Editorial & professional requirements

Examples of what's not allowed

Here are some examples of content that we don't allow:

Unclear promotion

The promotion is incomprehensible or does not make sense

Examples: Gibberish ad text, overly generic or vague promotions, making ValueTrack tags visible in ad text, blurry image or video ad, blank or gibberish landing page content

The promotion doesn't accurately reflect where the user is being directed

 

Examples: Using the display URL "www.google.com" but leading to a landing page with the URL "www.youtube.com," using the keyword insertion feature in the top-level or second-level domain of your display URL like "www.{keyword}.com" 

Unclear relevance

Promotions that are not relevant to the landing page

Examples: An ad that uses the keyword insertion feature without a relevant "default" keyword in place, ad title not relevant to ad text, ad doesn't clearly indicate that the resulting landing page is a search results page, engaging in keyword spam

Unsupported superlative or competitive claims

Promotions that contain the superlatives and comparatives "best," "#1," "better than," "faster than," or any other equivalent claims where that claim is not supported by third-party verification on the landing page

Examples: Ad text reading "#1 window cleaning service in the world" with no evidence on the landing page to support the claim of being #1. This claim would be permissible if the landing page linked to a third-party industry analysis that showed the company in question to be the most popular, highest quality service, etc.  

Usefulness

Promotions or content that are unnecessarily difficult or frustrating to navigate

Examples: Websites with pop-ups or interstitial ads that interfere with the user's ability to see the content requested; hosted ads that are not clearly distinguishable from other site content; video ads that lead users to private content that can't be viewed; sites that disable or interfere with the browser's back button; websites that don't load quickly on most popular browsers and devices, are under construction, not functioning, require download of an additional application to view the landing page (aside from common browser plug-ins), or lead to error messages

Style requirements

Promotions that do not use the features of the ad unit for their intended purpose

Examples: Ads that don't contain promotional content, text ads missing a line of text, image ads that only occupy part of the image ad unit, text ads that have the third line of text running into the display URL, using the URL field as an additional line of text, using an email address in place of a phone number when using the call extension feature

Promotions that are inconsistent with the clear and informational presentation style of the Google Search results

Examples: Ads that contain an exclamation mark in the ad headline, ads that use bullet points or numbered lists, ads containing a call to action such as "click here"

Promotions that are not clearly identifiable as promotions

Examples: Image ads that don't have a border, contrasting background color, or other means of distinguishing them from page content; ads that appear to be a software download button or official system warning

Spelling & grammar 

Promotions that do not use commonly accepted spelling and grammar

Examples: "Flowers here buy" or "Buy flwres here" instead of "Buy flowers here"

Punctuation, symbols, capitalization, spacing, or repetition that are not used correctly or for their intended purpose

Examples: Excessive or gimmicky use of numbers, letters, symbols, punctuation, repetition, or spacing such as the following: f1owers, fllllowers, fl@wers, Flowers!!!, f*l*o*w*e*r*s, FLOWERS, FlOwErS, F.L.O.W.E.R.S, flowers-flowers-flowers!, f l o w e r s, buyflowershere

What you can do

Here's more detail about each violation and what you can do if your ad is disapproved or your site is suspended:

1 See how to make your URLs comply. The website shown in your ad (that's your display URL) needs to accurately show which website people will be taken to when they click your ad (that's your landing page). The landing page is where people actually end up after passing through any redirects associated with the destination URL, final URL, or tracking template that you set.

Your URLs need to meet these requirements:

• URL format: Check that the URL you enter for your ad doesn't include "http://" or "https://" since these are added on separately. The display URL for your site cannot be an IP address (such as 123.45.678.90) or use non-standard characters (such as !, *, #, _, @).

  Not allowed:         Display URL: http://example.com

  Not allowed:         Display URL: **example**.com

• Domain: The domains of your ad's display URL, final URL, and landing page URL need to match. A domain is the core part of your website address, like the "google.com" in "google.com/adwords" and "support.google.com/adwords."

  Allowed:          Display URL: example.com          Landing page: example.com/toys.html

  Not allowed:         Display URL: google.com         Landing page: example.com

• Domain extension: Make sure that your URLs use the same domain extension like .com, .net, .fr, or .org.

  Not allowed:         Display URL: example.com         Landing page: example.org

  Not allowed:         Display URL: example.co.uk         Landing page: example.com

• Subdomains: If your site uses a domain that hosts many different sites, include a domain and path that clearly identify your company's site from all the other sites hosted by that domain.

  Not allowed:        Display URL: blogspot.com        Landing page: mycompany.blogspot.com

• Redirects: You can use a redirect for tracking purposes as long as your destination or final URL redirects to a page within the same domain as your display URL.
• Keyword URLs: If you've assigned a URL to one or more of your keywords, your ad could get disapproved if those keyword-level landing pages do not match the domain of your display URL. To get your ad approved, edit your keyword URL so that its domain matches that of your display URL.
• Proxy display URLs: Certain shopping platforms, pharmaceutical terms, resellers, and domains with inappropriate language can sometimes use a different domain in order to avoid showing the inappropriate language. Request an exception to this policy.
  
  Tip: Your disapproval email shows you the domain that your ad pointed to at the time of review. You can also use Webmaster Tools to check the final landing page of your URL to make sure that the resulting domain matches the domain of your display URL.

Change the URLs for your ad. Here's how to edit your ad's URLs:

2. • On your Ads tab, hover over the ad you want to edit.
   • Click the pencil icon next to your ad to edit it.
   • Click Save when you're done.
   Once you edit and save your ad, it gets sent to us for review. Most ads are reviewed within 1 business day, though some can take longer if they need a more complex review. If we find that you've removed the unacceptable content from your ad and landing page, we can approve your ad to start running.

If you aren't able to fix these violations or choose not to, please remove your ad to help prevent your account from becoming suspended in the future for having too many disapproved ads.

sorce : https://support.google.com/adwordspolicy/answer/6021546?hl=en&expand=024#fix