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AdSense Specials

AdSense policies and guidelines

The 7 most important guidelines and rules to avoid risk to your account and your income!

AdSense is still the most important provider for most publishers if you want to monetise your site. Since alternatives to AdSense are often not viable, your revenue is heavily dependent on Google AdSense. It is therefore important that you understand the rules of the game. This is the only way to protect your account and your income.

Here are some of the most important guidelines and rules you need to follow to be successful with AdSense.

Failing to approve the AdSense account, website, or YouTube channel

Some violations of the policies and rules prevent monetisation in the first place. This means that your account, website, or YouTube channel may not be approved at all. Sometimes it also means that you will no longer be able to earn money from AdSense.

Disabling the AdSense account

If your AdSense account has been disabled due to a policy violation and your appeal has been denied, you will generally not be able to monetize your website or YouTube channel with AdSense in the future. This also applies to the future, and new AdSense accounts will always be rejected. AdSense is very strict and consistent here, so protecting your account is a high priority for you.

1. Correct registration details

AdSense is a commercial relationship. AdSense generates income that must be reported to the tax authorities and is generally taxable. It is therefore important that you provide correct and accurate information when you register. This information will be reviewed and verified later. Here are two examples:

• Many a Youtuber under the age of 18 who has 'fudged' their date of birth has been unable to monetise their channel. The date of birth is checked against the identity card during the verification process.
• Address verification includes sending a PIN by post. If you cannot be reached by post at the address provided, your monetisation will fail.

Please also note

• Do not create an AdSense account for fun or testing purposes. Doing so may prevent you from being approved later.
• Keep track of your login details. If you no longer have access to your account, you may not be able to use AdSense.

AdSense is consistent and precise in itsverifications. This is due to tax and regulatory requirements that AdSense must also comply with.

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2. Unique content

Your website or YouTube channel should have unique content. This means, among other things, not copying other websites. Taking someone else's content and rewriting it a bit is not 'unique content'.

It will probably get interesting when content is generated by AI tools. There is no statement from AdSense on this yet. But I suspect that in the end such content will not be very helpful or useful to the user either. Websites that are just made for AdSense (MfA) have not been accepted for a long time. AI text can also fall into this category.

AdSense does not accept all sites and often gives vague reasons. In the English-speaking forum, it is said that only 10% of the submitted sites are accepted because the quality of the content is insufficient or because they deal with topics for which there are already many sites on the web. In my experience, recipe sites, technical sites or travel sites, for example, often have a hard time getting past the approval hurdle.

As well as quality, quantity is also important. For AdSense, you need a lot of textual content and a lot of traffic from search engines.

3. Compliance with website standards

These are essentially Google guidelines, which also apply to indexing by the Google search engine. Here are some key examples:

• Your site needs to be mobile friendly
• Use SSL encryption
• You must have an imprint and a privacy policy
• The site must not contain spam
• Navigation must be clear and easy to understand
• The site must be fast and technically up-to-date
• Comply with theBetter-Ads-Standard

As the world of websites is constantly changing in terms of technology, legislation, content and usability, it is important to keep up to date and develop your own websites.

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4. Avoiding of dubious traffic sources

Advertising is only worthwhile for you and AdSense if you have a lot of traffic to your site. As mentioned above, this is also an important factor in the acceptance of your site. But quality is also very important. A big no-go: buying traffic.

AdSense and the advertisers want qualified traffic that has a clear interest in the product, service or advertiser when they click on an ad. Only then is the advertiser willing to pay money for it, which then benefits AdSense and you as the publisher.

Overall, traffic from social networks is also considered to be of lower quality, as there is usually no search intent, or courtesy clicks may be considered invalid clicks.

If you suddenly have a lot of traffic from social networks on your site, AdSense may review your site and show fewer or no ads. These reviews are often time-limited. If you notice any irregularities yourself, you can report them to AdSense using a contact form.

5. No violence, no sex, no copyright infringement

The content of your page or videos should create an ad-friendly environment. This does not mean that serious topics are not allowed, but legally and morally questionable content is not acceptable to AdSense. So no sex, no violence, no weapons, no drugs, no copyright infringement, no insults, etc.

Pages are usually scanned by automated systems. Certain keywords can then trigger violations in the policy centre. Sometimes a screenshot will show you where, so you know where to improve.

6. Privacy and consent management

As mentioned above, a privacy policy is mandatory. Appropriate privacy generators can help you with this.

In UK and the EEA, consent is also mandatory for certain forms of advertising, and as of this year, AdSense also requires the use of a TCF-compliant Consent Management Platform (CMP).

If you do not use an appropriate CMP, AdSense may stop serving ads. You will receive a notification email.

AdSense also has its own CMP solution. If you would like to use it, you can find a tutorial on how to enable it here: CMP tutorial

7. Avoiding invalid clicks

Last but not least: Invalid clicks. These are probably the most common reason for suspending or disabling an AdSense account. These are not just 'own clicks' on ads, which are easy to avoid, but the causes can be complex and sometimes beyond your direct control. Possible causes include

• Technical error
• Bots
• Design and navigation
• Incorrect clicks
• etc.

This is a sensitive issue as some publishers feel they have been unfairly 'accused' and the sanction obviously has a major impact on monetisation. If an account is disabled because of invalid clicks, and an appeal doesn't help, you're out of AdSense.

The magic triangle of balancing the interests of advertisers, publishers, and AdSense, protecting the overall system, and what publishers can do can be found in detail in the 'AdSense specials' article: Invalid traffic.

Apply the AdSense policies

One last tip: be sure to read the rules and regulations, theAdSense programme policiesand, if applicable, the YouTube's Community Guidelines.

Following the guidelines and auditing your own account is an ongoing process. It is an important part of protecting and successfully monetising your website or YouTube channel.

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