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Editorial

In order to provide a quality user experience, Google requires that all ads, extensions, and destinations meet high professional and editorial standards. We only allow ads that are clear, professional in appearance, and that lead users to content that is relevant, useful, and easy to interact with.

Below are some examples of what to avoid in your ads. Learn about what happens if you violate our policies.

Style and spelling

The following is not allowed:

Not allowed Ads or extensions that do not use the features of the ad unit for their intended purpose

Examples: Ads that don't contain promotional content, text ads missing a line of text; phone numbers (including vanity numbers) in ad text; text ads that have the description running into the display URL; using the URL field as an additional line of text; using an email address in place of a phone number in call extensions; animated ads that include a game or contest that people play in order to win prizes or other compensation; ads that encourage people to win a game or contest or claim prizes by clicking the ad

Note: Ads can promote sweepstakes and contests that are played on the destination site.

Note: Audio and video are acceptable, but the default setting must be "off" or paused.

Note: If your company name is an actual phone number (such as "1-800-EXAMPLE"), request a review to see if you can use it in ad text. If you want to encourage customers to call you, consider using call extensions or call-only ads instead of putting the number in your ad text.

Not allowed Ads or extensions that are inconsistent with the clear and informational presentation style of the Google Search results

Examples: Ads that use bullet points or numbered lists; ads containing a generic call to action (such as "click here") that could apply to any ad

Not allowed Ads or extensions that do not use commonly accepted spelling, grammar, or spacing

Examples: "Flowers here buy" or "Buy flwres here" instead of "Buy flowers here"; excessive or gimmicky use of spacing, such as the following: f l o w e r s, buyflowershere; omitting a space or adding extra spaces after punctuation

Note: Some trademarked terms, brand names, or product names use nonstandard grammar, spelling, punctuation, capitalization, or spacing. If you want to use such names in your ads, you must first request a review and show that the nonstandard terms appear consistently throughout your website or app.

Not allowed Ads or extensions that are incomprehensible or don’t make sense

Examples: Gibberish or overly generic ad text; overly generic or vague promotions; making ValueTrack tags visible in ad text; ad text that is cut off or incomplete

Not allowed Image ads that mimic or simulate an AdWords text ad

Example: Using a screenshot of a text ad to simulate an authentic text ad

Not allowed Ads or extensions that exceed character limits for double-width character languages

Note: Character limits for text vary depending on whether the text appears in a single-width or double-width language. Double-width languages, such as Chinese, Japanese, and Korean, use double-width characters that take twice as much space as single-width characters. Therefore, character limits in these languages are half that of other languages.

Repetition

The following is not allowed:

Not allowed Non-standard, gimmicky, or unnecessary repetition of names, words, or phrases

Note: This policy includes extensions repeating text that already appears in ad text

Examples: Repeating the advertiser name, repeating the product name

Not allowed Extension text that repeats words or phrases within the same extension or another extension in the same ad group, campaign, or account

Capitalization

The following is not allowed:

Not allowed Capitalization that is not used correctly or for its intended purpose

Examples: Excessive or gimmicky use of capitalization, such as the following: FLOWERS, FlOwErS, F.L.O.W.E.R.S

Note: In some circumstances, non-standard capitalization is allowed. For coupon codes, common abbreviations (such as "ASAP"), trademarks, brand names, and product names (such as AdWords) you can request a review to see if non-standard capitalization can be approved.

Punctuation and symbols

The following is not allowed:

Not allowed Punctuation or symbols that are not used correctly or for their intended purpose

Examples: Exclamation marks in the ad headline; repeated punctuation or symbols; symbols, numbers, and letters that don't adhere to their true meaning or purpose, such as using "@ home" to mean "at home"; non-standard use of superscripts; non-standard symbols or characters, such as asterisks; bullet points and ellipses; excessive or gimmicky use of numbers, symbols, or punctuation, such as f1owers, fl@wers, Flowers!!!, f*l*o*w*e*r*s, F.L.O.W.E.R.S

Note: Some types of non-standard punctuation and symbols are allowed in certain circumstances. Trademarks, brand names, or product names that use non-standard punctuation or symbols consistently in the ad’s destination can be approved for use in ads. Symbols used in commonly acceptable ways are also allowed, such as using an asterisk for star ratings (5* hotel) or to indicate that legally required conditions apply. To use any of these kinds of punctuation or symbols, you must request a review.

Note: App titles and developer names are subject to this policy. You may need to change the name in the developer console to have your ads approved, or request a review to have the name approved.

Not allowed Invalid or unsupported characters

Examples: Emoji, single-byte katakana

Unidentified business

The following is not allowed:

Not allowed Ads or destinations that do not name the product, service, or entity they are promoting

Examples: Not including a product or company name or display URL in the ad; animated ads that do not clearly display identifying information such as a product or company name, logo, or display URL on the final static frame (after the animation has ceased); ads or destinations for businesses with an unclear business model

Image quality

The following is not allowed:

Not allowed Images that are sideways, upside down, or that don’t take up the entire space of the chosen image size

Not allowed Images that are blurry, unclear, unrecognizable, or contain illegible text

Not allowed Strobing, flashing, or otherwise distracting images

Note: Mousing effects, such as graphics that react to mouse movement, are allowed as long as the movement is initiated by the user and stops after 5 seconds.

Not allowed Ads that expand beyond the frame or otherwise encroach on the website or app

Learn how to fix a disapproved ad or extension. If you can’t edit the image to meet these requirements, upload a different image that complies with the policy.

Video quality

The following is not allowed:

Not allowed Videos with illegible text, poor sound quality, or blurry, unclear, or unrecognizable visuals

Learn how to fix a disapproved ad or extension. If you can’t edit the video to meet these requirements, upload a different video that complies with the policy.

Need help?

If you have questions about our policies, let us know: Contact AdWords Support
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