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Google AdWords Bridge Page policy - How to avoid this policy violation

Hi All,

I am Prashanti from The Google AdWords Team and I have been working with AdWords policies for quite some time now.

I am here to discuss and de-mystify some myths about Bridge Page site policy. Google AdWords aims at offering top class experience to the users and a site’s compliance with Bridge page policy does just that. If your site is a Bridge page, before you decide to advertise the site with AdWords, make sure that your site complies with this policy to avoid site suspension in the first place. By complying with this policy, you not only avoid site suspension but teach and educate your users more about your service/products which in turn benefits you, as an advertiser.

First things first!! What is a bridge page?

As most of you may know, bridge pages are doorway pages, whose main purpose is to lead users to 3rd party sites. Yet this policy confuses many of you. To make things simple, let me clarify that the sites providing little valuable and useful content but intending to lead users to 3rd party sites where the actual purpose is fulfilled, are considered to be bridge pages.

Does this mean that sites cannot have links to external sites, in order to comply with Bridge Page policy?

The answer is a “no”. Sites can have links to external sites, provided their own website delivers a very enriching and comprehensive experience to the visitors. In simple words, make sure that your site has substantial amount of unique, relevant content and offers a great experience to the users.

The basic principle is to provide as much value to the advertiser as possible before leading them to external sites. That way it is a win - win situation. You can continue to have external links, comply with our policy and also end up keeping the users engaged on your site.

Below are a few suggestions that can help a site justify the external links and thus comply with Bridge Page policy.


If it is essential for you to link to other external site, try and include 'original' information about the services/products you offer on your site. This will allow the users to have a clear idea of the service/products being offered when they are on your site domain itself. In other words, the content on your site needs to justify why a user should visit this site, when they can actually get the same service/product they want to, on the 3rd party site directly even without visiting your site.

For example: If your site bridges to say “” in order for the sale of products, what is the purpose of users visiting your site when they can get the product directly from “”. What additional value does your site provide to the users so that they visit your site more often? What makes your site and the user's experience unique?

To answer these questions, I have given examples of few features that can add more value to the site.


:- If a site has a number of products/services to offer, one awesome way to organise the content is using a sort or a filter function. This helps users to navigate through the site easily.


Providing comparison of prices, features of the products is a great way of keeping users engaged on your site and will help them make an informed decision before they visit the external links.


Having user reviews, commenting feature and clickable rating gives users an opportunity to post their views and opinion about the products/services offered on the site and thus improve their overall experience on the site.

Such features can help justify bridging and moreover add great user value and improve the quality of your site, which in turn will help users and they will want to visit your site more often for better deals/offers.

Please note, the above points are just a few examples and feel free to add features you think are apt for your site and which will help your site not to be classified as a Bridge Page.

If you are not able to add useful content and features, to support the 3rd party links that your site has, I am afraid the only alternate way to comply is by removing the links to other external sites.


For more details on this policy, you can visit our help center article:


Hope this article helps all!

Neha Gupta Top Contributor
October 2012

Thank you Prashanti!! Smiley Happy

October 2012 - last edited November 2012 Zee Community Manager

Thanks Prashanti!!

December 2012

Hi Prashanti,


Thank you for the valuable information!  Would you consider the URL to be a High Quality Affiliate Bridge Page (acceptable for use with Adwords) and if not, what would I need to add to this page in order for it to be considered acceptable?

Josh from America
April 2013

The "bridge page" policy is the biggest crock of baloney that I have ever encountered.


After two weeks of solid back and forth, and totally redesigning my site, they are still insulting me with acusations that it is a "bridge page" and provides little value (their words). After years of slaving away, and even promoting Google productsd this is the thanks I get.


I've read that they will ban my whole account over the few pages I have in violation (all non-profit open source software review and news pages).


So basically I've slaved away for nothing, been insulted, and will lose the whow she-bang.


Thanks Google!


May 2013
Nice read, Freezing passed this onto a friend who were doing somewhat research on that. And after that he actually bought me lunch because I stumbled onto it for him smile Therefore well then, i'll rephrase that: Thanks for supper!
Kenny H
March 2014

Can I get some clarification on bridge pages? Is a website that consists of 3 pages (not counting appropriate legal and/or contact pages) which are:


1) A landing page promoted via adwords that captures an email address in exchange for an original, unique report


2) A thank you page where the visitor is automatically redirected after completing the webform. The thank you page contains offers that require the visitor to visit another page to receive the offer (with a short explanation of the offer). There is essentially no other information on the thank you page.


3) A download page containing a downloadable report (hosted on the website) the link for which the visitor receives via email


Thanks for the help.

Kenny H
March 2014

Sorry, I forgot to include the actual question. Does this website violate the bridge page policy? Specifically does page 2 violate the policy?

Kelly M
July 2014

Thanks for the explination - it makes alot of sense and I thought I understood it just as you explained - yet my site has been suspended as a bridge policy.  The home page links only to other URLs on the same domain - the main URL being a general blog - and the others being structures for specific types of posts. 


I link to affiliates via banner ads and product reviews.  All of the content has been written by me or my children.  I would definately rather keep the users on my site - and I dont want them to go to another - so I am really really confused as to why my site was classified as a bridge. 


I sent in a request for help to the adwords team, and received a call from a specialist who said they would send me more information that afternoon. Information that would tell me specifically what to fix, but I didnt get aything - or if I did it was the same email that I had already gotten telling me it was classified as a bridge site and giving me the link on what bridge sites are.


The URL is  if anyone has an idea I would greatly appreciate it. 

Ste W
October 2014

For 4 years I have been advertising my website with Adwords.

Google has now blocked my payment gateway checkout process ( which is also my digital item delivery company ) as "Low quality content". I took several phone converations with Google to find out that it is a violation of the " Adwords Bridge Policy" if my website does not directly and exclusively lead to "Paypal".


I was not aware that using a payment gateway besides Paypal will cause an Adword Policy violation and will be classified as "Low quality content" for my website.




Fernando V

Hi Prashanti! 

Thanks for this important info. I noticed there's a lot of sites out there providing services comparisons and linking to many external sites with their affiliate links; that are all advertising on Google with no issues. Sites like:

So, I"m assuming that all of these sites are considered to have enough 'unique content' that they are able to do this correct? Can you please comment on what makes these sites compliant?