Relevance, clarity, and accuracy

What's the policy?

Ad text must be relevant, clear, accurate, and descriptive of the products or services offered.

Relevance
  • Your ads and keywords must directly relate to the content on the landing page for your ad. When users see your ad, they should be able to understand what kind of product, service, or other content they'll find on your site.
  • Products or services that are promoted in your ad must be reflected on your landing page. Also, see the advertiser claims policy.
Phone numbers
  • Phone numbers and vanity phone numbers can't be used anywhere in text ads or sitelinks extensions, except for company names that are actual phone numbers (such as "1800-EXAMPLE"). Phone numbers in ads are confusing to users who might be expecting to be led to a call session as opposed to a website. Instead, consider using call extensions to let customers call you from your ad on mobile phones or image ads to include a number in your ad on non-mobile devices as well.
Clarity
  • Ads can't simulate email inbox notifications.
  • Ads can't have any missing lines of text, excessive spacing, or extremely bad grammar.
  • Ads using keyword insertion must be grammatically and logically correct, and result in meaningful ad text for the user.
  • Ads can't use call-to-action phrases such as "click here" or "click +1" that could apply to any ad, regardless of content. This includes phrases in the third line of your ad that lead into your display URL, such as "See this site."

We've created this policy to help our users find clear, accurate information about the products or services they're looking for.

Examples

Example ad Acceptable?
Google AdWords
adwords.google.com
Affordable online advertising
Create your campaign today!
Acceptable
The ad text is clear and descriptive.
Ad Words, Word Ads
adwords.google.com
We are the words that
ad the world. Advertise!
Not acceptable
The ad text is unclear and confusing.
Google AdWords
adwords.google.com

Create your campaign today!
Not acceptable
The ad text is missing a line of text.
(1) Friend Request
example.com
Your friend has a crush
on you. Learn more!
Not acceptable
The ad text is trying to simulate an inbox notification or message request.
Google AdWords
For an account, click here
Learn more. Visit us at:
adwords.google.com
Not acceptable
The phrase "click here" isn't allowed. Also, the third line continues into the display URL, which isn't allowed either.
Free games no downloads
example.com
Search Free games no downloads
View Free games no downloads
Not acceptable
The inserted keywords result in an ad that doesn't make sense.
DSLR Cameras
example.com/search/DSLR+Camera
Buy DSLR Cameras
Save big!
Not acceptable
The ad doesn't clearly indicate that the resulting landing page will be a search page.
DSLR Cameras
example.com/search/DSLR+Camera
Search for DSLR Cameras
Find great deals!
Acceptable
The ad clearly mentions that users will be able to search for DSLR cameras.

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:

  • Double check your ads and keywords and make sure they directly relate to what a user will see when they click on your ad.
  • Make sure the products or services that you promote in your ad are displayed on your landing page.
  • Review your ad text and fix any ads that have missing lines of text, excessive spacing, or extremely bad grammar.
  • Instead of including a phone number in your ad text or sitelinks, consider using call extensions.
  • Check to see that your ads don't simulate email inbox notifications or fake "friend/crush" requests or notifications.

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