““Relevance, Clarity, and Accuracy “Relevance” and “accuracy” refer to how well your ad copy matches what’s on your landing page. “Clarity” covers a wider variety of sins you’ll need to avoid, including: Missing lines of text Excessive spacing “Extremely bad grammar” (This is Google’s exact wording, implying that they’ll allow a modicum of imperfect grammar.) Generic call-to-action phrases (such as “click here” or “+1”). Using characters for anything other than their intended or usual meaning. For example, the greater-than “>” symbol is fine if you’re using it to indicate that something actually is greater than something else. But you can’t use it as an arrow. Words in all-capitals Bad spelling Repetition. For example, “Buy! Buy! Buy!” would be flagged as unacceptable. Follow the above guidelines when you build your ads and you’ll be fine 99 percent of the time. Still, be sure and visit the AdWords Policy Center page and review their directions. SYSTEMATICALLY””
