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21 Ad Writing Policies On Google AdWords That You May Not Have Known
jacky | August 24, 2012
Ok, you have set up your AdWords account, planned and created your campaigns and ad groups, done all your keyword research for your ad groups, then you finally managed to create your ads. A few days later you unexpectedly get the dreaded Google email announcing your ads have been disapproved and risk having your account suspended.
I think we all know the basic policy of ads on AdWords. 25 characters headline, with two 35 character description line and a 35 character display URL . But there are hundreds of ad policies on AdWords, here are 21 ad writing policies that you may not have known.
In the headlines:
1. No exclamation mark in the headline
In the description lines:
2. Only one exclamation mark allowed.
3. Description line can’t lead into the display URL line e.g. “learn more at: www.example.com”
4. Your ad can’t appear to be cut off or incomplete e.g. “great val…”
In the headlines and description line:
5. No repeated punctuation or symbols.
6. No bullet points.
7. No gimmicky symbols e.g. , »»» , ****, |, : ) , >, ~ etc.
8. No incorrect spelling or grammar e.g. wrong words, wrong verb tense, misspellings. Although Google does except misspellings that ‘most’ audience will recognize and understand and informal words such as nite instead of night.
9. No excessive capitalization. Google accepts capitalized trademarks, first letter word, coupon codes. acronyms, countries like UK and USA and currencies like USD.
10. No inappropriate or offensive language, this includes misspellings and abbreviations.
11. No use of the work ‘click’.
12. No gimmicky repetitions of words e.g. Sales sale sale.
13. Spacing must be used in the correct way, no appropriate spacing between letters, missing spacing between words e.g. marketingExpert. ‘Extra’ spacing is allowed around punctuation.
In the destination/landing page URL:
14. Landing page must be working, it can’t be under construction of delivers an error status page.
15. Landing page must be working in all locations regardless of where you target.
16. Landing page must be the same for all users, it can’t differ based on user IP address.
17. Landing page can’t lead users to an email address or file such as a pdf.
In the display URL:
18. The display URL can’t be used as another line of text.
19. The domain of the display URL must match the domain of the destination URL.
20. Same display domain for each of your adgroup.
21. Your display URL is only 35 characters, but Google allows you more but user will be able to only see the first 35 characters.
This is just a few of Google AdWords ad policy. Why is it important to follow Google’s ad policy? AdWords is one hell of a digital marketing tool which could bring you much more conversions and sales to your site, it’s important that your business don’t lose this essential tool or option.Continuous violation of Google’s ad policy would lead to account suspension which means that your website won’t be eligible to advertise with AdWords for an indefinite period. Confused? Submit a brief and work with leading PPC/AdWords experts today.
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