Google to Lay Down the Law on AdWords Display URL Policy

Feb 13, 2008 - 7:47 am 4 by
Filed Under Google Ads

Google Updates AdWords Display URL Policy from PPC Hero suggests that Google AdWords has updated their display URL policy. But after further research, the policy has not changed. I asked Google why would PPC Hero post this and they said they have emailed a select number of advertisers saying that Google will be enforcing the policy.

Over the course of the years, there has been numerous complaints about Google not enforcing this policy. In fact, some of those complaints came really close to home.

Google told me that starting April 1st they will be "strictly" enforcing the display URL policy. For clarification purposes, Google sent me the policy, which I will post here:

Display URL Policy:
To ensure a positive user experience, we require that your ad's display URL match its destination URL (the URL of your landing page). We monitor and do not allow ads with display URLs that redirect to different destination URLs.

For example, if your destination URL is www.Google.com, your display URL must also be www.Google.com. The following would not be acceptable display URLs for an ad for www.Google.com:

  • www.Google.co.uk - this URL leads to a different site
  • www.Gogle.com - this URL simply redirects to www.Google.com
  • www.Gooogle.com - this URL leads to a page showing content identical to www.Google.com

We do not allow the use of multiple domains or branding and vanity URLs. Please also be aware that we do not permit multiple ads from the same or related company, person or agency to appear on the same search results page. For more information on our Double Serving Policy, please visit https://adwords.google.com/support/bin/answer.py?answer=14179.

Tracking URLs We understand that many advertisers utilize tracking URLs within the destination field of their ads. If the URL of your landing page matches that of your Display URL, your ads will be approved.

For example:

  • display URL www.google.com/adwords >> destination URL www.trackingurl.com/google123 >> landing page URL www.google.com would be acceptable
  • display URL www.google.com/adwords >> destination URL www.trackingurl.com/google123 >> landing page URL www.trackingurl.com would not be acceptable

Forum discussion at Sphinn.

 

Popular Categories

The Pulse of the search community

Search Video Recaps

 
- YouTube
Video Details More Videos Subscribe to Videos

Most Recent Articles

Search Forum Recap

Daily Search Forum Recap: July 18, 2025

Jul 18, 2025 - 10:00 am
Search Video Recaps

Search News Buzz Video Recap: Google June Core Update Done, Local Ranking Update, AI Mode Updates & AI Calling Businesses

Jul 18, 2025 - 8:01 am
Google Maps

New Google Business Profile Check Edit Status

Jul 18, 2025 - 7:51 am
Google Search Engine Optimization

Google: Login Service Pages Are Hard To Rank In Search

Jul 18, 2025 - 7:41 am
Google

Google AI Overviews For Movie Queries

Jul 18, 2025 - 7:31 am
Google Ads

Google Ads Rolling Out Smart Bidding Exploration To Some Advertisers

Jul 18, 2025 - 7:21 am
Previous Story: Yahoo Search Marketing Reporting Lagged