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Editorial Guidelines
Each PPC network has different guidelines which must be adhered to if an advertiser wishes to appear on their site. A synopsis of the key guidelines is below, but please see their own sites for full details.
https://adwords.google.co.uk/select/guidelines.html
http://www.content.overture.com/d/UKm/ac/lg.jhtml
http://www.miva.com
Keywords:
- An advertiser can only bid on keywords for which they have sufficient relevant content.
- An advertiser cannot bid on competitors’ brand names.
- The keyword list should be as comprehensive as possible.
Creative:
- Include the keyword in the creative text, especially in the title.
- Do not use superlative, excessive punctuation or abbreviations.
- Include location references if they are relevant. E.g. ‘Delivery in London area only’.
- The keyword, creative and site should be in one consistent language.
- If the advertiser is an affiliate this must be stated in the copy.
Deep linking:
- The user must be directed to the exact are relating to the keyword they have typed or be directed to clear navigation leading to the content, Each PPC network has a different rule regarding number of clicks allowed between landing and finding content.
Pop-ups:
- Google does not permit pop-ups on the landing page. Yahoo! Search Marketing and Miva will permit one partial pop-up on the home page.
Back buttons:
- Back buttons should be enabled to allow the user to return to the search engine in one click.
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