Message asset requirements
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Message assets allow users to start a conversation with your business using your preferred messaging platform. Message assets are subject to the standard Google Ads policies and the requirements below.
In this article
Unverified message asset
To ensure a good user experience, Google requires that message assets relate to the advertised company. The following is not allowed:
Not supported Message assets that haven’t been verified by Google
Example (non-exhaustive):
- Message ID or username not verified by Google
Options to fix
You can verify your message asset in 2 ways.
Display the link to the messaging platform on your site
If you choose to verify your message asset by displaying the link on your business’ site or social media page, the message asset and your ad must meet the following requirements:
- The messaging platform link must be present on your business’ website or social media page featured in your ad. If the messaging platform link appears in ads for different websites or social media pages, then it must appear on at least one page for each of those websites or social media pages.
- Your messaging platform link will be easier to detect and verify if it’s featured on a landing page that’s visited frequently.
- The verification URL must have the same domain as your ad's display URL.
Verify domain ownership
If you choose to verify your message asset by proving ownership of your ad's display URL domain, there are 2 ways you can do this:
- Link your Google Search Console and Google Ads accounts.
- Add your unique Google Ads conversion tracking tag or remarketing tag to your website.
After you edit and save your asset, it will be sent to us for review. If Google finds that you've removed the non-compliant content from your asset and landing page, your asset can start running.
Related policies and common disapprovals
The following Google Ads policies are particularly relevant to message assets and are often associated with disapprovals.
Unverified phone number
For message assets that are associated with phone numbers, Google must verify such phone numbers before you can use them in ads and assets. Refer to the Unverified phone number policy for more information and troubleshooting steps for verifying a phone number. For clarity, only one verification is needed for message assets, either under the Unverified phone number policy or under the Unverified message asset requirement above.
Editorial
The standard requirements for clarity, correct spelling, and use of capitalization and symbols apply to all ads, including the starter message in message assets. Refer to the Editorial policy for more information.