ReferenceGoogle Ads disapproval
Punctuation and symbols in sitelinks
Google disapproves a sitelink whose link text or description uses punctuation or symbols that serve no purpose other than to draw attention to the ad. Exclamation marks, punctuation at the start of the text and a ► symbol are the examples. Remove them from the text and description, then edit and save the sitelink. Check the other sitelinks, callouts and ad text for the same marks.
At a glance
- Where it shows
- The Status column on the Assets page, as Disapproved under this policy.
- What stops
- The sitelink does not serve while it stands.
- How serious
- Low on its own. Repeated violations of any policy can lead to a suspension.
What it means
The rule targets decoration, not the characters themselves. A comma that separates two items does a job in the sentence. An exclamation mark added to make the link look louder does not.
A practical test, not Google's wording: does the mark do a job in the sentence, or only pull the eye? A template can copy the same mark into several sitelinks, so one fix may need several edits.
What actually triggers it
Exclamation marks in the link text or description
Exclamation marks used to draw attention are listed as not allowed. They are the most direct case of the rule.
A symbol such as ►
The page gives a ► symbol as an example. Symbols pasted from a template or a design tool can carry through unnoticed.
Punctuation at the start of the text
Punctuation placed at the beginning of the link text or description is listed as not allowed.
Fix it in this order
- Open Campaigns, then Assets, and find the sitelink marked Disapproved.
- Hover over the sitelink, select Edit, and remove the exclamation marks, leading punctuation and symbols from its text and description.
- Keep only punctuation that does a job in the sentence.
- Select Save. Google reviews the edit again.
When to appeal
Appeal only when the marks left in the sitelink do a job in the sentence and the sitelink is still flagged. An appeal does not change the text, so edit it first.
Often confused with
The same test for ad text, where the message sits on a headline or description rather than a sitelink. The fix is the same: remove the mark that only draws attention.
A spacing message, not a punctuation one. In one real account the spacing message quoted the exact fragment it objected to, such as a comma with no space after it. Read the quoted text first.