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To help ensure that your ads and keywords are approved quickly, follow the guidelines listed here. If your ad or keyword was disapproved, you can update it according to the appropriate guideline and then resubmit it for approval.
Write clear, factual ads that accurately describe what is offered on your website. When writing ad titles and descriptions, keep in mind the following:
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Always write a short description that accurately describes what site visitors will find at your site. Concisely written ads are more interesting and attractive to prospective customers and give them a better experience and generally better results.
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Clearly explain how your offer specifically relates to the keywords you have chosen. To improve your click-through rates, include the keyword in your title and description where possible.
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Use correct grammar, punctuation, and spelling.
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Do not include unproven claims or endorsements in your ads or on your landing pages.
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Do not repeat words or phrases (for example, “Sale, sale, sale…”).
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Do not use offensive or inappropriate language.
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Do not include unnecessary symbols to draw attention to ad copy (for example: Ca$h, “«,”or word art). All characters and symbols should contribute to the ad’s message.
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Do not include text reference to a group of Microsoft or Yahoo! customers to entice them to view the ad as special for them. For example, “Attention Yahoo! Users.”
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Ensure that your ads and landing pages comply with all Editorial Guidelines.
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If your ad contains competitive claims, make sure that your site, ad title, and ad text all comply with our Intellectual Property Guidelines.
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Ads may not use excessive or random capitalization, such as BIG SALE or AmAzinG.
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Capitalization must be consistent. For example, use title case, sentence case, or capitalize the first letter of every word.
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Legitimate acronyms and advertiser brand names that are registered in all capital letters are allowed.
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Proper nouns should be capitalized where appropriate. For example, "Purchase cheddar cheese imported from England."
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Grammar in the ad title and ad text must be correct, unless the incorrect grammar is part of the corporate or product branding.
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Make sure that dynamic text, such as that used for {keyword}, {param2}, and {param3}, does not cause incorrect grammar in your ad title or ad text.
Phone numbers for mobile ads are not allowed if:
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Phone number is not valid: The phone number must be in the correct format for the market in which the ad is displayed, including a valid area code. For example, the correct format for the United States is: (425) 555-7777.
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Phone number has no digits: The phone number must contain numbers.
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Disallowed characters in phone number: The phone number cannot contain special characters with the exception of parentheses and a dash.
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Disallowed content in phone number: The phone number cannot contain disallowed content. For more information, please see our Disallowed Content Guidelines.
- Ad titles may not contain exclamation points.
- One exclamation point is allowed in the ad text.
- One question mark per sentence is allowed.
- Spelling in the ad title and ad text must be correct, unless the incorrect spelling is part of the corporate or product branding.
- Spelling of dynamic text, such as that used for {keyword}, {param2}, and {param3}, must be correct.
- Spelling of keywords must be correct in your ad title and ad text. Therefore, when you use the {keyword} dynamic text in ads, do not use misspelled keywords.
- Best practice: If you bid on misspelled keywords, do not use them in ad groups that contain {keyword} dynamic text.
- Use numbers, letters, and symbols in a way that reflects normal speech.
- Consecutive, non-alphanumeric characters are not allowed. For example, "TV - Only $5.95/Mo!!!"
- Use of italic, bold, superscript, subscript or other enhanced or resized fonts is not allowed.
- Use of the trademark symbol ™ or copyright symbol ® in the ad title or ad text is not allowed, unless the trademark is already registered or in the process of application. For more information, please see the Intellectual Property Guidelines.
- Symbols not used as part of the language of the ad are not allowed in ad copy. For example, the following types of symbols and characters are not allowed in the ad title, ad text or keyword list:
- Minimum word count. A combined total of at least 3 words is required in your title and descriptive text.
- Character limitations. If your ad title, ad text, or destination URL exceeds certain character limitations, you will receive an error message. Character limits are calculated with dynamic text included in the calculation. The limitations:
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Ad title: 25 characters, including spaces.
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Ad text: 71 characters, including spaces.
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Display URL: 35 characters. (The display URL (the Internet address that customers see in an ad following the ad text) is the last line of your ad.)
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Destination URL: 1,024 characters. (The destination URL (the Internet address of the webpage a customer is taken to after clicking an ad link, or display URL) is not displayed in your ad, but it is used for your landing page.)
Mobile ads
To help ensure that your mobile ads and keywords are approved quickly, follow the guidelines listed here.
- Minimum word count: A combined total of at least 3 words is required in the ad title and ad text. Ads with 2 or fewer words are not allowed.
To provide the best possible user experience, Yahoo! and Microsoft reserve the right to disallow specific ads or sites for offering a redundant user experience if the search results are too homogeneous. For example, we may disallow ads that link to websites whose content is too similar.
Multiple ads from the same advertiser may be displayed if the target site for each ad has:
To comply with these guidelines:
- Make sure that your ad does not duplicate any of your other ads
- Do not submit multiple ads that link to sites whose content or look and feel is very similar
Your ad title and ad text should not contain inaccurate or misleading information about your website content.
- Unsubstantiated claims:
- Advertising that includes unproven claims or endorsements is not allowed.
- For example: ads and sites may not claim an association with government programs when none exists.
- Promotional language and superlative claims:
- Excessive promotional language is not allowed.
- Free offers and price promises:
- Ads must not misrepresent the true nature of the offer.
- The landing page must prominently feature any special prices, discounts, or free offers that are described in the ad. For example, if your ad offers select movies at 50% off, the landing page must feature the movies that are 50% off.
- The terms and conditions for the offer must be clearly presented on the website prior to the signup or purchase decision.
- If the ad or landing pages contain “free,” “complimentary,” or other similar offers, your ad and landing page must also meet the following requirements:
- Ad copy must include text indicating that terms and conditions apply. For example, it must say, "See offer for details," "Limitations apply," “Enter to win for a chance to…,” or other similar phrases.
- Any disclosure (or notice that a disclosure applies) must be made in close proximity to the claim, and the disclosure must be clear, conspicuous, and in a font equal in size to that of the base font of the ad or landing page.
- Free offers must comply with the Federal Trade Commission Guide Concerning Use of the Word “Free” and Similar Representations.
To comply with Editorial Guidelines:
- The language used in the ad must be appropriate for the market in which the ad is displayed.
- Foreign language words are allowed where they naturally fall into local language usage. For example, in English-speaking regions, the following foreign words are allowed: résumé, faux, burrito, café, fiancé, cliché, curriculum vitae, Zeitgeist.
- The ad language must match the search results language.
- The landing page must be clear and understandable to the average user in the target market.
- As a general rule, landing pages should be in the local language of the market. That is, English in the United States and Great Britain, French in France, and so on. Case by case decisions may be made based on the general comprehension of the language in a specific market.
- Spanish ads may be targeted to the United States, provided the keywords and landing pages used are all in Spanish
The destination URL must work properly and resolve to a single working website. It cannot connect to an email address or a file.
To comply with Editorial guidelines:
- Choose an ad display URL that accurately reflects the content on your landing page.
- The display URL should be either the actual destination URL or a shortened version of the destination URL (for example, the top-level domain of the landing page URL).
- The display URL must contain at least one of these three components:
- http://
- www.
- a file name extension, such as .com, .net, or .org
- The display URL cannot be used as another line of text or as an email address field, and it cannot include text that violates any of our Editorial Guidelines.
- Examples of allowed display URLs:
- http://www.contoso.com/
- http://contoso
- www.contoso
- contoso.com
- http://contoso/mystore
- www.contoso/mystore
- contoso.com/mystore
The landing page must be available and reliably respond even at peak use times.
The destination URL must resolve to a single static landing page; it may not take search users to a different page on the site each time the ad is clicked.
For additional guidelines about landing pages and creating a high-quality landing page experience, see the Relevance and Quality Guidelines.
- The Back button on the landing page must be functional and allow users to return to the previous webpage.
- The landing page must not:
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