AdWords Editorial Policy

Below is a sampling of key AdWords editorial policies. Please refer to the detailed AdWords Advertising Policies pages for our complete set of Editorial & Format policies for each ad format.
Spacing: You should have appropriate spacing between each word and after punctuation. For example, 'C-h-e-a-p C-l-o-t-h-e-s' would not be allowed. Similarly, 'Free Shipping.Buy Now' would also not be allowed.
Punctuation & Symbols: Punctuation cannot be used to attract a user's attention. It should not be unnecessary or repeated two or more times in a row. In addition, your ad title cannot contain an exclamation point, and an ad can contain only one exclamation point in total. Furthermore, all symbols, numbers, and letters must adhere to their true meaning; you may not use them in place of words. For example, 'We have a huge selection 4 U online!' is violating this policy because '4' and 'U' are replacing words.
Grammar & Spelling: Ads must comply with basic grammar and spelling guidelines, using logical sentence or phrase form as well as correct spelling. Appropriate grammar and spelling greatly contributes to the clarity and credibility of your ads. The only exceptions to our spelling policy are commonly misspelled words or spelling variations that the majority of users would recognize and understand. If you can find the word in an online dictionary, it's generally acceptable.
Capitalization: A word cannot appear in all capital letters to draw attention to that word or phrase. For example, 'FREE' or 'NEW' would not be allowed. However, capitalizing the first letter in each word of your ad is allowed.
Repetition: Repetition should not be used in a gimmicky manner or for the sake of promotion. Specifically, the same word cannot be repeated three or more times in a row. For example, an ad with the title 'Deals, Deals, Deals Here' would not be allowed. The ad title should be replaced with a phrase like 'Amazing Deals Here' to comply with this policy requirement.
Inappropriate Language: Ads, including the display URL, cannot contain language that may be considered inappropriate or offensive to some users. This also applies to misspellings, self-censored, or other variations of inappropriate language.
Unacceptable Phrases: Certain 'call-to-action' phrases cannot appear in the ad text if they are not descriptive of the product, service, or website. For example, a generic phrase like 'click here' would not be allowed. An example of a good 'call-to-action' phrase would be 'Order Your Online Contacts Today' because it is representative of the product and the site content.
Superlative Claims: Superlatives are words that emphasize superiority. In the interest of making sure users feel they are being treated in an honest, credible manner, your ad text cannot contain comparative or subjective phrases such as 'Best' or '#1' unless verified by a third party. This verification must be clearly displayed on your website.
For example, if an ad claims to be the 'Best of the Web,' the site must display third party verification of the claim. A Forbes Magazine seal indicating this site received a best of the web award would be acceptable, and the ad would comply with this policy.
Competitive Claims: Competitive claims are claims that imply that your product/service is better than a competitor's. Competitive claims in your ad text must specifically be supported on your landing page. This establishes trust with your user and ensures that the user is finding exactly what they expect to find based on your ad text.
You can offer support for your claim in a variety of ways such as a chart or table that compares the features of your product versus your competitor's product or a competitive analysis discussing why your product is superior.
For example, ad text that states 'better than SmartFilter' would be considered a competitive claim and would require support on the website. If the landing page includes a competitive analysis of the advertiser and SmartFilter, this claim would be acceptable and the ad would be approved.
Offer Not Found: Any specified price, special discount, or free offer displayed in ad text must be clearly and accurately supported within 1-2 clicks of your ad's landing page. Examples of offers that must be supported include '50% off all items,' 'Save $20 on first purchase,' 'free hat with purchase,' 'DVDs for $5 each' and similar phrases. Prices in your ad text must be accurate. Prices can also apply to bulk purchases. For free offers, it is acceptable if the user can infer that the product is indeed free, even if the word 'free' does not appear along with that product or service.

Screened Products Content Policy Overview

The goal of our Content Policy is to provide an advertising service with fair and consistent policies that benefit our users, advertisers, partners, and Google.
To run your ads on Google or our growing network of sites, products, and services, you must adhere to all of our policies.
Application of our policies will always involve an element of discretion, and we reserve the right to reject or approve any ads. Please note that the decisions we make concerning advertising in no way affect the search results we deliver.
Ads and keywords are screened for products that:

• May be subject to legal regulations and/or restrictions
• May contribute to a negative user experience
• May be contrary to Google's values or policies

For a list of the products we currently monitor, please see our Content Policy. Please be aware that these products and services are subject to change, as are the guidelines governing this list. Please refer to Google's online guidelines frequently to ensure that your ads and keywords are complying with these guidelines.

Posted in: Google AdWords Editorial Policy