AdSonar requires ad listings to adhere to guidelines designed to create a fair, effective, and profitable marketplace. Failure to comply with the guidelines listed below could result in poor click-through rates, and in some cases, suspension from advertising on AdSonar.

Field Lengths

Character limits for listing fields:

Title	25
Description	70
Display URL	35

Campaign and Listing Style Tips

The most effective listings are concise and clearly define the service or product offering. The AdSonar matching technology can associate your website to relevant topics, but you are responsible for clearly identifying your product or service in the listing creative.

Do:

• Provide relevant titles and descriptions. We suggest creating multiple listings, one for each individual topic you plan to bid on, and placing the name of that specific topic in your title and/or your description. This will make the listing highly targeted to the page it will appear on.
• Provide multiple creatives for each listing. Having many creative executions for each listing allows you to learn which creative generates the most clicks. Generating alternate creatives can be as simple as changing the word order in titles and descriptions.
• Put the most important selling points in your ad toward the beginning of the description. Each individual Publisher controls the look and size of their own ad units and therefore sometimes imposes size, text or other limitations which may crop, shorten or otherwise alter your ad. These alterations are not system wide and only apply to that specific Publisher ad.
• Provide as much information as possible about the product with regard to price points, special promotions (coupons, price reductions), shipping offers, etc. This will give users greater incentive to click on your ad.
• Drive traffic directly to a transaction page if your goal is conversion and product sales. The fewer clicks it takes a user to get to a transaction page, the higher the probability of purchase.
• Track conversion for each listing by topic and/or Publisher so that you can determine the most cost-effective advertising environments for your products/services.
• Get specific; target deep content pages over your website's homepage. Obviously, you'll need to pair the deep content pages you are going to target with copy that is as richly targeted as the pages themselves. For example, if you are an advertiser with a listing for your hotel in Boston, make sure that your title and/or description specifies not only your hotel brand, but your hotel's name in Boston. Then, direct that listing to the landing page on your site for that specific hotel.
• Highlight the location your business services in your title and description if you are a local Advertiser or if you are an Advertiser geo-targeting a specific area. For example, if you are a Boston lawyer, you don't want users in California clicking on your ad, so be sure to include "Boston" in your creative.

Do not:

• Use excess capitalization (especially ALL CAPS), punctuation, and non-standard language.
• Use phone numbers in your ad copy. If you do, you will be contacted by a member of our staff and your listings will not be approved until you remove the phone number or your ad could be rejected by our Editorial staff. Using phone numbers in your ad copy prevents users from clicking since they are presented with an alternate means of contact.
• Repeat words.
• Use unnecessary phrases like "Buy Now" or "Click Here."
• Use the trademark of another person or entity without express written permission from the trademark's owner. Ads that contain improper trademark usage may be suspended or canceled.

Example of good listing:

AdSonar Restrictions

Please note that we cannot accept the following:

• Adware and/or Spyware advertisers.
• Gambling/sports betting advertisers. This includes sites that link to other pay-for-play gaming sites.
• Adult advertisers.
• Advertisers promoting prostitution and/or escort services.
• Advertisers that promote beer or alcohol.
• Advertisers promoting drugs or drug paraphernalia.
• Advertisers promoting cigarettes or other tobacco related products.
• Online pharmacies that are not based in the U.S. or Canada. In addition, all online pharmacies must be accredited by VIPPS.
• Advertisers promoting fake documents such as fake IDs, diplomas, immigration documents and passports.
• Advertisers promoting cable descramblers, black boxes, radar jammers, traffic signal changers, etc.
• Obviously misleading ads such as "cure cancer overnight!" or "lose 40 pounds overnight!"
• Advertisers promoting hate, violence or discrimination.
• Advertisers promoting weapons such as firearms, firearm parts, ammunition, balisongs, brass knuckles and butterfly knives, and "self-defense" products such as mace, pepper spray, tasers, etc.
• Advertisers promoting pay-day loans.
• Advertisers promoting aids to pass drug tests, such as urine test additives.
• Advertising promoting the unauthorized dissemination of copyrighted works and unauthorized trademark usage.
• Advertising promoting fireworks or pyrotechnic devices.
• Non-government registered charities.
• Advertising for stocks, stock picks, stock-related information, etc. must conform to the following: The ad cannot tout any particular stock, and the site must contain a clearly visible disclaimer.
• Multilevel marketing plans which offer commissions for recruiting new distributors.
• Work-at-home products where:
• The advertiser does not provide a valid street address (not a P.O box) and a valid U.S. telephone number on its site.
• The site contains testimonials as to the amounts that could be earned without any statements or disclaimers, in close proximity and in easy-to-read typeface, that these results are not typical or may vary.
• It is not clear what the "work-at home" job consists of.
• Advertisers are encouraged to familiarize themselves with the Federal Trade Commission's guidelines for internet advertisers, at: http://www.ftc.gov/bcp/conline/pubs/buspubs/dotcom/index.html