Ad Copy Language & Style

Q: I was sent an email that says my ad was declined for Ad Copy Language and Style. The message says that proper grammar, correct spelling, standard spacing, standard punctuation; title casing for titles and sentence casing for descriptions is required. Spammy text, repeating phrases, excessive punctuation or excessive abbreviations aren’t allowed. How can I fix this?

A: It’s copyediting time - look at the title and longer description. Make sure your ad is clear and users can understand your message.

Frequent Issues

Descriptions that use capital letters incorrectly in the description

Make sure that the description uses capital letters only when necessary. Just like this sentence which only has two capitals once at the beginning and once for Yahoo’s name.

Non Compliant Description Compliant Description
Get Clean Shirts In One Day With Fast And Friendly Dry Cleaning Service. You Can’t Beat Ricky’s Dry Cleaning For Low Prices and Convenient Location. Get clean shirts in one day with fast and friendly dry cleaning service. You can’t beat Ricky’s Dry Cleaning for low prices and convenient location.

Overuse of exclamation points

Do you use a lot of exclamation marks in your title and description? Is every sentence an exclamation? Use them appropriately and sparingly. In general, consecutive, repeating exclamation points or ad text which uses an exclamation point at the end of every sentence - aren’t allowed.

  Non Compliant Description Bob’s Dry Cleaning Is Now Open for Business!
Title Bob’s Dry Cleaning is Now Open For Business!! Save up to 50% on shoes
Description Get clean shirts in one day with fast and friendly dry cleaning service! You can’t beat Bob’s Dry Cleaning for low prices and convenient location! Get clean shirts in one day with fast and friendly dry cleaning service. You can’t beat Bob’s Dry Cleaning for low prices and convenient location!

Using Spammy Text

Does your ad contain phrases in your ad like “Click here.” “One Trick to _____” “Hidden Method for ___ “ - do these phrases help users understand what product or service you are offering to them? Or do they obscure your service and mimic frequently seen, spammy phrases? Use phrases that clearly apply to your offer and are compelling and helpful to users.

  Non Compliant Description Bob’s Dry Cleaning Is Now Open for Business!
Title The Secret Method for Clean Shirts Megan’s Appliance Depot: Washers and Dryers on Sale.
Description Click here to learn one easy trick to clean clothes. Laundromats hate this hidden process that you can access without even leaving your home. Get clean shirts in one day with fast and friendly dry cleaning service. You can’t beat Bob’s Dry Cleaning for low prices and convenient location!

Policy: Clear Ad Text

  • Use correct grammar, spelling, spacing, and punctuation in ads.
  • Do not use spammy, meaningless, confusing text; repeating phrases; excessive punctuation or excessive abbreviations.
  • Titles must be title-cased.
  • Descriptions must be sentence-cased.
  • Tips: - Use as much of the 50 character title space as possible. - Fill out the 150 character space as much as you can. - Avoid using abbreviations, symbols, and slang such as ‘YOLO! Buy Ins for >$1K/mo now ‘til 12/1 in NW MN. Save $$$ b4 you zzzz!’ - Avoid exclamation marks!!! and symbol$ in place of words. It looks cheap doesn’t it? - Avoid spammy text like ‘Buy Now! Buy Now! Buy Now!’, ‘Click here!’, ‘Ridiculous Trick’, ‘Easy Tip’ and other similar text that obscures what product or service is being promoted. - Focus on creating clear ads that are easy for users to scan and absorb. - Capitalize the first and last words in titles and subtitles and capitalize all other major words including nouns, pronouns, verbs, adjectives, adverbs, and some conjunctions. - Lowercase conjunctions and articles: ‘like’, ‘and’, ‘but’, ‘for’, ‘or’, ‘and’, ‘the’, ‘a’, and ‘an’. - Lowercase prepositions, regardless of length, except when they are used adverbially or adjectivally. For example: ‘Close Up the Shop’, ‘Hit the Off Switch’.