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Titles and Descriptions

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:

• 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.
• Accurately describe what the user will find at your site.
• If a brand is present in the keyword, include it in the title or description and indicate you sell or provide substantial information about the trademark-owner’s products or services.
• Use correct spelling, punctuation and grammar.
• Use correct capitalization: title case for titles and sentence case for descriptions.
• Always write a short description. Ads written more concisely give users a better experience and generally get better results. Your ads may attract more interested prospective customers.
• If a brand is present in the keyword, include it in the title or description and indicate you sell or provide substantial information about the trademark-owner’s products or services.

Correct Ad Example:
Advertise With Us
Discover how to drive targeted customers to your site.

Why is this correct?
No spelling, casing, punctuation or grammatical errors; the words are clear, concise and objective.

Incorrect Ad Example:
Advertise with us
Discover How to Drive TARGETED CUSTOMERS To Your Site.

Why is this incorrect?
Title does not use title case and the description does not use sentence case; contains words in all caps.

• Do not use vulgar or obscene language.
• Do not include symbols, gimmicky language and superlatives ("world's greatest," "best," "cheapest").
• Do not include repetition of words and phrases ("Sale, sale, sale…").
• If your ad contains competitive claims, make sure your site, title and description all meet our Trademark Policy.
• Any special prices, discounts or free offers promoted in ads must be easily found on your site.
• Do not include phrases such as "click now" or "link here".

Correct Ad Example:
Send Flowers Today
We deliver fresh flowers to your doorstep. Next day delivery available.

Why is this correct?
No symbols, gimmicky language or superlatives. The purpose of the site is clear.

Incorrect Ad Example:
SAVE $$$ on GR8 Flower Deals
The best flower shop that delivers fresh flowers 2 your home. Next day delivery Guaranteed!

Why is this incorrect?
Contains symbols, gimmicky language and superlatives.

Submitted URL

Take users to a page where they can easily find what they're searching for.

• Submit a URL that links to a fully functional web page.
• Make sure your back button works from the landing page.
• Submit a landing page that is obviously and immediately relevant to the keyword.
• Users must be able to tell the difference between your page content and ads or sponsored links on your page.
• Ads on the landing page must be secondary to the keyword content.
• There must be content other than navigational links and ads on the landing page.
• Landing pages cannot generate pop-ups, pop-unders or exit consoles.
• Sites that collect personal information must collect this information via a secure server.

Unfortunately, not all web pages contain information that is valuable to a search user. Read Yahoo! Search Technology’s Quality Guidelines to ensure that your page provides a superior user experience.

Display URL

• Choose a display URL that accurately reflects the site found at your submitted landing page.
• The display URL must include the domain extension (for example, www.yahoo.com, www.domain.net/directory2).
• The display URL cannot be used as another line of text or as an email address field.
• The display URL cannot include text that violates any of our editorial guidelines (for example www.warez.com).

View all Editorial Guidelines

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