As much as we live having flexibility on our AdWords campaigns, we do have to adhere by certain rules and standards that Google imposes on AdWords headlines.

To put it bluntly, there are a few things that AdWords will reject outright, and this includes the following:

• Superlatives – These are usually rejected. You can’t say “Best service,” “Fastest service,” “Cheapest products.” While your ad might be approved on first try, this may be put down later, depending on the wording.
• General instructions – You can’t say “click here,” or “call this or that telephone number.” This would be tantamount to misleading your readers to clicking your ads
• Objectionable content – You are not allowed to include objectionable (adult, mature) content on the headline.
• Punctuation – The headline will not accept punctuations, except the question mark. Even so, AdWords will not accept having two or more question marks together.
• You must put spaces in between words. AdWords will not allow “BuyNowAnd Save,” for instance.

These guidelines are generally to ensure the quality of the AdWords ads that will appear on Google searches and on publisher websites. After all, Google wants to ensure that the ads would be applicable in any situation, without worries for inappropriate content coming up, such as adult content when people are searching for family- or child-oriented material.