The ultimate goal of the Google Advertising program is your success, and we believe that providing a great user experience is the first step towards your success. Google's advertising policies will help you meet this goal and ensure the effectiveness of your AdWords advertising.

As an overarching rule, all AdWords advertising should follow the same fundamental principles. Ads should:

• Clearly and accurately represent your site.
• Emphasize the unique benefits of your product or service.

Google's policies will help you achieve these goals and ensure the effectiveness of your Advertisingf advertising.

We reserve the right to disapprove any ad for any reason and to modify or amend our policies at any time. Format requirements are also subject to change. Please note that the decisions we make concerning advertising in no way affect the search results we deliver.

The Editorial & Format Guidelines below will help you create effective ads to meet your advertising goals. To run your ads on Google and/or our growing ad network of sites and products, you must adhere to these guidelines. Application of our policies will always involve an element of discretion and we reserve the right to reject or approve any ads.

These guidelines typically apply to the ad text - namely to the first three lines of your ad.

Accurate Ad Text

Accurately represent your product or service.

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 will find on your site. Products or services promoted in your ad must be reflected on your landing page; ads can be disapproved if a promoted product is not offered or available for sale as promised.

As a basic rule, use clear, descriptive, and specific ad content that highlights the differentiating characteristics of your product/service. You can distinguish your ad by including your company name, line of business, or by highlighting one specific product. If you offer a local service or product, you might want to indicate your location in your ad.

Example:
If your alterations business only services New York, you might include 'New York' in your ad text, mention your company's particular specialty (such as 'experts in reweaving fine garments'), and link to a page that displays this service.

Capitalization

Use standard capitalization.

• Don't use excessive capitalization such as 'FREE' or 'GOOGLE ADVERTISING.'
• You can choose whether or not to capitalize the first letter of each word in your ad. Capitalization of the first letter of each word within your display URL is also permitted.

Correct Ad	Correct because:
PositionMySite Advertising Effective PMS Advertising. Fast Results Within Your Budget! PositionMySite.com	Necessary capitalization for the acronym, 'PCM.' Acceptable capitalization in display URL.
Incorrect Ad	Incorrect because:
PositionMySite Advertising EFFECTIVE PMS Advertising. Fast results within your budget NOW! POSITIONmysite.com	Excessive capitalization of 'EFFECTIVE' and 'NOW.' Excessive capitalization of 'POSITIONmysite.com' in display URL.

Character Limits

Stay within the ad character limits.

Your intended headline, text, and URL must fit within the limits below and not be cut off. Please keep these ad text limits in mind when planning your ads:

• Ad titles are limited to 25 characters.
• The two description lines and display URL are limited to 35 characters each.
• Languages using double-byte characters (such as Chinese, Japanese, Korean, Hebrew, and Arabic) can have 12 characters in the title, 17 characters for each line of ad text, and 35 characters for the display URL (only single-byte characters are allowed in the display URL field).

Note that if you run out of characters, the display URL field cannot be used as another line of ad text. Similarly, the third line must fit completely within the character limit and cannot lead into the display URL with phrases such as 'See this site:'.

Competitive Claims

Support competitive claims.

Competitive claims are statements implying that your product/service is better than a competitor's. If your ad text contains competitive language regarding other companies, specific support for this claim must be displayed on the landing page for your Advertising ad.

You can offer support for your claim in a variety of ways such as a chart or table that compares the features and/or prices 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 AdWords' would be considered a competitive claim and would require support on the website. If the landing page includes a competitive analysis of the advertised service versus Advertising, this claim would be acceptable and the ad could be approved.

Grammar & Spelling

Use correct grammar and spelling.

• Your ad text must be in logical sentence or phrase form. This includes using grammatically correct spacing between words and around punctuation.
• Ads must contain correct spelling. The only exceptions are commonly misspelled words or spelling variations that the majority of users would recognize and understand.

Correct Ad	Correct because:
Google by PositionMySite.com Advertising at affordable costs Visit & then see if right for you! positionmysite.com	Ad uses appropriate spacing, grammar, and symbols.
Incorrect Ad	Incorrect because:
Googlebypositionmysite.com Advertising at affordible costs. Sea how our prices works for you! positionmysite.com	Ad is missing spaces in title. Misspelled word: 'affordable' is shown as 'affordible' Wrong word: 'Sea' is used instead of 'See' Incorrect grammar: wrong verb tense in the phrase 'prices works.' It should read 'prices work.'

Implied Affiliation

Don't imply inaccurate affiliation or partnership.

• Your ads may not imply an affiliation, partnership, or any special relationship with Google. Ads and sites cannot contain language that is likely to cause confusion as to the association between Google's services and your services.

  Examples of inaccurate affiliation:
  'Google special offer!'
  'Recommended by Google'
  'Sponsored Google site'
  

• Your ads also may not imply an affiliation with any publisher or publisher's website in the Google Network.

  Example of inaccurate affiliation:
  'Special offer from this website!'

Inappropriate Language

• Don't use repeated, unnecessary, or gimmicky punctuation or symbols.
• Your title may not contain an exclamation point.
• Your entire ad text may only contain one exclamation point in total.
• The use of symbols, numbers, and letters must adhere to the true meaning of the symbol.