Hi Martin,
I think what they meant is incentives to click on the Google Ads. That's to say, they do not permit a webmaster to say, "Click Here" or "If You Click Here, You will be supporting me".... or "highly recommended links" - or something that encourages your website visitor to click.
The idea is that Google wants the visitor to be aware that they are clicking on an ad... and that they are clicking on it, because they are interested in the ad, not for any other reason.
I hope this helps.
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