Google is jealous of its reputation as a “platform for all”. Any ads that search engine robots believe violate the community guidelines and policies are immediately blocked. Corporate rules apply not only to Google employees, the requirements for users are similar.
But the Google requirements themselves are written as vaguely as possible and do not imply real restrictions. What exactly leads to ad blocking? The answer is simple. Community Principles do not stop at the laws described below. Advertising a site on Google requires a detailed study of the prohibitions. Both the search engine itself and those provided by the state in which your organization is registered.
Google ads provides businesses with ample opportunities for promotion, but significantly limits the freedom to publish. The positive aspects of the platform include the most convenient and understandable principle for promoting ads. The flexibility of customization is achieved by using the options of the advertising office, which allow you to both adjust the frequency of impressions and set regular spending on advertising.
On the other hand, you cannot use aggressive headlines, controversial statements, or offensive ads that could be mistaken for a call to violence. Try to avoid unverified information and not tie ads to political, ideological and radical movements.
There are 3 aspects of corporate relationships in the Google Code of Practice:
Call for word selection
Let's consider them in more detail:
"Be aware that the responsibility for your words and actions lies entirely with you."
“Your words and deeds are a contribution to the common cause” — you are a representative of the group and you represent it.
"Regardless of intentions, your statements can be perceived as the position of the whole company, so avoid wording that can be taken incorrectly, ambiguously."
When launching an advertising campaign on the platform, keep in mind the specifics of the audience and the fact that your ads will not only be seen by target users. The job of the ads is to attract new customers, but not bring trouble to the company. In our time, scandals with the participation of various activists are increasingly occurring. For example, representatives of the LGBT movement often lash out at firms because of "sexism" and other innuendo, which significantly spoils the company's reputation and sometimes becomes a cost factor.
Start with the obvious. Google has banned advertisements for the sale of weapons and other dangerous items. Aggressive chemical compounds, drugs and other suspicious (according to the platform) goods are also limited in publications. For example, advertisements for the sale of pepper spray, light machine guns, etc. will be automatically flagged as “violating Community Guidelines” and removed from the site.
Prohibited topics include the following:
ads copying other people's design elements;
advertising of viral sites;
goods hazardous to human health;
misleading (deceiving) advertising;
feelings offending statements;
distortion of facts;
sale of confidential user data
You should pay attention to some of the points:
Virus sites — scan bots analyze files before publishing an advertisement for a resource on the Google platform. But the amount of data available for verification is limited by the amount of memory, just as there is no 100% guarantee that the virus will not pass unnoticed. Otherwise, users who find a threat can file a complaint and block both the advertisement and the company's website. Unfortunately, infecting files with someone else (data hacking and malware launch) will also block the entire ad campaign and attract the attention of cybersecurity watchdogs.
Misleading ads can also include inadequate wording of the ad. For example, clickbait headlines, due to their aggressive design and appeal, can often offend the user. It is enough to get a few complaints to block ads.
Illegal collection of user data concerns sites whose advertising in a certain way collects contact, personal, banking data of users. Google is committed to community and safety. Each publication is reviewed by a specialist whose task is to understand the situation and make the right, from a legal point of view, decision. In the future, the case can be transferred to law enforcement agencies. Violations of this nature are considered scams that are investigated in accordance with the country's criminal code.
Offensive statements are perhaps the most controversial clause in the community guidelines. In view of the trends of modern society and the groups represented on the Internet (ethnic, ideological, cultural), almost any statement can be interpreted as offensive.
Offensive statements include any advertising material that uses religious, ethnic, or other highly social themes. It is advisable to be as precise as possible in every word. Otherwise, there is a risk of scandals motivated by “racism” and other “intolerance”. Remember, even if you did not try to offend someone, the perception of the other person can be very different from yours. Then, due to a misunderstanding, sanctions may be imposed on your organization.
Distortion of facts is not only condemned in Google services, but also punishable by law. Information manipulation or false promises not only can harm your company's reputation, but also lead to sanctions against the site from the search engine. Often, such excesses develop into scandals and put an end to projects.
Copyright infringement is another of the points that directly correlate with the administrative codes of most countries. If the ad contains someone else's content, an instant blocking occurs. The most common mistake users make is using music. Google's algorithms define all creativity as copyright and require permission from the creator or acknowledgment of copyright. Otherwise, in addition to significant advertising costs, plagiarism can lead to legal proceedings.
We live in the time of the “Free Internet”. But this does not mean permissiveness. Each platform and resource has its own set of rules, which provides for both the specifics of interaction between users and the norms of communication. Let's say that certain sites are prohibited on some sites (for example, alcoholic beverages). Likewise, Google services have their own set of rules. At the same time, the main part of the search engine's work is performed by algorithms, the principle of which does not always lend itself to the laws of logic.
When placing ads in Google adwords, you may face permanent ad blocking. Google, like any corporation, is jealous of its reputation. The information published in the community and the opinion about it from the outside directly affect the representativeness of the corporation. Therefore, the promotion of controversial, in the opinion of the community, projects is prohibited on platforms (be it a search engine or services like “Youtube”).
The term “Community” is also very vague. It means both all users and groups created by them. Thus, a small association can dictate its own conditions (for example, ideological). A certain number of complaints (which will not necessarily be reasoned) is enough to put an end to the promotion of goods, services, etc.
Google, as a platform that is represented in almost every developed country in the world, follows the laws in force in certain territories. At the same time, he often extrapolates US legal norms to other states. Sometimes this leads to incidents: ads for the sale of goods are blocked due to restrictions on the territory of the United States of America.
You can avoid the above by using the correct settings for contextual advertising. Competent work of the marketing department will allow you to determine the audience and post ads on thematic resources.
We recommend paying attention to the following aspects of working with context:
Business localization - you need to correctly define the region. This will attract more interested users to the site.
Semantics — at the stage of forming the basis of an advertising campaign, key queries are distributed among relevant pages. Negative keywords are being worked out to get the maximum targeted clicks.
Setting goals — without skillful targeting, it is impossible to achieve audience growth. Only by highlighting the features of clients, outlining the portrait of the visitor, it will be possible to attract his attention.
Creativity — Ads must stand out. Unoriginal texts, dull pictures will not attract a person. By working out the design and its effect, you can get attention from casual users.
Testing and analysis - conducting contextual advertising involves in-depth analysis of the market and audience. There is no point in launching advertising without a portrait of the user, analysis of his preferences, interests and habits.
Our digital company offers in-depth analysis of the niche and target audience, setting up search and display advertising, and promoting your business on the Internet on a turnkey basis. We operate according to the principles of quality and creativity. We start advertising a site on Google by drawing up a portrait of a representative of the target audience.
After analyzing the target audience, our specialists begin to develop a marketing strategy, compose advertisements. This is followed by placing ads on relevant resources, launching the campaign as a whole, and the last act of website promotion - testing ads. Often after that, the influx of audience increases significantly, and full-fledged traffic of visitors to the web resource is formed.
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Contact us and order our services with a guarantee of quality and comfort for you. Now let's get back to the topic of our article.
Marketing is the engine of commerce. Using marketing elements wisely, you can sell a product to everyone, even to those people who, in principle, do not need it. But this will require targeting and the right promotion strategy. The best choice of advertising space would be a search engine. But to reach your target audience, it is not enough to “just release” ads. It is important to make them attractive, and remember the rules of the Google community, because if your publication violates them, you will not have to wait long for sanctions from the search engine.
In the sale of goods, services, contextual advertising will help you. Its flexible configuration allows you to display ads to users based on their relevant queries according to location.
Contextual advertising is most often text, banner and video. Its tasks are to interest a visitor who does not know about the product, and a potential buyer is to be redirected to the site in a specific section or to the product card.
The price of setting up contextual advertising depends on the amount of work done. This includes the time spent by a specialist on website promotion, analysis of competitors and audience characteristics, collection of semantics and negative keywords, and ad design.
The cost of running contextual advertising also depends on the cost per click. Campaign development, rebranding, check of the technical condition of the site is included in the cost of the service. We also carry out weekly and monthly work to correct the marketing strategy and increase the "return" from advertising.
The high level of Internet penetration and the fast pace of life have led to regular changes in the needs of the audience. Ads must be checked and changed. Otherwise, the budget allocated for the advertising campaign will be spent with minimal efficiency.
We accompany your project up to the launch of contextual advertising on thematic resources. In the event of drastic changes in the market or in the actions of competitors, update the Google rules or expand the functionality of the Ads account, our specialists will promptly make adjustments to the ads. Our company will not allow unnecessary costs!