Google provides translated versions of the Advertising Policies Help Center, though they're not meant to change the content of the policies. The English version is the official language used to enforce Google Ads policies. To view this article in a different language, use the language dropdown at the bottom of the page.
Google prioritizes user experience across all its products, and a key part of this is fostering a safe and trustworthy environment within the Google ad network. The Destination Requirements policy strives to ensure that when users click on an ad and are sent to a landing page, that website is functional, useful, and easy to navigate. This also creates an ads ecosystem thatโs supportive to advertisers and the people who interact with their ads.
Learn more about the Destination requirements policy.
In this article
Google Ads prioritizes providing a positive user experience, so ad destinations must offer unique value to users.
The following would lead to disapproval for Insufficient original content:
Destination content that is designed for the primary purpose of showing ads
Examples (non-exhaustive): Driving traffic through "arbitrage" or other methods to destinations with more ads than original content, little or no original content, or excessive advertising
Examples (non-exhaustive):
- Mirroring
- Framing
- Scraping content from another source
- Templates or pre-generated websites that provide duplicate content
Examples (non-exhaustive): Bridge pages, doorways, gateways, or other intermediate pages that are only used to link to other sites
Examples (non-exhaustive):
- Parked domains
- Pages that show โUnder constructionโ or โComing soonโ
- Pages with no content
Examples (non-exhaustive):
- Blank pages
- Pages with gibberish landing page content
Options to fix
If this policy is affecting your ad, review your options to fix below.
Fix issues with your ad destination
- Focus on providing the user with useful, unique, and original content on your landing page.
- Donโt overload the destination with ads, regardless of how relevant the ads are to your ad text.
- Remove all HTML framesets that copy content from domains other than the ad landing page domain.
- If your site or app has search functionality, make sure that the search results aren't just copied from other sites or apps.
- Make sure your siteโs registration hasnโt expired.
Choose a different destination
If you can't make changes to the ad destination or choose not to, consider using youโll need to choose a different destination. Edit your ad's final URL to point to another part of your app or website that does comply with the policy.
Steps to update your ad
- Go to Ads within the Campaigns
menu.
- Hover over the ad or asset and select Edit.
- Edit the ad or asset so that it complies with the policy.
- Select Save.