucially, this method permits file attachments—including business licenses, product certifications, or product images—to substantiate appeals with evidentiary support.
Key Differentiators: Frequency, Flexibility, and Documentation
These appeal channels present fundamental operational differences. The button method imposes frequency restrictions, typically limiting advertisers to weekly submissions and requiring resolution of pending appeals before new submissions. The form method offers greater submission freedom when not in a frozen status. Most significantly, the form enables detailed evidentiary submissions—a critical advantage when additional documentation strengthens an appeal.
Strategic Recommendations: Combined Approach With Thorough Preparation
For optimal results, advertisers should employ both methods strategically. Initial appeals may begin with the "Request Review" button, followed by comprehensive form submissions if unsuccessful—incorporating thorough analysis of rejection reasons and robust supporting documentation. Appeals should present compelling justifications with verifiable evidence while avoiding repetitive submissions that might trigger cooling periods and delay advertising reinstatement.