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Understand Google's advertising policies, including ad approval status and account suspension
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Double Serving Policy

Visitor ✭ ✭ ✭
# 1
Visitor ✭ ✭ ✭

Where exactly is Google's Double-Serving Policy?  I found this thread (

https://www.en.adwords-community.com/t5/Ad-Approval-Policy/Clear-Cut-Double-Serving-Violation/m-p/38...)

that states part of it.  When I click on the link to read all of it there is nothing even remotely close to what is contained in that thread.  The thread question was marked August 6, 2014.  Has there been a policy change since then?  Thanks in advance!

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Marked as Best Answer.
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Accepted by MosheTLV (Top Contributor)
September 2015

Re: Double Serving Policy

[ Edited ]
Top Contributor
# 2
Top Contributor

for product-listing-ads double-serving may encompass
duplicate physical inventory, duplicate content, or ad
content submitted from multiple or similar websites.

for all advertising, the term more generally has been superseded and
(now) refers to attempting to gain an unfair advantage in the ad auctions --
such as, advertising the same or similar content from multiple accounts,
duplicate or similar content from duplicate or similar websites, etc.

simply, google does not want anyone to abuse
the ad-network via ads, websites, or accounts.

google is the final arbiter of abuse and unfair.

policy changes are currently listed here:
https://support.google.com/adwordspolicy/topic/29265
https://support.google.com/merchants/topic/4349929

 

see also

https://support.google.com/adwordspolicy/answer/6008942

https://support.google.com/merchants/#topic=3404779

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Marked as Best Answer.
Solution
Accepted by MosheTLV (Top Contributor)
September 2015

Re: Double Serving Policy

[ Edited ]
Top Contributor
# 2
Top Contributor

for product-listing-ads double-serving may encompass
duplicate physical inventory, duplicate content, or ad
content submitted from multiple or similar websites.

for all advertising, the term more generally has been superseded and
(now) refers to attempting to gain an unfair advantage in the ad auctions --
such as, advertising the same or similar content from multiple accounts,
duplicate or similar content from duplicate or similar websites, etc.

simply, google does not want anyone to abuse
the ad-network via ads, websites, or accounts.

google is the final arbiter of abuse and unfair.

policy changes are currently listed here:
https://support.google.com/adwordspolicy/topic/29265
https://support.google.com/merchants/topic/4349929

 

see also

https://support.google.com/adwordspolicy/answer/6008942

https://support.google.com/merchants/#topic=3404779

Re: Double Serving Policy

Visitor ✭ ✭ ✭
# 3
Visitor ✭ ✭ ✭
Thanks so much!

Re: Double Serving Policy

Top Contributor
# 4
Top Contributor

Just a small addition to the above answer:

Double serving has been renamed as "gaining an unfair advantage", and is now part of the "abuse of the network section of the Policy;

 

Moshe, AdWords Top Contributor , Twitter | Linkedin | Community Profile | Ad-Globe
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Re: Double Serving Policy

Participant ✭ ✭ ✭
# 5
Participant ✭ ✭ ✭
Isn´t there any more detailed documentation of the on the double serving / unfair advantage / abuse of network policy than the one referred to here?

I mean, there must be a pretty big grey zone for this. For example if a company has subsidiaries and/or multiple trademarks.
Also, the policy refers explicitly to the search network. But what about the display network?

What, for example, a company has 2 accounts, for different trademarks, and they both target pages about Ford cars (topic) in the UK?

Re: Double Serving Policy

Top Contributor
# 6
Top Contributor

@David_Precisera ;

The key is the services / products sold and the audience targeted;

 

E.g: if the car advertised, on two different landing pages, is sold  by the same dealership, and it is the same or similar model -  this would be a violation to promote it using different accounts;

 

However, if the same dealership has  different landing pages for a different models of  cars, this would not necessarily be   a violation, though the same business entity (i.e dealership) advertises both models.

 

The difference is, that in the second case, the audiences targeted are not necessarily  the same. (i.e. Different car models are aimed to different audiences)

Moshe, AdWords Top Contributor , Twitter | Linkedin | Community Profile | Ad-Globe
Did you find any helpful responses or answers to your query? If yes, please mark it as the ‘Best Answer’

Re: Double Serving Policy

Participant ✭ ✭ ✭
# 7
Participant ✭ ✭ ✭
Thanks a lot for that clarification @MosheTLV

I´ve got some follow upp questions to that.

So let´s say "the same dealership has different landing pages for a different models of cars". But they use the same generic keyword - such as car or Ford or pick ups - in those different account to trigger ads for those different landingpages/domain.
Do you think that would be a violation?

Also, I´m think of products/services of greater ambiguity than car models. Let´s say they advertise 2 versions of the same book: a paperback version and a audiobook.
What do you think of that?

Re: Double Serving Policy

Top Contributor
# 8
Top Contributor

@David_Precisera ;

When Google looks at the potential double serving they check the  products offered, the prices and the audience  targeted.

Keywords, account structure - are not considered,

 

Two versions of the same book are not necessarily   promoted to the same audience / clients. And furthermore, there is a price difference.

Moshe, AdWords Top Contributor , Twitter | Linkedin | Community Profile | Ad-Globe
Did you find any helpful responses or answers to your query? If yes, please mark it as the ‘Best Answer’

Re: Double Serving Policy

Visitor ✭ ✭ ✭
# 9
Visitor ✭ ✭ ✭
Hi MosheTLV
please help me understand: same holding company offers two similar (but distinct products) and lists twice linking to 2 different but similar landing pages. This should be ok, right? my main question is : can this be from the two different google accounts? And what about the domain: can both listed ads link to the exact same local domain (with different subfolders)? If not, would using a different subdomain make it possible? Again, the offer will be similar but clearly distinct (different pricing, etc)
thanks!!
Mariana

Re: Double Serving Policy

Top Contributor
# 10
Top Contributor

@Mariana G;

This is an old thread (almost a year old...)

Please open a new discussion for your query;

Thanks,

Moshe, AdWords Top Contributor , Twitter | Linkedin | Community Profile | Ad-Globe
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