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Users have consistently provided negative feedback on several types of websites. In our commitment to make AdWords as effective as possible for advertisers and users, ads promoting these types of websites may receive low landing page quality scores. In some instances, they will not be allowed to run.

Website types to avoid

The following website types will be penalized with low landing page quality scores. If we receive complaints about ads for websites of this kind, they will not be allowed to continue running.

  • Data collection sites that offer free items, etc., in order to collect private information
  • Arbitrage sites that are designed for the purpose of showing ads
  • Malware sites that knowingly or unknowingly install software on a visitor’s computer

Website types to advertise with caution

The following website types will sometimes merit low landing page quality scores and may be difficult to advertise affordably. If you choose to advertise one of these website types, be particularly careful to adhere to landing page quality guidelines — especially the rule about offering unique content.

  • eBook sites
  • “Get rich quick” sites
  • Comparison shopping sites
  • Travel aggregators

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