These style policies will help you with ad titles and text, as well as explain what types of formatting and content are disallowed. Here you’ll find guidance on grammar, punctuation and how to craft clear and concise language for the most effective ads.
Write clear, factual ads that accurately describe what is offered on your website. When writing ad titles and descriptions, keep in mind the following:
- 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.
- Clearly explain how your offer specifically relates to the keywords you have chosen. To potentially improve your click-through rates, include the keyword in your title and description where possible.
- Use correct grammar, punctuation and spelling.
- Do not include unproven claims or endorsements in your ads or on your landing pages.
- Do not repeat words or phrases (for example, “Sale, sale, sale…”).
- Do not use offensive or inappropriate language.
- 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.
- 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.”
- Ensure that your ads and landing pages comply with all Microsoft Advertising policies.
- If your ad contains competitive claims, make sure that your site, ad title and ad text all comply with our Intellectual property policies.