Search ads policies

Introduction

These policies apply to the use of Google's AdSense for Search (AFS) services through the Search ads (CSA) protocol.

For clarity, for the purposes of these policies:

• "ads" means advertisements provided by Google. It does not mean any advertisements (or other advertising products or services) that are not provided by Google;
• "content" means everything presented to users by you, including publisher-generated content, syndicated content, user-generated content, organic search results, advertisements (whether provided by Google or a third party), and links to other sites or apps; and
• where it has been indicated that Google’s approval is required, such requirement only applies to the use of Google services, including ads provided by Google.

You must ensure that your use of Google services, including any content on properties where Google services are implemented, is in compliance with these policies. Google may take corrective action(s) for any non-compliance, including but not limited to the following: (1) suspending provision of any Google services, (2) requiring you to cease or modify the use or implementation of any Google services, or (3) exercising any of its rights under the applicable Google Services Agreement, Google AdSense Online Terms of Service, or any other relevant agreement between you and Google.

Policies

In addition to the Google AdSense Program policies, AdSense Search ads has the following supplemental policies that you must agree to in order to participate.

The following policies apply to all Search ad implementations (desktop, mobile, and mobile app):

1. Query variable passed to Google must match user’s search intent
   Search ads may only be used on search results pages that were returned from clear user search intent coming from one of three sources:
   • A search query entered and submitted directly by a user into a search box without editing, modification or filtering. The search box may not be pre-populated with search terms, and publishers may not create links containing pre-populated search terms.
   • An AdSense for Search product-integrated feature, as defined by and compliant with Google’s AdSense for Search Product-Integrated Feature policies.
   • An Alternative Search Query, as defined by and compliant with Google’s Alternative Search Query Policies.
2. Only one Search ads request is allowed per user action
   You may not make more than one request for Search ads per user action. A user action can be a click by the user, or a scroll that initiates the asynchronous loading of more search results.
3. Nature of searchable content
   As described in the AdSense Program policies, copyrighted content or content that violates our site content guidelines should not be the focus of your searchable content.
4. Code may only be used on search results pages
   Ad units may only be placed on search results pages.
5. Ads must be clearly identified and distinguishable from search results
6. No incentivizing searches
   You may not compensate users for viewing ads or performing searches.
7. Ads should appear on pages with search results
   Ads are intended to supplement search results that your site returns and not act as the results themselves.
8. Partners may not backfill Search ads with AdSense for Content (AFC), Google Ad Manager, and/or AdMob ads
   It is not permitted to mix request types within the one placement, such as by backfilling Search ads results with other Google advertising, e.g., by using AdSense for Content, Google Ad Manager or AdMob. It is also not permitted to alternate request types for the same placement, such as to use AdSense Search ads on some views, and using AdSense for Content, Google Ad Manager or AdMob on other views.

9. You may not place Search ads on a page that also concurrently displays Google Ads text demand through other units.

10. Number of ads in relation to organic results
    The number of ads should not exceed the number of search results for a user’s search query.

11. Unless approved by Google in writing, Search ads may not be implemented on search results pages where the search results are comprised in substantial part of the following:

    • Videos
    • Images
    • News aggregation
    • People
    • Music
    • Content originating from any Google service other than Google Programmable Search Engine (e.g., YouTube API).

Desktop specific policies

1. Maximum three ad units per page Your search results pages can feature up to three ad units. You can also include one link unit, and one AdSense for Content or one Ad Exchange unit which must be set to an image, placement targeted ad only.

2. Number of ads in relation to organic results

   • The number of ads should not exceed the number of search results for a user’s search query.
   • Maximum of five ads (one unit) above or below search results and ads should not take up more than one third of the search result space without scrolling
   • Maximum of eight ads in units to the side of results

Mobile Web and Tablet specific policies

1. Maximum two ad units per page
   You may not make more than one request for Search ads for Mobile per page on which results will be displayed. Your search results pages can feature up to two Search ads for Mobile ad units. There must be only one ad unit visible on the screen at any time.
2. You may not have more than three ads within the top ad unit and more than three ads within the bottom ad unit.
3. You may not have more than one Search ads for Mobile ad unit visible to the user at a time.

Mobile app specific policies

1. On-frame ads (ads which are fixed on the top or bottom of the application) are not allowed.
2. In-frame ads (ads which are placed on the page inside the mobile application)
   You may not have more than three ads within the top ad unit and more than three ads within the bottom ad unit. You may have up to four ads in the bottom ad unit if no top ad unit is present on the page.
3. You may not have more than one Search ads for Mobile Apps ad unit visible to the user at a time.