Google to Lay Down the Law on AdWords Display URL Policy

Feb 13, 2008 • 7:47 am | comments (4) by | Filed Under Google Ads (AdWords)

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, your display URL must also be The following would not be acceptable display URLs for an ad for

  • - this URL leads to a different site
  • - this URL simply redirects to
  • - this URL leads to a page showing content identical to

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

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 >> destination URL >> landing page URL would be acceptable
  • display URL >> destination URL >> landing page URL would not be acceptable

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