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Branding Policies & Playbook

For Google AdWords Authorized Resellers








































Version 1.0 l Last updated March 19, 2008
AdWords Reseller Product Marketing Team l awreseller-mktg@google.com 2008 Google
Table of Contents


Introduction.. 3
Broad Guidelines regarding Google Brand Features.... 4
How to read this guide........ 6

Visual Brand Elements
I. Google Logos......................... 7
II. Google Screenshots............ 11

Text-Based Brand Elements
III. Google Trademarks.......... 14
IV. Google AdWords & Search Engine Martketing (SEM) messaging 15
V. General Google Messaging. 20
VI. Reseller-Specific Product and Service Offerings. 23

Additional Protocols, Policies and Resources... 29
Press Release Policy. 30
Email marketing and CAN-SPAM compliance.. 31
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Introduction
This section deals with messaging guidelines for copy associated with Google AdWords and search

Welcome and congratulations on becoming a Google AdWords Authorized Reseller. We're excited to
work with you and look forward to helping you promote AdWords to your customers.

The Branding Policies & Playbook helps you understand Googles policies within the context of marketing
messages that are most appropriate for communicating about your Google AdWords Authorized Reseller
partnership. It provides concrete examples of visual and text-based references to Google and AdWords
that are compliant with our messaging guidelines and those that are not.

The objectives are manifold:

1) To ensure that Google Brand Features are leveraged in a way that is compliant with our branding
policies
2) To define the joint value proposition posed by the Google-Reseller relationship
3) To do no evil! It is in the best interest of our reseller partners and of Google to do whats right for
our customersand that means setting the right expectation when communicating about search
engine marketing and Google AdWords
4) To ensure consistency across the reseller channel with regards to any and all messaging that
relates to Google and/or AdWords
5) To ensure collateral approvals in a timely mannerthe closer a piece of marketing collateral is to
being compliant, the sooner we can approve it for publishing

While we hold our partners to these policies to ensure effective use of Google Brand Features, we also
ask that you help us police trademark violators who may not be Google AdWords Authorized Resellers.
Any leads, questions, and concerns can be forwarded to the AdWords Reseller Product Marketing team
at awreseller-mktg@google.com.

Though the guide is not exhaustive, it is illustrative. It covers common messaging mistakes and nuances
by giving context as to when, why, and how terms, phrases and images can be used. Please dont
hesitate to contact us if you have any questions or need clarification. Remember, we are here as your
partners and want to do all that we can to help you succeed.

Sincerely,

The Google AdWords Reseller Product Marketing Team



* The screenshots and logos included in this guide are for instructional purposes only. Please obtain
approval before using any Google Brand Features, whether online or otherwise.
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Broad Guidelines regarding Google Brand Features

General Information

Although we'd like to accommodate all the requests we receive from users who want to add a touch of
Google to their sites, we are passionate about protecting the reputation of our brand as an objective and
fair provider of search results. That means we have to turn down many requests because sites imply that
Google is endorsing them or is otherwise affiliated with them. The same applies if Google's trademarks,
logos, web pages, screen shots, or other distinctive features ("Google Brand Features" or "Brand
Features") are associated with objectionable material, as determined by Google.

What is a trademark?

A trademark is a word, name, symbol or device (or a combination thereof) that identifies the goods or
services of a person or company and distinguishes them from the goods and services of others. A
trademark assures consumers of consistent quality with respect to those goods or services and aids in
their promotion.

Why is it important to use marks correctly?

Rights to a trademark can last indefinitely if the owner continues to use the mark to identify its goods and
services. If trademarks are not used properly, they may be lost and one of the company's most important
assets may lose all of its value. Rights may be lost not only because of a trademark owner's improper use
of the mark, but through improper use of the trademark by the public.
Policies:
If you are using a Google trademark, distinguish the trademark from the surrounding text in some
way. Capitalize the first letter, capitalize or italicize the entire mark, place the mark in quotes, use
a different type style or font for the mark than for the generic name.
If you do not capitalize the entire mark, always spell and capitalize the trademark exactly as they
are shown in the Google Trademarks and Suggested Accepted Generic Terms below.
Use the trademark only as an adjective, never as a noun or verb, and never in the plural or
possessive form.
Use a generic term following the trademark, for example: GOOGLE search engine, Google
search, GOOGLE web search.
Use only Google-approved artwork when using Google's logos.
If you are using a Google logo on a web page, there must exist a minimum spacing of 25 pixels
between each side of the logo and other graphic or textual elements on your web page.
Normally, an unregistered Google Brand Feature should be followed by the superscripted letters
TM or SM to give notice that the company claims trademark rights in the term. A registered
Google Brand Feature should be followed by the symbol to identify the term as a registered
trademark. In advertising copy, notice of trademark rights may be provided in a footnote format
e.g., by placing an asterisk adjacent to the Google Brand Feature and placing an appropriate
notice at the bottom of the page on which the asterisk appears. Example: *GOOGLE is a
trademark of Google Inc.

Things You Can't Do
One of the conditions for all uses is that you can't mess around with our marks. Only we get to do
that. Dont remove, distort or alter any element of a Google Brand Feature. That includes
modifying a Google trademark, for example, through hyphenation, combination or abbreviation,
such as: Googliscious, Googlyoogly, GaGooglemania. Do not shorten, abbreviate, or create
acronyms out of Google trademarks.
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Dont display a Google Brand Feature as the most prominent element on your web page.
Dont display a Google Brand Feature in any manner that implies a relationship or affiliation with,
sponsorship, or endorsement by Google beyond what is implied by a Reseller relationship , or
that can be reasonably interpreted to suggest editorial content has been authored by, or
represents the views or opinions of Google or Google personnel.
Dont display a Google Brand Feature on any web site that contains or displays adult content,
promotes gambling, involves the sale of tobacco or alcohol to persons under twenty-one years of
age, or otherwise violates applicable law.
Dont display a Google Brand Feature in a manner that is in Google's sole opinion misleading,
unfair, defamatory, infringing, libelous, disparaging, obscene or otherwise objectionable to
Google.
Dont display a Google Brand Feature on a site that violates any law or regulation.
Dont frame or mirror any Google page (including the page that appears in response to a click on
the Google logo or Google search box).
Dont incorporate Google Brand Features into your own product name, service names,
trademarks, logos, or company names.
Dont use the Google logo as part of a sentence. Its meant to be a standalone feature.
Dont copy or imitate Google's trade dress, including the look and feel of Google web design
properties or Google brand packaging, distinctive color combinations, typography, graphic
designs, product icons, or imagery associated with Google
Dont adopt marks, logos, slogans, or designs that are confusingly similar to our Brand Features.
Dont register Google trademarks as second-level domain names.
Dont use Google trademarks in a way that suggests a common, descriptive, or generic meaning.
Trademark rights vary from country to country. Some countries have severe criminal and civil
penalties for improper use of the registration symbol. Therefore, dont use the registration symbol
() in countries where the mark has not been registered.
If there is any question about usage, requests for clarification or permission may be submitted through the
process outlined at: http://www.google.com/permissions/.

Google Trademarks and Suggested Accepted Generic Terms

Google search
Google search engine
Google AdSense advertising program
Google AdWords advertising program
Google Analytics web analytics service
Google Base listing service
Google Checkout payment and billing service
Google Maps mapping service
Google Site Search service
AdWords advertising service
AdSense advertising service
Quantified web analytics service

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How to read this guide

If you are unfamiliar with the Google search engine, please begin with the Additional Protocols, Policies,
and Resources at the end of the document.

How the Branding Policies & Playbook is organized:

The first few paragraphs within each of the following sections provides the rationale for why such
messages may be considered misleading.
The bullets that follow specify branding policies with regards to marketing messages.
Below the dotted gray lines, you will find concrete examples of messages that are compliant and
those that are not. For simplicity, please note that each example is meant to illustrate a single
mistake.

If you have any questions, feel free to contact your partner manager, or email the AdWords Reseller
Marketing Team at awreseller-mktg@google.com.



First paragraph
provides rationale
for the rule
Bullets specify
branding policies for
marketing messaging
Examples follow
below the dotted
gray line.

Donts

Dos

The smaller text in
gray provides the
reasoning
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I. Visual Brand Elements Google Logos

As a Google AdWords Authorized Reseller, you may have the opportunity to utilize various Google logos
in your marketing materials. This section covers the usage of such logos, including:
Google AdWords Authorized Reseller logo
Google AdWords logo
Google Maps logo
Google company logo, aka "the Google logo"
At Google, we pride ourselves on delivering a search and advertising experience that is relevant, useful,
and objective. As such, we resist any visual or textual references that: 1) imply that we give favorable
treatment to partners we have relationships with or 2) display a Google Brand Feature in any manner that
can be reasonably interpreted to suggest editorial content has been authored by, or represents the views
or opinions of Google. Therefore, Googles Brand Features (logos, images, screenshots, etc) should
never be the most prominent element on your collateral or altered to exaggerate the nature of your
relationship with Google. As a reseller partner, we ask that you lead with your voice and leverage your
brand assets to promote your products and services.

Please review this section carefully and obtain any necessary permissions before making any use of
these logos.


Policies for General Logo Usage:
All usage of logos must be pre-approved in writing by the AdWords Reseller Marketing Team.
You may submit your request to awreseller-mktg@google.com.
Logos must be displayed on a white background, with no additional shadows or embellishments.
If you are using a logo on a webpage, there must exist a minimum spacing that is no less than 1/2
the height of the logo between each side of the logo and other graphic or textual elements on
your webpage.
If you terminate your AdWords Authorized Reseller agreement with Google, you must cease all
usage of Google logos and remove them from all material.
You cannot do any of the following:
Dont change the aspect ratio or colors of logos in any way.
Dont display logos so they appears larger or more prominent than your name, product, or service
name, trademark or service mark, logo, or trade or company name.
Dont display logos in any manner that implies a relationship or affiliation with Google or
sponsorship or endorsement by Google beyond that of an Authorized Reseller for AdWords.
Logos cannot be used ways that can be reasonably interpreted to suggest editorial content has
been authored by or represents the views or opinions of Google or Google personnel.
Dont include logos in your trade or business name, domain name, product or service name, logo,
trade dress, design, slogan, or other trademarks.
Dont translate logos into any other language. Any translated versions of logos must be provided
by Google.
Dont display logos as a design feature on any of your materials.
You may not use logos in any way other than as specified in these guidelines. Failure to comply
with these instructions may constitute a breach of AdWords Authorized Reseller agreement.
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Resellers provide significant value-added services in conjunction with the AdWords
product. While it is relevant for a partner to speak to the benefits of the AdWords produ
the reseller value proposition ultimately lies in the service levels provided. The Google
AdWords Authorized Reseller logo should be your first-choice logo for all marketing
materials, since it speaks to both the service and product components.
ct,


Policies:
If displayed online, all instances of the logo must be hyperlinked back to the Resellers Status
Page (more information on Status Pages in the Google Branding Resource Kit).
You may use the logo on your business cards, letterhead stationery, resume, website, and
marketing materials to indicate that you are a current Authorized Reseller, with an active
agreement with Google to resell AdWords.
You may use the logo in emails, but all emails must comply with CAN-SPAM and other local
market laws, as well as Googles email marketing policies.



Example Proper display of Google AdWords Authorized Reseller logo



CORRECT











INCORRECT

The piece on the right displays the Google AdWords Authorized Reseller logo as a complement to the
Resellers own brand features, rather than as the most prominent element on the page.


How to use the Google AdWords Authorized Reseller logo

How to use the Google AdWords logo

While our resellers own the service component of a Google AdWords account, Google owns the AdWords product. As
such, usage of the Google AdWords logo will only be approved when speaking to product-level features (e.g. Googles
CPC, CPM pricing model) that are unique to Google AdWords. Generic messages regarding SEM/PPC packages
should not be used in conjunction with the AdWords logo.

Policies:
The AdWords logo can only be used when speaking to unique product-level features of Google AdWords.
The shadowed logo is for online use. The flat logo is for use in print collateral.


Example Use of the Google AdWords logo

INCORRECT Generic PPC messaging



Messages promoting your reseller PPC package should
not include the use of the Google AdWords logo, since
you are not speaking to the unique benefits and
features of the AdWords product


CORRECT Google AdWords-specific messaging




The features and benefits are specific to the Google AdWords
product, while the value proposition focuses on the service provided
by the reseller, who helps to set-up and manage an advertisers
Google AdWords campaign
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How to use the Google Maps logo

You will be advised when use of the Google Maps logo is appropriate. The
Google Maps logo is only authorized for web use.




How to use the Google company logo


The Google company logo is to be used when communicating about your
corporate-level partnership with Google as a reseller. Since the company
logo is an umbrella brand which houses all Google trademarks, the implied
relationship must be explicit and must not suggest a relationship that is more
broad-ranging than is dictated by the boundaries of a reseller partnership.

Policies:
The Google logo can only be used to refer to your corporate-level relationship with Google.
Any visual reference to the Google search box, the Google.com search page or the Google
search button is strictly disallowed.


Example Use of Google company logos

is used by millions of internet users everyday!


Google is used by millions of internet users everyday.

Google logos are not a substitute for textual references and cannot be used as part of a sentence. This
applies to all Google corporate and product logos.


Example Use of Google company logos

Advertise with our search engine partners!


Our Partner Network



The first example speaks to a partnership with the Google search engine, rather than a corporate-level
relationship to the Google company. In the second example, the Reseller is referring to Google as a
corporate-level partner with the appropriate caption and contextthe implied relationship does not
exagerrate the reseller partnership.
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Version 1.0
Policies for General Screenshot Usage:
February 2008 11
II. Visual Brand Elements Google-branded Screenshots


As a Google AdWords Authorized Reseller, you may have the opportunity to utilize various Google
screenshots in your marketing materials. This section covers the usage of such screenshots, including:
The Google UI changes quite frequently, but in very subtle waysnew tabs may be introduced,
new links may be introduced/removed etc. Whenever you use a Google screenshot, please
make sure that your screen shot reflects the most current search user interface.
Google search results page
Local Business Center Listings (LBC listings) aka screenshots from Google Maps
Any visual reference to the Google search box, the Google.com search page or the Google
search button is strictly disallowed.
February 2008 12


Screenshots of the Google search results page may be used to illustrate how search engine marketing works. We have included a Google-
approved screenshot of the search results page in your Google Branding Resource Kit and ask that you use the provided asset in your marketing
materials. Please see our guidelines below if you would like to develop your own screenshots for publication.

Policies:
All screenshots must be accompanied by callouts clearly indicating the location of the Sponsored Links sections.
If you would like to produce your own screenshot for publication, you have one of the following three options:
o Gain permission from all Sponsored Links AdWords advertisers that are featured in the screenshot.
o Create a mock-up of the Sponsored Links section using domains that are owned by your company
o Edit the screenshot so that the names of the advertisers are blurred out.


Example Visual callouts for Sponsored Links in Google search results screenshots

INCORRECT: CORRECT:












Example Captioning a screenshot in reference to Google AdWords (please remember to include the visual callout)

INCORRECT: CORRECT:
Google AdWords
Sponsored Links
Your AdWords ad
could appear here
Google Search Results
Search Term
Your AdWords ad
could appear here
Google Search
Results Page
How to use the Google search results page screenshot
Version 1.0


Approved Local Business Listings Screenshots

Some of our reseller partners submit business information to Google Maps Local Business Center. If you
provide these services, please limit your usage of screenshots to the three that are included in you
Google Branding Resource Kit, which have been pre-approved by our Maps team. Please see the
following screenshots:

LBC Listings on Google Maps
LBC Listings on Google.com
LBC Listings on Google.com (text-only version)


LBC Listings on Google.com
LBC Listings on Google Maps




Version 1.0 February 2008 13
III. Textual Brand Elements Google Trademarks

This sections deals with the usage of Google trademarks and features (non-logos) mentioned in copy.

The full list of Google's registered and trademarked product and brand names can be found here:
http://www.google.com/permissions/guidelines.html.

Policies for trademark usage:
The first reference to a Google trademark must be acknowledged with either the or the
symbol. Subsequent references need not carry a trademark acknowledgement.
If use of the marketing material is restricted to the US, please use the symbol. If materials will
be used outside of the US, please use the symbol.
In advertising copy, notice of trademark rights must be provided in a footnote format - i.e. Google
and AdWords are trademarks of Google Inc. and are registered in the US.

Example Acknowledging Google trademarks
We help our customers advertise with Google AdWords. AdWords can help you find new
prospects right when theyre searching for your products and services on Google. Sign-up to try
Google AdWords today!

We help advertise with Google AdWords. AdWords can help you find new prospects right when
theyre searching for your products and services on Google. Sign-up to try Google AdWords
today!

Google and AdWords are trademarks of Google Inc. and are registered in the US.

The first instance of any Google trademark on any web page or document should be followed by a
trademark acknowledgement. Assuming that this copy will only be circulated in the US, please use the
encircled and provide notice of trademark rights.

Please note that AdWords is spelled as one word and pluralized, with an uppercase "A" and an
uppercase "W". It can appear without Google preceding it if Google is mentioned elsewhere in the
document.

Trademark acknowledgements: AdWords, Google, Google AdWords, Google Maps, Google
AdWordsAuthorized Reseller


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IV. Text-Based Brand Elements Google AdWords & Search Engine
Marketing Messaging

This section deals with messaging guidelines for copy associated with Google AdWords and search
engine marketing. Topics covered include:

How to talk about Search Engine Marketing (SEM)
How to talk about search results vis--vis Search Engine Marketing
How to talk about the Google search index vis--vis Search Engine Marketing
How to talk about the position of ads within AdWords Sponsored Links

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How to talk about Search Engine Marketing (SEM)
Search engine marketing (SEM) helps a business promote its website by advertising in the Sponsored
Links section of the Google search results page. While other search engines allow paid inclusion or paid
placement in search results, AdWords advertisements can only run above or to the right of search results
under the heading Sponsored Links.

It must be clear to customers that SEM refers to the ways in which a business can
advertise/market its products and services with Google AdWordsnot paid inclusion or paid
placement in search results.


Example The SEM product

Get started with a search package that includes Google.
Get started with a search engine marketing package that includes Google AdWords

The product being sold is a search marketing package, not a search package (which implies paid
placement). We encourage you to use Google AdWords, the specific product name, whenever
possible.

Example The Google AdWords product

Get your Google campaign up and running today
Get your Google AdWords campaign up and running today

Since the Google brand is strongly associated with search, a Google campaign could be read to mean a
search engine optimization campaign. Google AdWords is substituted in order to emphasize that we are
talking about advertising rather than paid placement or paid inclusion.

Example Use of the word placement

Premium placement will give you a competitive edge over your competitors
Quality ad text and relevant keyword buys will give you a competitive edge over your competitors

Placement can roughly be interpreted to mean placement in organic search results, which can only be
determined by PageRank. Rather than focusing on the placement or position of ads, the revised version
draws attention to ad text and relevant keywords.

Version 1.0 February 2008 16

How to talk about search results vis--vis Search Engine Marketing
Google AdWords advertisements appear to the right and sometimes above relevant search results under
the heading Sponsored Links.

Search results are located on the left-hand side and are commonly referred to as "organic listings" or
simply "search results". Organic search results cannot be bought or influenced by purchasing AdWords.























Your AdWords ad
could appear here
Google AdWords Sponsored Links appear alongside or above relevant search results.

In both visual and textual references, it should be clear that advertisers are paying to advertise
with Google AdWords under the Sponsored Links section, not in the organic search results.


Textual References

Example Vague language with regards to Googles search results

Help get your business into Googles search results today!
Help promote your business by advertising with Google AdWords today!

Organic search results cannot be altered by engaging in an AdWords campaign. It should be clear that
we are talking about Sponsored Links, not search results.

Example Ambiguity regarding the location of Google AdWords Sponsored Links or advertisements

Reach your customers by appearing on Googles search results pages.
Reach your customers by advertising in the Google AdWords Sponsored Links section.

While advertisements do technically appear on Googles search results pages, it is unclear in this
context that they appear under the Sponsored Links heading and not in the Google.com search results.

Version 1.0 February 2008 17


How to talk about the Google search index vis--vis Search Engine Marketing

The Search Index refers to Googles comprehensive collection of the most useful web pages on the
Internet. Google has an automated crawler that constantly browses the World Wide Web in order to
ensure the most up-to-date information. Google's complex automated methods make human
manipulation with our search results extremely difficult. There is no such thing as paid inclusion in the
Google search index. We only run relevant ads above and next to our results, Google does not sell
placement within the results themselves (i.e., no one can buy a particular or higher placement in Googles
search results).
Policies
Messages should not suggest that advertising with AdWords can result in inclusion in the Google
Search Index. Google AdWords Sponsored Links appear alongside and sometimes above
relevant search results and are completely independent of Google search results.
It is important to set the right level of expectation with your potential customers. Since many of
these customers are unfamiliar with SEM, it is important to use explicit language as to where and
when ads can run on Google.


Example Vague language suggesting search index inclusion

Establish a presence on major search engines such as Google!
Promote your business by advertising on major search engines such as Google!

It is unclear whether Establish a presence refers to search-engine marketing or paid inclusion in
search engines. Google does not support the notion of paid inclusion.

Example Being found on Google

Help your ad campaigns be found on Google!
Our account managers will help you be found within Google AdWords results.

Help your (AdWords) ads be shown alongside relevant search results on Google
Our account managers will help you advertise your business with Google AdWords.

In both cases, being found on Google can be misconstrued as being included in the organic search
results, since there is no explicit reference to where your business will be found.

Example Use of the term paid search

Your paid search campaign will run on top-tier search engines such as Google.
Your search engine marketing campaign will run in the Sponsored Links section of top-tier search
engines such as Google.

Two things: 1) Paid search can be misconstrued to mean paid inclusion in search results. As such, we
do not approve of the use of the term paid search in any context. 2) Without reference to where your ad
will run on a top-tier search engine, this statement could be read as paid inclusion in search results.

Example Use of the term results
Get your advertisement listed in Sponsored Links results
Get your advertisement to run next to relevant search results in the Sponsored Links section.

In order to minimize confusion, we prefer to reserve the use of the term results for references to
Google.com search results.

Version 1.0 February 2008 18

How to talk about the position of ads within AdWords Sponsored Links

Within Sponsored Links advertisements, Google has developed an Ad Rank system, which determines
the position of an ad using its Quality Score (determined by relevance, CTR, etc) and keyword bid. Since
ads are automated based on Ad Rank and the AdWords auction, it is very difficult to promise an
advertiser a certain position within the Sponsored Links section.

Policies
In order to accurately communicate the integrity of the Google search engine, messages
regarding the position or rank of website in Googles search results or Sponsored Links should be
avoided.


Example References to the position/rank of a search result

Get your website to the top of Google
Advertise your website with Google AdWords.

The incorrect statement does not reference advertising, so the advertiser could interpret the message to
mean an improvement in his/her websites PageRank, essentially moving it to the top of the organic
search results.

Example References to the position/rank of a Sponsored Links advertisement

We work to get your ad to the top position on Google.
We work to get your ad the highest-value click-through rate on Google.

The reference to the word position is often associated with the PageRank of a Google.com search result
and should thus be avoided in all use cases. Furthermore, AdWords ads are ranked based on relevancy
and the AdWords auction, making it difficult to promise for a reseller to promise a certain position within
Sponsored Links.
Version 1.0 February 2008 19
V. Text-Based Brand Elements General Google Messaging

This sections deals with messaging that refers to Google in a broader sense. It includes topics such as:

How to talk about Google vis--vis your other partners
How to use stats and metrics under Googles branding policies
How to mention Googles Advertising Network





Version 1.0 February 2008 20




How to talk about Google vis--vis your other partners

Google trademarks cannot be used in a way which suggests a common, descriptive, or generic meaning.

Broad categorizations and generic references to Google trademarks are not allowed. Please
explicitly name the Google product to which you are referring in all cases.



Example Generic categorization of Google trademarks & generalizing Google

Advertise your business on an array of search engine platforms
Advertise your business with leading search engines such as Google and others.

It is okay to mention Google in conjunction with other SEM products providers as long as the Google
product or brand is explicitly cited.

Example Googles CPC and CPM model

Our PPC service makes sure you get the most out of your Google AdWords campaign!
Our CPC service makes sure you get the most out of your Google AdWords campaign!

While search engine marketing is often referred to as "pay-per-click" ads, the official name of the Google
AdWords cost model is cost-per-click (CPC) and cost-per-impression (CPM) advertising. If referring to
Google AdWords exclusively, please use the CPC and CPM terminology.





How to use stats and metrics under Googles branding policies

Partners are not allowed to reference Google trademarks in a way that suggests a common, descriptive,
or generic meaning. As such, we do not allow resellers to mention Google in search metrics that are
aggregated across partner networks.

Do not promote Google AdWords or other Google products in metrics that are aggregated across
multiple search engines.
All statistics should carry proper citations.

Example Aggregated metrics
Our network reaches 235 million search engine users*
* Source: internal data. 70% of traffic from Google.com, 12% from Yahoo, and 8% from MSN.
Do not include Google in this type of messaging.

If metrics are aggregated across your network, it is best not to reference Google at alleven if there is a
footnote explaining the breakdown. This also means that the Google AdWords product cannot be
promoted in these types of collaterals.

Example Third party statistics

87% of users said they use Google when researching car purchases.
According to the Kelly Blue Book, 87% of users said they use Google when researching car
purchases.
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Any use of statistics obtained by third parties should be accompanied by an in-line or footnoted source
citation.

It should be clear that the offer is funded by the reseller and not Google. Here, coupon is replaced with
sign-up credit. Trial credit would also be appropriate.



How to mention Googles Advertising Network
Google distributes its search results and ads to a network of partners making up Googles advertising
network. This means that advertisers can choose to display their ads across these partner sitesin
addition to having them displayed on Google.com.

If referring to partners such as Ask.com and AOL in Googles advertising network, please
acknowledge their trademarks.
You may not use Ask.com and AOL logos, when referencing Googles advertising network

Example Trademark acknowledgement of Ask.com and AOL
Your AdWords ads will have the opportunity to run on Googles advertising network on sites such
as AOL and Ask.com

Your AdWords ads will have the opportunity to run on Googles advertising network on sites such
as AOLand Ask.com

Ask. com, is a registered trademark of Ask.com, a subsidiary of IAC Search and Media.
AOL is a registered trademark of AOL Time Warner


Please include the proper trademark acknowledgments when referring to Googles advertising network



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VI. Text-Based Brand Elements Reseller-Specific Product and
Service Offerings

Some of our reseller partners offer comprehensive solutions to their customers, which include products
and services outside of the Google AdWords Authorized Reseller relationship. While we respect your
right to promote these solutions, we also ask that you adhere to the following guidelines when messaging
your other products and services in conjunction with Google Brand Features. Some offerings covered
include:

How to talk about your advertising products vis--vis your AdWords offering
Search Engine Optimization (SEO) & Website Design
Search Engine Submission
Promotional Offers
Local Business Center Listings (LBC Listings) aka Business Information Submission to Google
Maps





Version 1.0 February 2008 23

How to talk about your advertising products vis--vis your AdWords offering

Many of our resellers offer their own advertising properties in addition to AdWords Sponsored Links. It
should be clear to the customer which property their ads will show on.

Policies
Please use explicit language, so that customers know which properties their ads will run on.


Example Reseller products vis--vis Google AdWords

The top listings/search results are reserved for our preferred advertisers
The top listings/search results on OnlineDirectories.com are reserved for our preferred
advertisers

Since our reseller partners often have their own suite of PPC products, which may be similar to those
offered by Google AdWords, it should be clear to the advertiser which company owns the particular
benefit or claim being made.


How to talk about your Search Engine Optimization (SEO) & Website Design

We resist the idea that Google search results can be influenced with optimization techniques. The
position of a result in a Google.com search is generated using Googles PageRank
TM
algorithm, which is
a system for ranking web pages developed by Googles founders Larry Page and Sergey Brin at
Stanford University. PageRank assesses the relative importance of a result based on objective indicators
such as traffic, inbound and outbound links, etc. While relevant ads run above and next to our results,
Google does not sell placement within the results themselves (i.e., no one can buy a particular or higher
placement in Googles search results).

Search engine optimization is a nebulous practice that encompasses a range of things from well-
structured website design to fraudulent link exchanges. While we recognize that there are best practices
associated with website design (e.g. meta tags, image tags, text-based links, etc.), we are not
comfortable with relating those practices back to the broadly defined practice of search engine
optimization.


Policies
The reseller relationship is specific to search engine marketing. While search engine optimization
may be one piece of your value proposition, please message these services separately from any
pieces that may feature Google Brand Features. Google trademarks cannot be mentioned in
conjunction with SEO services.
It is okay to mention cause statements in your web design services. A cause statement is a
technique that you employ in your website design. However, it is not okay to draw the
relationship to the effect statement that your techniques will lead to search engine recognition (or
other SEO-type effects).



Example Reference to resellers search engine optimization practice

Our SEO services can help get your webpage on the top results in Google.
Do not include Google in SEO messages.

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The Google AdWords Authorized Reseller program is about AdWords and not search engine
optimization. As such, we cannot approve of the use of SEO messaging in any collateral where the
Google brand is in useeven if SEO is included in your suite of products.


Example Website design services

Professional looking websites designed and structures with layouts, which give your business the
ability to be listed in organic search results.
Professional looking websites designed and structured with layouts that make it easy for visitors
to your site to learn about your products and services.

While your Website Design services may be optimized for search engine recognition, your relationship as
an SEM provider of Google AdWords must take precedence in all messaging. In order to minimize
confusion between Google the search engine and Google AdWords advertising, no SEO value
propositions are allowed in Google-branded collaterals. One alternative is to communicate that your
websites are well organized and built without mentioning what effect that has on search engine
recognition
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How to talk about your Search Engine Submission (SES)

Although Googles automated crawler constantly browses the World Wide Web, Google also allows users
to submit their website URLs for the potential to be included in the search index. We do not add all
submitted URLs to our index and do not make any predictions or guarantees about when or if they will
appear.

Search engine submission services must not guarantee inclusion in the search index, since
Google does not necessarily add all submitted URLs to its index. Please include a disclaimer in a
footnote format.


Example SES Messaging

Your website URL is submitted so customers can find you in organic search results
Your website URL is submitted so your website could potentially be included in Googles search
index*

*There is no guarantee or promise that a submitted URL will be included in the Google search index.

All search engine submission messages must carry this disclaimer




How to talk about promotional offers
Occasionally resellers extend promotions, credits, or coupons to their customers. While these promotions
might be offered for Google AdWords, they are not funded by Google and should not be communicated
as such.
The advertiser should understand that the reseller, not Google, is funding the offer
Coupon is a less preferred term since Google uses that terminology for its own promotions.
Trial credit or sign-up credit effectively communicates that the offer is for new customers only
Please include the Terms and Conditions of the offer on the same page (within scanning
distance) of the first reference to the sign up credit. At the very least, Terms and Conditions
should elaborate on any minimum spend requirements, contract period stipulations and offer
expiration date.

Example Provider of the promotion
Get a $50 coupon to try Google AdWords today*
*Offer Terms and Conditions

Reseller X will provide you with a $50 sign-up credit to try Google AdWords today *
*Offer Terms and Conditions

It should be clear that the offer is funded by the reseller and not Google. Here, coupon is replaced with
sign-up credit. Trial credit would also be appropriate.
Example 12.2 Trial promotions
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Sign up for a new Google AdWords account and receive a $50 advertising coupon*
*Offer Terms and Conditions

Sign up to try Google AdWords and receive a $50 Google AdWords advertising sign up credit
from Reseller X*
*Offer Terms and Conditions

In this case, the promotion is for new rather than existing advertisers. The verb try replaces the noun
new in order to emphasize that it is an offer designed to promote trial. Also, advertising coupon was
changed to make it clear that the coupon is specific to Google AdWords.

In general, we prefer the term sign-up credit or promotional credit as opposed to Coupon or special
offer. We will allow the use of the term Coupon or Special Offer in the context of an incentive that you
are providing when there are no further commitments that the customer needs to make in order to take
advantage of the offer. If there are other commitments, please use the term sign-up credit. In all cases,
please be sure to explicitly include the Terms and Conditions associated with the credit on the same
page (or within eye scanning distance) of the first mention of the credit.



How to talk about Local Business Center Listings (LBC Listings)

Some of our partners submit business information to the Google Maps Local Business Center. When a
user performs a local search, the business may have the opportunity to appear on the Google Maps
platform/mapping service, as well as in the search results section of Google.com. A local search can be
triggered in two ways: 1) Via the IP address of the user searching on Google.com or 2) With any query
that specifies a geographic location in combination with other keywords (e.g. Florists +San Francisco or
Florists +92784).

Local Business Listing on Google Maps

Local Business Listing on Google.com search results
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It should be clear to the advertiser when and where his/her business listings or ads will be shown,
since we dont want to set the wrong expectation with our advertisers. A customer with the wrong
expectation quickly becomes a dissatisfied customer.
Local business listings only show up in response to local search queries. Please especially be
careful with this messaging when referencing Google Maps and/or local business listings.



Example Confusing a local business listing (local search) with Google.com search results

We collect your essential business information so your business can be listed in the free or
organic search results.
We collect your essential business information so your business could show up in response to
local searches.

Local business listings have the opportunity to appear in the organic search results section of
Google.com only if a local search is performed.

Example Referring to Google Maps as an online yellow pages directory

Get your business listed in Googles online yellow page directory
Get your business listed on the Google Maps search platform

Google Maps delivers a more comprehensive search experience (maps, directions, business listings,
advertisements, etc) than an online directory listing.

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Additional Protocols, Policies and Resources

The guidelines set forth in this document are illustrative and not exhaustive. We have tried to cover some
of the more commonly encountered mistakes. It is by no means a complete list of dos and donts. Each
of your marketing collateral pieces will be reviewed as contextually appropriate.

Please designate one member of your team to review all marketing materials for compliance
before submitting to Google. Since many people contribute to the development of a single piece
of collateral, we feel that this is one way to ensure consistency across your submissions and to
facilitate more timely approvals.

Submit all materials to our AdWords Reseller Marketing Team at awreseller-mktg@google.com
for review and approval

You may also contact your partner manager with any additional questions or concerns you have.

Timelines for approvals

Type of Request Typical Turnaround Time
Standard Requests Marketing approvals related
to usage of Google Brand Features
You can expect to receive edits from Google within
2-3 business days for each round of submissions.
Please be prepared for a few rounds of revisions
the more compliant the piece, the faster the
approval.
Press Releases Should not include sensitive
information or financial projections
10 business days
- 7 days for Public Relations approval
- 3 days for Legal approval


Please see the following sections for more information on:
Press Release Policy
Email Marketing & CAN-SPAM Compliance
Anatomy of a Google Search Results Page
Behind the Scenes: How Google Search Works
Additional resources for Google branding guidelines


Version 1.0 February 2008 29



Press Release Policy

Press releases must be approved by both our Product Marketing and Public Relations teams. In order to
facilitate approvals, please see below for policies, boilerplates, and other approved language for public
materials. Once the press release has been drafted, please submit to awreseller-mktg@google.com for
Googles approval.

Polcies:
Press releases will only be approved after partners are actively selling AdWords. Press releases
submitted before then are not eligible for review.
Do not disclose details of the agreement.
Do not include Googles stock symbol.
Do not include Google's boilerplate; instead use information about the reseller program, provided
below.
Do not use the word partnership instead use strategic alliance, agreement, working with,
or strategic relationship.
Submit all press releases to awreseller-mktg@google.com for approval

Trademark Usage
In the first reference to a Google trademark in the press release place a beside the mark and
use it as an adjective followed with a generic term such as program, product, or platform.
Include the trademark notice acknowledging Googles rights to the referenced Google
trademarks: Google and AdWords are trademarks of Google Inc.


About the Google AdWords Authorized Reseller Program
The Google AdWords Authorized Reseller program enables strategic relationships between Google and
companies that can deliver the power of Google AdWords to their local merchants. Google values the
relationships and knowledge resellers possess in their communities, and share a mutual commitment to
deliver targeted, measurable advertising solutions to local marketers. Small and medium-sized
businesses working with an authorized reseller receive professional, full-service AdWords account
management, from account setup and activation to ongoing campaign monitoring and optimization. For
more information, visit http://services.google.com/adwords_resellers/

Approved Language for Press Releases and Other Public Materials

Introductory statement:
Reseller today announced it is entering into a strategic agreement with Google to become an authorized
reseller of Googles AdWords advertising program.

Statements about AdWords:
1. AdWords is an online advertising platform designed to help businesses of all sizes use the web to find
new customers by delivering relevant ads when users search for specific products and services.

2. AdWords is a cost effective, efficient way for businesses of all sizes to advertise their products and
services at exactly the time their customers are looking for them. Using the cost-per-click (CPC) model,
businesses can select and bid on keywords related to what they are selling and pay only when an
interested user clicks on their ad. Advanced targeting options, customizable ads, and detailed reporting
enable advertisers to evaluate the benefits and performance of their cost-per-click advertising efforts.
More information is available at www.adwords.google.com.

Statements about resellers new offering:
1. The reseller maximizes its value to local advertisers by providing high quality customer service and
expert, professional AdWords account management.
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2. The reseller will provide full-service AdWords account management on behalf of local merchants, from
account setup and activation, to ongoing campaign maintenance and optimization. This agreement is
designed to build on the resellers existing relationships with marketers, particularly small and medium-
sized businesses, and encourage them to use online advertising as a cost-effective way to find and target
new customers, whether they are just around the corner or across the globe.

3. As a Google AdWords Authorized Reseller, the resellers sales force is equipped to help local
businesses efficiently tap into the power and reach of the Google AdWords online advertising platform.





Email marketing and CAN-SPAM compliance

We are very sensitive to spam and the perception of spam in commercial emails that are sent to
prospects. While transactional emails sent to existing customers do not fall under this category, Google
Brand Features cannot be used in commercial email marketing.

Please adhere to the following guidelines when sending transactional emails to existing customers:

Googles email marketing stipulations
Email communication can be used only when communicating with your current customers.
Emailing prospects can come across as spam and we discourage the use of email when
communicating with people that you dont have existing relationships with.
Please lead with your companys voice, being sure to include your companys name in the subject
line of the email. We generally do not approve of using any Google trademarks in the subject line
including, but not limited to Google, Google AdWords, and Google Maps.

CAN-SPAM Stipulations
Your email must give recipients a quick and easy opt-out method. You must provide a return
email address or another Internet-based response mechanism (i.e. unsubscribe link) that allows a
recipient to ask you not to send future email messages to that email address and you must honor
requests within 10 business days. You may create a "menu" of choices to allow a recipient to opt
out of certain types of messages, but you must include the option to end any commercial
messages from the sender
The email receiver must be able to see who is sending the email, the name of the company, and
the reason for why they are being contacted (via a clear, self-explanatory subject line)
Resellers must include their physical business address at the bottom of the collateral (do not
include Googles address)



Example Email subject lines

Subject: Try our new SEM solution with Google AdWords
Subject: Try Reseller Xs new SEM solution

Please do not incorporate any Google trademarks in the subject line of your email. Lead with a
compelling message from your own company and remember to include the name of your company in the
subject line of the email. Google, Google AdWords, and the Google AdWords Authorized Reseller
program may be mentioned in the body of the email.

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Anatomy of a Google Search Results Page

Google matches highly relevant search results to any search query entered. In addition, Google displays
relevant AdWords ads above and alongside search results. These are labeled Sponsored Links, as
seen in red boxes below. Google separates search results from ads for user distinction. AdWords ads are
placed to the right and sometimes above Googles search results. Organic or natural search results are
outlined in blue.





1. User performs a search by entering keywords


2. Google AdWords
Sponsored Links
appear alongside or
above relevant
search results.


Behind the Scenes: How Google Search Works

Google is the worlds most popular search engine. Millions of Internet users around the world use Google
to search for information, products, or services. Googles popularity stems from its minimalist design and
the relevancy of its search results.

When a user visits Google.com, he/she enters a keyword and presses the Google Search button (this
is called a search query). In response, Google displays a search results page, which lists web pages
relating to the search query. The most relevant page appears first, followed by the second most relevant
page, and so on.

How does Google know which results are most relevant? The answer lies in Googles algorithms, which
are a set of advanced calculations that help identify the relevancy of results to each search query. Google
crawls the web regularly, indexing billions of web pages similar to the way a library card catalog
indexes books. When a user enters a search term, Google scans its vast index and displays the most
relevant pages based on PageRank and other advanced algorithms.
Version 1.0 February 2008 32
PageRank relies on the link structure of the web as an indicator of an individual pages value. In
essence, Google interprets a link from page A to page B as a vote, by page A, for page B. But Google
looks at more than the sheer volume of links a page receives; it also analyzes the page that hosts the
link. Votes cast by pages that are themselves important weigh more heavily and help to make other
pages important.



Google AdWords
TM
Authorized Reseller Branding Guidelines
Additional resources for Google branding guidelines

http://docs.google.com/View?docid=dd5nvqhx_4cgc86z

Guidelines for Third Party Use of Google Brand Features
http://www.google.com/permissions/guidelines.html

This document is also available online at the Google AdWords Reseller Program by clicking the After
You J oin link and logging into your account. http://services.google.com/adwords_resellers/index.html










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