Google has been notorious for many algorithm updates and alterations, which usually upsets online marketers. Recently, the search engine giant has announced another set of updates. But this time, it’s not about algorithms and code-related systems. They are set to release new AdWords policies in September. This may mean a lot of adjustments on the side of online marketers.

Many online marketing critics believe that this attempt to streamline the existing guidelines is out of the company’s goodwill—to be more transparent. Well, they’re not wrong. Google says that policies will be simplified and become more transparent. Furthermore, they will provide advice on what users must do for compliance.


The new set of guidelines is designed to clear some confusion, which may be brought about by the technicality of the language. Specifically, the company says that stringent rules on weapons and fireworks will be implemented in the Dangerous Content policy.

Google provides a preview of the new Policy Center. It encompasses four areas: Prohibited Content, Prohibited Practices, Restricted Content, Editorial and Technical.

Google’s Preview of the New AdWords Policy Center

In their Prohibited Content section, Google emphasizes that they do not allow the promotion of counterfeit goods, dangerous products or services, or items that encourage and enable dishonest behavior, such as fake documents, hacking software, and academic cheating devices. Moreover, they do not allow content that promotes offensive ideals, such as hatred, racism, and religious or political intolerance.

Under their Prohibited Practices category, they say they won’t condone the abuse of the ad network, which mainly concerns issues, such as the use of malicious ads or ads that are used primarily for traffic generation; businesses that attempt to gain an unfair advantage in the ad auction; and businesses that attempt to bypass review procedures. Also stated is their intent not to tolerate irresponsible data collection and use, and misrepresentation of self, product, or service.

In their Restricted Content section, they state that they restrict the promotion of adult oriented content, such as adult merchandise, international bride services, and sexually suggestive services. They have also become stricter on the promotion of alcoholic beverages, copyrighted content, gambling-related content, political content, and healthcare-related content.

With their Editorial and Technical requirements, Google states that generic ads, parked domains, and display URLs not accurately reflecting the URL of the landing page will not meet their editorial and professional requirements. Their technical requisites will only allow promotions that provide quality user experience and deliver attractive, professional looking ads.

What It Means for You

With the new policies coming out in September, you should invest more in keyword research to make sure that the keywords you’re going to use in your campaigns will not be flagged by Google’s bots. Moreover, keep in mind that the keywords should be clear and concise. Our white label SEO service includes free keyword research, and since our specialists are up to date, our keyword selection process is sound.

Talk to one of our account managers today to improve your methodology and keep your client’s happy, especially now that Google’s rolling out new policies. Don’t forget to sign up or read up on our advice under the blog section.

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