These are the details for the Processes.
| (i) Headline (H) |
|---|
Character : Ad titles are limited to 25 characters.
Standard Punctuation : Title may not contain an exclamation point.
Keywords : Include keywords in your headline, since that's what people are looking for.
Inspire click-throughs : Consider using more general ad titles that inspire click-throughs.
| (ii) Description line 1 & 2 (D) |
|---|
Character : The two description lines are limited to 35 characters each.
Standard Punctuation : Ad text may only contain one exclamation point.
Standard Capitalization : No excessive capitalization such as 'FREE' or 'DOWNLOAD'.
Repetition of Words : Avoid gimmicky repetition (eg: Ads, ads, ads are Fast, easy, and effective!)
Correct Spelling: Use MS Word to check for Spelling / Grammar.
Proper Grammar : Ad text must be in logical sentence or phrase form and must contain grammatically correct spacing.
Gambling : Google do not permit ads for Online casinos, sports books, bingo, and affiliates with the primary purpose of driving traffic to Online gambling sites.
Avoid Superlatives : If the ad contains comparative or subjective phrases such as 'Best', 'Cheapest', 'Top', or '#1,' verification by a third party must be clearly displayed on the website.
No Unacceptable Phrases : Ad cannot contain universal call-to-action phrases such as 'click here', 'link here', visit this link', 'this site is', or other similar phrases that could apply to any ad, regardless of content. Phrases in the 3rd line of your ad cannot continue into the Display URL.
Language : Ad cannot contain offensive or inappropriate language.
| (iii) Display URL (D) |
|---|
Standard Capitalization : Capitalization of the first letter of each word within display URL is permitted.
Website : Display URL must accurately reflect the URL of the website
Line of ad text : The Display URL field cannot be used as another line of ad text.
Domain extension : Display URL must include the domain extension, for example: .com, .net, or .org
| (iv) Destination URL (D) |
|---|
Spelling and Symbols : Destination URL must work properly. Check spelling and symbols to make sure you entered the correct URL for the page you want users to visit.
Link to a working website : Destination URL must link to a working website. Cannot link to an email address or a file (ex. an image, audio, video, or document file that requires an additional program or application to open or run).
LP Under Construction : The landing page (LP) for the ad cannot be under construction. When the site is under construction or down for maintenance, you must pause your Ad Group(s).
Refer Separate Process : Refer Destination URL process, which is listed in BMS wiki for creating destination URL.
| (v) Miscellaneous Processes (M) |
|---|
Punctuation or Symbols : No repeated and unnecessary punctuation or symbols and the use of symbols, numbers, or letters must adhere to the true meaning of the symbol.
Trademark : Follow Proper Trademark Usage.
Identify Affiliate Status : If you are an affiliate and are paid to send traffic to another site or a distributor, you must identify yourself as an affiliate or a distributor in your ad text. Example: Insert the word “affiliate” or “distributor” in the ad text or title.
No Pop-ups : Google do not allow links to landing pages that generate pop-ups when users enter or leave your landing page.
More than one ad : Each ad group should contain more than one ad copy.
Review : Send new (created) ad copies to one team member of BMS for review, after that send to Match Craft for final review.
