[google] As part of our commitment to make AdWords more effective, we have
outlined some site-building philosophies to better serve our users,
advertisers and publishers. We have found that when our advertiser’s
sites reflect these guidelines, two important things happen:

  • The money you spend on AdWords ads
    will be more likely to turn into paying customers.

  • Users develop a trust in the positive experience provided
    after clicking on AdWords ads (and this turns in to additional
    targeted leads for you).

The guidelines below are not hard-and-fast rules, nor are they
exhaustive. However, they do reflect the site quality principles that
we will incorporate into factors such as ad approval status and
. So, following these guidelines, when appropriate, will
improve the performance of your AdWords advertising.

Provide relevant and substantial content.

If users do not quickly see what they wanted to find when they
clicked on your ad, they will leave your site frustrated and may
never return to your site or click on ads in the future. Here are
some pointers for making sure that does not happen:

  • Link to the page on your site that
    provides the most useful and accurate information about the product
    or service in your ad.

  • Make sure that your landing page
    is relevant to your keywords and your ad text.

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

  • Try to provide information without
    requiring users to register. Or, provide a preview of what users
    will get by registering.

  • In general, build pages that
    provide substantial and useful information to the end user. If your
    ad does link to a page consisting of mostly ads or general search
    results (such as a directory or catalogue page), provide additional
    information beyond what the user may have seen in your ad or on the
    page prior to clicking your ad.

  • You should have unique content (should not be similar or
    nearly identical in appearance to another site). For more
    information, see our affiliate

Starting with your ad, each interaction that you have with your
potential customers and customers should be geared towards building a
trusting relationship. To avoid leading users astray:

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

  • Openly share information about
    your business. Clearly define what your business is or does.

  • Honour the deals and offers that
    you promote in your ad.

  • Deliver products, goods and services as promised.

If your business does not actually provide a
service but refers clients to another business, say so in both your
ad and on your site.

If you advertise an offer for a free product or
service, users should not have to pass through excessive obstacles or
make a purchase in order to receive the offer.

Treat a user’s personal information responsibly.

Most internet users are concerned with understanding and
controlling how websites use their personal information. In order to
build an honest relationship with them, providing clear answers to
these questions on your site is a must:

  • Why are you collecting personal
    information? (This is particularly important to address if you
    collect information soon after a user enters your site.)

  • How will you use or potentially
    use, personal information?

  • What options do users have to easily limit the use of their
    personal information?

If a user could receive promotional emails from
multiple businesses, give the user the option to decline emails from
all businesses, some businesses or none at all.

Develop an easily navigable site.

The key to turning your visitors into customers (and making your
ads earn their worth) is making it easy for users to find what they
are looking for. Since it is not always enough just to pique their
interest, you need to guide users through the transaction. Here is

  • Provide an 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.

  • Avoid altering users’ browser
    behaviour or settings (such as back button functionality, browser
    window size) without first getting their permission.

  • Turn to Google’s
    Webmaster Guidelines
    for detailed recommendations (which will
    help your site perform better in Google’s search results as well).

  • If your site automatically installs software, consider
    adopting Google’s
    Software Principles