Google says it does not allow ads on its results pages unless they are relevant where they are shown. It also says ads can provide useful information only when relevant to what a user wants to find, so some searches may show no ads, and that relevant text ads have higher clickthrough rates than randomly appearing ads.

Google

Google says that, to ultimately serve all users, including advertisers and non-advertisers, it has a set of guiding principles for its advertising programs and practices.

Google Advertising Principles for Serving Users

Google's public 'Ten things we know to be true' page describing company principles such as user focus, iteration, speed, advertising integrity, global information access, challenging work, fun, and continuous improvement. https://about.google/philosophy/?hl=en_US

Google: Ten things we know to be true

Ad Relevance as a Precondition for Display at Google

Google states that advertising can be effective without being flashy and that it does not accept pop-up advertising because pop-ups interfere with a user's ability to see requested content.

Google's Restraint Against Intrusive Ad Formats

Google says any advertiser, whether small or large, can use its highly targeted advertising medium.

Equal Advertiser Access to Google's Targeted Ad Medium

Google says advertising on Google is clearly identified as a Sponsored Link so it does not compromise search result integrity. Google also says it does not manipulate rankings to place partners higher in search results and that no one can buy better PageRank.

Separation of Paid Advertising from Search Rankings at Google

Google says its users trust its objectivity and that no short-term gain could justify breaching that trust.

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