How to Create Google-Safe AdWords Ads
Google AdWords is an extremely popular ad serving platform used in PPC advertising campaigns. While most people understand the basics of AdWords, from picking keywords and creating ads, what most people don’t know is that their AdWords campaigns are manually reviewed by editors at Google, and they will assign you a penalty or shut you down altogether if they think that you’re violating one of their policies. Here’s what to avoid if you want to keep your site up and running:
Using Inappropriate or Offensive Language
This should seem like an obvious one, but you’d be surprised at the number of people who try to use inappropriate or offensive language as a kind of shock tactic to get clicks. It may work in the (very) short-term, but then your ads get taken down, and if you managed to be offensive, your site will get shut down as well.
And don’t assume that you can get away by using double entendres or by thinking that you’re being really clever. While the Google algorithms may not recognize it, you can bet that the editors will.
Using Copyrighted or Trademarked Terms
Google has strict guidelines in place in regards to trademarks and copyrights, and you’ll get a warning at the ad creation level if you try to create an ad that contains one. They are really strict with this rule, as they, as well as you, are the ones who will be listed in the lawsuit should someone decide to sue for copyright infringement.
Having Misleading Offers, Special Prices, or Discounts
You’re allowed to mention pricing, special offers, or discounts in your Google Adwords ad, but the claim made in the ad must be backed up on the landing page. Any use of misleading offers that the user can’t actually claim will get your ad flagged.
Redirecting the User to A Different URL
Google expects to see, when someone clicks on your ad, that the user is taken directly to the site with the same URL as the one you displayed in your ad. In the past, advertisers had taken advantage of this to redirect users to a completely different URL than the one posted in the ad. Google has cracked down on this and will not tolerate it.
Using Superlatives or Competitive Claims Without Backup
You can claim that you’re the best in the world, or that you’re better than one of you competitors….but you’d better have the proof to back it up once people get to your landing page. And considering how hard it is to proof that you’re rated #1 or are the best at something, it’s usually best to err on the side of caution and avoid using superlatives of competitive claims in your AdWords ads.
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