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.

General ad text guidelines

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 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 guidelines.

Approved exampleApproved

Best Hawaii Vacations
www.contoso.com.tw
Get the best deals today!
On Sale Now!

Disapproved exampleDisapproved

Bestest Hawaii Vacations
www.contoso.com.tw
Git da best dealios today!
On Saaaaaaale Now!

Policy

Use correct grammar, punctuation and spelling.
Best Hawaii
www.contoso.com.tw
Hawaii Today!
On Sale Now!
Best Best Best Hawaii
www.contoso.com.tw
Hawaii Today Today Today!
On Sale! Sale! Sale!
Do not repeat words or phrases.
Best Hawaii Vacations
www.contoso.com.tw
Hawaii Deal Today!
On Sale Now!
BE$T Hawaii Vacation
www.contoso.com.tw
Hawaii Deal$ Today!
On $sale Now!
Do not include unnecessary symbols to draw attention to ad copy.
Hawaii Deals Today
www.contoso.com.tw
Best buys today
Travel tomorrow!
ppHawaiippDeals
www.contoso.com.tw
uBestu lBUYSl
todaylTRAVELl tomorrow!!!
All characters and symbols should contribute to the ad’s message.
Hawaii Deals!
www.contoso.com.tw
Get the best deals today!
On Sale Now!
Hey YAHOO! Hawaii Deals!
www.contoso.com.tw
Hawaii Deals Today
On Sale Now!
Do not include text reference to a group of Microsoft or Yahoo customers to entice them to view the ad as special for them.

Capitalization

  • Ads may not use excessive or random capitalization, such as BIG SALE or AmAzinG.
  • Capitalization must be consistent. For example, use title case, sentence case, or capitalize the first letter of every word.
  • Legitimate acronyms and advertiser brand names that are registered in all capital letters are allowed.
    Proper nouns should be capitalized where appropriate. For example, "Purchase cheddar cheese imported from England."

Approved exampleApproved

Big Sale Amazing Deals!
www.contoso.com.tw
Super Sale Vacation!
Hawaii vacation specials!

Disapproved exampleDisapproved

BiG SALE AmAzing DealS!
www.contoso.com.tw
SUPER SALE vAcation!
HawaII VacAtion SpEcialS!

Policy

Ads may not use excessive or random capitalization.

Grammar and punctuation

  • Grammar in the ad title and ad text must be correct, unless the incorrect grammar is part of the corporate or product branding.
  • Make sure that dynamic text, such as that used for {keyword}, {param2}, and {param3}, does not cause incorrect grammar in your ad title or ad text.
  • One exclamation point or question mark is allowed per sentence in ad text.

Approved exampleApproved

Generic Loan Company!
www.contoso.com.tw
Now Generic Loan Company!
All the best rates!

Disapproved exampleDisapproved

{KW}!
www.contoso.com.tw
Now {KW}!
All the best rates!

Policy

{KW} and {Param} insertions causing incorrect grammar.
Generic Loan Company!
www.contoso.com.tw
Now Generic Loan Company!
All the best rates!
Loans Here!!!!!
www.contoso.com.tw
Get a loan today!!!!!!!
All the best rates!!!!!!!!!!!!
Ads may have one exclamation point in Title and each line of ad copy.

Phone numbers

The use of phone numbers in ad copy or Call Extensions must comply with our policies. You can only use Call Extensions or Local Extensions to add a phone number to your ad copy in the following markets: US, CA, UK, HK, TW.

Spelling

  • Spelling in the ad title and ad text must be correct, unless the incorrect spelling is part of the corporate or product branding.
  • Spelling of dynamic text, such as that used for {keyword}, {param2}, and {param3}, must be correct.
    • Best practice: If you bid on misspelled keywords, do not use them in ad groups that contain {keyword} dynamic text.

Symbols, special characters and abbreviations

  • Use numbers, letters, and symbols in a way that reflects normal speech.
  • Consecutive, non-alphanumeric characters are not allowed. For example, "TV - Only $5.95/Mo!!!"
  • Use of italic, bold, superscript, subscript or other enhanced or resized fonts is not allowed.
  • Use of the trademark symbol ™ or copyright symbol ® in the ad title or ad text is not allowed, unless the trademark is already registered or in the process of application. For more information, please see the Intellectual property policies.
  • Symbols not used as part of the language of the ad are not allowed in ad copy. For example, the following types of symbols and characters are not allowed in the ad title, ad text or keyword list:
    • Wingdings, dingbats, arrows, bullets or other symbols used to draw attention to an ad
    • Mathematical symbols such as <, >, =
    • Emoticons
    • Block elements such as or
    • Accents or characters specific to languages other than those enabled for the market(s) the ad targets. For example ~, ^, or ç would not be allowed in the US market.
    • Unnecessary symbols such as @, }{, ][, ¤, § ‗
  • Abbreviated or shortened versions of words may be used if they reflect common usage and are in direct context of the advertised product or service. For example:
    • Month may be written as mo or mo. (with period).
    • Pic, pics, or pix may be used instead of pictures.
    • An ampersand (&) may be used in place of "and."
    • A number sign (#) may be used in place of "number" or "pounds."
    • A percent sign (%) may be used in place of "percent."
    • An X or x may be used in place of "times" or "by"—"5X faster" or "4x4 truck," for example.
    • A plus sign (+) may be used in place of "plus."
    • An asterisk (*) may be used to denote travel category stars—"4* hotel," for example.

Approved exampleApproved

Summer Cruise Rates
www.contoso.com.tw
Great Anniversary Gift!
Book Today!

Disapproved exampleDisapproved

Summer Cruise Rates
www.contoso.com.tw
Great Anniv. Gift!
Book Today!

Policy

Only use abbreviations that reflect common usage.
Summer Cruise Rates
www.contoso.com.tw
Great Anniversary Gift!
Book Today!
Summer Cruise Rates
www.contoso.com.tw
Best rates @ Contoso
Book Today!
Do not use unnecessary or disallowed symbols.
Summer Cruise Rates
www.contoso.com.tw
Great Anniversary Gift!
Book Today!
Summer Cruise Rates
www.contoso.com.tw
>>best rates<<
Book Today!
Do not use unnecessary or disallowed symbols.

Word count and character limits

Search ads

  • Minimum word count. A combined total of at least 3 words is required in your title and descriptive text.
  • Character limitations. If your ad title, ad text, or destination URL exceeds certain character limitations, you will receive an error message. Character limits are calculated with dynamic text included in the calculation. The limitations:
    • Ad title: 15 characters, including spaces.
    • Ad text: 38 characters, including spaces.
    • Display URL: 35 characters. (The display URL (the Internet address that customers see in an ad following the ad text) is the last line of your ad.)
    • Destination URL: 1,024 characters. (The destination URL (the Internet address of the webpage a customer is taken to after clicking an ad link, or display URL) is not displayed in your ad, but it is used for your landing page.)

Phone numbers for mobile ads

To help ensure that your mobile ads and keywords are approved quickly, follow the guidelines listed here. Phone numbers for mobile ads are not allowed if:

  • Phone number is not valid: The phone number must be in the correct format for the market in which the ad is displayed, including a valid area code. For example, this number (02)12345678 is in the correct format for Taiwan.
  • Phone number has no digits: The phone number must contain numbers.
  • Disallowed characters in phone number: The phone number cannot contain special characters with the exception of parentheses and a dash.
  • Disallowed content in phone number: The phone number cannot contain disallowed content. For more information, please see our Disallowed Content Guidelines

Mobile ads

Minimum word count: A combined total of at least three words is required in the ad title and ad text. Ads with two or fewer words are not allowed.

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