AdWords Policies: Insufficient Original Content
Today we'll review the policy of insufficient original content, which seeks to ensure that users are exposed to useful and original content, and avoid seeing repetitive content.
This is the third article of a series of posts regarding AdWords policies, common disapproval reasons and how you can work towards avoiding these disapprovals.
Insufficient original content is a part of our Abusing the Ad Network policy which ensures that the content served through Google ads is useful, varied and relevant. The primary reason for enforcing this policy is to make sure that users have a high quality experience on your website and are inclined to visit it again.
Some examples of advertising sites that may violate this policy are:
- Websites/applications that are designed for the primary purpose of showing ads.
Sites which have the sole purpose of showing ads on the landing page would not be permitted. When a user clicks on an ad they expect to see a website where they can buy the product/service or learn more about it. A landing page where they are bombarded with multiple ads as soon as they open it, leads to a bad user experience and may even drive the users permanently away from your website.
- Website/applications that contain content replicated from another source without adding value in the form of original content or functionality. Sites containing replicated content even if high quality do not provide any value add to the user. They can find the same content on the original website.
In case your website has a search functionality it's also good to make sure that the results are not copied from other sites or apps as this could be considered a violation as well.
- Websites/applications that have the sole purpose of redirecting users to another page or domain. Sites that promise a product or service in the ad text but then automatically redirect ad traffic to another domain or site would not be allowed. This makes for a bad customer experience, as users are led through multiple domains without finding the product or services they had looked for. The easier the customer journey on your website is, the higher the chances he will buy the product or service. Thus, we recommend that all promoted products or services be easily available on the landing page.
Some quick tips on improving the quality of your website:
- Add more original content and functionality to your website/app.
- Remove excessive advertising on your site. Reduce the number of ads and focus on the product/service you are offering. Also make sure to clearly distinguish between ads and your content.
- Make sure to have your product/service easily accessible on the landing page.
We hope this post has given you some more insight into our policies and improving the quality of your website. You can read more about this policy in our Help Center here.
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