Keywords must be related directly to the content, purpose and theme of your site.

Choose keywords that:

• Specifically describe the products and services sold on your site.
• Are supported by substantial information on your site.
• If trademarks, meet our Trademark Policy.
• If you choose keywords that are domain names, the landing page URL must accurately reflect that domain.

In addition, if you choose keywords that describe compatible parts or accessories designed for branded products, keep in mind the following:

• Your landing page must state that the part is compatible with the brand.
• Your ad copy and landing page cannot mislead users into thinking they are getting the branded product itself, or that you are affiliated with the brand owner.
• Your ad’s title must state that the part or accessory is “compatible”.

Ring Tone Providers

To reduce the potential negative impact to Yahoo! advertisers and to improve user experience, ring tone ads are limited to search terms that contain modifiers specifically relating to the service they provide. For example: queries that include the words “ringtone," "tone," "background" or the name of the ring tone provider (e.g. “blinko”).