Creative Compliance

Read and understand these rules before you launch campaigns for RSOC.

1. General Guidelines for Ads and Content

Google has implemented stringent policies for RSOC around encouraging users to click. These rules apply to the entire user journey, from ad creatives to landing pages and search engine result pages (SERPs). Even small violations can result in an immediate ban, making compliance crucial.

⭐ Always fulfill in the article whatever you promise in the creative ⭐

  • Ads must not contain language encouraging users to click, search, or interact with keywords (e.g., “search now,” “click here,” “support us”). Instead use “discover” or “learn more.”
  • Instead of focusing on getting clicks, promote the content naturally. The ad should always be about the article content, not the category itself ("3 Reasons Why Electric Wheelchairs Are In Demand" is good, whereas "Electric Wheelchairs" is nots)
  • Misleading or outlandish claims (e.g., “Free X,” “Jeep for $10,000”) must be avoided. Avoid claiming anything as free or no cost. Avoid mentioning prices unless it's completely true.
  • Ensure the content on the landing page aligns with the user’s expectations based on the ad (no bait-and-switch). Always fulfill in the article whatever you promise in the ad.
  • Make sure your claim is verifiable in the article by including a source or linking to appropriate websites. All information we publish must be true.
  • Avoid buttons with text that induces interaction unless it's a real keyword from the Keyword Planner.

No Implied Functionality

  • Ads must not imply that functionality (e.g., “see prices” or “get quotes”) is available if it’s not present on the landing page.
  • For instance, if the ad promises a feature like “check rates,” the user should be able to perform that action on the landing page.
  • Ads must not contain multiple buttons and present multiple options like “tap on your age,” or “select loan amount,” etc.

No False Promises or Unverifiable Claims

  • Claims like “free phones” or exaggerated discounts must be realistic and verifiable.
  • Avoid speculative statements (e.g., savings percentages) unless these can be accurately guaranteed.
  • If the ad says “affordable” or “cheap,” the landing page should validate this claim by showing the typical price range vs the price range offered in this scenario.

2. Ad and Landing Page Alignment

Ads should promise what the landing page delivers, avoiding any mismatch that could confuse users or cause complaints.

Referencing Ratings or Research

If referring to a product as “top-rated” or referencing “research,” there needs to be a clear source on the landing page.

  • Example: If the ad states, “Top-rated smartphones of 2024,” the landing page should list the source of these ratings.

Content Flow and Placement

  • Ensure that the first paragraph of any landing page content is at least 50 words long to prevent ads from appearing too high on the page.
  • Avoid phrases in the content (especially above the keyword blocks) that encourage ad interaction, such as “Check out these top deals” or “Click below to learn more.” Pay attention to the text above the second keyword block as well.
  • There must be no leading text before the second keyword block like “Here are some ways to do it.” As a general rule, anything with a colon “:” shouldn't be directly above the keyword blocks.

3. Specific Guidelines for RSOC Landing Pages

When creating an ad for an RSOC page, ensure it complies with the following:

Promise Information Discovery

  • The ad should tell users that they can learn more, discover, or find out more about a topic on the RSOC landing page.
    • Example: “Find out more about different types of dental implants.”
  • For transactional content (e.g., job sites, e-commerce), the advertised functionality should be available on the landing page.
    • Example: “Learn more about nursing and apply for jobs here” should lead to a page where users can search for nursing jobs.

Avoid Implied Transactions

  • Do not imply that users will be able to complete a transaction (e.g., apply for a job or check prices) if the landing page only offers informational content.

4. Automotive-Specific Guidelines

Automotive ads and content have special rules to ensure accuracy and prevent misleading users.

AI-Generated Car Images

  • Avoid using badges or logos on AI-generated images for cars, as they may mislead users into believing they represent real vehicles.
  • When referencing a specific make or model, ensure that AI-generated images closely resemble the actual vehicle.
    • Example: A creative mentioning “Dodge Durango 1500” should feature an image that looks like the real vehicle, not a futuristic or exaggerated design.

General Automotive Ads

  • It is acceptable to use more conceptual or futuristic AI-generated designs for generic automotive content (e.g., “What’s the future of crossovers?”).
  • Avoid using extreme designs in ads for specific makes or models, as this can be misleading.

5. Common Violations

Incentivizing Clicks or Searches

Ads should never encourage users to click on keywords or search through misleading promises.

  • Example of a violation: Ads claiming “Free E-bikes for Seniors” leading to a page where such deals don’t exist.

Leading Text and Mismatched Content

Avoid using text adjacent to ads that seems to steer users to click on them. Especially the second keyword block.

Additionally, ensure that the content in the ad matches the content on the landing page.

  • Example of a violation: “See our top SUV picks below” followed by ads that don’t provide the promised information.

Examples of Non-Compliant Ads

  • False Promise: Ads that imply a time-limited offer, e.g., “only 10 left,” when the scarcity isn’t real.
  • Unverifiable Claims: Ads making unrealistic claims, such as “Jeep for $1500” or insurance rates that are abnormally low.

Summary

  • Google enforces these policies strictly, and non-compliant ads may result in immediate action or account termination.
  • Avoid phrases like "click here," "search now," or "visit these links" in ads.
  • Do not use misleading or exaggerated claims, such as "Free X" or "Jeep for $10,000."
  • Do not imply functionality (e.g., "check rates," "see prices") unless it’s available on the landing page.
  • Ensure the content on the landing page matches the ad’s promises.
  • Include sources for any “top-rated” or “research-backed” claims mentioned in ads on the landing page.
  • The first paragraph of any landing page should be at least 50 words long to prevent ads from appearing too high on the page.
  • Avoid phrases that are leading texts like "explore this" or "check out these top deals" directly above the keyword blocks.
  • Ads should encourage users to “learn,” “find out,” or “discover” more information on the landing page, particularly for RSOC landing pages.
  • If a transactional feature (e.g., job listings) is promised in the ad, it must be available on the landing page.
  • Avoid using badges or logos on AI-generated car images to prevent misleading users.
  • AI-generated images for specific car models should closely resemble the real make/model.
  • Futuristic or conceptual AI-generated designs are acceptable for general automotive content but not for ads about specific cars.
  • Ads must not incentivize users to click on keywords or make false promises.
  • Avoid phrases in content that lead users to click on ads, especially before keyword blocks or ads.
  • Ads must not imply unrealistic offers, fake scarcity, or impossible savings.
  • Ensure the ad and landing page are on the same topic to avoid mismatches.