BLOGGER GOOGLE ADSENSE GUIDE REVIEW: Updates to Policies for Ad Intents

Updates to Policies for Ad Intents, Related Search for Auto Ads, and Related Search for Content Pages

TL;DR

There’re some changes to AdSense for Search (AFS) on November 15th. Here's the lowdown:

Related search for Auto ads and Related search for content pages are becoming Product-Integrated Features (PIFs). This means they'll have their own set of rules to follow. They're updating the Custom Search Ads policies to be clearer about how you can use them.

What does this mean for you?

You can still use these features, but you'll need to make sure they follow the new guidelines. This includes things like 'not editing or filtering' the search results, and 'making sure the content is relevant' to the user's search.

Key points to remember:

Don't mess with the search results. Let them do their thing.
Keep your content relevant. Make sure the ads match what the user is looking for.
Follow the rules. We've got a bunch of policies in place to make sure everything runs smoothly.

They're also updating the name of Custom Search Ads to Search ads.

And here's the longer version...

On November 15, 2024, Google will implement updates to the following AdSense for Search (AFS) features:

1. Related search for Auto ads will transition from an Auto ads format to an AFS Product-Integrated Feature (PIF).

2. Related search for content pages will shift from an AFS Alternative Search Query to an AFS PIF.

3. Post-updates, the available AFS PIF types will include Ad intents, Related search for Auto ads, and Related search for content pages.

Consequently, the following AFS policies will undergo revisions to reflect these changes:

1. Policies pertaining to Related Search for non-search results pages with unique or original content will be removed from the Google Custom Search Ads Policy: Alternative Search Queries.

Policies related to Related Search for search results pages will remain in place but will be renamed as "Related Search for search results pages."

2. The Custom Search Ads policies will be modified to clarify that CSA can only be utilized on search results pages stemming from clear user search intent originating from one of three sources:

A search query directly entered and submitted by a user into a search box without any editing, modification, or filtering. The search box should not be pre-populated with search terms, and publishers should refrain from creating links containing pre-populated search terms.
An AdSense for Search product-integrated feature, as defined and compliant with Google's AdSense for Search Product-Integrated Feature policies.
An Alternative Search Query, as defined and compliant with Google's Alternative Search Query Policies.

3. The AdSense for Search Product-Integrated Feature policies will be updated to incorporate new requirements for Ad intents, Related search for Auto ads, and Related search for content pages, as outlined below:

Common PIF Policies
The usage of AFS PIFs is subject to the following:
You must refrain from placing AFS PIFs on properties with content that does not adhere to the Google Publisher Policies. Additionally, Google may not serve ads on properties with content restricted in the Google Publisher Restrictions. To clarify:

The Google Publisher Policies and Google Publisher Restrictions apply to all content on properties displaying PIFs, regardless of the presence of "Google-served ads" (as referenced and defined under the Google Publisher Policies and Google Publisher Restrictions) on the content.
The Google Publisher Policies apply to all monetization of content with Google ad code, including PIF.
"Advertising sources" in the Google Publisher Restrictions encompass "ads" as defined under these policies.

For clarity, the usage of AFS PIFs must comply with all policies applicable to your use of AFS, such as the Google AdSense Program policies, AdSense for Search (AFS) policies, the Google Program Guidelines, or any other applicable program policies.
You must not edit, modify, or filter PIF elements except through Auto ads settings and related search settings available in your AdSense account.
You must not place AFS PIFs in a manner that encourages accidental clicks or relies on deceptive implementation methods or draws unnatural attention to encourage users towards engagement (e.g., misleading text or elements to interact with the PIF, such as "click here to access the best offer," or PIF designs that are the focal point of the content).
In addition to these common policies, specific PIFs have their own additional policies as outlined below:

Related Search for Content Pages
In addition to the Common PIF Policies, the usage of Related search for content pages must comply with the following policies. For clarity, "Related search" mentioned below refers to Related search for content pages.

General

If your use of AFS is governed by the Google AdSense Online Terms of Service, Related search may only be placed on Search ads enabled sites or apps.
Each user click on Related search terms must resolve to a search results page on your site with results relevant to the search term.
Related search terms that are sent in the ad request must be exactly what the user indicated. When a user clicks on a term presented to them in a Related search unit (such as "flower bouquet"), the resulting request sent to Google must be the exact term the user clicked on (in this example "flower bouquet," not "flowers" or "flower bouquet delivery").

Partner-Provided Terms
"Partner-provided terms" are your suggestions to supplement search terms generated by Google for your Related search unit, provided via the terms parameter in the Related search request. Google may or may not use these terms at Google's sole discretion. Partner-provided terms must comply with the following policies:

The suggestions must not contain any content that is prohibited under the Google Publisher Policies. Additionally, Google may not return ads if the suggestions contain content restricted in the Google Publisher Restrictions.
The suggestions must be designed to suggest the most relevant search queries, and must not be designed to generate particular ads (e.g., ads that yield a high cost per click) or otherwise artificially inflate impressions, clicks, and/or conversions.
You must ensure that the suggestions are not designed to target specific users or a group of users based on affinity or other shared attributes (e.g., demographics). For clarity, the suggestions may:
Include information related to affinity or other attributes that are solely and evidently derived from the content of the page; or
Contain terms in the same language as the user's original search query.

In addition, Partner-provided terms will not be considered by Google when the following conditions are not met:

Cached content signals are unavailable for a page (e.g., a page has not been crawled and logged by Google's systems), except when a page has been submitted via the ignoredPageParams.
If you are acquiring traffic for your page displaying a Related search unit and you have not passed the "ad creative text" verbatim with the referrerAdCreative parameter in the Related search request.

Acquiring Traffic
If you are acquiring traffic for your page displaying a Related search unit (meaning, a user arrives at a destination page displaying a Related search unit by clicking an ad or a link on another site (each a "Traffic source")), you must comply with the following policies:

Traffic sources must be relevant to and accurately describe what the user will see on the destination page.
Traffic sources must not promise products, services, or promotional offers that are unavailable or are not easily found on the destination page (e.g., requiring extensive navigation to view the offer), and must not provide misleading information or claims about products, services, or promotional offers.
You must ensure that each destination page is substantially the same as a page that would be displayed to a user arriving on the page through organic means (i.e., when a user has not arrived on the page through a Traffic source).

You are responsible for any Traffic sources, including any ad network or affiliate you work with.

Additionally, we will update the name of "Custom Search Ads" to "Search ads" in the following policies:

1. AdSense for Search (AFS) policies

2. Custom Search Ads policies

3. Google Custom Search Ads Policy: Alternative Search Queries