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What Not to Say in AdWords Copy

Table of Contents

    Google Ad Copy plays a critical role in the success of your website and campaign. Whilst an article can include top keywords and provide consumers with interesting, informative and up to date material, it still has the capacity to fail if the copy isn’t ‘Google friendly’.

    Inappropriate Language

    Don’t use inappropriate or offensive language – it’s as simple as that. Even misspelling and variations of swear words (including use of symbols like * between the word) are rejected and Google will not allow Google Search Ads or display URL’s that contain any form of this to be used.

    Naturally, using such language or racially offensive terms is expected to receive domain disabling or AdWords suspension.

    Calls to Action

    Further to this, Google doesn’t allow text ads that directly call to action or use phrases containing the word “click”. Examples include “click here”, “check us out” or “see this”.

    In the eyes of Google, these calls to action words are too general and don’t give the users the amount of information they are deserving of.

    Editorial Standards

    Grammar and punctuation are other key factors to be considered when making your content ‘Google friendly’. Google AdWords will reject any ad text that uses deviant, unnecessary or repeated punctuation, symbols, numbers and letters.

    Repetition in both phases and words are also not allowed, as well as incorrect grammar, spelling errors, incorrect usage of words, unnecessary spacing between characters and capitalisation (only the first letter of each word should be capitalised).

    The use of long abbreviated words and excess punctuation is also unacceptable by Google AdWords.

    More examples of what not to do include:

    • Using any characters that don’t adhere to their true purpose or denotation.
    • Exclamation marks in the ad’s headline.
    • Nonstandard use of superscripts.
    • Abbreviations.
    • Bullet points.


    Space is a fundamental conservation in content and can be put to better use, extra spaces between characters are not allowed in ad text, along with the following examples:

    • Missing and excessive spaces between words, punctuation, currency, symbols and abbreviated units of measure.
    • Extra spaces between letters between words.

    These points can be exempted in the use of trademarked terms, product or brand names.


    Intercapitalisation within words and excessive capitalisation (words and phrases all in capitals) should also not be used.

    The only exception to this is the use of capitalisation for common abbreviations and trademarked terms, product or brand names.

    It can be an exhausting task to juggle effective content about your product or service with Google’s character limitations and policies, but Ad Copy is simple and if you can keep it basic, understand what defines ‘Google friendly’ content and set proper expectations, the results will be much more beneficial.

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