My 2cts
"free shipping over $100"
I tend to agree, and I think Robsp's intuition/experience is right on the money. IMO, there are at least three things to think about when you write an ad - beyond what the ad says about your product or service:
* Does it meet AdWords guidelines?
* What does the ad say about you and your company?
* How will your potential customer react when they get to your site, and look for your offer?
Of the above, the AdWords policy may be the least important consideration.
Yes, of course you do want to meet policy. But, on the other hand, getting and keeping a customer is mission-critical. If your ad appears unprofessional because you've written in 'short hand', or over-used abbreviations, or simply tried to say too much in one ad - then you may lose potential customers before they ever get to your site, simply because you haven't made a good impression.
And, once a user has gone to your site, if they feel in any way 'ripped off' you've probably lost them as a customer - now and in the future.
Speaking for myself, when I buy online free shipping is a huge draw. And I might click on your ad having seen your 'Free shipping'. However, if I wanted to order only $25.00 worth of your product, I'd feel misled if I found that free shipping was not available to me. And I'd probably just hit the back button, and make a mental note to avoid your ads (and site, and product) in the future.
With all that said, AdWords policy would almost certainly say you were OK with 'free shipping' or even just 'free ship' - so long as the 'Free shipping over $100.00' offer was clearly stated on your site.
Would I recommend it, even though it would be OK? No, probably not.
(You know, having written all that, I have to admire Robsp for saying the same thing in just six words!)
AWA
