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Using "Lowest prices" in ad copy now allowed.

Adwords editorial policy change?

9:52 am on Jul 15, 2009 (gmt 0)

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I was under the assumption that the use of unsupported superlative terms like "lowest prices" in the ad copy was not allowed in adwords. I know my ads were disapproved for using that term back in 2002 but from the recent response I received from Adwords, this is allowed.

I recently contacted adwords support via email about a competitor using this term and what the policy is on this. They responded by stating this is acceptable and don't see a problem with their ad. I thought the ad was deceptive since half the other ads offered lower pricing but I can see how using the ad copy "lowest prices" may increase his click thru ratio in this weak economy regardless of being true or not.

It is common to see "low prices" in ad copy but I don't see ads that state "lowest prices". Is this more common now? Are ads getting approved for using "lowest prices" without 3rd party support?

12:45 pm on July 15, 2009 (gmt 0)

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I was under the same impression until about a year ago. Our Google rep basically said "best" and "#1" are the only superlatives they really care about. My guess is because they're the most subjective superlatives. However, you can use things such as "Best Rates Guaranteed".

It may help you get a high CTR, but once people get to a site and see they aren't in the fact the "lowest prices" they will most likely leave to find the real lowest price. Again, back to CTR not being the most important metric.

12:48 pm on July 15, 2009 (gmt 0)

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I know you can't use "best" in your ad. Google calls it a superlative. I guess "lowest" is a superlative as well, although I never used that word in an ad.

"low price" is OK. Your price can be low but you cannot make the claim, which you can't substantiate, that you are indeed the lowest. Or the best, the cheapest or the biggest.

3:31 pm on July 15, 2009 (gmt 0)

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it all depends - 'lowest' when referring to prices is a bit of a fine line - they are just talking about the lowest price on their site?

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