Glossary
Bridge page
An intermediate page between an ad and the offer, there mainly to pass the visitor on with a short pitch and a button. Google Ads rejects bridge pages that exist only to link elsewhere; a page with real content is not one.
Also called: bridge, presell page, pre-sell page, intermediate page.
Affiliates build them to get paid traffic onto their own domain, since ad platforms will not accept a redirect to the merchant: the ad points to the bridge, and the bridge's button carries the affiliate link. Google's Insufficient original content policy names bridge pages, doorways and gateways used only to link to other sites, and that is where thin ones end up.
It is not a doorway page. A doorway is built for search engines: it ranks for a set of queries and forwards searchers elsewhere, often automatically. A bridge page is built for paid clicks and a person who has to press a button. The line between a bridge and a pre-lander is depth: a review, comparison or quiz that helps the reader decide is content; a headline, a logo and a button is a bridge.
Related terms: Doorway page, Pre-lander, Destination mismatch, Landing page, Final URL.