Ad placement policies

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Misleading placement
Encouraging accidental clicks
Ads on Thank You, Exit or Error Pages
Formatting content to mimic ads
Aligning images with ads
Placing ads under a misleading heading
Site layout that pushes content below the fold
Ads in a software application
Ads in emails
Ad on dynamic content
Placing Google ads on the same page with other ads
Ads on the same page or site as another publisher
Ads on a hosted website (e.g. Blogger)
Ads on pages behind a login
Displaying a third-party site on your page

Ad limits per page
Google content ad limit per page
Google link unit limit per page
Maximising ad space with multiple ad units

Ads and pop-ups
Placing Google ads on a website with pop-ups
Placing ads in pop-up windows

Encouraging accidental clicks

Publishers are not permitted to encourage users to click Google ads in any way. This includes implementing the ads in a way that they might be mistaken for other website content, such as menu, navigation or download links.

In the example, hyperlinked content formatted similarly to the link unit are placed right below the ad. Because it is difficult to tell the hyperlinked content apart from the ad, this implementation is a violation of the AdSense programme policies.



Misleading labels
Directly or indirectly encouraging users to click Google ads is not permitted by our programme policies. For instance, publishers may not place ads under misleading headers or titles as this may confuse users into thinking the ads are actually site links related to that header. To avoid this issue, we ask that publishers use only "sponsored links" or "advertisements" to label ads.

Publishers should not use:

  • “Sponsor”
  • “Recommended”
  • “Partners”
  • “Offers”
  • “links”
  • “News”
  • "My favourite sites"
  • "Latest news"




Misleading to clicks
Publishers are not allowed to use language to lead users to click Google ads, such as:
  • "Feel free to click an ad"
  • "Contribute to the cause, visit an ad"
  • "Help keep this site running, check out our sponsors"
  • "We need a new server. Support us!"




Unnatural attention
Publishers are not permitted to bring unnecessary or unnatural attention to their Google ads. Examples of this include:
  • flashy animations that draw a user's eyes to ads
  • arrows or other symbols pointing to Google ads




Ads on dynamic content
Publishers may not place ads on pages or sites where dynamic content (such as live chats, instant messaging and/or auto-refreshing comments) is the primary focus.


Leading to accidental clicks
Please be careful when placing links, Play buttons, download buttons, games, drop-down boxes or applications near ads because they may lead to accidental clicks and could result in action being taken against your site or your account.


 

Misleading Placement for Ads on Thank You, Exit or Error pages
Publishers are not permitted to place ads on any non-content-based pages like thank you, error or exit pages. These are pages that visitors see on a site before potentially leaving the domain, sometimes after performing a specific action on the site such as a purchase or download. Error pages can be 404 error pages informing the user that there is no content to be found on this page. Ads that are the main focus on these types of pages can confuse a visitor into thinking that the ads are actual content, so we ask that ads are not placed on such pages.




Offering compensation

Offering compensation or any incentive for clicks on ads is strictly prohibited.

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Formatting content to mimic ads

Publishers may not implement Google ads in a manner that disguises the ads in any way. This includes formatting neighboring content to look similar to the ads. If a publishers places ads on non-Google search results pages, there must be a clear distinction between search results and ads.

In the example, the links above and below the ad unit are formatted very similarly to the ad and it's difficult to tell them apart. Therefore, this implementation doesn't comply with our programme policies.


 

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Aligning images with ads

Publishers may not attempt to associate specific images with the individual ads appearing on their sites. Such an implementation may confuse users who assume that the image is directly related to the advertiser's offerings and therefore is a violation of our programme policies.


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Placing ads under a misleading heading

It's important that visitors to your site are not misled in any way and are able to easily distinguish content from Google ads. This policy prohibits placing ads under misleading headings such as "resources" or "helpful links".

Additionally, as shown below, a website's heading may be interpreted as an inappropriate ad label. Because ads in such a position might be mistaken for links or listings instead of advertisements, such an implementation is considered unacceptable. Monitor your site and its layout carefully to ensure that this doesn't happen.

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Site layout that pushes content below the fold

Here's an example of site layout that pushes content below the fold, making it hard for users to distinguish content and Google ads.



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Ads in a software application

Currently, we don't permit Google ads or AdSense for search boxes to be distributed through software applications including, but not limited to toolbars, browser extensions and desktop applications. In order to comply with AdSense programme policies, please note that Google AdSense code may only be implemented on web-based pages.

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Ads in emails

To ensure the effectiveness of Google ads for both our publishers and advertisers, the Google Adsense programme does not permit AdSense ad code to be placed in email messages or newsletters. However, there is an exception for ads placed in emails through the AdSense for feeds product, which enables publishers to distribute their feed content through email.

In addition, ad code may not be placed alongside email messages, such as web-based email programmes.

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Google ads on the same page with other ads

You're welcome to display Google ads on the same site or page as other third-party advertisements provided that the formatting or colours of the third-party ads is different enough from that of the Google ads. In other words, if you choose to place non-Google ads on the same site or page as Google ads, it should always be clear to the user that the ads are served by different advertising networks and that the non-Google ads have no association with Google. If the formats are naturally similar, we ask that you choose different colour schemes for the competing ads.

Our intent with this policy is to be as fair to our advertisers as possible and to maintain the integrity of the AdWords and AdSense programmes. You can learn more about this, and all our policies, on our programme policies page. Please also be aware that competitor ads are considered to be part of your site's content and must follow our policy guidelines.

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Ads on the same page or site as another publisher

If a website is in compliance with our programme policies and the company or owner of the site has given you permission to display ads on their site, you may place your ad code along with the other publisher's ad code on the same page. You will, however, need to contact your web hosting company or the owner of the website to obtain permission to display ads on their website.

Please keep in mind that a maximum of three standard ad units, three link units and two search boxes may be placed on one web page. In addition, please be aware that every publisher is responsible for the content of a website on which their ad code is placed. If a website is found in violation of our programme policies, we will notify any publisher(s) whose ad code is on the website, and ask you to remove the Google code from that page.

A publisher will only be credited for clicks and impressions on the ad units associated with their account. Additionally, publishers are responsible for monitoring each web page upon which their ad code appears to ensure compliance with our policies.

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Ads on a hosted website (e.g. Blogger)

You are welcome to place AdSense on any web page which complies with our programme policies, including hosted websites. However, please be aware that in order to use AdSense, you'll need to have access to your site's HTML source code. Also, it is your responsibility to check with your host and determine if using AdSense is a violation of their terms of service.

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Ads on pages behind a login

Publishers are welcome to place AdSense ads on password-protected pages as long as those pages comply with our programme policies. When applying for the AdSense programme, please make sure that you provide us with a non-password-protected page for review.

If your pages require a login and irrelevant ads are appearing, you can help improve ad targeting by granting our crawler access to login-protected pages.

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Displaying a third-party site on your page

When a website displays someone else's website within a frame or window on their own site, this is considered framing content. Placing Google ads on such pages is strictly prohibited.

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Google content ad limit per page

Currently, AdSense publishers may place up to three AdSense for content units on one web page. This includes a maximum of one 300x600 ad unit per page. You may also place a maximum of three link units and two search boxes on each web page.

If you place more than one ad unit on a page, our system will  display unique ads to each ad unit. Because the system automatically displays an optimal number of highly targeted Google ads on each page, in some cases, the maximum number of ads may not always appear. In this case, the ad unit will show as a transparent box, or will contain any alternative ad or colour specified in the ad code.

However, keep in mind that placing the maximum number of allowed ad units on a page may result in it looking cluttered. Read our optimisation guidelines for tips on where to place your ads.

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Google link unit limit per page

You may place up to three link units on a page, in addition to the three standard ad units, and two search boxes. Just make sure that the page complies with our programme policies.

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Maximising ad space with multiple ad units

Multiple ad units can help optimise your performance by leveraging our large inventory of ads. You can place up to three ad units per page (in addition to three link units). Remember that the best way to measure the effect of multiple ad units is to examine the impact on your overall earnings. Multiple ad units may prove particularly successful for the following pages:

  • Pages with lots of text, requiring users to scroll down the page.
  • Forum or message board pages, particularly within threads.
  • Pages where only smaller ad formats (such as the 125 x125 button) will fit.

Tip for maximising multiple ad units: make sure that the ad unit with the best location on the page is the ad unit that appears first in your HTML code. This will help ensure that your prime ad position is occupied by the ads that place highest in the auction and will generate the most revenue for you. Find out how to define the first ad unit.

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Placing Google ads on a website with pop-ups

Publishers aren't permitted to place ads on sites which have more than three pop-ups. If pop-ups are displayed on a website, they may not interfere with site navigation, change user preferences, initiate downloads or distribute viruses.

Additionally, sites with Google AdSense may not be loaded by any software that triggers pop-ups, modifies browser settings, redirects users to unwanted websites or otherwise interferes with normal site navigation. It is your responsibility to ensure that no ad network or affiliates use such methods to direct traffic to pages that contain your AdSense code.

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Placing ads in pop-up windows

Ads are not permitted in any window that is not initiated by a user's click. Additionally, we do not permit ads to be placed in any window which lacks navigational controls, including back and forward browse buttons and an editable URL field. AdSense ad code may also not be implemented on web pages where navigational elements have been removed.

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