19 Reasons Why Pay Per Click Companies Won’t Allow Certain Ads

Have you ever had an ad dropped or had a PPC company editor tell you that your ad doesn’t match the standard of the PPC network? I have it can be very tiresome to try and get the editor to see things according to their policy. See many of these so called editors are new to the job. These jobs are lower paid and have a higher turnover rate due to the negative element that is involved. What person enjoys telling someone they need to revise their ad, knowing they are going to meet resistance from the customer; not many I am sure of it.

The major PPC companies such as Yahoo! and Google are fussier when it comes to approving ads while the lesser known companies such as epilot.com, have more flexible policies. The following is a mash up of Yahoo! and Google and may not apply to the more flexible sites.

However, please do keep in mind that the rules that these PPC companies do enforce are meant to protect not only themselves but you to. There is nothing more financially horrifying than pairing 1,000’s of paid users with a site that they are not interested in.

  1. Your site or landing page manipulates the user’s browser so that the browser navigation is no longer visible or accessible. Looking much like a large pop-up window would.
  2. Pointing you’re the URL of your ad to a password protected landing page will get your ad dropped in a hurry. The major PPC engines check for this, not because they don’t want your money but because they do. They realize that because you will have a very low rate of user to customer conversion you may discontinue to use their PPC program thus they keep you from making this mistake.
  3. The ad text does not match the text on you landing page. Your landing page may not describe the keyword or phrase in enough detail or it might be low on text. This can also happen when using a flash or image sales page. This is not as common as it once was.
  4. Contact information, your ad cannot contain company contact information such as email addresses and phone numbers. This counts for personal contact info too; PPC is not a personal ad dating service thing.
  5. Your site cannot in some cases bring up a pop up window when the user clicks your ad going to your landing page.
  6. Your ad cannot in any way contain vicious, offensive, or hostile language. Google’s informal corporate motto is “Don’t be evil.” So don’t waste your time trying to be evil with Google when advertising, you won’t get anywhere.
  7. Your site cannot or even appear to deal out or help with the distribution of illegal drugs. For example your site contained information about how to trick a drug test.
  8. Your landing page must be relevant to the advertisement. If your landing page does not have content related to the ad or does not have a clear course to the related content then you might be dropped.
  9. Trademarks, you cannot use a trademark in your without having content related to the trademarked product.
  10. MLM or multilevel marketing sites are not allowed to use certain words such as job or employment but are allowed to use business opportunity and work.
  11. Not owning the page you link to. You ad must link to a page that you own. In example: Affiliate marketers, on some PPC networks, may need to link to their site then link to the site they are an affiliate of. Thus affiliate URL’s are not allowed in ads with most PPC companies.
  12. Your website must comply directly with what you promise in the advertisement. If you tell the ad viewer that you have info about dieting and don’t mention that they need to sign up to an email newsletter to get that information then your ad is in violation of their rules. You can however have a newsletter with diet info and have diet info on the site too.
  13. You site must operate for people using internet explorer and frankly if your site doesn’t and you are trying to get PPC traffic you need to really take a look at who uses what browsers. Internet explorer is the largest most widely used browser in the world.
  14. You must use keywords in your ad relevant to your industry. This is mainly done with large industries, such as the insurance, medical, and automobile industry. If you’re a car dealer your ROI is much lower on key phrases like “family insurance” any way.
  15. Auction sites are not allowed to bid on products that are currently not being sold.
  16. Illegal sites or rather sites containing content that is against the law or may be against the law. You can also be dropped for linking to such sites.
  17. Your ad contains superlatives (an exaggerated expression, usually of praise), such as “the best website ever”. Also ads containing ALL CAPS and exclamation points.
  18. Your website must be functioning when you start the campaign. This is also applies to have an enormous or even a moderate amount of bad internal links. Your site however can be down while the campaign is running, for a respective amount of time.
  19. Language, your Spanish site is not suitable for users viewing English ads.

In conclusion PPC campaigns are easy if you stick to the rules and just be honest. You may also find that managing your PPC campaign is taking up too much of your time. Try doing a search for “PPC management” and related key phrases. There are some excellent companies out there willing to do all of this for you.

About The Author

Bart Gibby, SEO Specialist, recommends Francisco Pascual for PPC campaigns, click to read his blog. Two other recommended sites include a LDS music website and the largest LDS search engine.