Point of this article..
- Expand Monetization: Use various query triggers to create more ad-eligible search results.
- Ensure Compliance: Adhere strictly to all Google policies for each query type.
- Prioritize Users: Design queries to genuinely improve user search, not just ad impressions.
Understand Google’s guidelines for Alternative Search Queries. Master the policies for AdSense for Search success.
For publishers leveraging Google AdSense for Search, understanding Alternative Search Queries is crucial. These powerful features act as a direct extension of your AdSense for Search implementation. These innovative methods allow for the triggering of search results and subsequent ad placements without a user explicitly typing into a search box.
This article delves into what these methods are, the comprehensive policies governing their use, and the specific requirements for each available type, ensuring you can maximize your ad revenue while maintaining compliance. As stated by Google AdSense Help, “Alternative Search Queries (ASQs) are any means of triggering search results (search engine results page or SERP) other than a user entering a query in a search box.”
Navigating Google’s Policies for These Queries
Google’s policy on Alternative Search Queries is designed to ensure fair play and a positive user experience. These guidelines cover every aspect of these features, from their content and placement to their formatting and behavior, as well as the terms of the queries included in ad requests.
Adherence to these policies is paramount to avoid corrective actions from Google, which could range from service suspension to modifications of your implementation. It’s important to note that, according to the same source, these guidelines apply to these methods, their content, placement, formatting and behavior, as well as to the terms of the queries that are included in ad requests sent to Google.
Defining Key Terms in Query Policies
To ensure clarity, Google defines specific terms within these policies:
- “Ads”: This specifically refers to advertisements provided by Google, distinguishing them from any third-party advertising.
- “Content”: This is a broad term encompassing everything presented to users, including publisher-generated content, syndicated material, user-generated content, organic search results, and all types of advertisements.
- Google’s Approval: When Google’s approval is mentioned, it solely pertains to the use of Google services, including ads provided by Google.
Universal Requirements for All Query Types
Regardless of the query type you implement, several common requirements apply to all uses on your Search ads-enabled sites. As reported by Google AdSense, these conditions are fundamental for all these query methods:
- Content Compliance: Their terms must never violate Google’s content policies, applicable laws, or third-party rights. This includes adherence to the broader Google AdSense Program policies.
- Dynamic Term Restrictions: Google may, from time to time, prohibit specific words or phrases from being used in search queries and/or ad requests generated by these methods.
- Exact User Intent: The terms sent in the ad request must precisely reflect what the user indicated. For example, a user click on the term “flower bouquet” must generate an ad request with “flower bouquet” (not “flowers” or “flower bouquet delivery”).
- Relevance Over Revenue: The terms themselves must be primarily designed to suggest the most relevant search queries and are not designed to generate particular ads (e.g., ads that yield a high cost per click) or otherwise artificially inflate impressions, clicks, and/or conversions.
- User-Initiated Clicks: Each click on such a query must be made by an end user of the site and must resolve to a search results page to be eligible for Search ads. This ensures organic user engagement.
Types of Query Methods and Their Specific Rules
Beyond the common requirements, each specific Alternative Search Query type has its own set of additional conditions. Understanding these specifics is vital for proper implementation, as detailed by Google.
Popular Search
“Popular Search” is a query type derived from the most frequently entered search terms by users on your sites. When a user clicks on one, they are directed to a search results page with relevant Search ads, powered by AdSense for Search. To ensure relevance and user experience, specific rules apply:
- Origin: You may derive Popular Search terms solely from the most popular search queries submitted by end users on your sites.
- Update Frequency: You must update the list of terms displayed as Popular Search terms on your sites at least once per week.
- Labeling: You must label Popular Search units, “Popular Searches” (or some similar designation approved by Google).
Suggested Search
“Suggested Search” is a query presented to an end user as they enter text into a search box, offering real-time suggestions. When affirmatively selected by an end user, the Suggested Search item resolves to a search results page with Search ads. This feature, designed to enhance the search experience within AdSense for Search, requires publishers to follow these guidelines:
- Relevance: You must ensure that Suggested Search terms are directly relevant to the text being entered by an end user into a search box (e.g., an end user typing “flo” might receive a Suggested Search that includes the term “flowers”).
- Attribution: You must clearly attribute the Suggested Search to you or a third party and not to Google. To avoid doubt, you may not use Google Brand Features in conjunction with a Suggested Search.
- Display: Your display of Suggested Search on your Search ads enabled sites must be substantially similar to the mockup provided by Google unless otherwise approved by Google.
Related Search for Search Results Pages
“Related Search” is a query type that consists of automatically generated terms related to an end user’s prior search query. When clicked on by an end user, these resolve to a search results page with Search ads. Implementing these effectively within your AdSense for Search setup requires attention to detail:
- Labeling: You must label Related Search units, “Related Searches,” or some similar designation approved by Google.
- Unit Limit: You may not have more than 2 “related search units” per page.
- Placement Flexibility: Related Search units can be placed in the following placements on a search results page:
- To the right/left hand side of the search results
- Below the search results
- Between the top ad unit and search results
- Top Placement Approval: Related Search units implemented at the top of the search results page, above the top ad unit, must be approved by Google in writing.
- Interspersed Results: If Related Search units are interspersed with site search results, there must be at least 3 search results above these units.
- No Google Programmable Search Engine Integration: You must not intersperse Related Search units with Google Programmable Search Engine results.
- Attribution for Non-Google Generated Terms: When Google does not generate the terms in the Related Search terms, you must clearly attribute them to you or a third party and not to Google. Again, Google Brand Features are not permitted in conjunction with these units.
Category Browse
Category Browse pages are those a user encounters as they navigate through a menu or directory of options or categories of content. For example, a user on a shopping site might browse books, then refine by clicking “Nonfiction,” and further by “New authors.” Each page presents a progressively narrower set of search results. This Browse experience, if it consists of original content and demonstrates sufficient depth and breadth, can be eligible for Search ads via AdSense for Search. A “Category Browse” is essentially this type of navigational menu. Key rules for Category Browse include:
- Sufficient Narrowing: Search ads may only be shown in response to user clicks on the Category Browse element that are sufficiently narrow, as determined by Google. For instance, Search ads may be triggered in response to an end user click on “sweater” but not on the broader term “clothing.”
- Parent Category Inclusion: You may include parent categories of Category Browse queries in the ad requests initiated from a Category Browse element (i.e., you may include the directory listings in the breadcrumb trail in such requests).
Conclusion
Implementing Google’s Alternative Search Queries correctly can significantly enhance your site’s user experience and unlock new avenues for ad revenue. By meticulously adhering to both the common and specific guidelines for each ASQ type, publishers can ensure compliance, maintain a strong relationship with Google, and continue to serve relevant and effective Search ads to their audience. Prioritizing genuine user intent and avoiding artificial inflation are key to long-term success with ASQs, ultimately benefiting both publishers and users.
FAQ
1. What are Alternative Search Queries?
They’re ways to show Google Search ads on your site when users aren’t typing directly into a search bar. This includes features like “Popular Searches” or “Related Searches.”
2. Why does Google have strict rules for these queries?
Google sets strict rules to ensure these queries genuinely help users find what they’re looking for and don’t just generate artificial ad impressions or clicks.
3. Can I brand these queries as my own or a third party’s?
Yes, if Google isn’t generating the terms, you must clearly attribute them to yourself or another party, not Google. Don’t use Google’s brand features with them.
4. How often should I update “Popular Searches”?
You need to update your “Popular Searches” list at least once a week.
5. What happens if I don’t follow the rules?
Not following Google’s policies can lead to corrective actions, like having your AdSense services suspended or modified.