结构化摘要要求

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利用结构化摘要，广告客户可以说明具体产品的特性，或者说明他们企业提供的系列产品或服务。结构化摘要必须遵守标准 Google Ads 政策及以下要求。

Punctuation and symbols in structured snippets

The following is not allowed:

Punctuation and symbols in snippet text that serve no purpose other than to draw attention to the ad

Examples: Exclamation marks, punctuation at the beginning of the text, adding a ► symbol, emoticons

了解如何修正被拒登的广告或素材资源。

Structured snippet repetition

The following is not allowed:

Snippet text values that repeat in the same header or across different headers

了解如何修正被拒登的广告或素材资源。

Multiple items in value

The following is not allowed:

Entering more than one item in each value

Examples: Adding a comma-separated list into one value field, putting two related items in one value field

Note: Add a new value field for every item you want to include in the asset. Google Ads will automatically separate them with commas.

了解如何修正被拒登的广告或素材资源。

Promotional text in value

The following is not allowed:

Promotional text in snippet values

Examples: “Sale” or “Free shipping”

了解如何修正被拒登的广告或素材资源。

Amenities in structured snippets

The following is not allowed in the Amenities header:

Values that do not list useful features or facilities of a building or place

Examples

Allowed	Not allowed
Amenities: Ski Storage, Swimming Pool, Restaurant Amenities: Wi-Fi, Breakfast, Pool, Gym, Spa	Amenities: Rated most comfortable, 100% satisfaction guarantee

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Brands in structured snippets

The following is not allowed in the Brands header:

Values that are not actual brands offered by the advertiser

Description of number of brands offered by the advertiser

Examples

Allowed	Not allowed
Brands: Nest, Nexus, Chromebook	Brands: Over 200 Brand names, Save on Brand names Brands: Cheap Nest, New Nexus phones, Exclusive Chromecasts

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Courses in structured snippets

The following is not allowed in the Courses header:

Values that do not list specific classes educational providers offer, or that promote entire degree programs

Examples

Allowed	Not allowed
Courses: Linear Algebra, Creative Writing, Data Structures	Courses: MBA, M.Ed, BS

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Degree programs in structured snippets

The following is not allowed in the Degree programs header:

Values that are not courses of study at online or traditional educational institutions

Course duration or other additional information about the course

Examples

Allowed	Not allowed
Degree programs: Accounting, Biology, Psychology	Degree programs: 2 year, 4 year, masters, associates

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Destinations in structured snippets

The following is not allowed in the Destinations header:

Values that are not names of cities, states, countries, continents, places of interest, cultural and heritage sites, or tourist attractions

Examples

Allowed	Not allowed
Destinations: Las Vegas, New York, Tokyo, Rome, Cancun, Paris	Destinations: Hotels in 200 cities, Visit Paris
Destinations: Taj Mahal, Red Fort, Qutb Minar	Destinations: Taj Mahal tour package, Visit New Delhi

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Featured hotels in structured snippets

The following is not allowed in the Featured hotels header:

Values that are not hotel names for which the advertiser is offering booking services

Examples

Allowed	Not allowed
Featured hotels: Luxury Inn, Alpine Lodge, Lakeside Hotel	Featured hotels: 10% off Alpine Lodge, Lowest rate on Lakeside Hotel

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Insurance coverage in structured snippets

The following is not allowed in the Insurance coverage header:

Values that are not specific types of insurance coverage

Examples

Allowed	Not allowed
Coverage: Liability, Collision, Comprehensive Coverage: Term life, whole life, universal life	Coverage: Quotes for all coverages, Save now

了解如何修正被拒登的广告或素材资源。

Models in structured snippets

The following is not allowed in the Models header:

Values that are not specific models of a product or a range of models

Names of manufacturers, stores, or dealerships

Model year, specs, price, condition, or other descriptions

Examples

Allowed	Not allowed
Models: Corolla, Camry, Prius Models: Corolla L, Corolla LE, Corolla Premium, Corolla LE Plus	Models: 2016 models in stock, Deals on 2015 models Models: Toyota, Honda, Ford, Chevy Models:Corolla 2014, Camry 2016, Avalon 2014
Models: Nexus 5x, Nexus 6P, Pixel, Pixel XL	Models: Great deals on Pixel, Buy Pixel Now Models: Pixel 5.0 inches display, 143 grams, 32 or 128 GB

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Neighborhoods in structured snippets

The following is not allowed in the Neighborhoods header:

Values that are not sub-regions or districts within a city

Names of cities, countries, or apartment buildings

Examples

Allowed	Not allowed
Neighborhoods: Downtown, Hayes Valley, Mission, Excelsior Neighborhoods: Westminster, Camden, King’s Cross	Neighborhoods: San Francisco, Oakland Neighborhoods: SOMA apartments, North Beach apartments, Pac Heights homes

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Service catalog in structured snippets

The following is not allowed in the Service catalog header:

Values that are not specific offerings of a service provider, meaning services performed in exchange for money

Values that list features of a product

Examples

Allowed	Not allowed
Services: Oil change, Smog check, tire alignment Services: Packing, Auto transport, Storage, Debris pickup	Services: Reviews, Quotes, Rankings Services: Top rates, Compare 5 credit cards

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Shows in structured snippets

The following is not allowed in the Shows header:

Values that are not names of performances or actual TV shows

Information regarding the show, time, or description of a show or venue

Examples

Allowed	Not allowed
Shows: The Voyage, Knights, American Dancer	Shows: At 10am, 2pm, & 5pm, Tickets required

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Styles in structured snippets

The following is not allowed in the Styles header:

Values that are not variations of a fairly specific category

Note: Don’t confuse the category with the styles that fall within that category. For example, "cocktail" and "strapless" are styles of dresses, but "dresses" itself is a category and should not be submitted as a style.

Examples

Allowed	Not allowed
Styles: Wingback, Button Tufted, French Country, Swivel, Nailhead, Scalloped Styles: Flatweave, Jute, Striped, Shag, Solid, Geometric	Styles: Performance Apparel, Yoga Apparel, Running Gear, Athletic Jackets Styles: Mailbox Posts, Cluster Mailboxes, Lockable Mailboxes Styles: Lingerie, Lace Dresses, Two Piece Sets

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Types in structured snippets

The following is not allowed in the Types header:

Values that are not variations of a product category

Examples

Allowed	Not allowed
Types: Pendant lamps, Ceiling lights, Wall lamps Types: LED, Incandescent, Halogen, Fluorescent, Metal Halide	Types: Red, Blue, Green

了解如何修正被拒登的广告或素材资源。

Related policies and common disapprovals

The following AdWords policies are especially relevant to structured snippets and are often associated with disapprovals. 了解违反我们的政策有什么后果。

Repetition

To maintain a professional appearance in ads, we don’t allow excessive or gimmicky repetition of words or phrases. See the Repetition policy for more information. Note that this is slightly different than the Structured snippet repetition policy above and applies to any ad text that is repeated in your snippet text.

商标

Google 可能会应商标所有人的投诉而移除广告或素材资源。广告客户有责任在其广告文字、素材资源和商家信息中正确使用商标。有关详情，请参阅商标政策。