The language used in the ad must be appropriate for the market in which the ad is displayed.
The ad language must match the search results language.
Foreign language words are allowed where they naturally fall into local language usage. For example, in English-speaking regions, the following foreign words are allowed: résumé
, faux, burrito, café, fiancé, cliché, curriculum vitae, Zeitgeist.
As a general rule, landing pages should be in the local language of the market. That is, English in the United States and Great Britain, French in France, and so on. Case by case decisions may be made based on the general comprehension of the language in a specific market.
The landing page must be clear and understandable to the average user in the target market. The landing page must not make the intended use of the website problematic to the user.
Foreign language content on landing pages may be allowed in some situations, such as:
The content is naturally associated with another language by virtue of the service being advertised, such as hotel booking or car hire for that language’s local region.
The content is in a category where multilingual content is more accepted, such as software, downloads, information technology, Internet services, and so on.
However, for any foreign language content on landing pages, the following must apply:
There must be no legal reason why a user must understand his or her rights concerning a specific policy before using the service or buying the product.
The offering must be a relatively low-risk purchase for the user. For example, the offering cannot concern finance, business-to-business services, insurance, and so on.
Ad titles may not contain exclamation points. Ad titles may not contain ending punctuation marks. However, punctuation marks that are part of corporate or product branding are allowed.
One exclamation point is allowed per ad description.
One question mark per sentence is allowed.
Ending punctuation marks are not required in the ad description. Both of these are acceptable in the ad description:
Rent the movie “Titanic” and have it delivered to your door.
Rent the movie “Titanic” and have it delivered to your door
Use double quotes to indicate titles of books, films, or video games, except when used in the title as a qualifier. For example:
Southridge Video - Titanic Rent the movie “Titanic” and have it delivered directly to your mailbox. www.southridgevideo.com
Quotation marks must contain adjacent commas and periods. In France, commas and periods must be outside the quotation marks.
In France, colons, semi-colons, question marks, and exclamation points may be preceded by a space. For example, "France !"
Spelling in the ad title and ad text must be correct, unless the incorrect spelling is part of the corporate or product branding.
Dynamic text, such as that used for {keyword}, {param2}, and {param3}, must also be spelled correctly.
Misspelled keywords cannot be used in your ad title or ad text. Therefore, when you use the {keyword} dynamic text in ad(s), do not use misspelled keywords.
Best practice: If you bid on misspelled keywords, do not use them in ad groups that contain {keyword} dynamic text.
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