Advertisers and consumers both benefit when they have positive experiences with Bing Ads. To achieve this, please follow the policies about relevance and quality on this page. These requirements focus on four core aspects of your campaign that affect user experience: keyword relevancy, ad copy, landing page and site user experience, and landing page and site content quality.


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.

Keyword relevancy

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)

Ads must:

  • 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
      your site.
    • When an ad implies that a product is for sale, the landing page must allow the purchase of that product.

      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 policies.


Marketplace exclusion

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 policies.


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 Bing Ads 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:
    Do not redirect site visitors unexpectedly.

    Higher-value user experience:
    Links to expected domain.

  • 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 spawn multiple popups or prevent visitors from leaving.
  • Do not open properly or consistently result in a “product not available” message.

Landing page and site content quality


Policies help icon Help with Bing Ads policies

Use these links for more help with Bing Ads policies.


Limited approval or disapproved ads Additional resources