Click-to-Play video ads requirements

● technical requirements for the ad format

● additional editorial requirements for video ads

● family status information

Technical requirements
Audio requirements
The audio portion of your video ad will be played when a user clicks on your ad. The audio must be encoded at volume less than or equal to -12
db.
Opening image size and format
Submit opening images in the correct size and format. Your video ad will display as a static image prior to user interaction. If a user clicks the
opening image, URL, or the play button, the video ad will initiate. There are certain requirements for this opening image:
● Must be 50K or smaller and 336x255. Images that are not this size may be resized to accommodate the selected ad sizes.

● Must be in .JPEG, .PNG, or .GIF format

● No animation is permitted for the opening image of your video ad

● We won't make any changes to the content of your image

Video size and format
Video ads will run in the following placements on sites that are part of the Google Network:
● 300 x 250 (Inline rectangle)

● 336 x 280 (Large rectangle)

You will need to provide the raw video file. We will transcode your video into a format that is compliant with Macromedia Flash. The format of
your video must meet these requirements:
● AVI, ASF, Quicktime, Windows Media, MP4, or MPEG. Preferred video codec: H.264, MPEG-2 or MPEG-4. Preferred audio codec: MP3 or
AAC.
● Minimum 14 frames-per-second (prefer 30 fps)

● 4:3 aspect ratio (recommended; other aspects will be accepted but may be letterboxed)

● Video file size should not exceed 75MB

● We won't make any changes to the content of your video

Additional editorial requirements
Playing time
Video ads must have a maximum duration of 4 minutes. The video portion of your video ad will be played when a user clicks the image, URL,
or the play button. The video will not automatically replay; the user must click the play button to initiate a replay. Since videos are user-initiated,
there are no frequency caps.
Relevance and quality
Both the initial image and video playback must be relevant to the advertised site. Ad images and videos must be clear and recognizable, with
legible text. We do not permit unclear, blurry, or unrecognizable images or videos to be used in ads.
Graphical layout
Avoid unconventional ad layouts. Your ads should comply with the following:
● Ads must occupy the entire space of the image size you've chosen.

● Ads cannot appear sideways or upside down.

● Ads cannot be segmented, contain multiple copies of itself within the ad, or otherwise appear to be more than one ad.
Inappropriate language
Video and audio content cannot contain potentially offensive or inappropriate language. Avoid "bleeped" out expletives where the curse word is
still identifiable from the audio.
Family status
Google assigns a family status to all ads to make sure that ads are shown to an appropriate audience. For click-to-play video ads, the content of
the video, audio, static image, and the associated site must be Family Safe. Any ads that contain Non-Family Safe or Adult material will not be
accepted.

What are unacceptable, restricted, and acceptable products?

Review the AdWords advertising policies to see the products and services that can be advertised through Google AdWords.
In our policies, you'll see the following terms used:
● Unacceptable products and services cannot be present in your ad and your website.

● Restricted products and services cannot be present in your ad or be the primary focus of your website.

● Acceptable products and services can be promoted through Google AdWords.

How do I resubmit an ad that was disapproved?

If your ad was previously disapproved, editing and saving your ad will resubmit it to us for review. Your "Status" column will reflect the change
in approval status -- it will change from "Disapproved" to "Under review." Just be aware that changing the actual ad (such as editing text or
uploading a new image) is the same as deleting the original ad and creating a new one, so after editing the ad, any statistics will be reset to
zero. The same is true when you copy an ad to another ad group.
Here's how to edit your ad:
Sign in to your AdWords account at http://adwords.google.com.
Navigate to the "Ads" tab.
Just hover over the table row that lists the ad you want to edit. This highlights the row and exposes the editable fields on which you
can click to edit. Click on the pencil icon next to the ad, and you'll be able to edit the ad right there.
To help your ad run and perform well, please make sure to thoroughly review our ad policies and to check out these ad tips.
What are the different account access levels?

AdWords offers different levels of account access, to help you share access to your account with others while protecting your information.
Administrative(highest level of access)
With regular administrative access, you can do the following:
● View, edit, and manage any part of an account and its campaigns (with the exception of login information and language settings --
only the original account creator can edit these settings).
● Receive notification emails.

● Invite others to access the account, view pending invitations, and change another user's level of access.

● Access Website Optimizer or Analytics .

Have My Client Center (MCC) administrative access?
With MCC administrative access, you can do the following:
● Invite users to share the account at the "standard (managed) access" and "reports only (managed) access" levels.

● Change the access levels of other users on accounts they manage. Note: You can't grant other users administrative access unless
those users previously had that level of access. You also can't revoke access invitations or terminate access to other users invited to
share the account by a non-MCC administrative user.
Standard(access to most account features)
With standard access, you have almost the same capabilities as users with administrative access, with one major exception: you can't
invite others to share access, change access, or disable access to the account.
If you have "Standard access (managed)," you were invited to access the account by a My Client Center account manager (rather than by
a regular account user with administrative access).
Read only(can view and run reports)
With reports access, you can do the following:
● View and run reports from the Report Center.

● Browse the Campaigns and Opportunities tabs. On the Campaigns tab, you can access reporting tools, such as filters and
segmentation options, but you won't be able to edit settings on that tab.
If you have "Read only (managed)" access, you were invited to access the account by a My Client Center (MCC) account manager (rather
than by a regular account user with administrative access). In addition to viewing and running reports, you can also do the following:
● Receive account notification emails.

● Unlink an account from the MCC.

Emails only(can receive email alerts)
With email access, you can't sign in to the account, but can receive account alerts, reports, and other notifications via email. You can't opt
into receiving additional emails unless you contact the AdWords account administrator. If you have multiple AdWords accounts, a contact-
only email can allow you to receive notifications for all your accounts at a single email address.
These access levels are managed on the Account access page under the My account tab. Each account must have at least one user with
administrative access for critical email notifications. Learn how to invite users to access an account or change another user's level of access,
if you have administrative access. Note: Any users you invite to access your account will also have access to any AdSense account that
shares the same login information.

How do I change access levels?

If you have administrative access, you can change access levels for other users of the account or for your own login.

Change access levels for other users

To change access levels, please follow these steps:
1. Sign in to your AdWords account at http://adwords.google.com

2. Click the My Account tab.

3. Select Account access.

4. Click the access level you'd like to edit. A menu should appear.

5. Select an access level from the menu for the user. Note: You can't upgrade users with "email only" access to another access level.
Similarly, you can't downgrade users to have "email only" access. To change the access for such users,disable their access and re-
invite them to the account at the preferred access level.
The user will soon receive an email that says you've changed his or her access level. As an account administrator, you can also change
notification settings for other users.
My Client Center (MCC) users: If you have access to a MCC account, you can only change access levels for the MCC accounts you can log in
to. You won't be able to edit notification preferences.

Change your own access level

Each account must have at least one user with administrative access for critical email notifications. If you are the sole administrative access
user in the account and want to change your role, you must invite someone else to become an administrative access user and have him or her
change your access level.

The Dimensions tab - what is it?

The Dimensions tab lets you view and segment your performance by the dimension of your choice across an ad group, a campaign, or your
entire account.
You can use Dimensions to view statistics that cut across AdWords tabs. For example, you can view total stats by month, hour, or geographic
region -- as well as other dimensions for your ad groups and campaigns -- in a single report.

Enable the Dimensions tab

If the tab isn't already visible on the general Campaigns tab in your account, click the drop-down arrow next to your last tab (usually the
Networks tab). Select the "Dimensions" checkbox and click OK.
Once you're on the tab, use the "View" menu in the toolbar to choose how you'd like to break down your data. Add or remove columns to further

customize your statistics table. To download the table as a report, click in the toolbar.

Segments vs. Dimensions

Here’s an example to illustrate the difference between using segments and the Dimensions tab to view a particular set of performance metrics.
Say you’d like to view “Day of the week” data for all of your campaigns.
● Segments

● On the Campaigns tab, the “Day of the week” segment will split your stats into individual rows for each day. Your data will be displayed in
this format:
● Campaign 1

● Mon. [stats]

● Tues. [stats]

● Wed. [stats]

● Thurs. [stats]

● Fri. [stats]

● Sat. [stats]

● Sun. [stats]

● Campaign 2

● Mon. [stats]

● Tues. [stats]

● Etc.

● Dimensions

● On the Dimensions tab, choose the “Day of the week” segment to view performance across your entire account instead of splitting it up by
campaign. Your data will be displayed like this:
● Mon. [stats]

● Tues. [stats]
We

How do I customize the data in my tables and reports?

You can customize your statistics tables on the Campaigns tab to see just the data that interests you. If you then download the table as a report,
the report contains the data displayed in your table.

Adjust the date range

Click the date range near the top right of the page. Choose from a group of pre-set ranges or set your own custom date range. The table
automatically adjusts to show you the data for the date range of your choice.

Add or remove columns

To add or remove columns from the table, click the Columns button in the toolbar above the table. Besides picking the columns you'd like to
see in your table, you can also rearrange the order in which these columns appear. When you're done, clickSave. Once you’ve chosen a set of
columns, you can save the set for easy access in the future by selecting the “Save this set of columns" checkbox.

Apply segments to break down your data

If available, click the Segment button in the toolbar above the data table and select the level of detail you'd like to apply to the data in your
table.
The segmentation options that are available depends on whether you're viewing your keyword, ad group, or campaign tables. Here are some
examples for how you can use segments:
● Break down your keywords by their search term match type.

● Break down your campaign and ad group data by network to quickly compare your performance on Google and search partner sites to
your performance on the Display Network.
● Use time segmentation options (day, week or day of week, month, quarter, or year) to isolate changes in your performance. For example, if
you segment your data according to the day of the week and find that your ad performance is dramatically different on Saturdays, you can
modify your bids to account for the change in user behavior.

Filter and search your data

Use filters to search your table for specific information, such as keyword text, bids, clickthrough rates (CTRs). To create a filter, click Filter in the
toolbar above the table. Once you've created a filter, save it for easy access in the future. To create a filter, click the Filter button in the toolbar.
Learn more about creating filters or see filter suggestions that can help you optimize your account.

View or hide deleted items

You can either include or hide deleted campaigns, ad groups, ads, keywords, and networks in your data tables. The first menu on the toolbar
above the table lets you control the display of deleted items.
● To hide deleted items, click the first button on the toolbar and select All but deleted.

● To show deleted items, click the first button on the toolbar and select All to see all enabled, paused, and deleted items. For the campaign
and ad group tables, you can also select All enabled to see only active items.
View performance summary graphs
Get a visual overview of your account's performance by viewing the performance summary graphs. If the graph isn't visible above your table,

click on the toolbar above the table to see your graph options. Make sure the "Show graph" checkbox is selected.

Policy

Product policies outline which products and services can be promoted or sold using AdWords. Product policies are built to comply with legal
considerations and take customer and user experience into consideration.

Per our definition, 'Promotion' involves any information, activity, review or merchandise that convinces individuals to purchase/subscribe to a
product, belief, idea or support a cause.

Restricted VS Unacceptable
Our product policies can be divided into:

Acceptable Products
Acceptable products are allowed to be advertised in both ad text and landing page / website. There are no restrictions to these products and
these are generally allowed given that the family status of the ad format is allowed. Once it is determined that a product is acceptable, the
appropriate family status is assigned.

Acceptable Products are marked with the '' button in the product list on the left.

Restricted Products
Restricted products
● are not allowed to be advertised in the adtext,
● and cannot be the focus of the landing page (more than 25% of the LP)
● but can be in the Display URL
Restricted Products are marked with the '' button in the product list on the left.

Unacceptable Products
Unacceptable prodcts
● are not allowed to be advertised in the adtext or in the Display URL
● are not allowed to be promoted on the website.
 ● can not be part of any links on the site
The approvals process will only check the landing page for unacceptable products, though reactively we will still disapprove any ads that
contain unacceptable products further within the site.

Unacceptable Products are marked with the '' button in the product list on the left.

Proactive VS Reactive
Proactive policies
● Policies that are monitored during the Approval Bin review process.

● Proactive review can be based on flagged or unflagged monitoring. Flagged content is monitored for all policies. The approval bin
guidelines section of each policy will call out whether we monitor unflagged content.
All policies are proactive unless otherwise stated!

Reactive policies

● Reactive policies are NOT monitored during the Approval Bin review process.

● If and only if you receive a complaint, or if there is a note in the account asking you to monitor, please review the ad per the policy
details and disapprove if it is in violation. Reactive policy reviews do not need to be escalated to the Policy Team.

Reviewing of ads is more then just reading a text and clicking a button. Find below the guidelines in the ad approval process.
● The approval process & approval bin FAQ

● Using AB 2.0

● Review Flowchart

● Process & Navigation

a. What do we consider advertised content

b. How to deal with proactive vs. reactive review

c. When to disapprove for unacceptable content or restricted content

d. What to do with flagged terms/URL

e. How to assign the correct family status

● Case Studies

a. Family status process & navigation

b. Image ads process & navigation

The approval process

Using AB 2.0
Need a refresher or training on AB 2.0? Visit go/ab2site!

Approval bin 2.0 is located at go/ab2.0

Have a business need for more AB2 training? Fill out form at go/ab2training.

Review Flowchart

When an ad is flagged for family status, link or product policies, you must review the landing page. If an ad is only flagged for editorial policy,
you can make a judgment based on ad text review alone if a judgment can be made without viewing the landing page and if there are no
additional triggers in the ad text. Please contact your local policy specialist with any questions.

Process & Navigation

The procedures we have in place for process & navgiation of ad approvals, should aid in determining:
1. What do we consider advertised content?

2. How to deal with proactive vs reactive review

3. When to disapprove for: unacceptable product or restricted product

4. What to do with flagged terms/URLs.

5. How to assign the correct family status

6. How to monitor ad text with multiple meanings and generic landing pages
 1. What do we consider advertised content?

When reviewing ads for compliance with Product Policy, we only review the ad text and the website content on the landing page.
● If the landing page is simply an Enter Here or Bridge Page, then we need to review the first webpage that contains content (this may
be one click from the landing page); example www.adultdvdemart.com & www.ampland.com
● We do not monitor content found on any other page than the landing page, unless it is egregious sexual acts (ex. child pornography,
incest, rape, bestiality).
● We do not monitor the cotent of 3rd party links on the landing page unless they are the focus of the landing page (above 25% of the
content) or there's nudity (for family status decisions) or they contain egregious sexual acts. (ex. child pornography, incest, rape,
bestiality).

2. How to deal with proactive vs reactive review

In the bin, we review an ad for a policy based on the following labels attached to different policies:

Note: When we receive a complaint, we will either add a note in the account with instructions on how to review or flag the URL. If a url is
flagged for a reactive policy, follow Flagged Urls procedure on this page (4. What to do with flagged terms/ URLs)

Please review for these policies in the bin, even if the ads are NOT flagged for these policies. This is an exhaustive list of policies. These are:
● Inappropriate language/variations of inappropriate language in the ad text or URL.

● Gimmicky punctuation that is not flagged in the bin.

● Special Rule Name: If the ad is flagged for one of the special rule names which replaced the 'policy not specified' ding, you need to
review the ad for ALL proactive policies. Some of these special rules are CustomerNotTrusted, LandingPageCheckNotSupported,
WaitingForLandingPageInspection, etc. These rules imply that the ads are not checked for different reasons. Please find all the
special rules, and what they mean here.
Apart from the above three cases, please review for the following ONLY if you come across these issues during your regular review process.

● A product violation in the URL or on the landing page which is not flagged in the bin. (Example: An ad is flagged for 'dest url not
working' and on visiting the landing page, you find a link for 'Guns').
● A family status trigger in the ad text or on the LP. (Example: Ad is flagged for pop up, and on opening the landing page, you find a link
saying 'nude pics').
● The destination URL does not work or there is a pop-up on the landing page. (Example: Ad text has a family status trigger, and on
reviewing the landing page for the same, you find the destination url not working)."
Note: The information provided on this page is for your reference only. Please ALWAYS refer to the specific policy page for details.

3. When to disapprove for: unacceptable product or restricted product

Unacceptable Content

To disapprove for unacceptable content, the content must appear in the ad text or on the landing page (or content page after a Bridge Page).
You can use these guidelines to check for unacceptable product:
1. Ad Text: If unacceptable content is found in the ad text the ad should be disapproved irrespective of landing page content.

2. Landing Page: If unacceptable content is found on the landing page, the ad should be disapproved.

3. Links on the Landing Page: If the landing page contains no unacceptable content, but has links to unacceptable content, the ad
 should be disapproved.
4. Within the site: If unacceptable content is found beyond the landing page when reviewing for Editorial/Family status do not
disapprove for unacceptable content unless it is egregious sexual acts.
Restricted product
To disapprove for restricted product, the content must appear in the ad text or have the overall focus on the landing page (or content page after
a Bridge Page). You can use these guidelines to check for restricted product:
1. Ad Text: If restricted content is found in the ad text the ad should be disapproved irrespective of landing page content.

2. Landing Page: If a restricted product is found on the landing page and is the main focus of the site (more than 25% of the site), the
ad should be disapproved.
3. Links on the Landing Page: If the landing page contains no restricted content, but has links to restricted content that make the
overall site more than 25% targeting towards restricted product, the ad should be disapprove.
4. Within the site: If restricted product is found beyond the landing page when reviewing for Editorial/Family status do not disapprove
for unacceptable content unless it is egregious sexual acts.

4. What to do with flagged terms/URLs

When a term in the ad text is flagged for mature content, please review it as outlined below.
● Mature Content Ad texts that contain terms flagged for 'mature content' should be a trigger to consider if something is non family
safe/porn, meaning that you should look at the landing page to determine family status as well as the ad text. The ad should be
marked porn if there is porn content in ad text or site. If there is a reason to disapprove the ad, please disapprove as normal.
When a term in the ad text is flagged for anabolic steroids, please review it as outlined below.
● Anabolic steroids Product names that are flagged for 'anabolic_steroids' for example, anabol, should be monitored as anabolic
steroids. Generic terms that are flagged for 'anabolic_steroids' for example, supplements, should be monitored only as a trigger for
anabolic steroids.
When a term in the ad text is flagged for pet pharma, please review it as outlined below.
● Pet Pharma Product names that are flagged for 'pet_pharma' for example, 'advantix k9,' should be monitored as pet pharma.
Generic termsthat are flagged for 'pet_pharma' for example, 'pet medication,' should be monitored only as a trigger for pet pharma.
When a URL is flagged in the bin, please review it as outlined below.
● Link policy If a URL is flagged for affiliate policy, disapprove the ad for 'Affiliate URL.' You do not need to review for the affiliate policy
before disapproving; however, you do still need to review for all other policies. Remember to also disapprove for additional violations,
if any.
● Product policy If a URL is flagged for a product policy, disapprove the ad for that policy (this also applies to all reactive policies)
You do not need to review for the specific product policy that the URL is flagged for before disapproving; however, you do still need
to review for all other policies. Remember to also disapprove for additional violations, if any. NOTE: If a URL is flagged for Pharma
please label the ad for Pharma PDT_Sales. However, if it is violating any other policy, please disapprove accordingly.
● Mature content If a URL is flagged for 'mature content', the status will start at non-family safe and will be marked porn if there is porn
content in ad text or site. If there is a reason to disapprove the ad, please disapprove as normal.
● Porn If a URL is flagged as porn, mark the ad porn irrespective of content (if approving the ad). If there is a reason to disapprove the
ad, please disapprove as normal.

Hard-stopping URLs: reducing manual disapproval work!

If you notice (in the bin or otherwise) an ad with a URL which violates one of our unacceptable content policies and which we would
alwaysdisapprove, please report it at go/hardstop. If appropriate, we'll then begin to hard-stop it in the frontend so that advertisers cannot submit
ads using that URL.

5. How to assign the correct family status

Family Safe, Non Family Safe, and Porn exist for two main reasons:
1. Google users: Different statuses helps ensure that Google users only view content which they expect and intend to see.

2. Google ad network: Having distinct family statuses allows our syndication partners to choose the type of content displayed on their
sites.
Think about…
1. Language used in ad text: will users expect to see this ad and find it appropriate?

2. Content and focus of landing page: will users clicking on this ad find the landing page appropriate?

3. Site Navigation: will users have a clear choice of the site content they view?
When reviewing for family status we need to consider the product and the way in which it is promoted.
1. Product: Certain products start at a specific family status as outlined in the family status section of the policy page. For example.
alcohol accessories start at family safe, condoms start at non family safe, pornographic movies start at porn. If a product has a
specific family status, it can be elevated based on promotion but never marked a lower family status.
2. Promotion: The way a product is promoted will also determine it's family status. For example, an ergonomic chair promoted as being
good for your back will be family safe, an ergonomic chair promoted as a device to try out different sexual positions will be non family
safe, and an ergonomic chair promoted with a naked woman sitting on it will be porn. Any product cab be assigned an elevated family
status based on promotion.

Process and Navigation for Image ads

When used in combination with our pre-existing policies, Process and Navigation Procedures should aid in
determining:

1. When to disapprove for:

Unacceptable Content
Restricted Product
2. How to assign:
Family Status, where the status is not immediately clear

What do we consider advertised content?

 When reviewing ads for compliance with Product Policy, only review the Image ad and the website content on the landing
page. (For landing page review process, please refer to text ad guidelines)

Editorial/Product/Family Status

Unlike text ads which come flagged for most policies and are reviewed based on those, image ads do not come flagged for
most violations and hence need to be monitored for all policies irrespective of flagging.

Unacceptable Content

To disapprove for Unacceptable Content, the content MUST be promoted in the image OR on the landing page (or content
page after a Bridge Page) for the ad in question.

Consumer Complaints
The ‘Consumer Complaints’ (Business advertised through AdWords’ Complaints) process is designed to address the needs of our users (not
just AdWords advertisers) and provide an outlet to resolve customer service problems that arise from our advertisers. Complaints include:

- products not received from advertisers

- poor quality products
- customer service that is difficult/impossible to get in contact with
- dishonest pricing (bait and switch)
- watchdog complaints

How do users complain

Users complain via the CUF (form) mentioned on the Help Center. Complaints can be received via:
● Phone
● Email

Complainant should be directed to fill the form mentioned on the Help Center in either of the above cases. Alternatively, CSRs can volunteer to
fill the form for the complainant while handling the complaint via phone.

Consumer Complaints Process

1. Identify the nature of the user’s complaint
2. Identify the advertiser in question
3. Review the complaint and respond using the online training deck
4. Track information into the 'Consumer complaints tracking form'

Note: Complaints about potentially fraudulent advertisers should be directed to the risk team.

Family Status - Best Practices

General:
● Do not disclose how many clicks in we look for nudity.
● Always use the term ‘Adult' not ‘Porn'.
● Do share the family status of the ad with the advertiser and explain which specific images/products are resulting in the higher family
status.
● Do tell advertisers to remove nude images in order to qualify for possible status change.
● Do feel comfortable letting an advertiser know that due to the adult subject matter, their ads will always have a ‘NonFamily-Safe'
or ‘Adult' status.
● Never guarantee that a site will be approved with a specific Family Status.
● Do offer to review mock up ad text and/or sites before submitting for official review.
● Never refer to the accounts as ‘fraudulent,' ‘fraud' or ‘deceptive' when dealing with ads that have been suspended for policy/risk.
Explaining the Policy:
● Ads are reviewed and categorized as "FamilySafe," "Non-FamilySafe," or "Adult Content" on a case-by-case basis.
Definitions of Commonly Used Language:
● ‘FamilySafe' is considered to be language, images and products in ad text and/or site content that is appropriate for all audiences.
● ‘Non-FamilySafe' is considered to be language, images and products in ad text and/or site content intended and appropriate for
adult users.
● ‘Adult Content' is considered to be any site, regardless of language, images and products in ad text and/or site content, that
includesgraphic language and/or nudity.
● ‘Nudity' - We consider nudity to be any picture where the model is not clothed. This includes sites where images have been blurred
or are strategically covered with graphics such as stars, bars, words etc.

Family Status - General

Q: What do you take into account when passing judgment?
● Google takes into consideration the language in your ad text as well as the overall focus, purpose and content of you site. Graphic
language in ad text as well as graphic language or images on the website will influence the status of the ad.
● Some products are considered to be intended for the sale and/or consumption of adults and will be given the appropriate Family
Status rating.
Q: What can I do to change the status of my ad:
● Ad has been marked ‘Adult' for graphic/nude images on a site where the focus is ‘Non-FamilySafe' or ‘FamilySafe.'
○ To have the status of your ad changed, please remove all cases of nudity from your site. I recommend removing {fill in adult
material}.
● Ad has been marked ‘Adult' for graphic/nude images on a porn site.
○ I have found that the focus of your site is adult sexual content. We consider this content to be for adult audiences and will
be categorized as ‘Adult'.
● Ad has been marked ‘Non-FamilySafe' for graphic/adult language in ad text.
○ To have the status of your ad changed, please remove the adult/sexually explicit language from your ad text.

○ You can optimize your account by creating different campaigns targeting different audiences. One campaign can lead to
Family Safe content and one campaign can lead to Adult content on your website.
● Ad has been marked ‘Non-FamilySafe' for graphic language or content on your site.
○ I found that your ad has been classified as ‘Non-FamilySafe' due to the adult images/content on your site

○ To have the status of your ad changed to ‘Family Safe' you can remove all adult language and/or content on your site. I
recommend removing {fill in adult material}.
Q: Does country targeting affect Family Status?
● When making decisions about the Family Status of ads, Google must take into consideration the broad range of users, countries and
cultures who make up its users. To be consistent and fair, we apply the same Family Status despite the country that is being targeted.
Q: Are there certain countries I can or cannot target?
● Ads categorized as ‘Adult Content' aren't accepted in certain countries such as Germany, India, China, MENA countries & Russia and
won't appear on Google search pages or via the Google Network for those countries.
Q: Why me, not others?
● Thank you for alerting us to this content. We will re-review this site. OR
● Please send us information (search terms, ad texts, screen shots etc.) about specific ads that you feel may violate our policies. OR
● When passing judgment on ads, we take into consideration the overall focus of the website and we understand that some sites may
contain graphic/nude images within the site. Since this content is deep within the advertiser's domain we consider it the user's choice
to find and view.

Family Status - Dating

Q: Why are mail order brides considered Non-FamilySafe?
● We consider some products to be intended for the sale and/or consumption of adults.
● Ad text and sites promoting mail order brides will be given a Non-FamilySafe status. This status will jump to “Adult Content” if nudity is
present.
Q: My ad is for mail order brides, what can I do to change the status of my ad?
● All ads promoting mail order brides receive a minimum of “Non-FamilySafe” status.
● If your ad is currently considered “Adult Content,” removing nude images will help change the status to “Non-FamilySafe.”
● Please note that according to our guidelines, images such as {include specific examples here} have elevated your ad to "Adult." This
list is not exhaustive, and you'll need to remove all images similar to this on your site to change the status to "Non-Family Safe.
Q: My ad is for adult dating, what can I do to change the status of my ad?
● Your site promotes adult and sexual relationships, and your product is considered to be intended for use by adults and has been
given an appropriate “Adult Content” status.
Q: Why aren't my ads showing on the Google Network?
● Syndicated partners have the option to take only the category of Family Status of advertisements that they choose.
● Many partners in Google's network do not accept advertisements that are categorized as “Non-FamilySafe” or “Adult.”
[COUNTRY SPECIFIC: Philipines, Taiwan, Vietnam] Q: Why was I disapproved? What can I do?
● Your ad was recently disapproved for {fill in disapproval category}.
● Remove all content that violates this policy from your ad text and website.
● Please note that examples of content that violates this policy includes {fill in specific products from site here}, but this is not
exhaustive and you're responsible for removing all content like this on your site

If you wish to continue to promote this content please update your campaign's targeting to exclude Philippines, Taiwan, and Vietnam.

Family Status & Plastic Surgery

Q: I have nude images on my site, what can I do to lower the family status of my ad?
● Remove nude images from your landing page
● Create ads to promote your other plastic surgery services such as {fill in}. These ads could then link to parts of your site that do not
feature nude images.

Q: Why is breast augmentation considered non family safe?

● Based on the feedback we received across multiple channels, we consider breast augmentation to be intended for adult audiences.
Q: What do you consider to be nudity?
● Any picture where the model is not clothed.
● This includes before and after pictures where the subject’s breasts or genitals are visible.
● Images that have been blurred or are strategically covered with graphics such as stars, bars, words etc. are also considered nude.

Family Status & Image Ads

Explaining the Policy:
● We only accept family safe content for Google image ads.
● Images may not contain any of the following:
 ○ Any material intended for persons over 18.

○ Mature sexual themes.

○ Strong language.

○ Nudity and/or sexual activity.

○ Crude or indecent language.

○ Offensive or inappropriate language.

● Image ads cannot promote sites that are considered to be ‘Non-FamilySafe' or ‘Adult'. This means that sites that contain products
categorized as ‘Non-FamilySafe' or ‘Adult' will not be able to be promoted by image ads.
Commonly asked questions:

Q: My image ad was disapproved for Family Status. What can I do:

● Please remove the adult images that are in you image ad such as {fill in product}. OR
● Please remove all adult language and images from your site content.
Q: What do you consider to be ‘Family Safe' vs ‘Non-FamilySafe' images?
● Because image ads and text ads have the capacity to communicate messages in different ways, we review each ad type according to
different editorial guidelines. Therefore, there may be instances where your text ad is approved as family safe while the image ads in
that same Ad Group are not.

Family Status & Pornography

Best Practices: Always refer to Porn as adult externally

Q: My advertising is considered Adult and I'd like to change it so that it's Non Family Safe, what do I need to do?
● Remove all instances of nudity from your website.

● Please note that instances where I located nudity include {insert specific nudity examples}, but this list is not exhaustive and you'll
need to remove anything like this from your site to lower your family status.
● If your ad text contains explicit or adult language you'll need to edit it.

● Please note that adult language found in your ad includes {insert specific ad text examples here}, but as these are simply examples
you will be responsible for editing any and all instances of langugage similar to this in your ads.

Q: What do you consider to be nudity when assigning Adult status to an ad?

● Any picture where the model is not clothed.

● Images that have been blurred or are strategically covered with graphics such as stars, bars, words etc are also considered nude.

● Images of packaging that contains nudity will also be taken into consideration when assigning family status

Q: My ad is not showing on {fill in} keyword. What can I do?

● Ads containing adult content only show when the query appears to be adult oriented.
● Search results for this keyword are unlikely to contain sufficient adult content to show your ad.
● You may consider using this keyword in combination with a more sexually explicit phrase, such as 'XXX.'
● Keywords are evaluated globally to determine if they are sufficiently adult. A keyword that may seem adult-orientated in your
language or country may still not trigger any adult ads if global search results for that keyword are unlikely to contain sufficient adult
content.
● The system used to determine which keywords are adult oriented is completely automated and we are unable to change the status for
individual keywords.
Q: I’m seeing other pornography or adult oriented ads on this keyword. Why?
● I will review the other ads showing on this keyword and confirm they have been given the appropriate family status.
● Please remember that this process is only relevant for ads that are considered ‘Adult.’ Ads that are considered ‘Non-FamilySafe’ may
still show.
Q: Where will my pornography ad show?
● Primarily alongside Google search results since most partners in Google's network do not show advertisements that are categorized
as ‘Adult'.
Q: Will my pornography ad show up on the content network?
● Content partners have their own policies and can determine which categorizes of ads will show on their sites.
● Google respects the privacy of our advertisers and partners and we are unable to disclose the level of Family Status that each
syndicated partner chooses to accept.
Q: Will my ad show in all countries?
● In some countries, such as China, India, Korea or Germany, no adult ads are shown on Google and the Google Network.
● You may have trouble seeing your ad if you're located in a country where Google doesn't show adult ads.
● Depending on the geographical targeting of your campaign, your ad may still show in other countries where adult ads are shown.
● Google search results are not affected by this situation.
● Google offers broad access to content across the web without censoring results.

Family Status & Products

Explaining the Policy
● We consider some products to be intended for the sale and/or consumption of adults.
● Ad text and sites promoting these products, including {fill in}, will be given a Non-FamilySafe status.
● Products that fall in this policy include (pick relevant examples):
○ Wine and Champagne

○ Abortion related content

○ Contraceptives

○ Drug Related Apparel

 ○ Mail Order Brides

○ Breast Augmentation
Q: Why aren't my ads showing on the Google Network?
● Syndicated partners have the option to take only the category of Family Status of advertisements that they choose. Many partners in
Google's network do not accept advertisements that are categorized as Non-FamilySafe or Adult.
Q: What can I do to change the status of my ad?
● At this time all ads promoting this content receive this status. We appreciate your opinion and will take it into consideration when we
make future decisions.

Family Status & Syndication

Explaining the Policy:
● Many partners in Google's network do not show advertisements that are categorized as ‘Non-FamilySafe' or ‘Adult'.
● Partners have their own policies and can determine which categorizes of ads will show on their site.
● Ads that have been categorized as ‘Non-FamilySafe' or ‘Adult Content' may not be accepted on our ad network of sites and products.
Therefore, there is a possibility that your ads will appear only on Google search results pages.
● Google respects the privacy of our advertisers and partners. We are unable to disclose the level of Family Status that each
syndicated partner chooses to accept.
Q: What can I do to show on (x) site?
● While we cannot guarantee that your ad will show on a particular site, I can recommend that you complete the necessary steps to
change the Family Status of your ad.

Relevant CRs
Family Status - General:
● AP FSS – Family Site, Some Adult Content
● AU ASC – Adult Sexual Content – Can't see ad
● AU NFS – Non-FamilySafe – Can't see ad
● AP UCE - Unacceptable Content Explanation
● AP PVC – Policy Violation Complaint – Ad Included
● AP RPW 'Why isn't my ad showing?'
● AP PDM – Policy Decision Making
● AP WMN - Why Me and Not Others
● AU POC – Porn Classifier
Family Status & Dating:
● AP MOB - Mail Order Brides Policy [COUNTRY SPECIFIC]
● AP WDM - Why disapproved for mail order brides policy [COUNTRY SPECIFIC]
Family Status & Plastic Surgery:
● AP FSB - Family Status for Breast Enhancement Only
Family Status & Image Ads:
● LA DEC – Different Editorial Criteria
● LA FSO – Family Safe Only
● External Guidelines - https://adwords.google.com/select/imageguidelines.htm
Family Status & Porn:
● AU POC – Porn Classifier
● AP GPP – German Porn Policy
● AP GPU - German Porn - Upset about new policy
● AP GWC – German Porn – What Can I do?
● AP GPS – German Porn – Seeing Other Ads, Why Not Mine?
● AP GPW - German Porn - Why isn't my ad showing?
● AU NAI - No Ads India
● AP - KBP - Keyword Block Policy Change
● AU MAM - No Ads MENA - General
● AU MAG - My ad isn't showing in MENA country - specific
● AP RPI - Russian Porn Policy
● AP RPU - Russian Porn - Upset about policy
● AP RWC - Russian Porn -What can I do?'
● AP RPS - Russian Porn - Seeing other ads, why not mine?'

Account Suspension process

Note: in some cases, accounts will be suspended or sent final warning after just 1 violation. See above for more details.
Q: I received a final warning email, what does this mean and what should I do?
● You have repeatedly submitted ads that violate our {Fill in policy} guidelines.

● The email that you received is letting you know that if you submit this content again, your account(s) will be suspended and you will
be unable to advertise with us in the future.
● In order to avoid this, please remove/change/etc the following content: {Fill in policy}

Q: Why aren't my ads showing? (You note that their account has been suspended for policy...)
● Your account has been suspended due to multiple {Fill in policy} violations.

● You were disapproved and sent emails several times for {Fill in policy}.

● On {Fill in date} we sent you a letter letting you know that if you resubmitted we would be able to accept advertising from you in the
future.
● On {Fill in date} you resubmitted with the same content and we suspended you account.

Q: Why aren't my ads showing? (You note that their account has been suspended for relation to another account that was suspended
for policy...)
● Your account is not currently active due to relation to another account has been suspended for policy issues.

● The original account was suspended for repeated {Fill in policy} violations.

● As we mentioned in our original emails, we are unable to accept advertisements from you at this time.
Q: I didn't receive a warning before my account was suspended!
● Internal: An advertiser will be suspended immediately if they are found to be gaming our system - this will be indicated in an account
note. Please respond with normal policy risk communications, but edit any messaging to avoid saying "multiple violations".

Q: Can I open a new account?

● We can not accept advertising from you at this time in this account or a new account.

Q: How long will I be suspended for?

● We do not have a time requirement for suspended accounts.

Q: This is a brand new account. How can it be suspended?

● Your account was suspended due to policy violations in another account.

● We ask that you do not continue to open new accounts.

Q: How do you determine that my account is related?

● We take many factors into consideration when determining account relationship.

● Our review is extensive and we cover a number of areas to ensure we are reaching an accurate conclusion.

● We are not at liberty to discuss the system or criteria that we use to determine this relationship.

Relevant CRs
● HT PFQ - Pre Final Warning
● AP BSF – Final Warning
● AP FWT - Final warning - text manipulations
● AP ASU – Account Suspension Notification
● AP DIF – Disabled Fraudster
● AP RPF – Repeat Policy Fraudster
● NO FRA - Close ticket after AP DIF & AP RPF have been sent
● AP SRA: Suspended Related Account
● AP RAU - Related Account Unsuspended

LANDING PAGE QUALITY:

Messaging, LPQ Checklist & Whitelist Request ProceduresLPQ Self-Service Site Review Checklist - Google Docs & Spreadsheets

Google Confidential: The examples and instructions below are for INTERNAL reference only.

Table of Contents:
 1. Standard Messaging
2. LPQ Checklist
3. Whitelist Request & Escalation Procedures

Use Cases:
- Account manager proactively reviewing impacted client list
- Coordinator responding to LPQ inquiry from advertiser
- Account manager or coordinator responding to client/advertiser who has made changes to site content and asks for a 'manual re-
review'.
General Review Process:
Review site against checklist
Case A: If site fails ANY checks respond with standard messaging
Case B: If site passes ALL checks, escalate for possible whitelisting.

Only if a site passes ALL parts of the checklist should it be escalated for whitelisting. If the site you are reviewing fails ANY of the
checks below you can stop your review and respond to the advertiser using available messaging, it is not a candidate for whitelisting.

Please note that this is the exact same procedure specialist teams use to review sites. They have no additional information other than
the LPQ score which is available to you from STO. If a site does not fully pass any of the checks below it will not be whitelisted and
should not be escalated.

Standard Messaging

Situation 1: Advertiser is unaware of LPQ.

Advertiser asks: High prices! / What the heck! / What's going on?!
Response/Action: Don't escalate. Send general Quality Score overview using the CR below.
Relevant Hotkeys: pe qsh, pe sqf, pe sqfc

Situation 2: Advertiser has high min CPCs and knows about LPQ.
Advertiser asks: I know about LPQ and I want more details about how it is calculated and how I can improve my QS.
Response/Action:
If: You're uncertain LPQ is the cause of high min CPCs, escalate to STO (US)/LPQ-Guru (EMEA) to confirm LPQ
status and get guidance on next steps.
If: You're certain LPQ is causing the high min CPCs, send the CR below.
Relevant Hotkeys: pe sqf, pe sqfc

Situation 3: Advertiser believes their LPQ score is wrong

Advertiser asks: I think I'm a LPQ false positive / Can I get a re-review? / Can I have a manual review? / I made a ton of
changes, please re-review! / I made changes and it's been a long time... / I made a ton of changes, what next?
Response/Action: Review site using LPQ checklist to determine whitelisting candidacy. Escalate/respond as per process.
Relevant Hotkeys: pe sqf, pe sqfc, pe ses, pe siw

Situation 4: Advertiser made changes and wants their min CPC to decrease
Advertiser asks: My min CPCs are not going down! Why?
Response/Action: No escalation. Send CR.
Relevant Hotkeys: pe sef, pe psq,

Situation 5: Advertiser wants to know how to get better LPQ

Advertiser asks: Does X/Y/Z/P affect LPQ? / If I change X/Y/Z/P will it improve my QS/LPQ status?
Response/Action: No escalation. Send CR.
Relevant Hotkeys: pe sqf, pe sqfc, pe sef

Landing Page Quality Checklist

Purpose: The checklist below is designed for the AdWords DSO, ISO, and OSO teams to use to manually review sites to
assess whether they are candidates for whitelisting. Beforerequesting a whitelist, run through this checklist first.

Pre-check
In some cases, your advertiser may be on the LPQ impact list because they have made a TYPO in one of their visible
URLs. For example, they may advertise cheapbooks.com but accidentally have entered cheabooks.com as the visible URL.
Because the typo leads to a bad website, it is rightfully getting an LPQ downgrade. In this case, you should simply help the
advertiser locate and fix the typo in their account and this will prevent that ad from getting impacted by LPQ.

Revenue of an account is NOT a criteria we consider.

Step 1 - SOFT CHECKS

Be honest and realistic. If the answer to any of these questions is "NO" you can stop your review and respond to the advertiser
using standard messaging.

1. Gut feel: is this a good site? Does it provide useful, relevant content?
2. Would you ever use the site or enter your personal information on the site?
3. Would you recommend the site to a friend or your grandmother?
4. If there was no Google search available to find sites like this, would you bookmark it and visit this site?

Step 2 - BUSINESS MODEL CHECKS

Certain verticals/business models are often affected by LPQ and will almost never be whitelisted. These include:

5. Arbitrage/MFA
what we don't like: sites that exist to buy cheap clicks on AdWords with the intent of getting users to click on AdSense ads on
their site do not add value. They cause users to have to click extra ads before reaching the site they were hoping to find.
policy: never whitelist
 possible exceptions: none
examples of bad LPs:
http://www.businesssoftwareguide.com/
http://financing1.net/
http://www.linenbarn.com/
http://thehealthencyclopedia.com/term/multiple_sclerosis
http://bestreview.co.uk/Credit_Check.htm
http://www.aktuelles-lexikon.de/themen/abizeitung.htm

6. MLM/Get Rich
what we don't like: Sites that prey on gullible users and that promise unrealistic things
policy: never whitelist
possible exceptions: legitimate franchising and reseller opportunities offered by well known brands. For example, if Subway sells a
franchise with the promise of making a lot of money, this might be acceptable.
examples of bad LPs:
http://www.prosperityautomatedsystem.com/members/synergye/?URL=www.makemoneyagain.com
http://www.surveymonster.net/
http://www.eteam2000.com/chromium/index.htm?ID=163
** Click around on the site. Do any of the links go through linksynergy.com, kqzyfj.com, tkqlhce.com, dpbolvw.net,
anrdoezrs.net, clickbank.net, jdoqocy.com, awin1.com, ekmas.com, tradedoubler.com, affiliatefuture.com, dgm2.com,
etc? These are all affiliate click-tracking platforms. You can hover your cursor over links and watch the status bar as
well.

7. Spammy eBook/newsletter (sites are generally identifiable by UI)

what we don't like: sites that make outrageous or sensational claims in an attempt to collect the user's email address.
policy: never whitelist
possible exceptions: none
examples of bad LPs:
http://www.cakesmadeeasy.com/
http://numerologist.com/
http://profitable-photography.com/
http://thelazyloadedguy.com/

8. "Free" sites
what we don't like: sites that offer free rewards in exchange for participation in a number of promotional offers. These sites make it hard to
collect the free reward and they collect personal information used to spam users.
possible exceptions: If the manufacturer gives away its own product as part of a promotion.
Examples of bad LPs:
http://onlinerewardcenter.com
http://www.consumerpromotionzone.com

9. Comparison shopping/review/aggregators (this includes Travel aggregators)

what we don't like: sites that repurpose existing content, including price comparisons and reviews, in an attempt to monetize visitors who
click on ads or who click through to the actual merchant's site to buy the product.
Possible exceptions: companies that have built their own technology to generate better price comparisons or sites that have a significant
collection of unique reviews. Fred Vallaeys or Clay Bavor (Chris Beckmann) can make the decision after a technical review of the site.
Examples of bad LPs
http://free-registry-downloads.com/
http://webhostinggeeks.com/
http://www.cashbackstores.net/

10.Free software "support" services

What we don't like: 3rd parties insert themselves into the flow and don't inform users that the download was also available for free. They
are misleading users.
Possible exceptions: value added real-world services (expedited passport applications)

11. Lead generation

What we don't like: sites that collect leads on behalf of other companies, for example when several lead-gen sites all generate quotes for
the same providers.
Possible exceptions: application forms that are unique and that provide the only way for a user to get a quote from a certain provider (not
middleman). For example, if there is only one place to fill out a form to get information about Hilton timeshares in Hawaii, this would be
allowed.
Examples of bad LPs:
http://www.phoenixdegrees.com
Example of LPs can be whitelisted:
https://subs.timeinc.net/PE/pe_1q08refreshpurp.jhtml?
experience_id=190504&pkw=PSPEGLTX120307SNND1449&source_id=68&_requestid=327756

12. Porn
what we don't like: most porn sites get content from a handful of content creators and they pull users into endless levels of sites that all
pay each other for traffic.
Possible exceptions: publishers who are known to provide their own content, e.g. PlayBoy, Hustler.
Examples of bad LPs: If you need examples of porn, well...

We do have whitelisting guidelines as following. Please make sure that the site has passed both LPQ whitleisting checks and porn
whitelisting checks before submitting.
● Guidelines: go/adultlpqchecklist
● To submit the requests: go/adultwhitelistrequests
● To check for policy decisions: go/adultwhitelistresults

13. Affiliates
what we don't like: sites that exist for the sole purpose of getting around the affiliate landing page policy. These sites have the sole intent
of getting the user to go to another site. This is covered in more detail in the hard checks section below.
Possible exceptions: For the purpose of re-enabling ONLY, we may consider affiliates that offer a unique service or product separate from
the parent company. We will not consider sites where the focus of the site is to direct users to the parent company.These guidelines are
not a bar to just barely get over while still doing affiliate arbitrage at a reduced level. If the site meets these guidelines in letter but not in
spirit, it is still subject to the downgrade. Affiliates are VERY rarely eligible for whitelisting.

Step 3 - HARD CHECKS

If the site in question has passed all of the soft checks and does not fall into one of the non-whitelist business models, please proceed
with the checks outlined below. These checks are more intensive and may take longer to perform, which is why they are last.

14. Does the site redirect?

Only Tiers 1/2 and Direct advertisers are eligible for having their redirecting URLs whitelisted.

15. Is this an affiliate who slipped through #6 above?

Sometimes affiliates are hard to identify.

* How to check? Try purchasing an item. Do you stay on the domain (or move to a secure platform)? Or do you move
to a different site which is fully functional all on its own and has direct advertising (as evident through an ICS Visible
URL search)?

Example: http://www.polymerclayworld.com/ - While this looks like a high-quality e-commerce site with a nice user interface and
substantial listings, when you actually click through to any specific product and go to 'more info' you move to www.dickblick.com. A
quick Visible URL search in ICS will show you that we have ample representation of this site in our network. There is no unique value
added to users who go to www.polymerclayworld.com before going to www.dickblick.com directly and consequentially to show
an ad for the former when we likely already have an ad up for the actual merchant presents mainly redundant content
to users which lowers our overall results for them.

* How to check? View the page source to see whether the site is simply framing another site. Firefox: CTRL+U or View >
Page Source, IE: View > Source.

Example: www.online-will.co.uk is simply framing www.tenminutewill.co.uk. You can see this in the status bar when the page loads, or
by looking at the page source.

Please Note: Some sites use a splash page to direct users to sites of their child companies. In this case, we'll NOT whitelist, instead, we'll
encourage the advertiser to set up ads for each of the child company separately.

16. Is the site content actually copied/framed?

Sometimes a site will seem to have substantial useful, relevant content at first glance, but that content is actually simply copied from
another site and not unique, or the site has multiple domains for the same content.

* How to check? Copy a block of text and search using quotations on Google, Yahoo, and MSN. Is that same paragraph
also found on many other sites?

Examples:
http://oreck.webshoplink.com/en/index.php?sid=*201 – All users will eventually be directed to www.oreck.com and
much of the content is copied verbatim from www.oreck.com.
http://www.bestpriceboutique.com/televisions/televisions/pansonic_th-42xvs30.html - All users will eventually be directed to
dealtime.com and much of the content is not original.

Exceptions:

● Authorized resellers often use product descriptions they get from the manufacturers. This is okay and should not
be held against them. Ideally their sites will contain adequate additional unique content that will make users
enjoy visiting those sites.
● In Brazil and Korea, tier 1, 2 and direct who use shopping cart inside frame could be exempted.
● When the content is duplicated on multiple domains, we would whitelist if the site has good quality so long as
the domains belong to the same advertiser. However, the URLs will be linked to avoid double serving.

17. Is there basic site functionality and net etiquette? (such as pop ups, broken links, false information)

* How to check? Navigate around on the site. Are there several broken links? Do you get inundated with pop-ups once you leave the
landing page? Is your back button disabled? Do the pages load very slowly? All of these contribute quite substantially to user experience.

18. Background check: is there evidence through online investigation that the site or business offers a poor quality experience to users?
Online resources include, but are not limited to:
Google (companyname+scam, +fraud, +spyware, +spam, +complaints, etc)
BBB.org
Siteadvisor.com

Ex: onlinerewardcenter.com
http://www.google.com/search?q=onlinerewardcenter
- without any qualification there are many natural results outlining user complaints and negative feedback.
http://www.bbbsoutheastflorida.org/nis/newsearch2.asp?ID=1&strBCode=06330000&ComID=0633000007002868
- Based on BBB files this company has an unsatisfactory record with the Bureau due a pattern of complaints concerning advertising and
delivery issues.
http://www.siteadvisor.com/sites/onlinerewardcenter.com
- Report outlines how the site scams, spams, and provides a poor shopping experience
 19. Evidence of Great Quality: please note that sites will not be whitelisted which are simply 'not bad' but must instead be clearly very
good. In addition to the impression you get from viewing the site, please check that there is online evidence that this is true. Great sites
will often have:

● High page rank.

● High traffic ranking.
● Lots of sites linking to them.
● Reputable/branded sites linking to them.
● Positive reviews.

*How to check? Some of these are harder to check, but Google.com and Alexa.com are good resources. Search the "company name"
or domain name on Google and see how many results return, and in the first few pages what type of results are they? Are they
recommendations, mentions in press articles, links on related sites? These generally reflect good quality. Or are they nonsense pages,
SEO pages, indexed ads, or otherwise low quality results?

FOR REFERENCE: Here are Whitelisted Sites from past launches

Please familiarize yourself with examples of sites which have been whitelisted, so you can have a better understanding of whether the
site you are reviewing is still a candidate.

These are typically small businesses/e-commerce sites with fully functional, user-friendly sites:
http://www.angelsgatetours.com - Grand canyon tour company
http://www.thebutterflysource.com - costume butterfly wings shop
http://www.coins-shop.de - German coin shop
http://www.masagril.net/store - high-end fire pit store
http://www.msspring.com - Spring manufacturer
http://www.prijskiller.nl - Bike shop
http://www.clairdelune.com.br - clinic for plastic surgery

You've reached the end of the LPQ checklist. If a site has passed all of these checklists, follow whitelist request procedures below.

WHITELIST REQUEST & ESCALATION PROCEDURES

ACCESS OF VALHALLA: If you are a Policy Specialist/Guru, Product Specialist/Guru, LPQ Guru, STO person, or anyone who
works on LPQ, please email Kitty Zhao for Valhalla access. Please note that access is given on an as-needed basis.

For U.S. OSO (SBS & DCS) and GMS:

1. If the advertiser does not qualify for whitelisting based on the checklist, please message as normal (pe psq). No escalation necessary.
2. If the advertiser qualifies for whitelisting, please email lpqwhitelist-na@google.com and include the following information:

Email subject line: [SBS, DCS or GMS] Whitelist Request

Body of the email:
-Display URL
-Destination URL
-Ad group ID
-Additional comments (if any)

You will receive a reply in 1-2 business days.

3. For more information, you can contact a Policy Guru. Please note these are INTERNAL contacts.
Gurus will escalate to specialists as appropriate.

--------------------------------------

For EMEA:

LPQ Gurus

EMEA OSO:

In case of high min bids, do NOT contact CS-Tech or Policy directly. Always refer to the checklist first, and then contact your LPQ Guru if
necessary:

1. Coordinator/CSR reviews site per checklist

2a. If not a whitelisting candidate, respond to advertiser using canned messaging
2b. If a candidate for whitelisting, escalate to LPQ Guru
2c. If a candidate for whitelisting, Guru advises to escalate for whitelisting by entering the display URL on go/emealpqwhitelist(send pe
ses to the advertiser)
3. If Policy confirms LPQ penalization was incorrect, send pe siw.

The LPQ Gurus will review your request and let you know if the site has been penalized, whether this penalizing has been justified or
is a good candidate for whitelisting. Only if your guru confirms that indeed it is a good candidate for whitelisting should you escalate the
request to the Policy Team by entering the display URL on go/emealpqwhitelist You should mention that the site has been reviewed by a
Guru. The Policy Team will only process whitelist requests that have been approved by the Gurus.

nding page and site quality guidelines

Overview
As part of our commitment to making AdWords as effective an advertising program as possible, we've outlined some site design guidelines
to better serve our users, advertisers, and publishers. We've found that when our advertisers' landing pages and sites are of high quality, two
important things often happen:
● The money you spend on AdWords ads is more likely to result in paying customers.

● Users develop a trust in the positive experience provided after clicking on AdWords ads (and this turns into additional targeted leads for
you).
Furthermore, following our guidelines can help improve your landing page quality and keep your ads visible and running in higher positions on
search results pages. A high Quality Score can affect your AdWords account in three ways:
● Decrease your keywords' cost-per-clicks (CPCs)

● Increase your keyword-targeted ads' position on the Content Network

● Improve the chances that your ads will win a position on your targeted placements

Improving landing page and site quality

Below are three main components of a high-quality landing page and website:
● Relevant and original content

● Transparency

● Navigability
Maintaining a positive user experience in these areas will help improve your landing page quality. We've summarized some key points below,
and you can visit our FAQ article about how to create a high quality landing page to learn more.
Relevant and Original Content
Relevance and originality are two characteristics that define high-quality site content. Here are some pointers on creating content that meets
these standards.

Relevance
● Users should be able to easily find what your ad promises.

● Link to the page on your site that provides the most useful information about the product or service in your ad. For instance, direct users to
the page where they can buy the advertised product, rather than to a page on your site with a description of several products.

Originality
● Feature original content that can't be found on another site. This guideline is particularly applicable to resellers whose site is identical or
highly similar to another reseller's or the parent company's site, and to affiliates that use the following types of pages:
○ Bridge pages: Pages that act as an intermediary, whose sole purpose is to link or redirect traffic to the parent company

○ Mirror pages: Pages that replicate the look and feel of a parent site; your site should not mirror (be similar or nearly identical in
appearance to) your parent company's or any other advertiser's site
● Provide substantial information. If your ad links to a page consisting mostly of ads or general search results (such as a directory or catalog
page), it must also provide additional, unique content.
It's especially important to feature original content because AdWords won't show multiple ads directing to identical or similar landing pages at
the same time. Learn more about this policy.
Transparency
In order to build trust with users, your site should be explicit in three primary areas: the nature of your business; how your site interacts with a
visitor's computer; and how you intend to use a visitor's personal information, if you request it. We've listed some tips on maximizing your site's
transparency below.
Your site should:
● Openly share info about your business and clearly define what your business is or does.

● Honor the deals and offers that you promote in your ad.

● Deliver products and services as promised.

● Only charge users for the products and services that they order and successfully receive.

● Distinguish sponsored links from the rest of your site content.

● Ensure prices or billing methods are easily located on the website and are obvious to users.*

● In cases of recurrent billing or subscription situation, the price and billing interval must be present in a clear and obvious location on the
page where the user provides their information, and a mandatory opt-in box must be present.*
*Providing prices and billing information in very small print on the webpage is not considered "obvious" to the user.
Your site's interaction with a visitor's computer
● Avoid altering users' browser behavior or settings (such as back button functionality or browser window size) without first getting their
permission.
● If your site automatically installs software, be upfront about the installation and allow for easy removal. Refer to Google's Software
Principles for more guidelines.
Visitors' personal information
● Unless necessary for the product or service that you're offering, don't request personal information.

● If you do request personal information, provide a privacy policy that discloses how the information will be used.

● Give options to limit the use of a user's personal information, such as the ability to opt out of receiving newsletters.

● Allow users to access your site's content without requiring them to register. Or, provide a preview of what users will get by registering.
Navigability
The key to turning visitors into customers is making it easy for users to find what they're looking for. Here are a few suggestions:
● Provide a short and easy path for users to purchase or receive the product or offer in your ad.

● Avoid excessive use of pop-ups, pop-unders, and other obtrusive elements throughout your site.

● Make sure that your landing page loads quickly. Learn ways to improve your load time.

● Turn to Google's Webmaster Guidelines for more recommendations, which will improve your site's performance in Google's search results
as well.
For additional information about landing page quality and site policies, please review our full set of FAQs on this topic.
INTERNAL ONLY - go/manualLPQ

Manual LPQ Correction (Disabling) Overview & Process:

Best Practices

Please do not request for LPQ disabling if the site doesn't fall into any of the business models listed below. Only the
business models listed below will be considered for LPQ disabling. Also, please note that disabling is an internal only term.
Do not use this term when speaking with your advertisers.

In general, if we have an approvals policy about certain product/service, the site will not be LPQ disabled. Please check the
policy page for details and follow appropriate ad review process if there's a policy violation.

I. WHAT?
All sites being advertised in AdWords are evaluated using a sophisticated, automated algorithm to assess their
Landing Page Quality. Poor quality sites -- sites that don't include useful content, products, and/or services and
sites that are downright deceptive -- by and large receive poor scores, affecting their Quality Scores and ultimately
price them out of the auction. However, the algorithm is not perfect -- there is always a balance between casting
the net wide enough to catch more of the poor-quality sites and minimizing false-positives. We typically err on the
conservative side; we would rather have the algorithm miss some bad sites than give bad scores to any significant
number of good sites.

When we encounter a site which is clearly poor in quality but for some reason is not getting a poor LPQ score via
the algorithm, we do have recourse. Just like we are able to whitelist sites receiving LPQ downgrades in error, we
have the ability to manually lower LPQ scores for sites clearly very poor in quality, but not being affected by LPQ
for some reason. This results in the site getting the poorest LPQ score and also means that the advertiser cannot
alter the LPQ status of the site by changing site content. Note that to an advertiser this is indistinguishable from an
algorithmically assigned poor LPQ score. All the advertiser sees is high required minCPCs.

II. WHY?

Some types of sites are categorically a very poor experience for users and we would like to ensure that they
have the appropriately low LPQ score through whatever means necessary. Low quality sites lead to a poor user
experience, and unhappy users are less likely to click on AdWords ads -- any of them.

III. WHO?

REPEATED OFFENDERS: Advertisers who intentionally try to avoid LPQ enforcement by registering new
domains when they are downgraded will be warned and their accounts will be suspended.

Besides, LPQ manual correction is currently used on the following business models:

# Arbitrage
* MFA
* Affiliate Arbitrage
* Google Pack Referrals
* Poor Comparison Shopping
* Poor Travel Aggregators
# Scams
* Deceptive/Rip off Sites (Germany/Japan)
* Selling 'Free' Software
* Information Harvesting (Free Gifts)
* Information Harvesting (Survey/Quiz)
* Get Rich Quick with Google Products
# Security Hazards
* Malware/Badware
* Anti-Spyware Comparison Sites

ARBITRAGE

Arbitrage - MFA

Definition: Websites that have no redeeming value/purpose except to get web visitors to the website
for the sole purpose of clicking on advertisements. Any content is scraped or otherwise
unoriginal.

Examples:
● http://emerchandisebags.com

● http://newyorkshoppingdirectory.com

Arbitrage - Affiliate:

Definition: Sites that generate traffic to parent companies and don’t offer any original content*
 ● URL/site created with express intent to promote one affiliate offer.

● No clear and obvious reason why a user would visit the affiliate page before going directly to the merchant site.

● Any ‘unique’ content is simplistic or utilized by many other affiliates.

Identifying criteria:
● Sites using bridge pages to direct to parent company

● Sites mirroring or framing parent company site

● Sites using templates

● Sites redirecting to parent company site

● Other variations to disable:

Weight loss sites that drive traffic to Acai Berry and Colon Cleanse
Quiz/survey sites that upon completion of the survey or quiz, you're taken to another site on another
domain.

Examples:
● getyourcreditreport.org

● www.sign-up-for-match.co.uk

● www.loseweightwomen.com

● vorlagen-hilfe.com (bridge page)

● www.online-will.co.uk (framing)

● spoofcard-buy.com (mirroring)

● www.quizspider.com (quiz/survey)

● www.jonasbrosquiz.com (quiz/survey)

● http://www.carmensweightlossblog.com/ (weight loss)

● http://amysweightlossdiary.com/ (weight loss)

● http://www.mymegasearch.biz (framing)
*Note - If unique content is offered on the website, but not on the landing pages, then the site will still be disabled.
(Example: site is http://www.istorez.com and landing page ishttp://www.istorez.com/s/d/shop/sephora/248117)

Arbitrage - Google Pack Referrals

Definition: Arbitrage where the ads on the sites are not contextual text ads but instead Google Referrals buttons.

Examples:
● http://click-downloads.com/firefox-2-free/

● http://www.google-earth.2007dl.com/

●
Arbitrage - Poor Comparison Shopping - Launched Feb 11th: Now Disabling

Definition: The domain/site is considered poor comparison shopping if ALL of the following criteria are met:
● Site uses product feed from one or a few other comparison shopping sites

● No clear value addition in terms of content or enhanced functionality for users

● This also includes fake "reviews" sites

Examples:
● Blacklisted:
http://www.comparisonwarehouse.com/
http://www.buyonic247.de
http://www.wii-shopper.com/
● Not Blacklisted:
http://www.auctionshark.com

Arbitrage - Poor Travel Aggregators - Launched Feb 11th: Now Disabling

Definition: The domain/site is considered poor travel aggregator if ALL of the following criteria are met:
● Site uses data feed from one or a few other travel aggregators

● No clear value addition in terms of content or enhanced functionality for users

Examples:
● Disabled:
 http://www.the-airlines.com
● Not Disabled:
http://www.farecast.com

SCAMS

Scams - Deceptive/Rip off Sites (Germany & Japan)

Definition: Sites that trick users into signing up for fake or poor content (dating guides, money-making
schemes, p2p downloads, apprenticeships, homework, poems, sms, tattoos, etc.) where users have to pay a
considerable amount of money upfront.

● Germany: Users may have to pay up to 100 EUR and are bound by long term (12 month) subscriptions payable in
advance.

Examples:
● http://www.lebenserwartung.de

● http://www.p2p-heute.com

● Japan: "Jouhoushouzai" sites - If the site has one of the following characteristics, review for Jouhoushouzai:

●
Vertically long single-page site
Double-pricing or count-down for limited time offer on the landing page
Promote one or more of the following products:
- Language skills
- How to attract women
- Weight loss
- Curing of diseases/pain (send to policy to disapprove for Miracle Cures if applicable)
- Academic success
- Sports skills
- Earn money via FX trade
- More to come...
Exaggerated claims. Examples include but are not limited to:
- Making huge amount of money with little or no effort (such as via FX trade)
- Tons of weight lost in very short amount of time
- Become native at ABC language in very short amount of time

● disable if BOTH of the following criteria are met:

●
● 1) Advertiser and the creator of the product (information) are not the same person/company. Please note that this
doesn't apply if the product is a book, DVD, or other forms of material that promotes Jouhoushouzai. Click here for
example.
● 2) Advertiser is not a real business that sells the actual product or offers the service, i.e. real English school selling
their own English text/CDs, spa/gym offering weight loss programs, or hospital/clinic provides treatments to the
disease, etc.

Examples:
● http://chouraku.com/

● http://kawamote.com/

● http://110lifestyle.com/

● http://30minutes.jp/

Scams - Free Software Scam

Definition: The site is charging for software that's available on other sites for free. Often these sites will cite faster,
spyware-free downloads as the rationale for the charge, but user and software owner complaints prove this is bogus. Sites
in this category may also charge a fee for support services, membership, or enrolling for free software.

Examples:
● http://uk.criptosoft.com/descargas/413/cyberdefender.html

● http://www.PDF-live.com

● www.iTunesii.com.cn
 ●
●
Scams - Information Harvesting (Free Gifts)

Definition: The promise of an expensive free prize ("win an ipod"), or unbelievably free offer ("get $5000") in exchange
for personal information. Personal information is classified as something that personally identifies you: email address, phone
number, mailing address, driver's license number, SSN, credit card information.

Examples:
● art-music-rewarddblvd.com

● bonusgiftpromotions.com

● http://freecrazylaptop.com/

● http://www.take-my-vote.com/ellen/

●
●
Scams - Information Harvesting (Surveys/Quizzes)

Definition: Quiz or survey sites (including love letters, fortune telling, horoscope, etc.) that promise results or answers
in exchange for personal information. Personal information is classified as something that personally identifies you: email
address, phone number, mailing address, driver's license number, SSN, credit card information.

Examples:
● www.quizempire.com

● http://fastfreeiqtest.com/

● http://instantiqtest.net/

E-books, multi-level marketing (MLM), and lead generation sites do not automatically qualify as blacklistable information
harvesting sites, although they are impacted with poor quality scores by the LPQ algorithm. Some examples that would NOT
be blacklisted:
● http://www.softwaremarketinginfo.co.uk/

● http://www.leskodebtsecrets.com/

● http://www.myfreedomleague.com/

● http://magneticgptmodel.com/

Scams - Get Rich Quick With Google Products

Definition: Make egregiously outrageous claims about making money. Usually lead to pyramid schemes or affiliate
marketing programs. Will disable ONLY the following two categories:
● Inaccurate/misleading about Google products

● Spammy: advertisers spam the system with irrelevant keywords

Examples:
● Disabled

● GetGoogleAdsFree.com

● Not Disabled
Dice.com

SECURITY HAZARDS

Security Hazards - Malware/Badware

Definition: Any software program developed for the purpose of causing harm to a computer system (similar to a virus
or Trojan horse). Reactively disable sites distributing adware, spyware or other potentially unwanted programs upon
user complaints. Please check the URLs on SiteAdvisor and perform a Google search with related keywords such
as 'spyware' and 'adware' for related information.

Note: Ideally these should be caught by the Malware-In-Ads Detection (MADS) system, and the account should be
suspended. If not caught by MADS, please go ahead and disable.

Security Hazards - Anti-Spyware Comparison

 Definition: These are sites which purport to compare anti-spyware applications in order to recommend to the user the
best one to buy. In general, th ey use a similar look and feel while touting whichever application for which they would
receive the highest affiliate payout. They do not seem to offer users real value, and in some cases, they anti-spyware
applications may be low to medium-level malware threats of their own. Bottom line: they are an affiliate marketing scheme
doing no good or doing ill to our users.

Examples:
● http://www.top-rated-spyware-removers.com

● http://www.defeatspyware.org

● http://www.spywareremovercomparisons.com

IV. HOW?

Manual LPQ corrections are implemented by the same group responsible for LPQ whitelisting. In fact we use the
same tool to perform both functions.

Troubleshooting is the same for algorithmic and manual LPQ. CS-Tech can confirm both.

V. REPORTING PROCESS

If you encounter a site in one of the business models outlined above that is not being penalized by algorithmic LPQ
(STO can help you confirm this), please let us know by following the below steps:

1. Confirm site is a business model which is eligible for a manual LPQ downgrade.

2. Confirm using Valhalla or via CS-Tech that the site is currently receiving a 'Good' LPQ score.

3. Send your request here (http://valhalla.corp.google.com/cart).

Policy will review all entries and apply a manual LPQ downgrade to all sites which qualify. There is no specific turn
around time, but we strive to process these ASAP for the reasons outlined above - they are bad for users!

VI. Re-Enabling

All disabled sites were reviewed and confirmed to have very poor quality. If a site falls under one of the business
models, it will NOT be removed from the disabled list and there's no need to escalate.

If you believe the site doesn't fall under any of the business models listed above or it has made substantial
improves and passed the whitelist checklist, please follow thewhitelist procedure and make it clear somehow
that it's a re-enabled request.

VII. CUSTOMER SUPPORT/MESSAGING

Advertisers of sites which have been LPQ disabled should be supported in the exact same manner as advertisers
whose sites have been affected by algorithmic LPQ. As advertisers will have no chance of improving their scores
through any work on their end, the messaging should be that of PE PSQ or something equally definitive. Please also
note that we don't provide any tips on how to improve their sites.

Please do NOT message to these clients that they have been singled out or that their LPQ score was implemented
in any special way (i.e. manually). To advertisers, this will be indistinguishable from algorithmically-derived LPQ/QS
and should be messaged in the same manner as all other LPQ.

External policy and resource on messaging.

A comprehensive LPQ messaging resource is available here. This will include CRs, talking points, and escalation
procedures for different regions.

There is also an external FAQ noting the primary business models which will receive low LPQ scores.
https://adwords.google.com/support/bin/answer.py?answer=46675&hl=en_US