Ad Placement and User Experience Guidelines
Google has established clear policies regarding ad placement to ensure positive user experiences. Video advertising controls such as play, pause, mute, skip, or close functions must not be obstructed, hidden, or made unusable. However, controls that activate only upon user interaction (such as scrolling, hovering, tapping, or swiping) are permitted.
For automatic video playback, only one video ad can play with sound simultaneously across all placement types. Additionally, for "instream" or "outstream" placements, only one video player can autoplay within the user's viewport at any time. Ads must have at least 50% of their unit visible before autoplay can begin.
Sticky ads are allowed across most video inventory types except for Connected TV and Digital Out-of-Home advertising. These sticky placements must display a close option throughout the video or ad content duration, and this option cannot be blocked or hidden.
Search Advertising Compliance
AdSense Search Advertising (AFS) requires that search queries originate from genuine user intent. Queries must come from one of three approved sources: direct user input in search boxes without pre-population, approved AdSense search product integration features, or Alternative Search Queries (ASQ) from search-enabled websites.
Publishers cannot modify AdSense search advertising code in any manner. This includes restrictions against displaying Google AdSense search results within page frames or removing/modifying Google logos. Each page may contain a maximum of two AdSense search ad boxes, and these units should only appear on search results pages.
Alternative Search Query Requirements
Alternative Search Queries must adhere to specific conditions when implemented on search-enabled websites. The terms used in ASQ cannot violate Google AdSense program policies, applicable laws, or third-party rights. Google may periodically restrict certain terms or phrases from being used in ASQ-generated search queries.
The advertising requests must contain ASQ terms that exactly match user-selected terms. The primary purpose of ASQ terms should be to suggest relevant search queries rather than generating specific advertisements or artificially inflating impressions, clicks, or conversions.
Three main types of ASQ are permitted: Popular Searches (based on most frequently entered search terms), Suggested Searches (displayed as users type in search boxes), and Category Browse functionality. Each type has additional specific requirements beyond the general ASQ guidelines.
Content Restrictions and Policy Enforcement
Certain content categories face restrictions in Google advertising. Online gambling content, prescription drug sales, unapproved pharmaceuticals and supplements, and applications removed from Google Play Store are generally prohibited. Financial products and services advertising requires compliance with audience targeting regulations and proper disclosures.
Publishers must maintain transparent privacy policies that disclose data collection, sharing, and usage practices resulting from Google product implementation. This includes clear information about technologies such as cookies, web beacons, IP addresses, or other identifiers.
Non-compliance with these policies may result in corrective actions including service suspension, requirement to modify implementation methods, or enforcement of rights under applicable service agreements.
Digital marketers in Australia should regularly review policy updates and ensure their advertising implementations align with these requirements to maintain compliance and optimal campaign performance.
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