Google Grants And AdWords Policies

Tuesday, January 25, 2011 | 9:40 AM

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Writing compelling ad text is a tricky process, and it can be frustrating to receive a disapproval email after carefully constructing the perfect ad. In a previous post, Veronica introduced you to some of the policies which apply to AdWords ads. In this post, I am going to explain in a bit more detail a couple of easily made errors which can lead to your ads being disapproved when they are reviewed.

Trying to stand out
While it can be really tempting to use some SnAzZy capitalization, or punctuation (!!!) to make your ads really stand out to users, you will also bring your ad to the attention of our review team.

Submitting an ad with excessive capitalization or punctuation will lead to your ad being disapproved. So that means:
- Don’t put an exclamation mark in your title
- Make sure you only use one exclamation mark in total in each ad
- Feel free to capitalize first letters of words, but don’t capitalize every letter (unless you’re using an acronym like UNICEF).

Asking for donations?
When ads are reviewed, we don’t just look at the text, we also look at the page the user will see when they click the ad, which we often call the ad’s landing page. As a Google Grants advertiser, you may be asking for donations, and if you are, we require the landing page to make clear that donations are tax exempt.

In the US, a notice of "501(c)(3)" status will serve this purpose. In other countries, it may be making sure that your registered charity number (or the local equivalent) is on your ad’s landing page. When we come across ads that do not do this, they are disapproved under our ‘solicitation of funds’ policy.

My ad’s been disapproved, what now?
Your disapproval email will contain a link to the relevant policy in our Help Center. Take a look at the description of the policy and consider why our reviewers have decided your ad doesn’t comply with this particular policy.

When you make changes to your ad, saving the changes automatically resubmits a new ad to our specialists for review.