Writing effective ads is one of the fundamental tasks of creating your online ad presence. It’s critical to learn the general ad structure and the Bing Ads Editorial Guidelines so you can write ads that will compel people to click.


In this training, you will understand important guidelines, tips and techniques to help you write ads that are effective and relevant. This training will help you understand how to:


  • Write effective ads that meet the Bing Ads Editorial Guidelines.
  • Submit your ads for approval.

Character limits

Each ad consists of four components: title, text, display URL and a destination URL. Each component has character limits so all ads across the network remain consistent. As you type your ads, a counter shows how many characters you have remaining for each component, making it easy to stay within the limits. If you happen to exceed the character limit, you’ll need to make wording adjustments before you can save the ad.


General guidelines

Microsoft can refuse to accept any advertising content that does not meet the Bing Ads Editorial Guidelines. When writing ads, it’s most efficient to adhere to the guidelines so your ad is not disapproved. Disapproval can inhibit the execution of your campaign, so it’s best to read the Editorial Guidelines article in Bing Ads online help to become familiar with the list of acceptable ad content.


Four of the most important general guidelines that you must adhere to when writing ads are:


  • Do not use offensive language or profanity.
  • Do not advertise illegal products.
  • Do not mislead your customers or create the wrong impression.
  • Use correct style and grammar in your ads and avoid common mistakes such as exclamation points in ad titles, repeated or unnecessary punctuation or repeated words.

The following are several other guidelines and practices that you should commit to memory.


Guidelines for intellectual property
You are responsible for ensuring that your ads and keywords do not infringe on another party’s intellectual property. However, you can use trademarked words or phrases in certain instances.


Landing pages
The landing page for your ad should provide clear content that is relevant to your ad text and keywords.
If the landing page is inaccessible, is under construction, generates pop-up ads, or has content that is not relevant to your ad text, your ad could be disapproved.


Tips and techniques
First, always make your ads are relevant. When you write ads, think about what interests your customers, and be sure to use the words they are likely to use as search terms. A great strategy is to include a strong keyword in the first line of your ad or title.


Be specific. An effective ad will mention a specific discount or offer. Avoid generic phrases like "big savings" or "great deals.” Use compelling action words that encourage customers to click your ad. For example, don't use "Click here."


Highlight your company's products and benefits rather than using excessive promotional language and superlatives. Describe a unique feature, product or service that you offer. When you're finished writing, pretend you're a customer and review your ad and landing page. Ask yourself:


  • Is the content on the page relevant to the ad?
  • Will my customers understand the page right away, or will they need to read carefully?
  • Does the landing page prominently display the offer mentioned in the ad?

Submitting your ad for approval

Once you’ve finished writing your ad, Bing Ads provides immediate feedback to help you make adjustments so your ads comply with basic editorial requirements, such as word counts and missing or incorrectly formatted URLs.


If your ad, keywords and landing pages meet all Editorial Guidelines, your ad may display online soon after you submit it. If not, this process will take longer. Bing Ads does not notify customers when their ads have been approved. You can look at the Delivery column on the ad and keyword tabs on the Campaign page to verify the status of your ads and keywords.


Disapproved content

If your ad has been disapproved, you will be notified by email. You can also select the arrow next to the disapproved Delivery status on the ad or keyword tab in Bing Ads to get actionable information about the reasons for the disapproval.


Summary

When it comes to writing effective ads that get noticed, remember these key points:


  • Keep your customer in mind at all times.
  • Keep your ad concise, relevant and specific.
  • Review and follow the Bing Ads Editorial Guidelines to help your ad go live as quickly as possible.

Thanks for reading this training on writing an effective ad. Continue your training or take the BAAP exam to become accredited.

 

Please note all features in this training may not be available in your market.