Editorial standards

What's the policy?

Google AdWords doesn't allow ad text that uses non-standard, gimmicky, or unnecessary punctuation, numbers, letters, symbols, capitalization, or repetition of words or phrases; incorrect grammar or spelling; or inappropriate spacing between words or punctuation.

Punctuation & Symbols

The following uses of punctuation and symbols are examples of what is not allowed in ad text:
  • Exclamation mark in the ad's headline
  • Repeated punctuation or symbols
  • Symbols, numbers, and letters that don't adhere to their true meaning or purpose
  • Non-standard use of superscripts
  • Non-standard symbols or characters
  • Bullet points
  • Ellipses
See examples
Example ad text Allowed?
Big Sale On Now!
example.com
Cheap laptops for sale
Find the lowest price
Not allowed
The ad's title contains an exclamation mark.
Big Sale On Now
example.com
Cheap laptops 4 sale
Find the lowest $
Not allowed
Ad text contains numbers and symbols that don't adhere to their true meaning. For example, the number 4 is not used in a numeric fashion, and a currency symbol cannot substitute for the word "price."
Antique Book Sale
example.com
1st edition copies
Buy 1, get 1 half off
Allowed
Numbers are used properly to denote hours, offers, or order.
()()()Big Sale()()()
example.com
Cheap laptops for sale!
Find the lowest price!
Not allowed
Ad text contains excessive and unnecessary punctuation as well as punctuation used in a non-standard way. Also, only one exclamation point is allowed per ad.
Hotel Deals
example.com
Great prices on 5* hotels.
See us in "Hotel Experts" magazine
Allowed
Ad text contains standard symbols or characters such as an asterisk (*) used to indicate hotel star rating, instead of being spelled out. Paired punctuation (here, the quotation marks) are used appropriately.
Athletic Apparel
example.com
Buy N4ke running gear
At great discounts
Not allowed
Ad text contains non-standard use of superscripts.
Big Sale On Now
example.com
• Cheap laptops for sale
• Find the lowest price
Not allowed
Ad text contains bullet points.

Capitalization

The following use of capitalization is not allowed in ad text:
  • Excessive capitalization, such as words or phrases in all capitals
  • Intercapitalization within words
However, full capitalization and intercapitalization are allowed in ad text for these circumstances:
  • Trademarks, brand name, or product names (such as "AdWords") where the name is consistently capitalized throughout your website.
  • Common abbreviations, acronyms, and coupon codes
See examples
Example ad text Allowed?
BUY FLOWERS NOW
example.com
Find great deals NOW
WOW!
Not allowed
Ad text contains excessive capitalization.
Buy Pet Collars
example.com
Find GrEaT DeAlS NoW!
Large assortment
Not allowed
Ad text contains gimmicky intercapitalization within words.
Find A Great Mattress
example.com
Delivered To You ASAP
Throughout The USA!
Allowed
Ad text contains a common acronym and a country abbreviation, and capitalizes the first letter of each word consistently.
The Bed Company
example.com
Sales on beds and accessories
1-800-MATTRESS
Not allowed
Phone numbers are not allowed in ad text or display URLs. You can add a phone number using call extensions.
SONY Tablet Sale
example.com
Find SONY tablets
on sale today
Allowed
Ad text contains a capitalized brand name per the natural capitalization of the term.
Flowers Special
example.com
Choose ProFlowers
For great deals
Allowed
Ad text contains an intercapitalized brand name per the natural intercapitalization of the term.
Great kid games
example.com/Games
Buy kids games
At discount prices
Allowed
The display URL can capitalize the first letter of a word after the first slash.

Grammar & Spelling

The following use of incorrect grammar and spelling is not allowed in ad text:
  • Incorrect usage of words
  • Incorrect verb tense or subject-verb agreement
  • Misspellings
See examples
Example ad text Allowed?
Have Hare Loss?
example.com
Buy our hair cream
Get an free bottle
Not allowed
Ad text uses incorrect words: for example, "hare" instead of "hair" and "an" instead of "a."
Last Minute Trip?
example.com
Save on air fare
Buy today, travelled tomorrow!
Not allowed
Ad text contains the incorrect verb tense for the word "travel."
Castle Hotel
example.com
Stay at Castle Hotel
Get a good knight's sleep!
Allowed
Ad text uses an intentional pun: "knight" instead of "night."

Repetition

The following use of repetition is not allowed in ad text:
  • Gimmicky repetition of words or phrases
See examples
Example ad text Allowed?
Deals, Deals, Deals
example.com
Find coupons and deals
Shop online now
Not allowed
Google doesn't allow the gimmicky repetition of words.
Free mortgage quote
example.com
Free mortgage quote
Free mortgage quote
Not allowed
Google doesn't allow the gimmicky repetition of phrases.

Spacing

The following use of non-standard or inappropriate spacing within and between words and/or punctuation is not allowed in ad text:
  • Extra spaces between letters within a word
  • Missing or excessive spaces between words or punctuation
  • Extra or missing spaces around standard punctuation, mathematical symbols, currency, and abbreviated units of measurement
However, extra or missing spaces are only acceptable in ad text for these circumstances:
  • Trademarked terms, product names, brand names
See examples
Example ad text Allowed?
Get            free
example.com
Popular         products
Limited time offer
Not allowed
Ad text contains extra spaces between words that are unnecessary and make it difficult to read.
Summer S A V I N G S
Great specials now
Act fast!
example.com
Not allowed
Ad text contains extra spaces between letters used in a gimmicky fashion.

Note: All AdWords ads must comply with the above editorial standards per standards for local language.

Trademark owners may files a complaint with Google about the use of their trademark in AdWords ads under the trademark policy.

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:

Disapproval reason What does it mean? What do I do now?
Editorial standards Your ad text uses non-standard, gimmicky, or unnecessary punctuation, numbers, letters, symbols, capitalization, or repeated words or phrases; incorrect grammar or spelling; or inappropriate spacing between words or punctuation. Edit your ad by removing any non-standard, gimmicky, or unnecessary punctuation, numbers, letters, symbols, capitalization, or repetition of words or phrases; incorrect grammar or spelling; or inappropriate spacing between words or punctuation, per this policy. Once you've made any necessary changes, you can then resubmit your ad for review, following the instructions in the section below.

How do I resubmit my ad for review?

If your ad gets disapproved, you can resubmit it for review by simply editing your ad and then saving it. To avoid getting disapproved again, make sure that your ad complies with our policies and that you remove any references to unacceptable content before saving your ad.

Here's how to edit your ad:

  1. Visit your account's Ads tab.
  2. Hover over the table row that lists the ad you want to edit. Click the pencil icon next to your ad, and you'll be able to edit your ad right there.
  3. Click Save when you're done editing your ad.

After editing and saving your ad, the Status column will change from "Disapproved" to another status like "Under review" or "Eligible." 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