What's the policy?
Google AdWords doesn't allow the promotion of websites that are designed for the sole or primary purpose of showing ads. One example of this kind of prohibited behavior is called arbitrage, where advertisers drive traffic to their websites at low cost and pay for that traffic by earning money from the ads placed on those websites. We've created this policy to help ensure that users see useful, unique, and original content without excessive advertising.
A website may get suspended for arbitrage if it has excessive advertising or is otherwise designed for the sole or primary purpose of showing ads. The following types of behaviors are often associated with prohibited arbitrage sites, including mobile sites:
- Websites designed for the sole or primary purpose of showing ads
- Websites with interstitial ads - unexpected pages that appear when navigating from one page to the next
- Websites with scraped content from other sites
- Websites with gibberish content that makes no sense or seems auto-generated
- Templated or pre-generated websites that provide duplicate content to users
- Websites with deceptive navigation, where users can't find an advertised product or service
- Websites with indistinguishable ads, where you can't tell ads from the rest of that site's content
- Websites that are malicious or frustrating, where any click on the site results in clicking an ad
- Ads are targeted with keywords unrelated to the topic and/or business model of the website
- Ad text is unrelated to the topic and/or business model of the website
Detailed examples of these behaviors are included below.
|Website with useful, unique, and original content as its primary purpose|| Allowed
Websites whose main purpose is to provide useful, unique, and original content, with ads as a secondary purpose
|Websites with excessive advertising|| Not allowed
Websites (desktop and mobile versions) whose sole or primary purpose is to show ads
See examples of excessive advertising
|Websites with interstitial ads|| Not allowed
Interstitial ads are unexpected web pages that appear when navigating from one page to the next, which lead to pages of ads or sponsored offers
See example of interstitial ad
|Websites with scraped content|| Not allowed
Websites that scrape content from other sites, even if they don't have any ads on their site
See example of scraped content
|Websites with gibberish content|| Not allowed
Websites with content that makes no sense or seems auto-generated in some way, e.g. translated, synonymized, etc.
See example of gibberish content
|Templated websites|| Not allowed
Websites that are templated or pre-generated, which provide duplicate content to users or are intended to profit from ads
|Websites with deceptive site navigation|| Not allowed
Websites that appear to offer a service or product but instead lead users into navigating through several pages with ads and never deliver the promised service or product
|Websites with indistinguishable ads|| Not allowed
Websites whose ads are not clearly distinguished from site content, including menus, navigation links, etc. (clicking on space surrounding an ad should not click the ad)
See examples of indistinguishable ads
|Malicious/frustrating websites|| Not allowed
Websites that prevent a user from doing anything other than click on an ad
|Campaigns with irrelevant keywords|| Not allowed
Campaigns whose keywords are unrelated to the topic or business model of the promoted site; the landing page for an ad triggered by a particular keyword must be identical to the landing page that customers would've seen if they searched for that same keyword directly on the advertiser's site
See example of irrelevant keywords
|Campaigns with irrelevant ad text|| Not allowed
Campaigns whose ad text is unrelated to the topic or business model of the promoted site; the landing page for an ad must reflect the type of content promoted in the ad text
See example of irrelevant ad text
What can I do if my site gets suspended?Step 1: Review the guidelines above and change your website accordingly. Please note that we may look at other pages of a website for compliance, not just the landing page of an ad.
- Review your website and make sure that the main focus of your website isn't the ads.
- Add more original content to your site.
- Focus on providing the user with useful, unique, and original content on your website. Useful, unique, and original content should be available immediately when a user first visits your site. This content shouldn't primarily be in the form of advertisements, regardless of how relevant the advertisements are to the ad text.
- Reduce the number of ads or space taken up by ads and remove any interstitial or one-page sponsored offers on your site.
- Look at the examples in the section above. This should give you ideas on how to change the prohibited elements on your website to comply with this policy.
Step 2: After making any necessary changes to your site, request a re-review of your site by completing this contact form:
Request a re-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.
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