Destination URL

What's the policy?

The destination URL is the URL that loads when a user clicks your ad. The landing page URL is where users actually end up after passing through any redirects associated with your destination URL. If the destination URL doesn't redirect, the destination URL and landing page URL are the same thing.

After clicking an ad, the user should end up on a site that complies with AdWords policy and works properly for all users in all browsers and devices.

Requirements

Link to a functional site

  • Your ad's destination URL can't lead to a website that is under construction or that links to an error page that displays a status code beginning with a 4 or a 5 (such as a 405 error). See the bottom of this page for help to fix these errors.
  • Your landing page must work properly for all locations, regardless of where you're targeting your ad.
  • Your website should load quickly on most popular browsers and devices. We recommend avoiding content or features on your site that delay a page's load time and that may make a user think that your site isn't working.
  • Your ad's destination URL can't lead to an email address or a file instead of a webpage. Such files include image, audio, video, or document files that require an additional application to open or run (such as PDF files).
  • If you're using dynamic tracking URLs, they must lead to a valid URL and meet all of the requirements listed here for destination URLs.

Match the domain of your ad's display URL

  • Your landing page's domain must match the domain of the display URL in your ad. For example, if the website that you're advertising is using the domain "example.com," your ad's display URL must also contain "example.com."
Same URL on Ad an LP

Meet these additional requirements

  • Landing pages must deliver the same content to all users and all IP addresses, from all browsers. Redirecting based on IP isn't allowed, unless you are legally required to restrict access to your products or services (such as in the case of country-restricted pharmaceuticals or digital rights restrictions).
  • If your site does not display properly on mobile web browsers (for example, because it uses Flash or contains large images), your ad can be labeled "Approved (limited)" with the description "Rendering issues detected." With this status, your ad will not appear to people using mobile devices, but will appear as usual to non-mobile users.

We've created this policy to help ensure the ads we show send users to properly working websites.

Examples

Destination URL Acceptable?
https://adwords.google.com Acceptable
This URL leads to a working site, accessible from all locations and browsers.
http://www.google.com/oops Not acceptable
This URL leads to a 404 error page rather than a working webpage, so the ad would be disapproved.
support.google.com/adwords/answer/25 Not acceptable
This URL leads to a dead page within a functioning website. This issue can happen if you remove certain products or pages from your website.
adwords@example.com Not acceptable
An email address cannot be used as a destination URL.
step_by_step.pdf Not acceptable
A PDF file cannot be used as a destination URL.

What can I do if my ad gets disapproved?

If your ad gets disapproved for violating this policy, try reviewing the following tips to help resolve your issue:

  • Even if your website loads successfully for you, it might not be loading properly in other circumstances like in other web browsers or by the AdWords system. Double check your destination URL on various browsers and devices to make sure that it always links to a working website.

  • If you're using keyword destination URLs, your ad could be disapproved because you have keyword-level destination URLs that no longer work. Edit your keyword URL so that it leads to a functioning landing page.

  • If your site blocks AdsBot-Google in your robots.txt file, make the required edits to your configuration.

Here are some additional tips to fix the issue:

Disapproval reason What do I do now?
Destination URL not working

Your site isn't working properly for all browsers, or is linking to an email address, a file, or a page that's under construction.
If your page is under construction, replace your destination URL with a different page of your site that is working. Double check that there are no typos in the URL you entered and that you haven't entered an email address or file by mistake. Once you've confirmed that your site is working, please resubmit your ad for review following the instructions in the section below.
Invalid HTTP response code

Your URL is returning an error status code that begins with a 4 or a 5 (such as a 405 error).
1. Find out what error is happening on your website and where it occurs. Here are examples of HTTP header tools that can help: 2. See a definition and tips to fix each of the HTTP status codes.

3. If you still can't identify the problem with your destination URL, contact your webmaster or web hosting provider for help.

How do I resubmit my ad for review?

Once you've made the necessary changes to your ad or site, you can resubmit it to us by following these steps:

  1. Visit your account's Ads tab.
  2. In the Status column, hover over the white speech bubble Ad disapproval bubble next to the word "Disapproved."
  3. Click "Resubmit my campaign for review." (If you don't see this link, follow these instructions to resubmit the ad.)
  4. Follow the instructions to resubmit the disapproved ads in that campaign.

Our AdWords specialists will then review your site to confirm that you corrected the policy issue. The Status column will soon reflect the change in approval status – it will change from "Disapproved" to "Eligible" or "Under review." We review most ads within 1 business day. Some reviews may take longer because some ads require more complex review.

What happens if I violate this policy?

  • Ad disapproval: Ads that don't follow this policy may get disapproved. A disapproved ad won't be able to run until the policy violation is fixed and the ad is approved.
  • Domain disabling: We may suspend websites that violate this policy, meaning that the website can no longer be advertised with AdWords until the problem is fixed.
  • Account suspension: An account may get suspended if you have several violations or a serious violation. If this happens, all ads in the suspended account will stop running, and we may no longer accept advertising from you. Any related accounts may also get permanently suspended and your new accounts may get automatically suspended at setup. Learn more about suspended accounts.

Contact information

If you still have questions about this policy, you can contact us via the link below. You'll be taken to a form where you can write to us about your issue.
Contact AdWords Support