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Google AdWords Updates Policies, Releases New Billing Tab & Broad Match Modifiers

Google AdWords has made some changes to their AdWords policy recently. They also have expanded the reach of their new billing tab, as well as given more users access to the broad match modifier.

AdWords Policies:

If you look at the AdWords Policies release notes, you will notice serveral updates occurred this month. The updates to the policies impact the following categories, Miracle Cures, Traffic Devices, Gambling, Hacking, Implied Affiliation, Abortion and “Anti” and Violence. I will post the full details of these updates at the bottom of this post.

New Billing Tab & Broad Match Modifiers:

Google announced the new billing tab, which Google previewed to some advertisers about a month ago is now being rolled out to “all advertisers in the coming months”.
For more details on the changes to the billing tab, see this document.

The Broad Match Modifier, which was being tested exclusively in the UK and Canada is reportedly being rolled out in the U.S. now. The RKG Blog said that they are now seeing the new feature. George Michie from RKG said today is a “BIG day” for AdWords advertisers. To learn more about this feature, see our article from May.

Update: Google AdWords blog announced this later today.

AdWords Policy Update Details:

Miracle Cures:

The AdWords policy relating to miracle cures and false health claims will be updated around the middle of July. The policy is changing to prohibit false medical claims and require advertisers to more clearly distinguish herbal supplements from prescription drugs. The change will affect all countries. After the new policy goes into effect, the relevant policy description will be updated to reflect this change.

Traffic Devices:

The AdWords policy on traffic devices will change around the middle of July. The policy is changing to allow radar detector databases and sofware. The change will affect France and Poland. After the new policy goes into effect, the relevant policy description will be updated to reflect this change.

Gambling:

There are two updates to the AdWords policy regarding online gambling taking effect around mid-July:

First, state licensed sports-betting operators will be allowed to advertise in the Czech Republic.

Second, the promotion of lotteries by affiliates and aggregator websites will be prohibited. Under this updated policy, state and/or national lotteries can only be promoted by official entities in the places where online gambling advertisements are permitted. The change will apply to all countries.

After these new policies go into effect, the relevant policy page will be updated to reflect this change.

Hacking:

The AdWords policy on hacking will be updated around mid-July to prohibit advertising sites for products or services that intend to bypass or “crack” captcha tests. By extending this policy to include captcha crackers, we aim to ensure a positive user experience and help advertisers protect their websites and web forms from spam and automated bots. This change will apply to all countries. After the new policy goes into effect, the relevant policy page will be updated to reflect this change.

Implied Affiliation:

The AdWords policy prohibiting the deceptive use of business names is currently in effect in Australia and New Zealand, and will be expanded to apply to all countries around mid-July. This policy prohibits advertisements that imply an affiliation, partnership, or special relationship with unrelated third parties, and aims to ensure that users are not misled about the businesses advertised in our text ads. After the new policy goes into effect, the relevant policy page will be updated to reflect this change.

Abortion:

The AdWords policy regarding the promotion of abortion and related services will be updated around mid-July to allow these online advertisements in Spain. We allow abortion-related content in ads and websites where such advertisements comply with local regulations and standards. After the new policy goes into effect, the relevant policy page will be updated to reflect this change.

“Anti” and Violence:

The AdWords policy on “Anti” and Violence, more specifically political advertising, will change in early July. The policy is changing to prohibit political advertising during electoral media bans. The change will affect Argentina, Chile, Colombia, Mexico and Peru. After the new policy goes into effect, the relevant policy description will be updated to reflect this change.


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