Google Professional Advertising Exam Focus on Link Policy

One of the areas that the Google Professional Advertising exam focuses on are the policies and guidelines that AdWords stipulates when placing advertising into their network. Link policies are basic to getting clients advertising into the network quickly and effectively.

AdWords uses two URL when placing ads, the one that is seen and the actual web address that is accessed. It is important to be clear on what a URL is, the two URLs used and how to avoid making mistakes when ad building.

URL stands for Uniform Resource Locator, and is commonly called a web address. The two URLs used with each AdWords ad: display URL and destination URL.

The Display URL is part of AdWords ad must include a display URL as the fourth line in the ad.  A display URL would be visible to the reader in the Google search engine and on publisher websites. This can be anything as long as it’s the same domain name as the destination URL.

Destination URL: The destination URL is the web address of the landing page to which an ad will actually link. Here is the example provided in theLearningCenter.


Display URL:

Destination URL:


Display URL:

Destination URL:

There are three rules that must be complied with prior to ad approval:

1. The link used must be to a working, live website. This is to insure customer satisfaction when clicking on links.

2. The link has to not link to a site that is under construction, broken or lacking in content. The person landing on the site must find a viable, active site.

3. The landing must not require a program other than the browser to view the landing page. In other words, the destination URL must be an HTML page.

The Back Button: The link to the website must have a back button that works properly and return the users to the page where the AdWords ad is located within one or two clicks.

Affiliate Programs are allowed although Google will only allow one ad for affiliates and parent companies sharing the same display URL per search query.

When a user enters or leaves your site, no additional browser window, including pop-unders, is allowed. Research indicates that the user finds pop-ups, pop-unders distracting from the AdWords advertising appearing on that page. You can have a pop-under on the pages where the AdWords URL points to, but not where the advertising resides.

As you can see, the Google Professional Advertising Program is quite extensive. This is only one topic covered in the program.

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