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Regardless of what Pay Per Click engine you use, the space that you have is extremely limited. Moreover, ads must be constructed using proper punctuation, capitalization, spelling, grammar and spacing. Not only will this help ensure that your ad meets your engine's standards, but adhering to standard rules of English will help ensure that your ad appears professional to potential customers. Note that on Google AdWords, ad titles are limited to 25 characters and the two description lines and display URL are limited to 35 characters each. On Overture, which places ads on Yahoo! and other major search engines, the entire ad is limited to 40 characters. Split testing ads like this is imperative. Try two different ads, use web site traffic analysis software and see not only which ad draws more traffic, but which ad draws traffic that will convert.