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If I create a new campaign, with the intention of being in one of the top horizontal spots, why do I need to have the ad group live for the editors to review?
My concern is this. With CTR being as important as it is, and without a editorial review, the inability to actually obtain a horizontal spot it puts new ad groups/terms at a disadvantage. Sure for some keywords there may not be a lot of impressions from the time of creation to review, but in many instances there can be thousands of impressions before the actual review.
It seems like advertisers are forced to take unwanted impressions at positions advertisers may not want, while awaiting review. If the ads were paused while awaiting review there would be no CTR concerns.
Any reason why ads need to be live?
to get feedback from one of the Adwords Advisors on this subject... Any reason why ads need to be live?
Yes there is - but first let me say that I'll happily pass your feedback along to the right folks. Already have, in fact.
The reason, very briefly stated:
* There are a great many ads submitted every day, and each one must be reviewed and approved
* Some advertisers feel that the approval process is too lengthy. This has even been posted about on this forum a time or two. ;)
* One of the many ways in which we try to keep the time-to-approve down is to only approve ads which are obviously created in order to run.
* Ads which are paused are not clearly intended to run.
* As soon as paused ads are unpaused, they go into the approval queue.
AWA, can you please advise currently how long advertisers should be expected to wait for live ads to be reviewed and then approved or disapproved?
There is not a definitive answer to this question, Kobayashi. Time-to-review depends a lot on hard to predict factors such as how many ads are submitted during the same time frame you've submitted yours (which can actually vary enormously), as well as more predictable factors such as when you submit the ad.
If you submit new or edited ads late Friday afternoon, for example, it's likely to add a minimum of two days to the review time - as ads are reviewed on a limited basis over the weekend.