2-Click Policy

Last Updated: May 2023

This 2-Click Policy applies to all 2-Click Implementations (as defined below) distributed by Publisher in connection with the Agreement. Unless otherwise defined herein, all capitalized terms have the meaning given in the Agreement. For the avoidance of doubt, other search provider Policies may also apply to the Implementations governed by this policy. For the further avoidance of doubt, this 2-Click Policy does not apply to SEM Arbitrage Implementations, which are defined in and governed by the SEM Arbitrage Policy.

  1. 2-Click Implementations. “2-Click” Implementations refer to (A) (1) display or native ad units containing originating ad copy or (2) hyperlink or keyword suggestion(s) (collectively, subsections (1) and (2) are the “2-Click Creative”) that resolve, in accordance with search provider’s instruction, to (B) (1) a Paid Search Results page (the “2-Click SERP”) or (2) a landing page containing both Paid Search Results and content, with the Paid Search Results being displayed at the top of the landing page and the content serving as the most prominent element of the landing page (the “Landing Page”). 2-Click Implementations include, without limitation, Keyword Hotspots Implementations, Display-to-Search Implementations, and Native-to-Search Implementations (as such terms are defined in, and as such Implementations are additionally subject to the terms set forth in, other search provider Policies). 2-Click Implementations are only available for distribution by Publisher (and not Publisher’s Syndication Partners, if any, or any other third party), and only on websites and through traffic sources approved by search provider. A 2-Click Implementation may also include a “3-click” flow consisting of a 2-Click Implementation that is preceded by an Entry Ad. An “Entry Ad” consists of a display or native ad (sourced from an approved display or native ad platform or network identified by the relevant search provider) suggesting a topic that, upon a user click, resolves to a 2-Click Creative related to the same topic that, upon a user click, resolves to a 2-Click SERP or Landing Page. For the avoidance of doubt, the ad copy in the Entry Ad must be related to the topic being suggested and must not be misleading. 
  2. Implementation Requirements. 2-Click Implementations must comply with the following requirements:
    1. The 2-Click Creative must be labeled using one of the Equivalent Search Labels set forth in the applicable search provider Policy to ensure transparency to the user that he or she is performing a search when clicking on a link within the 2-Click Creative.
    2. Paid Search Results may not be displayed in the 2-Click Creative.
    3. The creative template for all 2-Click Implementation structures (including the use or display of hyperlinks, image or ad copy-accompanied modules, 2-Click SERPs, and Landing Pages) must be preapproved by search provider.
    4. 2-Click Creatives and all of the keyword suggestions contained therein must be directly related to the content of the web page or topic category on which the 2-Click Creative will appear, or to user behavior.
    5. 2-Click Creatives must be distinguishable and separated from internal navigational links and primary page content.
    6. Paid Search Results returned on the 2-Click SERP or Landing Page must be properly labeled as advertisements and comply with the Ad Rendering Policy.
    7. The 2-Click SERP or Landing Page must display either (i) a header / label that includes the exact keyword sent as the Query to search provider or (ii) a search box, at the top of the page, populated with the exact keyword sent as the Query to search provider.
    8. In the event that the user directly navigates to the URL for a 2-Click SERP, Landing Page, or domain (i.e., without first clicking on a 2-Click Creative), Publisher (a) is prohibited from displaying Paid Search Results on such URL to such user and (b) must prominently display on such URL, information about (or a link to an externally facing website or information page that explains to users and advertisers) how the traffic is driven and how the implementation works. For clarity, Paid Search Results may only be displayed on the 2-Click SERP after a user clicks on the 2-Click Creative (including the display or native ad unit) or after a user types a query into a search box presented on a Landing Page.
    9. Publishers may not target pages with sensitive, mature or controversial topics for 2-Click Creative matching. This may include sensitive tragedy, disaster, death or high-profile news events. For example, keyword suggestions for cruise ship vacations next to an article about a cruise ship sinking will be considered sensitive because of the context in which it is served.
    10. Publishers must provide to search provider the domain on which the 2-Click Creative was shown in addition to the domain on which the 2-Click SERP or Landing Page was shown.
    11. On the ad request, the referrer URL passed in the ad request must be the URL on which the 2-Click Creative was shown.
    12. On the click request (that is, upon user’s click on the ads), the referrer URL passed must be the URL on which the 2-Click SERP or Landing Page was shown.
    13. Publishers may not display interstitial content between the click on the keyword suggestion in the 2- Click Creative and the presentation of the Paid Search Results on the 2-Click SERP or Landing Page.
  3. Controls and Compliance.
    1. Publisher must have and maintain keyword suggestion relevance and quality controls to ensure compliance with search provider’s Policies. These controls must include, at a minimum, the following requirements:
      1. Controls that demonstrate or verify accurate keyword suggestion mapping to the content of the web page or topic category on which the 2-Click Creative will appear, or user behavior, each in accordance with the requirements set forth in Section 2 above.
      2. Controls to ensure that 2-Click Creatives (including keyword suggestions) do not target sensitive, mature, or controversial keywords for Queries (e.g., targeting “cruise” in a news article about a tragic cruise ship sinking is prohibited).
      3. Controls to ensure that 2-Click Implementations (including, without limitation, the 2-Click Creatives and Landing Pages) do not involve keywords or categories that fall within the “Disallowed Content” section of the Traffic Quality Policy.
    2. Publisher must maintain the ability to (and, upon request by search provider, must) institute keyword blocks and impression/click caps for each 2-Click Implementation.
    3. Publisher must maintain the ability to (and, upon request by search provider, must within 24-hours) remove or take-down specific 2-Click Creatives, keyword suggestions, and Landing Pages.
    4. Publisher must comply with the search provider Policies, applicable law and advertising industry best practices (including, without limitation, laws and industry best practices relating to data privacy and personal data sharing, enhanced user notices on advertisements, and behavioral targeting opt-out mechanisms).
    5. Publisher must promptly provide search provider with all requested information and assistance relating to 2- Click Implementations, to enable search provider to address quality and compliance issues and advertiser complaints. For the avoidance of doubt, the information requested by search provider may include, without limitation, the specific traffic sources or targeting parameters used, as well as the ad copies, 2-Click Creatives, and keywords purchased or used.