Understanding "Approved Limited" in Your Bing Ads Campaigns
As Bing Ads continues to expand into different markets, the universe of potentially relevant traffic for you, our advertisers, increases. For instance, there are now 13 countries publishing ads for English-language campaigns – that’s a location bonanza that can capture users from your targeted country who happen to be searching from somewhere else.
TIP: If you didn't see Gwendolyn Kestrel's post on Monday, be sure to check out the podcast on Tips for Going Global with Bing Ads.
Depending on how you use your expanded target opportunities, your ads and keywords may be checked against editorial guidelines for some, or all, of the countries in which the campaign language is supported. Custom radius targeting may also generate this type of review. This process can lead to a status known as Approved Limited... which means, what, exactly?
Approved Limited is good news, at least in part. Your ad or keyword is already Approved and Eligible to serve in at least one of its targeted locations.
OK, that’s the “Approved” -- What about the “Limited”? This means the ad or keyword has a Pending or Disapproved status in another targeted country.
Another country? But I only target ONE. To help serve your ads to the right users, Bing Ads joins certain countries together in targeting bundles. This gives you the option of showing your ads to likely customers searching from outside your targeted country.
For instance, if your English-language campaigns target:
- the US , ads may potentially serve to US users in Canada, or to US users searching from a Canadian site
- the UK , ads may potentially serve to UK users in Ireland, US and Canada or searching from a site based in one of those countries
- “Worldwide”, ads may serve for relevant searches across all of Bing Ads’ English-language markets
When your campaign items are checked for guideline compliance in these “bundled” countries, this may result in an ad that is approved in one country but pending or disapproved in another.
What Does Approved Limited Look Like?
Items with this status appear differently in the Bing Ads web user interface (UI) than they do in Bing Ads Editor. To that end, let's take a look at both scenarios.
The View from the UI
In Bing Ads UI , Approved Limited items are a subset of Eligible KWs or ads, and are relatively easy to find:
Go into an ad group and select the “ads” or “keywords” tab. Click the Filter icon and select Delivery from the drop-down box on the left. Next, choose Approved Limited and click APPLY.
To see the “limitation” for an item with Approved Limited status, click on the arrow.
- If the keyword or ad is Pending Editorial Review in one or more targeted countries, Bing Ads UI will show:
- No Disapproval reason
- No Country information
↑ This example ↑ indicates the term will be Approved or Disapproved within 48 hours. Check back later for changes in Delivery status.
- If the item is Disapprovedin one or more targeted countries, Bing Ads UI will show:
- Disapproval Reason
- Countries impacted by disapproval
- The part of the submission that triggered the disapproval
↑ This example ↑ indicates that the term was rejected for Pharmacy Content during editorial review in Canada, India, and the U.S. The “Request Exception” button tells you that the rejection can be appealed inline right from Bing Ads. If your ad was an ad for a pharmacy training program, for instance, you could request an exception.
- Some items have disapprovals in one or more targeted countries and cannot be appealed:
↑ This example ↑ indicates that the term was rejected for Gambling Content during editorial review in Canada and the U.S. Since there is no “Request Exception” button, this means that the rejection is not appealable. The message here indicates the item was already appealed, and remains disapproved.
Keep in Mind: Your item is approved and eligible to serve in any targeted country not listed in the Disapprovals view
See the Best Practices for Submitting Exceptions blog post for more information about Inline Appeals.
The View from the Editor
In Bing Ads Editor , Approved Limited items are found under the Information view and Editorial Disapprovals view. If you see this in the “Edit Selected KW/Ads” pane, that’s the sign of an Approved Limited status.
1. In the Bing Ads Editor Information View, you will find Approved Limited items that are:
- Approved, but pending editorial review in at least one country, or
- Approved, but disapproved after appeal in at least one country
Items viewed here will not include country information, and are NOT appealable. They will look like this:
↑ This example ↑ indicates the keyword “sex in the city fragrance” is Approved, but currently not eligible to serve in at least one targeted country. The Status indicates that the item is not appealable.
Remember, you don’t need to take action on these items. Either an editorial decision is yet to be made, or a decision has been made and it can’t be appealed.
2. In the Bing Ads Editor Editorial Disapprovals view, you will find items that are:
- Approved, but disapproved in at least one country
Items viewed here WILL include country information, and ARE appealable. They will look like this:
↑ This example ↑ indicates the keyword “bill blass nude” was disapproved for adult content in the CANADA market. The Status indicates that the item is appealable.
Keywords and Ads are in the Bing Ads Editor Editorial Disapprovals view are appealable one at a time or in bulk, and they can be appealed even if they are Paused.
For more information on appealing disapprovals, see the Best Practices for Submitting Exception Requests blog post.
Questions? Comments? Feel free to leave them below... thanks for reading!