You'll see the Create Your Ad page as you go through the process of creating a campaign, adding an ad group to a campaign, or adding or editing an ad in an ad group. Use this page to write your ad and give your ad a name.

• Quick Summary
• About Ads
• About Parts of an Ad
• Inserting Keywords into Ads

Quick Summary

To complete this step:

1. Enter a title for the ad. The title can be up to 30 characters. To include a keyword automatically in the title when the ad is displayed, click the Insert Keyword Automatically link. See detailed instructions for inserting keywords below.
2. Enter a short description, a long description (if available), or both. You have to enter at least one description for the ad. To include a keyword automatically in the description when the ad is displayed, click the Insert Keyword Automatically link.
3. Enter the URL that prospective customers will go to when they click your ad.
4. Enter a display URL, which will be shown in the ad.
5. Give the ad a name. The name can be up to 50 characters and can't duplicate the name of other ads in this ad group.
6. Click Done (if you're adding an ad group) or Next (if you're creating a campaign).

About Ads

An ad is a marketing message displayed to your prospective customers. It is made up of a title, description, and URL . These three elements can work together to help you distinguish your business from your competitors' and provide prospective customers with a reason to click on your ad and visit your site. You can use your ad to highlight the strengths of your offer and take users to a page that is specific and relevant to your keywords.

For best results, make sure your ad text is clear, factual, and relevant to your keywords and that your ad provides specific information to help set your business apart. Use correct grammar and avoid superlatives (such as "best" or "cheapest"), excessive capitalization, and exclamation points. And make sure that your ads and keywords comply with the Sponsored Search Editorial Guidelines.

Note: If the Import Campaigns feature is available for your account, you can use it to create multiple ads at one time.

About Parts of an Ad

Table 1.

Ad Part	Description
Title	The title is a brief headline for your ad. (It can be up to 30 characters.) If carefully crafted, a title can grab the attention of prospective customers. Keep these tips in mind when writing a title: Make sure your title is relevant for all keywords in your ad group. One way to do this is to use the Insert Keyword feature. This feature automatically inserts each keyword into the title. Choose a title that is specific to the product or service you want to advertise, rather than one that is relevant to your business in general. Consider including competitive advantages, such as discounts or free shipping.
Short Description	On some pages, ads are displayed with up to 70 characters in the description. Using the short description, you can expand upon your offer and provide a compelling reason to visit your site. We suggest you: Write a single sentence that focuses on the most important information you want to display. Use the Insert Keyword feature so that the relevant keyword is automatically inserted into the description when the ad is displayed.
Long Description	Some web sites in the Yahoo! distribution network can display ads with longer descriptions (up to 190 characters).. Using a long description, you can provide greater detail about your product or service and set your business apart. Begin the long description with the most important information about your product or service. (Ads that don't include a long description display the short description0.
Destination URL	The destination URL is the web address of the page on your site that is displayed after your ad is clicked. To help increase your ad's performance, choose a URL for a page that is specific to your ad, rather than your site's home page.
Display URL	The display URL is the web address that is displayed with your ad instead of your destination URL, which is typically lengthy. A display URL can provide your ad with a more concise, visually appealing URL. The display URL appears below the ad's description and must correspond to a page on your site
Ad Name	The ad name helps you identify this ad when you view performance data on the Ad Group Details page. We supply a default ad name when you create an ad, but you can change it.

Tip: If you’re unsure about what to write when creating your ads, take a look at what other advertisers are saying in their ads. Click a keyword in the Keyword list to view up to six ads containing that keyword. For more tips on writing your ad, click the Show Best Practices link to view a list of guidelines that can help you write a better ad. The Sponsored Search Editorial Guidelines also includes some suggestions.

This table shows an example of an ad.

Table 2.

Ad Part	Sample Text
Title	Up to 50% off Cell Phones at Yahoo! Shopping
Long Description	All cell phones are up to 50% off, with instant cash rebates at shopping.yahoo.com. Find the right cell phone today.
Display URL	shopping.yahoo.com
Destination URL	http://shopping.yahoo.com/?src=ysm
Ad Name	20070615_Cell Phones Half Off

Inserting Keywords into Ads

The Insert Keyword feature can help reduce the number of ads you manage and can help increase the relevancy of an ad by automatically including the appropriate keyword in the ad.

Using the Insert Keyword feature you can specify where you want a keyword inserted in an ad title or description and specify default text. The keyword that is inserted is the one that is used to match the ad to a prospective customer's search query. The default text is used if inserting the keyword would cause the title or description to exceed its character limit.

For example, suppose you have an ad group for keywords related to your widget product and one of your keywords is "blue widget." You use Insert Keyword in the title and specify default text of "widget." If a prospective customer searches for "blue widgets of Delaware," the keyword "blue widget" is automatically inserted into the title at the location you selected. But if inserting the keyword "blue widget" would make the title too long, then your default text "widget" is inserted instead.

In addition, you can use alternate text to replace keywords with words that fit grammatically into the title or description. For example, a travel company has an ad group for keywords related to Hawaiian vacations. This advertiser creates the ad title "Great deals on _______" and uses the Insert Keyword feature to insert keywords such as "Maui vacation." For the keyword "Maui vacation" the advertiser specifies alternate text (in this case, "vacations to Maui") so that it fits naturally in the sentence.

If you specify alternate text and it doesn't cause the title or description to exceed the maximum number of characters, the alternate text is used in the ad. If you don't specify alternate text or the alternate text makes the title or description too long, the default text is used in the ad.

To insert a keyword automatically in the title or description:

1. At the point in the title or description where you want a keyword inserted, click the Insert Keyword Automatically link below the text field. The Keyword Insertion dialog box opens.
2. In the Keyword Insertion dialog box, enter the default text.
3. Click the Add Keyword Placeholder button. {KEYWORD:default_text} is inserted into the title or description.

You specify alternate text for a keyword on the Keyword Details page.

To create alternate text for a keyword:

1. In the Ad Group Details page, click the Keywords tab.
2. Identify the keyword and click its link. The Keyword Details page opens.
3. Click the Edit link next to Alternate Text near the top of the page. The Enter Alternate Text dialog box opens.
4. Enter the alternate text.
5. Click Submit.

Here's an example of an ad that uses the Insert Keyword feature:

Table 3.

Ad Part	Sample Text
Title	Up to 50% off on {KEYWORD:Maui Vacations}
Short Description	All {KEYWORD:Maui Vacations} are up to 50% off. Book your flight today at Yahoo! Travel.
Display URL	travel.yahoo.com
Destination URL	http://travel.yahoo.com/?src=ysm
Ad Name	20070630_MauiTravelHalfOff
Alternate Text for Keyword "Maui Vacation" (specified on Keyword Details page)	Vacations to Maui
Default Text (Defined Within {KEYWORD: })	Maui Vacations

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To learn more about alternate text, see:

• Keyword Details

To import ads, see:

• Import Campaigns

For tips on writing ads and ensuring they meet Sponsored Search Editorial Guidelines, see:

• Editorial Guidelines