1.b - AdWords Policies

Link Policy defines the type of web page to which an ad can link. Its goal ensure a positive user experience.

Display URL: Your URL will display at the last line. It must give users a clear idea of the landing page to which they will be taken.
- Must include the .dot extension (.com, .net)
- www or http:// are not required
- Cannot be an email address
- Must adhere to Editorial Policy

Destination URL: The web page address at which users arrive when they click on your ad
- Must link to a working website
- Must not link to a website that is under construction
- Not require visitors to download software (such as Adobe Acrobat Reader)

Landing Page:
- The landing page must allow the browser's back button to work
- Visitors must be able to return to the Google search results page or ad network by clicking the back button
- A pop-up is any browser widow that opens in addition to the original window
- Google guidelines do not permit pop-ups when entering or leaving your landing page

Affiliate Program:
- Get paid a commission to promote a merchant's website
- Are allowed to use AdWords advertising
- Google only allow one ad for affiliates & parent companies sharing the same display URL per search query
- Your site should not mirror your parent company's site

Editorial Policy: Clear & concise, relevant & trageted to users' interests, reflect GG values & aesthetics, be attention-getting, but also accurate & honest, contain no hidden surprise

Spelling:
- must be correct, except made for someone common variations. [Ex: foto, tonite]

Spacing:
- punctuation should not be repeated 2 or more times in a row
- no exclamation point in first line of ad text (ad title)
- 1 exclamation point in lines 2 or 3 of ad text is acceptable

Symbols, numbers or letteres may not substitute for words
[Ex: 4 U would be disapproved as it means 'for you']

Punctuation: No sign such '-'

Grammar, Capitalization & Repetition
- Logical sentence or phrase with proper word use
- Capitalization cannot be used to emphasize a word or phrase [such as FREE, NEW]
- Capitalization first letter of each word in text is acceptable
- Repetition cannot repeat the same word three or more times in a row

Appropriate & Inappropriate Language
- Ad text, including display URL cannot contain offensive or inappropriate language
- Ad text, including diaplay URL cannot contain suggestive misspellings and/or other variations of inappropriate language
- Keep your language concise, informative ads provide a great user experience & ultimately contribute to your success

Unacceptable Phrases
- Certain 'call to action' phrases cannot appear in ad text
- Not descriptive of the product or service
- Example: 'click here'

Affiliate Policy
- may use AdWords advertising
- only one ad will display for affiliates & parent companies sharing the same Display URL per search query

Google Trademarks
- Not allowed in ad text
- Google, Froogle, Gmail, Orkut, Urchin, Keyhole, & PageRank

Superiative Claims: words that emphasize superiority over others
- For ad credibility, superlative claims must be verified by a third party on the landing page
- If your ad contains comparative or subjective phrases such as "best" or "#1" verification by a 3rd party must be clearly displayed on your website

Competitive Claims
- Competive claims regarding a specific competitor must be supported on landing page
- Comparision chart or table, competitive analysis etc.

Prices
- Must be accurate
- Do not need to include shipping or sales tax
- OK if the price applies to bulk purchases

Discounts & Free Offers
- must be visible within 1-2 clicks of landing page
[Example: "50% off all items", "Save $20 on first purchase"]
- free offers must be supported within 1-2 clicks of landing page
- acceptable if user can infer that the product or service is indeed free

Image Ads Policy:
- Regulates the types & quality of images that may be used:
- This topic covers ad & image quality, unacceptable image content & image layout

Poor Ad/Image Quality
- Images must be clear & readable
- Content & purpose must be easy to understand
- All text must be legible

Trick to Click
- Cannot use deceptive tactics:
- No mock animated features (drop down menus, search boxes, etc.)
- No mock dialogue boxes, error messages, etc.

Image Layout
- Size & orientation must conform to our standards
- Must occupy the maximum space of the image format chosen
- Cannot be rotate or inverted
- Cannot show more than 1 ad at a time, or the same ad multiple times

Redundant Image User Bar
- Must not include a Display URL, feedback link, or 'Ads by Google' designation
- Already automatically added

Appropriate Image Content
- Family-Safe (appropriate for minors)
- No adult material, sexual themes, or inappropriate language

Animations
- Cannot contain strobe effects
- Do not mimic computer functions
- Don't offer prizes for clicks
- Restrict repetition
- Stay inbounds

Trademarks: A word, phrase, logo or symbol that identifies & distinguishes a product or service from others in the marketplace.

Google's Role in Trademark
- GG is a provider of space for advertisement
- AdWords Terms & Conditions state that advertisers are responsible for their chosen keywords & ad text
- GG performs a limited investigation of trademark complaints as a courtesy to trademark owners
- GG encourages trademark owners to resolve their disputes with advertisers directly

From for US/CAN Trademarks
To file a trademark complaint with GG AdWords regarding a US or Canada registered trademark, you must provide the information below.
1. Name of Comany
2. Contact information, including email address
3. List of trademark(s) at issue & the country in which it is registered
4. The identity of the ad(s) at issue (via the URL stated on the bottom line of the ad) Indicate if your complaint is limited to specific advertisers or if it is a general objection to all advertisers.
5. If certin affiliates or partners are permitted to use your trademark in their ad content, please list the company names in your letter
6. Include the following statement: "I have a good faith belief that use of the trademarks described above with the advertisements described above are not authorized by the trademark owner or its agent, nor it such use otherwise permissible under law."
7. Include the following statement: "I represent that the information in thist notification is true & correct & that I am authorized to act on behalf of the trademark owner."

From for Non-US/CAN Trademarks
1-4 is same like US/CAN
5. Are you concerned with:
a. the advertisement's content or
b. the keywords that trigger the advertisement or
c. both?
6-8 same like 5-7 US/CAN

Where to send your trademark letter
- Google Inc. , Attn: Google AdWords, Trademark Complaints, 1600 Amphitheatre Parkway, Mountain View, CA 94043 or via fax to 650-618-1499, Att: Google Trademark Complaints

Investigation Procedure: Steps
- All of the points of information are needed in order to start investigation procedure
- The claim will be investigated & ads will be disapproved as appropriate
- There is the possibility that we may not remove the ad(s) as requested after investigation

Copyrights: (Basic information)

Invalid Clicks Policy: include (but aren't limited to) manual clicks intended to drive up advertisers' costs and automated clicks by robots.

Combating Invalid Clicks:
- GG use automatic detection & filtering techniques to monitor all clicks on AdWords ads.
- GG employ a team that uses specialized tools & techniques to investigate invalid clicks.
- Any invalid clicks that we detect automatically are filtered from your reports before you're charged.
- GG constantly works to expand & improve technology.

Indentifying Invalid Clicks:

Valid Reasons for Increase in Clicks
- Indentical IP addresses: Web log shows multiple clicks from same IP, some ISP assign identical IP addresses to multiple users.
- Comparison Shopping: Legitimate reason for several clicks on your ad
- Optimization may be necessary: lots of clicks, low return on investment
- The content network
- Seasonal advertising
- CPC or daily budget increase
- Ad recently approved: If your ad has recently been approved you'll receive more traffic
- Competitor stops running ads: If a competitor's ad stops showing you may receive more traffic