Receiving a disapproval from Google Multiple Customer Management (MCM) can be a roadblock, but it is not always permanent. To manage ad inventory, Google requires two specific approvals: Ad Manager Account approval and Domain approval. This guide breaks down the most common reasons for disapproval and provides actionable steps to get your site back on track.

Common Disapproval Reasons

Ineligible for MCM

This typically stems from an outstanding policy issue on an existing Google Ads-related account.

• The Fix: Check the Policy Center in your AdSense, Google Ads, Ad Manager, or AdMob accounts. Look for active suspensions or violations.

• Action: If a violation exists, you must resolve it or appeal it directly with Google using their Content Policy Appeal or Traffic Policy Appeal forms.

Duplicate account

Google allows only one "Google Publisher Account" per entity. If your application is linked to another existing account, it will be denied.

• The Fix:  Ensure you are applying to MCM using the same email address associated with your primary AdSense account.

  • Close any old, unused Google Ads or AdSense accounts.

  • If a household member already has an account at your address, ensure your application uses a unique, distinct address if possible.

  • Tool: Use Google’s Sign-in Troubleshooter to identify duplicate accounts.

Low Value Content 

• Google seeks high-quality, well-established sites that provide unique value to users.

  • Originality: Avoid "thin" or "scraped" content. Your articles should provide unique insights rather than just summarizing existing web content.

  • Content Volume: Most posts should be 500 words or more, with at least 6 posts per category.

  • Niche Focus: Keep content relevant. For example, a finance site should not have a "Pets" category.

  • Note: Navigation is a major factor in how Google determines "Value." Please review the Navigation section below to ensure your site meets these requirements.

Navigation

Google’s review ensures users can find content effortlessly. If a visitor (or a Google bot) cannot easily navigate your site, it will be disapproved.

• Essential Pages: You must have a fully functioning Privacy Policy, Contact Us, and About Us page linked in your main menu.

• Categorization: Each category must be distinct. Avoid generic labels like "General" or "Other."

• Avoid Duplication: Do not list the same post under multiple categories. This is often flagged as duplicate content.

• Menu Structure: Use a single, clean primary menu rather than multiple complex menus.

Site down or unavailable

If Google’s crawlers cannot reach your site, they cannot approve it.

• The Fix: Ensure there is no downtime with your host.

• Integration Check: If you are using Cloud integration, verify that your DNS records in the Ezoic dashboard match your host’s records. If you are using JavaScript integration, ensure your site is loading correctly and no security plugins (like Wordfence) are blocking Google's crawlers.

Site Not Ready to Serve Ads

This usually indicates an issue with your ads.txt file.

• The Fix: If you don't have an ads.txt file, create one using the Ads.txt app in your Ezoic dashboard.

• Integration Difference: * If using JavaScript integration, you must manually ensure Ezoic’s entries are included in your ads.txt file via the app.

  • If using Cloud integration, Ezoic will automatically include the required seller information.

Google Ads are showing in pages without publisher content

This disapproval occurs when ads are placed on pages that lack original, substantive content. Google requires that ads only appear on pages providing value to the user

• The Fix: Ensure ads are not showing on:

  • Login, "Thank You," or "Welcome" pages.

  • Error pages (like 404 pages).

  • Pages that consist primarily of images or videos with no accompanying text.

  • Search results pages.

• Action: If your site is a tool or application with minimal text, please contact the Ezoic team for a manual review.

Multiple site disapprovals

Requesting a review too many times without fixing the original issues results in a "cooldown" period.

• The Result: You will be barred from re-applying for 30 days. Use this time to perform a deep audit of your content and navigation.

Multiple Policy Violations

This tends to mean that your site content doesn't meet Google's publisher policies. To fix this, you need to ensure that you're adhering to all policies stated here: 

https://support.google.com/admanager/answer/10502938?hl=en

Related articles:

Applying to Google Ad Manager Multiple Customer Management