A Comprehensive Guide to Google AdSense Search Advertising Policy

When using Google’s AdSense for Search (AFS) service through the Search Advertising Protocol (CSA), publishers must adhere to a set of policies set by Google to ensure transparency and fairness in advertising. These policies apply to all websites and applications using AdSense for Search services and can significantly impact how ads are displayed.

This policy not only outlines how ads should be presented but also includes strict guidelines on content control, legality, and optimizing user experience. To better understand these policies, let's dive deeper into the Search Advertising Policy from Google AdSense.

Key Concepts in Search Advertising Policy

To clarify the terms and conditions of this policy, it’s important to understand some fundamental concepts:

• Advertising: Refers to ads provided by Google through the AdSense service, not third-party ads or advertising products not offered by Google.

• Content: Includes all content displayed to users, such as publisher-created content, aggregated content, user-generated content, organic search results, ads (whether provided by Google or third parties), and links to other websites or apps.

• Google’s Approval: If there is a requirement that needs Google’s approval, it applies specifically to Google services, including ads provided by Google.

Publishers need to ensure that all activities involving Google services (including content on properties implementing Google services) comply with these policies. Failure to comply can result in Google taking corrective actions, including service suspension or modifications to how Google services are used.

Core Policies for Search Advertising

To participate in the AdSense for Search program, publishers must agree to the following additional policies related to search advertising. These policies apply to all forms of search advertising deployment, including on desktop, mobile devices, and mobile apps.

1. Query Variables Must Align with User Search Intent

Google requires that search queries submitted to their system must match the user’s search intent. Specifically, publishers can only use search ads on search result pages generated from a clearly defined search intent originating from one of the following three sources:

• A search term directly entered by the user into the search box, without any modification, filtering, or pre-population by the publisher. The search box cannot have a pre-filled search term, nor can the publisher create links with pre-populated search queries.

• A feature integrated with the AdSense for Search product, which must comply with Google’s policy on integrated features for AdSense for Search.

• A Substitute Search Term, which must comply with Google’s policies on substitute search terms.

2. One Request per User Action

You are not allowed to make multiple requests for search ads per user action. A user action can be a click or scroll that triggers the loading of additional search results asynchronously. You are permitted to request only one set of search ads per user action.

3. Searchable Content Must Not Violate Copyright or Content Policies

As per the AdSense Program Policies, searchable content must not include copyrighted material or content that violates Google’s content policies. Publishers must ensure that their search results do not contain any illegal or inappropriate content that could affect user experience or Google’s reputation.

4. Ads Must Be Easily Recognizable and Distinguishable from Search Results

Google requires that ads be clearly distinguishable from organic search results. Advertisements must be easy for users to recognize, helping to maintain a positive user experience and avoid confusion between paid ads and regular search results.

5. No Encouraging Searches for Ads

Publishers are not allowed to pay users or encourage them to perform searches to view ads. Ads should naturally appear alongside search results without being the primary driver of a search action. The primary focus should remain on fulfilling the user’s search intent.

6. Ads Must Supplement, Not Replace, Search Results

Ads should complement the search results displayed by the publisher’s site rather than replace them. They must be shown alongside organic search results rather than being the main content of the page.

7. Ads for Search Cannot Be Substituted with AdSense for Content Ads

Publishers are prohibited from replacing Search Ads with other types of Google advertising, such as AdSense for Content (AFC), Google Ad Manager, or AdMob. Each ad placement must remain true to its intended format and cannot be switched or combined with other types of ads in the same placement.

8. Ad Quantity Should Not Exceed Search Results Quantity

The number of ads displayed on a page should not exceed the number of organic search results for a given search query. This helps to ensure that the search page doesn’t become overwhelmed with ads, which could negatively impact user experience.

9. Specific Guidelines for Different Platforms (Desktop, Tablet, and Mobile)

Google has different requirements for search advertising on various devices, and publishers need to follow specific rules for each:

Desktop

• A maximum of 3 ad units per search results page.

• You can also include one link unit and one AdSense for Content unit or an Ad Exchange unit. The ad units should only display image-based ads targeted by position.

Mobile Devices

• A maximum of 2 ad units per page.

• Publishers cannot make multiple requests for search ads on mobile search result pages.

• A maximum of 3 ads can appear in the highest and lowest ad units, while the unit on the side of search results can contain up to 8 ads.

Mobile Apps

• Ads cannot be displayed in a fixed position, such as a banner ad that appears at the top or bottom of the app screen.

• You can place up to 3 ads in the highest position of the ad unit and up to 3 ads in the lowest position. If there is no ad unit at the top of the page, you can display up to 4 ads in the lower position.

10. Restrictions on Search Ads on Certain Types of Content

Google’s policies prohibit placing Search Ads on result pages that predominantly feature the following types of content:

• Videos

• Images

• News Aggregations

• People

• Music

• Content from any Google services other than the Google Programmable Search Engine (e.g., YouTube API content).

11. AdSense for Search Policies on Ad Units and Results Placement

Google also has specific guidelines for the placement of ads relative to search results:

• Ad Unit Placement: You are allowed to place ads only on the search results page itself. These ads should not be displayed elsewhere on the page.

• Maximizing Ad Visibility: Ads must not dominate the space on a search results page. The ads should supplement the organic results, not overshadow them.

• Ad Limits: You cannot exceed the following limits for ads displayed alongside organic search results:

  • Desktop: Up to 5 ads (one unit on top or bottom of the search results, no more than one-third of the visible space).

  • Mobile: No more than 3 ads at a time, with each ad appearing one at a time on screen.

Complying with the Google Search Advertising Policies is essential for publishers who want to maximize the effectiveness of their AdSense for Search ads while providing a positive and fair user experience. These guidelines ensure that ads are relevant, transparent, and well-integrated into the search results experience.

By adhering to these policies, publishers not only optimize the revenue potential from search ads but also contribute to the overall health of the digital advertising ecosystem, ensuring that users have a seamless and trustworthy experience when interacting with search results and ads.

These guidelines may evolve over time, so it’s important for publishers to stay updated on policy changes and ensure that they are consistently in compliance.

[Source: Google]

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Gamob | GCPP - Empower your monetization journey

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