Shopping aggregators can not compete on equal terms with Google Shopping 18/04/2014 - Open Internet Project

The reference to “within” is critical: by including this reference, Google prevents shopping aggregators which directly compete with Google Shopping from having keyword ads which invite a user to “buy” a product.

The very function of a shopping aggregator means that such sites usually refer the user to another websites via a “click out”, i.e., the user cannot “buy” within the website and therefore, such sites fail to meet the criteria of “within 2 clicks of the landing page”.

To demonstrate this we provide below an extract from an example provided in Google’s AdWords Policy on how this provision works in practice :

 

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