Titles and descriptions should be clear and objective:

• Superlatives are not allowed unless the site demonstrates an established use of the phrase (i.e. if it is in their logo or company slogan) or if supporting evidence from a third party is provided on the landing page.
• They cannot provide an inaccurate or misleading reflection of what the user will find at the site.
• They should be at least as specific as the search term.
• When the geographic location is relevant, include it in the description.
• Contact information (full URLs, e-mail addresses, telephone numbers, street addresses, etc.) may not be used in titles and descriptions (unless they form part of the company name).

Write clear, factual and objective ads that accurately describe what is offered on your site. When writing titles and descriptions, keep in mind the following:

• They should be at least as specific as the search term, preferably expanding on the search term to provide more details. This helps ensure a high quality experience for users and better results for you.
• Accurately describe what the user will find at your site.
• Use correct spelling, punctuation and grammar.
• Avoid including symbols, and superlatives ("world's greatest," "best," "cheapest").
• Avoid including contact information (telephone/fax numbers, address, full URL).