Relevance and quality guidelines
Advertisers and consumers both benefit when they have positive experiences with Bing Ads. To achieve this, please follow the guidelines about relevance and quality on this page. If you receive a note that your ad does not meet the guidelines, you can fix the issue and resubmit it for review or challenge the disapproval. Check out our Editorial Insights page for more resources. For advertising in Taiwan, please refer to this full set of Taiwan-specific guidelines.
Our relevance and quality policy focuses on four core aspects of your campaign that affect user experience:
- Keyword relevancy: How relevant are the keywords you choose?
- Ad copy (title, text, and display URL): Do you have a highly relevant, accurate, well-written ad?
- Landing page and site user experience: How does your site navigation and functionality affect users?
- Landing page and site content quality: Does your site offer valuable content of use to users?
How does this policy affect your ad delivery?
- Advertisers with more relevant keywords and higher quality ads and landing pages are usually rewarded with more prominent ad positions or a lower cost-per-click (CPC).
- Less relevant keywords and low-quality ads and landing pages might result in less favorable ad positions or a higher CPC.
- In some cases, the ad might not appear at all. Please check the Marketplace Exclusion section below for scenarios in which ads or sites may be completely excluded from the marketplace.
Using the right techniques in choosing keywords and building ads not only drives user engagement, but it also helps maintain the ROI of the marketplace for all advertisers.
Keywords should be relevant. This means your site should be a satisfactory destination for users, based on a primary user intent of the keyword(s) you select.
Your keywords should relate directly to either:
- The specific range of products, services, or content on your landing page.
- The general content, purpose, and theme of your site.
Please note: extremely popular or trending queries may be subject to a higher standard of relevancy and ads must fully align with the primary user intent of the keywords/queries to participate.
Ad copy (title, text, and display URL)
- Be clear, truthful and accurate: Clearly and accurately demonstrate in your ad how your keywords relate to the product or service you offer.
- Be correctly constructed: Ads should be grammatically correct, not include misspellings, and be formatted correctly.
- Manage expectations:
- Ads should not mislead.
- Ads must be highly relevant to the product, services or information presented on your landing page, or the general content, purpose, and theme of
- When an ad implies that a product is for sale, the landing page must allow the purchase of that product.
For information about how to format and create your ads, please see our Ad content and style guidelines.
Sites may be excluded if there is reason to believe that their advertising or business practices are potentially malicious, harmful or deceptive or they consistently violate Microsoft’s policies. For more information, please see the User safety and privacy guidelines.
The following are examples of sites that may be completely excluded from the marketplace:
- Sites that include viruses, malware, spyware, or other self-installing programs.
- Business models that attempt to mislead site visitors, or that seem deceptive or fraudulent.
- Phishing sites that try to trick visitors into sharing personal data for fraudulent purposes, such as stealing one’s identity.
- Pages that consist entirely of advertising, or whose main purpose is to direct site visitors to advertising.
- Link farms.
- Parked domains.
- Sites operated by advertisers who consistently violate our Editorial Policies or submit large numbers of irrelevant keywords.
Landing page and site user experience
The functionality of your site should not surprise site visitors or interfere with a user’s ability to navigate. Navigation buttons should operate in a standard and predictable manner, and sites and page content should load properly.
Landing page behavior may provide a low-value user experience if they:
- Redirect site visitors unexpectedly to unrelated domains.
Low-value user experience:
Higher-value user experience:
- Use doorway pages, or cloaking.
- Without the users consent:
- Change browser preferences or resetting default home pages.
- Resize browser windows or disabling browser buttons.
- Spawn multiple pop-ups or pop-ups that prevent visitors from leaving the site.
- Do not open properly or consistently result in a “product not available” message.
Landing page and site content quality
How to manage disapprovals
Editorial disapprovals can occur when you are creating a campaign, adding an ad or keyword, or during editorial review. To see details of a disapproval, click the arrow next to the reason in the Delivery column under the Campaigns tab. If your ad or keyword is disapproved, edit the keyword or ad content to conform to the guidelines and resubmit the updated content. Read more on reviewing and resubmitting disapprovals.
- If you disagree with the disapproval reason, you can request an exception. In the request, tell us why you believe the ad or keyword meets the guidelines and should not have been disapproved, or why the cited guideline doesn't apply. We'll review the ad or keyword again and make a final decision.
- The Bing Ads team responds to requests as quickly as possible; however, the process can take as many as three business days. After we've reviewed your request we'll send you a notification summarizing any approvals or disapprovals and you can review decisions on the Campaigns tab.
What if I don't follow these guidelines?Our editorial guidelines are in place to provide a high quality search experience for users and to maintain a fair marketplace for advertisers. To meet these expectations we may ask you to remove your content if it violates Bing Ads’ Editorial Guidelines. In the case of serious violations or if we receive a notice of intellectual property infringement, we may remove content without advance notice. Other actions include:
- Keyword and ad disapproval: Ads will not show for users until they are compliant.
- Domain blocks: We may suspend your website from being advertised within Bing and Microsoft networks.
- Account suspension: Severe or repeated violations may result in account suspension.
May we help you further?
Bing Ads experts are ready to help you with your editorial guideline questions, with convenient hours by phone or chat. Contact us today to get started.
Our contact page provides more information and hours of operation.
Changes to guidelines
Learn about any changes that have occurred to this and other guidelines in the editorial guidelines change log.