AdWords Policies: Editorial and Professional Standards
In order to provide a quality user experience, Google requires that all Adwords ads meet high professional and editorial standards. We only allow promotions that are clear, professional in appearance, and that lead users to content that is relevant, useful, and easy to interact with.
Refer to these tips to avoid ad disapprovals related to this policy:
We don’t allow the usage of excessive or gimmicky capitalization within the ad text or display URL.
- Sentences and phrases all in capital letters (FREE SHIPPING)
- Capital letters in the middle of words (FrEe shIpPing)
Full capitalization and inter-capitalization is allowed in ads under these circumstances:
- Trademarks (such as Google AdWords),
- Common abbreviations or acronyms (such as USA and DVD)
- Coupon codes
Style and spelling
- Ads can't contain generic call-to-action phrases such as "click here" or other similar phrases that could apply to any ad, regardless of content.
- The third line of text can't run into the display URL and the URL field can't be used as an additional line of text.
- Make sure that your ad text doesn't have incorrect grammar or spelling.
- Make sure that your ad text doesn’t have missing lines of text or excessive spacing. (ex.: “Buy carnations and rose s at a discount .”)
- Ad text can't contain non-standard, gimmicky, or unnecessary repetition of words or phrases. (ex.: "Buy flowers-flowers-flowers" )
Phone number in ad text
- Phone numbers and vanity phone numbers can't be used anywhere in text ads or sitelink extensions.
- Tip: If calls are important to your business, consider using call extensions or call only ads.
Here are some examples of excessive or gimmicky punctuation and symbols that we don't allow:
- Exclamation point in the ad's headline.
- More than one exclamation point in an ad.
- Repeated punctuation or symbols (ex .: "Do you want to learn more about hockey???").
- Symbols, numbers and letters that don't adhere to their true meaning or purpose (ex .:"@ home" to mean "at home").
- Non-standard use of superscripts.
- Non-standard symbols or characters like asterisks and vertical lines.
- Bullet points and ellipses (ex .: “Find out more…).
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