Destination requirements

Google provides translated versions of our Aid Center equally a convenience, though they are not meant to modify the content of our policies. The English version is the official language we apply to enforce our policies. To view this article in a different language, use the language dropdown at the bottom of the folio.

We want consumers to have a proficient experience when they click on an ad, then ad destinations must offering unique value to users and be functional, useful, and piece of cake to navigate.

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

Destination experience

The following is non allowed:

Not allowed Destinations or content that are unnecessarily difficult or frustrating to navigate

Examples: Websites with pop-ups or interstitials that interfere with the user'south ability to see the content requested; sites that disable or interfere with the browser's back button; websites that don't load quickly on virtually popular browsers and devices, or crave download of an additional application to view the landing page (bated from common browser plug-ins)

Not allowed Links that initiate a directly download from the advertisement or that lead to an email address or a file

Examples: Images, video, sound, documents

Note: Pharma advertisers are allowed to use PDF landing pages. In that location needs to be a caveat that PDF landing pages are approved for pharmaceutical certified ads/accounts.

Not allowed Destinations that contain abusive experiences.

Examples: Websites that motorcar-redirect the page without user action; websites that contain ads that resemble organization or site warnings or error messages.

Troubleshooter: Destination experience

  1. Observe the trouble. Utilise the policy to a higher place and boosted explanations below to identify the trouble.

    Pop-ups: We consider a pop-upwardly to be any window, regardless of content, that opens in addition to the original landing folio. Hither are some examples:

    • Timed pop-ups
    • Self-closing pop-ups
    • Intermittent pop-ups
    • Popular-ups generated from the ad itself
    • Download pop-ups
    • Pop-unders

    We allow interstitials equally long as they don't hinder a user from exiting a site. Though like to a popular-up, an acceptable interstitial is a blazon of graphic that appears inside the landing page instead of opening a new browser window, and it does not hinder a user exiting a site or app.

    If you don't command the functionality of your landing page, please contact your hosting provider or the possessor of the website or app and enquire them to remove any pop-ups from the landing folio.

  2. Fix the advertizing'south destination. If y'all tin can't set the ad's destination, update the advertizement with a new destination that complies with this policy.

  3. Edit the ad. This will resubmit the ad and its destination for review.

    Most ads are reviewed inside 1 business organisation twenty-four hours, though some tin take longer if they demand a more complex review.

If your website independent abusive experiences, follow the instructions below to resolve the violation:

  1. Cheque the status of your site in Google Search Console.
  2. Remove any abusive experiences from your website.
  3. Follow these re-consideration guidelines.
  4. If the review shows that the website no longer contains abusive experiences, your ads will be approved to run.

If you lot aren't able to prepare these violations, or y'all choose not to, please remove your ad to help forbid your account from becoming suspended in the hereafter for having likewise many disapproved ads.

Insufficient original content

The following is not allowed:

Not allowed Destination content that is designed for the primary purpose of showing ads

Examples: Driving traffic (through "arbitrage" or other methods) to destinations with more than ads than original content, fiddling or no original content, or excessive advertising

Not allowed Destination content that is replicated from some other source without calculation value in the form of original content or additional functionality

Examples: Mirroring; framing; scraping content from another source; templates or pre-generated websites that provide duplicate content

Not allowed Destinations that are solely designed to send users elsewhere

Examples: Bridge folio, doorway, gateway, other intermediate pages that are only used to link to other sites

Not allowed Using a parked domain as an advertizing destination

Examples: A site that is but intended to reserve a web address

Not allowed Destinations that are incomprehensible or don't make sense

Examples: Blank pages, gibberish landing page content

Troubleshooter: Bereft original content

There are two options for resolving this violation:

  1. Fix the advert's destination. Focus on providing the user with useful, unique, and original content immediately, and don't overload the destination with ads, regardless of how relevant the ads are to your ad text. Remove all HTML framesets that copy content from domains other than the advert landing folio domain. If your site or app has search functionality, brand sure that the search results aren't just copied from other sites or apps. Cheque to run into if your site's registration has expired.

    Once you've updated the destination to comply with our policies, brand an edit in the ad and salve it. This volition resubmit the advertisement and its destination for review.

  2. Choose a different destination. If you can't or don't want to make changes to the destination, edit the advert's final URL to point to a different part of your website or app that does comply with the policy.

If yous aren't able to fix these violations, or you cull not to, please remove your ad to help preclude your account from becoming suspended in the future for having as well many disapproved ads.

Destination mismatch

The following is not allowed:

Not allowed Ads that don't accurately reflect where the user is beingness directed

Examples: Using the display URL "www.google.com" only leading to a landing folio with the URL "www.youtube.com"; using the keyword insertion characteristic in the superlative-level or 2d-level domain of your display URL, such equally "www.{keyword}.com"

Not allowed A domain or domain extension in the display URL that doesn't match the final and mobile URLs

Examples: Display URL: google.com and Last URL: example.com; Display URL: instance.com and Final URL: example.org

Not allowed Failing to use a subdomain to clearly identify a site from all other sites hosted on that domain or from the parent domain

Example: Display URL: blogspot.com and Final URL: mycompany.blogspot.com

Note: A subdomain is not required if the domain is used exclusively by one company.

Not allowed Redirects from the final URL that take the user to a different domain

Example: The final URL http://example.com redirects to http://example2.com

Not allowed Tracking templates that don't lead to the aforementioned content as the final URL

Example: The final URL leads to a product category page, but the tracking template directs the user to a specific production page

Troubleshooter: Destination mismatch

  1. Review your URLs. The website or app shown in your ad (that's your display URL) needs to accurately testify which website or app people volition be taken to when they click your ad (that'southward your landing page). The landing page is where people actually end upwardly later on passing through any redirects associated with the destination URL, final URL, or tracking template that you lot set.

    Your disapproval email shows yous the domain that your ad pointed to at the time of review. You can likewise use Search Console to bank check the final landing page of your URL to make certain that the resulting domain matches the domain of your brandish URL.

    Keyword URLs: This policy applies to keyword URLs that don't match the display URL. Learn how to edit keyword URLs.

    Tracking: A tracking parameter in the final URL can cause a destination mismatch if at that place is no {ignore} inserted before the tracking parameter. If you use tracking in your final URL, including dynamic ID from a third-party tracking organization, you demand to include {ignore} before the tracking parameter in your final URL.

    Not allowed Non allowed: http://example.com/?tracking=123&id=DynamicId

    Not allowed Allowed: http://example.com/?{ignore}tracking=123&id=DynamicId

    Tracking templates: If y'all need to redirect to a different domain, consider setting upward a tracking template. Remember that tracking templates must lead the user to the same content as the final URL. Any difference that the tracking template introduces to the URL, including to parameters and subdomains, could lead the user to different content than the last URL.

    Changes to tracking templates at the ad, keyword or sitelink level will automatically be reviewed. But if you created the tracking template for an unabridged ad group, entrada, or business relationship, you'll demand to request a review one time you've fixed the template.

    Proxy display URLs: Certain shopping platforms, pharmaceutical terms, resellers, and domains with inappropriate language tin sometimes use a dissimilar domain in lodge to avoid showing the inappropriate language. Asking a review to come across if you authorize. Note that this option is non available for expanded text ads.

  2. Edit your URLs so that they comply with the policy.

    Once you edit and save your ad, it gets sent for review. Most ads are reviewed within 1 business organization twenty-four hour period, though some can take longer if they need a more complex review. If we notice that you've removed the unacceptable content from your advertising and landing page, we tin can approve your ad to start running.

If you aren't able to fix these violations, or you choose not to, delight remove your advertizement to help prevent your business relationship from becoming suspended in the futurity for having too many disapproved ads.

If you aren't able to gear up these violations, or you lot choose non to, delight remove your ad to help preclude your account from becoming suspended in the futurity for having too many disapproved ads.

Destination not working

The following is not allowed:

Not allowed Destinations that don't function properly or accept been incorrectly set upwardly

Examples: A site that returns an HTTP error code, such as 403 Forbidden or 404 Non Found; a site that doesn't work in all locations or on mutual browsers and devices; DNS lookup errors; internal server errors; site nether construction

Troubleshooter: Destination non working
  1. Cheque the URL that you lot entered. Check landing page URLs, keyword URLs, dynamic tracking URLs, and deep link URLs to brand sure they are correct and don't contain typos.
  2. Fix the ad'due south destination. If the URL that you entered is correct, and so it's possible that your site or app isn't working properly. Hither are some things to check:

    Sites and apps: Your ad tin't atomic number 82 to an app currently nether evolution or a website that returns an invalid HTTP status lawmaking. Fifty-fifty if your site loads successfully for yous, it might not exist loading properly in other circumstances, such as other web browsers and devices, or past the Google Ads system. Your site or app must piece of work properly for all locations, regardless of where y'all're targeting your ad. Check the ad'due south destination on various browsers and devices to make sure that it always links to a working website or app. Apps can't be promoted in places where the awarding is not available for download.

    HTTP response codes: Find out which error is happening on your destination and where it occurs. Note that a specific component on your page (like Javascript) tin can crusade an fault. Hither are examples of HTTP header tools that can aid:

    • http://www.fiddler2.com/fiddler2
    • https://addons.mozilla.org/en-US/firefox/addon/3829/ (for Firefox)
    • https://www.google.com/webmasters/tools

    Once yous know which code your landing folio produces, see a definition and tips to prepare each of these HTTP condition codes. If you however can't place the problem with your landing page, contact your webmaster or web hosting provider for assist.

    For sites that have recently migrated from HTTP to HTTPS, you should either ready upwards a redirect to the new HTTPS URL or update the URLs in your ads and extensions. If you lot don't, the URL may be inaccessible, which would result in ad or extension disapproval.

    App engagement ads: Check that you lot accept fix your deep link URL correctly and that yous are not using a third-party tracker. This is currently not supported for app engagement ads.

    App promotion ads: Ensure that any third-political party trackers correctly redirect the user to the correct app on the right app store.

  3. Submit the entrada for review. Once nosotros confirm that the destination is working, nosotros can corroborate your ads.
  4. If you lot can't fix your site or app, consider using a different destination for your ad that works. Edit your ad's final URL to point to another office of your website or app that doesn't violate our policies, then salve your advertizement so we tin can review it once again.
If you aren't able to fix these violations, or y'all cull not to, delight remove your advertisement to help prevent your account from condign suspended in the future for having likewise many disapproved ads.

Destination not crawlable

The following is not allowed:

Not allowed Destinations that are not crawlable by Google Ads

Examples: Using exclusion files (such as "robots.txt") to restrict access to an unabridged site or to the majority of a site; restricting clamber capacity unduly to the number of ads being submitted

Troubleshooter: Destination non crawlable

Check your website or app settings to brand certain that y'all aren't blocking Google Ads from crawling your content. You can also utilise Google Search Panel to see how to make your pages accessible and to check for crawl errors. So, see how to prepare your exclusion files.

If you lot're not blocking Google Ads from crawling your content, you might be inadvertently limiting efficient crawls. This is particularly likely if you have recently submitted a large volume of ads to Google. To make sure that y'all are not excessively restricting crawls, please cheque if y'all have gear up a low crawl charge per unit in Google Search Console. If you lot use a click tracker for your ads, please cheque if that might be affecting the clamber capacity. If your website doesn't have sufficient clamber capacity, consider breaking upwardly your ad submissions into smaller batches spread across several days.

Once you've fabricated the necessary changes, submit the campaign for review. Once nosotros ostend the problem has been resolved, we can approve your ads.

App or web shop policy violation

The following is not immune:

Not allowed Destinations that violate their app or spider web store policies

Examples: Extensions that violate Chrome Programmer Program Policies or apps that violate Google Play Policies

Troubleshooter: App or spider web shop policy violation

For details on the violation(due south), please review the notification that the app or spider web store (i.e., Chrome Spider web Shop or Google Play Store) sent y'all. Once there is resolution with your app or spider web store, ad serving can resume.

Unacceptable URL

The post-obit is not allowed:

Not allowed URLs that do not follow standard syntax

Not allowed Using an IP address every bit the display URL

Example: 123.45.678.90

Not allowed Brandish URLs that utilize unacceptable characters

Examples: Characters such every bit !, *, #, _, @

Unrecognized app

The following is not allowed:

Not allowed Apps that cannot be recognized past Google

Examples: Malformed App ID or App store, app deleted or suspended in app shop

Unverified phone number

The post-obit is non allowed in call-simply ads, call extensions, and location extensions:

Not allowed Phone numbers that haven't been verified by Google

Troubleshooter: Unverified phone number

  1. Verify your phone number. At that place are two ways to verify a phone number:

    Brandish the number on your site. The phone number in your advertising must be present on the website featured in your advertising. This ways that if the phone number appears in ads for different websites, and then that phone number must appear on at to the lowest degree one folio for each of those websites. Remember that the verification URL must have the same domain every bit your advertisement's display URL. The number must appear in text and volition non meet the policy if it appears as an image. Your telephone number will be more easily detected and verified if it is featured on a landing page that is visited oft.

    Verify domain buying. You can also verify your telephone number by proving ownership of your advertisement'due south display URL domain. Do this by linking your Google Search Console and Google Ads accounts or past calculation your unique Google Ads conversion tracking tag or remarketing tag to your website.

  2. Edit your location extension. If you're using a location extension, the associated telephone number must follow the requirements above. At that place are two ways to edit your extension based on the address you want to use.

    Google My Business accost: If the disapproved location is an address from Google My Business, you'll need to sign in to your Google My Business account and update your location data there, which volition automatically transfer over to Google Ads. Learn how to edit a Google My Business concern listing.

    Manually entered address: If yous manually entered the address, hover over that accost and click the pencil icon to edit your location information. Review the company proper noun and ensure you lot're not using an unauthorized trademark.

  3. Edit your telephone call-only ad or call extension. Change the phone number in your ad or extension so that your advert can be approved.

    Once you edit and salvage your ad or extension, information technology's sent to usa for review. Most ads are reviewed within 1 business day, though some can take longer if they need a more complex review. If nosotros find that you've removed the unacceptable content from your ad and landing folio, we can approve your advertizement to start running.

Unacceptable phone number

The following is not allowed in telephone call-only ads, telephone call extensions, and location extensions:

Not allowed Phone numbers that are inaccurate, inactive, irrelevant, or that don't connect to the advertised company.

Note: Google may occasionally place short test calls to the phone number provided in guild to confirm its validity, accuracy, and relevancy, and may also record these examination calls.

Not allowed Fax numbers, premium numbers, or vanity numbers

Example of premium numbers: Any number that requires additional fees or charges to complete the telephone call, such every bit ane-900 numbers in the United States or 871 numbers in the Great britain

Example of vanity numbers: Phone numbers where numbers take been replaced by messages, such equally "i-800-GOOG-411" instead of "1-800-466-4411"

Note: You can utilize shared cost phone numbers, just they'll show with a disclaimer stating that additional charges may apply.

Not allowed Phone numbers that are not local or domestic for the country you lot are targeting

Example: Using a local High german number in an advert that targets Canada

Not allowed Virtual phone number services or personal numbering

Annotation: This service is just available in certain countries, such every bit the United Kingdom and Kingdom of spain.

Not allowed Phone numbers that practise not have an agile voicemail service

Country-specific restrictions: Brazil

For phone numbers in Brazil, make certain you include a carrier lawmaking for the carrier of your choice. For example, instead of "11 5555-1234" use "0XX11 5555 1234" (where "Xx" stands for the carrier code). For toll-free or shared cost numbers such every bit 4004 or 0800, no carrier codes are necessary.

Troubleshooter: Unacceptable phone number

  1. Fix your phone number. Provide a functional, relevant telephone number that connects to the advertised company and is domestic to the state you want to target.
  2. Edit your location extension. There are two ways to edit your extension based on the address yous want to use.

    Google My Business concern address: If the disapproved location is an address from Google My Business, you'll need to sign in to your Google My Business account and update your location information there, which will automatically transfer over to Google Ads. Learn how to edit a Google My Business list.

    Manually entered accost: If you manually entered the address, hover over that address and click the pencil icon to edit your location information. Review the company name and ensure you're non using an unauthorized trademark.

  3. Edit your call-simply ad or telephone call extension. Enter a phone number that complies with the policy.

    In one case you lot edit and salve your advertizing or extension, it's sent to us for review. Most ads are reviewed within 1 business concern 24-hour interval, though some tin can take longer if they need a more complex review. If we discover that you've removed the unacceptable content from your ad and landing page, nosotros tin can approve your ad to start running.

If yous aren't able to fix these violations, or you cull not to, please remove your ad to aid prevent your account from becoming suspended in the future for having as well many disapproved ads.

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