A Web site must have substantial content that is clearly and obviously reflective of the search term's meaning. There must be a strong, direct relationship between keywords and the content, purpose, and theme of a Web site.

What counts as Content?

• Products or Services Offered
• Information of substance

Advertisers may bid on branded terms if, in addition to meeting our regular guidelines, their site meets at least one of the following criteria:

• The site clearly sells (or directly facilitates the sale of) the product or service described by the branded term.
• The primary purpose of the site's landing page is to provide substantial information about the branded term.

Please Note: We do not allow advertisers to bid on a branded term if the only content on the page relevant to the term is a comparison of that term to the advertiser’s own product or service.