Common GMC Issues · Google Ads eCom Lab

Christopher Krassnig

Aug '25 • 🚨 GMC Issues

Common GMC Issues

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Here's more guidelines into how to make changes to comply with policy and increase the chance of successful appeal.

Section 1: Essential Footer Policy

All four of the following policies should be clearly linked in the website's footer.

1. Contact Us Policy

Contact Information: Provide at least two of the following: a physical address, a phone number, and an email address.

Consistency: All contact information must be consistent across your website, including any "About Us" pages.

Geographic Location: If your Google Merchant Center (GMC) account is set to a country outside of "YOUR TARGET COUNTRY" and cannot be changed, ensure that the front-end of your website clearly displays all address and contact information.

2. Shipping Policy

Shipping Times: Clearly state both the order processing time and the delivery time. Specify if these are in business days or calendar days.

Shipping Costs: Detail all shipping fees. If you offer free shipping, clearly state the conditions to qualify (e.g., minimum order value).

Shipping Methods: List the shipping carriers or methods used.

Shipping Regions: Specify all countries or regions where you ship your products.

Contact Information: Provide at least one method for customers to contact you regarding shipping questions.

3. Refund & Return Policy

Conditions and Timeframes: Clearly outline the conditions under which a refund or return is applicable, and state the time limit for returning an item.

Return Shipping: Specify who is responsible for paying return shipping costs (the customer or the business).

Return Address: Provide a physical return address or an email address for customers to initiate the return process.

Process: Clearly explain the steps customers need to take and the timeframe for your team to process the return.

Refund Processing Time: State a specific timeframe for the refund to be credited back to the customer's account (e.g., "7-10 business days"). Do not simply state the processing time; be specific about when the funds will arrive.

Original Shipping Costs: Clarify whether the original shipping costs will be deducted from the refund, regardless of whether the initial purchase included free or paid shipping.

4. Payment Policy

Payment Methods: Only display payment methods that are active and functional. Do not list methods you do not accept.

Consistency: Ensure that the payment logos displayed on the site match the payment options available in your terms and conditions.

Security: On the checkout page, it is recommended to display a security lock or badge to reassure customers that their payment is secure.

Section 2: Creative Assets

1. Copyright and Originality

Original Content: All images and creative materials must be original. Do not use copyrighted images found online.

Verification: Use tools like Google Scan to check for image originality.

2. Brand Integrity

Branding: Do not include logos or watermarks from other brands in your product images.

Religious Symbols: Avoid using religious symbols.

3. Product Image Guidelines

Editing: Do not add logos, promotional text, or sales information directly onto product images using tools like Photoshop.

Section 3: Promotions and Sales

1. New Websites

Sales: Do not run promotions or sales on a new website. If an item has never been sold at full price, it is non-compliant to show a discounted or strike-through price.

2. Established Websites

Avoid Overuse: Avoid using full-screen strike-through prices or "SALE" tags across your entire site. This can be seen as deceptive and may trigger policy violations.

Section 4: Internal and External Links

1. Social Media Links

Functionality: Ensure that all social media icons in the website footer link to the correct and active social media pages.

2. Internal Links

Functionality: If your site includes a blog or other posts, verify that all internal links are working correctly and lead to the intended pages.

Section 5: Associated Ad Accounts

1. Account Status

Compliance: Confirm that all current and previously linked advertising accounts are in good standing with no policy violations or suspensions.

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