We’ve all said at one time or another ‘I’ll Google that’. Indeed, the act of ‘googling’ has practically become second nature to the vast majority of us, so much so that even the word ‘google’ now has it’s very own place in the world’s most renowned English dictionaries. Dominating more than 90 per cent of the global market, it’ll, therefore, come as no surprise to learn that Google is the world’s largest search engine provider.
With such an impressive reach, there are little wonder businesses across the globe devote a portion of their annual advertising spend to Google Ads. But with such a vast reach and influence comes the added responsibility to ensure a safe experience for internet users worldwide.
To ensure a safe and trustworthy space for advertisers and users alike, Google has put in place a series of advertising policies that provide the necessary safeguards and it’s well worth familiarising yourself with them before planning your advertising campaign. But to offer a helping hand in advance, below we’ve summarised a few of the key policies that you’ll need to be aware of when planning your Google advertising campaign.
Be mindful of the products and services you are advertising
Google has a duty to keep people safe – whether they are on or offline. The search engine giant, therefore, has clear rules in place against the advertising and promotion of dangerous products or services and will not allow the promotion of any product or service that has the potential to cause damage, injury or harm to its users.
Put yourself in your reader’s shoes when creating content
It’s always good practice to consider your audience when crafting your advertising content, but it’s even more important when you’re planning your Google Ad campaign. Google takes very seriously the impact of inappropriate content on its audience and places great importance on the need to respect all users. As such, Google prohibits any content that it deems shocking, discriminatory or violent as well as ads that have the potential to promote hatred or intolerance towards an individual, group or specific community.
Transparency is the key
The message here is clear – be open and honest about what you are advertising. Google works hard to gain the trust of its users and expects the same from its advertisers. Any acts of misrepresentation will therefore not be tolerated.
Abide by industry-specific rules
Google has a duty to uphold industry-specific laws, standards and regulations, particularly in relation to healthcare and medicine, and it expects the same from its advertisers. Guidelines around approved and restricted healthcare and medicine content vary from country to country and as such, advertisers are urged to check in advance for any regulations that apply to the specific geographic area they are seeking to target.
Honesty is the best policy
Google works hard to create a level playing field and therefore prohibits the advertising of any products that might enable dishonest behaviour. This includes hacking software, academic cheating services and everything in between.
Summary
Google’s advertising rules are guidelines not only intricate but also ever-evolving. No wonder they may seem intimidating to users who step into the world of Google Ads for the very first time. I hope this post has demystified some of the policies you need to be aware of when advertising with Google and made your journey in the world of search engine marketing a little less scary. If you would like some professional help with setting up your ad campaigns then a Google Adwords specialist in Hamilton might be a good contact to reach out to.