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Understand Google's advertising policies, including ad approval status and account suspension
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Hi, Can I add non relevant keywords to my campaign?

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# 1
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Hi, Can I add non relevant keyword to target my customers?

As an example let's say I'm selling baby formula, but I know my customers( mom's) usually search for stretch mark cream. Even though I don't sell cream I would like to target these searches which aren't directly relevant, is this in conflict with adwords policy?

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Accepted by topic author Brunosoutilha
September 2015

Re: Hi, Can I add non relevant keywords to my campaign?

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# 2
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Hi Brunosoutilha and welcome to the forum, an interesting question.


There should be no problem with Adwords policy, so long as your Ads aren't deceptive.  So, you could use "stretch mark cream" as a Keyword, but your Ad would still have to be about formula.  If your Ad suggested you sold cream, and you don't, that would be a breach of the Policies (specifically the "Advertiser Claims" policy).


However, even if you did show correct Ads, it could be quite inefficient to do so on a Search campaign.  Your relevance scores would be appalling so you'd be paying far more for your Ads than other advertisers (who are actually selling cream) to get a decent position.


A better approach might be to consider a Display network campaign where you target websites for mothers.  Your Ads will be seen then by anyone browsing that site, regardless of their original reason for doing so, and you won't be penalised for a lack of relevance.



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