Google and Bing AdCenter keep on introducing number of changes to ad polices for using branded keywords/phrases in ad copies. Keywords/phrases for example HP, McAfee, Facebook, Norton, Yahoo, Facebook, etc., are getting affected.

Key factors:

  • Advertisers offer services promoting a third-party product does not claim affiliation with the owner or manufacturer of the product when no such relationship exists.
  • One must be accurate while describing their relationship with the owner of a product or service.
  • Brands, logos, etc. May not be used deceptively, either in ad copy or website, in a way that tends to suggest that the site, managed, promoted or endorsed by the owner of the product or service, unless a qualified relationship exists.

Without violating Search engine’s policies. How to Run a PPC Campaign?

  1. Avoid doing any text manipulations that are against the policies
  2. Use disclaimer on the campaign landing page
  3. Provide credits to the original brands
  4. Display physical address of the advertising company on the landing page
  5. Create a structured campaign with highly targeted keyword set that are matching with the
  6. landing page
  7. Avoid using Dynamic Keyword Insertion (DKI)
  8. Google Adwords Prohibited Content Guidelines

ADDITIONAL FACTORS:

  • Google Adwords have already published requirements for advertising on the Google Network.
  • Four main categories for content policies are:
  1. Prohibited content
  2. Prohibited practices
  3. Restricted content
  4.  Editorial and technical.
  • Bing AdCenter’s Disallowed Content Guidelines

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