Google Adwords考题之编辑政策

编辑政策

目标：浏览基本编辑标准集，了解如何创作符合标准的广告文字。

Editorial Policy

Objective: To walk through the basic set of editorial standards and learn how to create ad text that complies.

广告编辑政策

间距：每个词当中及标点后的间距应正确。例如，不允许"C-h-e-a-p C-l-o-t-h-e-s"。同样，也不允许有"Free Shipping.Buy Now"。

标点符号：不得利用标点吸引用户注意。不得使用多余的标点或在一行中重复使用标点 （两次或两次以上）。此外，一则广告中只能使用一个感叹号，但不能出现在标题中。所有符号、数字或字母都须按其本来意义使用，不能用来代替单词。例如， "We have a huge selection 4 U online!"违反了本政策，因为它用"4"(for) 和"U"(you) 代替单词。

语法及拼写：广告须符合基本语法和拼写规则，使用符合逻辑的句子或短语形式，而且拼 写正确无误。正确的语法和拼写可大大提高广告的明确性和可信度。我们的拼写政策只允许一种例外情况，即绝大多数用户能够识别并理解的常见错拼词或拼写变体 形式。如果一个词可以通过在线词典查到，一般就可接受。

大写：不得为了吸引对一个词或短语的注意而全部用大写字母书写该词。例如，不允许有"FREE"或"NEW"。不过，广告中对每个词的首字母大写是允许的。

重复：不得以哗众取宠的方式使用重复。尤其不可以在一行中重复同一个词三遍或三遍以上。例如，不允许有以"打折，打折，打折在此"为标题的广告。应以"惊人打折在此"之类的短语代替以上广告标题，这样就能符合本政策的要求。

不适宜的语言：广告（包括显示网址）不得含有可能被视为对某些用户不适宜或令其反感的语言。这一点也适用于不适宜语言的错拼、自删节形式或其他变体。

禁用的词语：某些号召性短语，如果不是说明产品、服务或网站，就不能出现在广告文字中。例如，不允许使用"点击此处"之类的泛指短语。"今天就向您的在线联系人订购"就是比较好的号召性短语实例，因为它表达出了产品和网站内容。

极端性言辞：极端性言辞即强调优越性的词语。广告文字不得使用"最佳"或"第一"等比较性或主观性用语。若有第三方认证，应在您的网站上明确显示。

例如，若某一广告声称"最佳网站"，那么该网站要显示此称号的第三方认证。如果有《福布斯杂志》徽记说明该网站获得了最佳网站奖，那就可以接受，该广告即符合本政策。

竞争性言辞：竞争性言辞即暗示您的产品/服务优于某竞争对手的言辞。广告文字中的竞争性言辞需要在目标网页上有专门的支持依据。这样可以建立起用户的信任，并保证用户所查找的确实是他们根据广告文字预期能找到的东西。

您可以使用各种方法为您的言辞提供支持依据，比如用图表或表格将您产品的特性与对手产品作对照，或者通过竞争分析讨论您的产品为何优越。

例如，广告文字若声称"优于 SmartFilter"，将被当作是竞争性言辞，因而需要在网站上提供支持依据。如果目标网页包含对该广告客户和 SmartFilter 的竞争分析，那么此言辞当可接受，而该广告可以被批准。

找不到许诺的优惠：在广告文字中显示的所有特价、折扣或免费赠送须能明确、切实地兑 现，而且应该在点击广告目标网页 1-2 次后即可做到。应能兑现的优惠实例有："全部五折"、"首次购买节省 ￥160 元"、"购物即赠免费帽子"、"DVD 每张 ￥40 元"及类似用语。广告文字中的价格须准确，且适用于批量采购。对于免费赠送，只要用户可以推断出产品确实免费，即使"免费"一词未随该产品或服务出现，也 应视为免费。

Editorial Policies

Spacing: You should have appropriate spacing between each word and after punctuation. For example, 'C-h-e-a-p C-l-o-t-h-e-s' would not be allowed. Similarly, 'Free Shipping.Buy Now' would also not be allowed.

Punctuation & Symbols: Punctuation cannot be used to attract a user's attention. It should not be unnecessary or repeated two or more times in a row. In addition, your ad title cannot contain an exclamation point, and an ad can contain only one exclamation point in total. Furthermore, all symbols, numbers, and letters must adhere to their true meaning; you may not use them in place of words. For example, 'We have a huge selection 4 U online!' is violating this policy because '4' and 'U' are replacing words.

Grammar & Spelling: Ads must comply with basic grammar and spelling guidelines, using logical sentence or phrase form as well as correct spelling. Appropriate grammar and spelling greatly contributes to the clarity and credibility of your ads. The only exceptions to our spelling policy are commonly misspelled words or spelling variations that the majority of users would recognize and understand. If you can find the word in an online dictionary, it's generally acceptable.

Capitalization: A word cannot appear in all capital letters to draw attention to that word or phrase. For example, 'FREE' or 'NEW' would not be allowed. However, capitalizing the first letter in each word of your ad is allowed.

Repetition: Repetition should not be used in a gimmicky manner or for the sake of promotion. Specifically, the same word cannot be repeated three or more times in a row. For example, an ad with the title 'Deals, Deals, Deals Here' would not be allowed. The ad title should be replaced with a phrase like 'Amazing Deals Here' to comply with this policy requirement.

Inappropriate Language: Ads, including the Display URL, cannot contain language that may be considered inappropriate or offensive to some users. This also applies to misspellings, self-censored, or other variations of inappropriate language.

Unacceptable Phrases: Certain 'call-to-action' phrases cannot appear in the ad text if they are not descriptive of the product, service, or website. For example, a generic phrase like 'click here' would not be allowed. An example of a good 'call-to-action' phrase would be 'Order Your Online Contacts Today' because it is representative of the product and the site content.

Superlative Claims: Superlatives are words that emphasize superiority. In the interest of making sure users feel they are being treated in an honest, credible manner, your ad text cannot contain comparative or subjective phrases such as 'Best' or '#1' unless verified by a third party. This verification must be clearly displayed on your website.

For example, if an ad claims to be the 'Best of the Web,' the site must display third party verification of the claim. A Forbes Magazine seal indicating this site received a best of the web award would be acceptable, and the ad would comply with this policy.

Competitive Claims: Competitive claims are claims that imply that your product/service is better than a competitor's. Competitive claims in your ad text must specifically be supported on your landing page. This establishes trust with your user and ensures that the user is finding exactly what they expect to find based on your ad text.

You can offer support for your claim in a variety of ways such as a chart or table that compares the features of your product versus your competitor's product or a competitive analysis discussing why your product is superior.

For example, ad text that states 'better than SmartFilter' would be considered a competitive claim and would require support on the website. If the landing page includes a competitive analysis of the advertiser and SmartFilter, this claim would be acceptable and the ad would be approved.

Offer Not Found: Any specified price, special discount, or free offer displayed in ad text must be clearly and accurately supported within 1-2 clicks of your ad’s landing page. Examples of offers that must be supported include '50% off all items,' 'Save $20 on first purchase,' 'free hat with purchase,' 'DVDs for $5 each’ and similar phrases. Prices in your ad text must be accurate. Prices can also apply to bulk purchases. For free offers, it is acceptable if the user can infer that the product is indeed free, even if the word 'free' does not appear along with that product or service.