As a general guideline, a user that doesn’t speak the language of your page should be able to navigate from the game play page to the actual game without accidentally clicking on ads. This policy in particular is intended to address two forms of AFC implementations on gaming pages that confuse the user and tend to entice accidental clicks.

Failure to follow the policies below will result in invalid click activity that ultimately lowers publisher revenue. Invalid click activity decreases advertiser conversion rates which in turn decreases the amount that advertisers are willing to bid for their ads to show on your page. This is known as smart pricing.

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Google’s smart pricing feature is designed to raise advertiser confidence in the AdSense network, which in turn can lead to higher bids on ads that appear on publisher sites. This then benefits the entire advertising eco-system of publishers, advertisers and users in the long run.

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To appear on AdSense content pages, Google Ads advertisers bid on ads and compete in an auction to appear on your pages. When advertisers compete to appear on AdSense for content pages, they’re looking for business results from their clicks. These results differ from advertiser to advertiser, but could range from an online purchase to a newsletter sign-up. To ensure that advertisers are getting value from their bids on AdSense sites, Google determines how likely a click is to lead to a business result for an advertiser. If Google system determines that a click is less likely to lead to a business result, the advertiser’s maximum bid may be reduced.

Smart pricing allows advertisers to confidently bid the maximum amount that they’re willing to pay for clicks on AdSense sites, which then grows the advertising pie for publishers.

As a general guideline for online gaming sites, you can ask yourself the following question: Could a user who doesn’t speak the language of your page navigate from the game play description page to the actual game, with a minimal chance of unintentionally clicking on advertisements? The answer should be yes, and based on this, Google derived the following two tips:

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Interstitial ad pages
Game play buttons should not lead to interstitial pages dominated by AdSense for content units with no obvious game play links. More generally, links intended to navigate the user to game play should not deceive the user into clicking AdSense ads.

Inconspicuous play buttons
Game play buttons should be clickable and placed in an obvious location. Having a play image as well as text minimizes user confusion and accidental clicks. Ad units should not surround game play links too closely.

Move your AdSense for content ad units away from the game
We strongly recommend that Adsense for content ad units be placed at least 150 pixels away from the game, or removed entirely from game play pages. Many games require a lot of mouse movement and clicks, and users can accidentally move their cursor out of the game area and onto an adjacent ad. Moving your ad units will help minimize accidental clicks and invalid activity.

Note: Invalid activity will also result in deductions to estimated revenue at the end of the month.

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