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

In this PPC copywriting training, you will understand important policies, ad copy tips and techniques to help you write ads that are effective and relevant. This training will help you understand how to:

  • Write effective advertisement copy that meet the Bing Ads policies.
  • 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 policies

Microsoft can refuse to accept any advertising content that does not meet Bing Ads policies. When tackling your PPC copywriting projects, it’s necessary that you adhere to these guidelines to decrease the likelihood that your ad is 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 ad copy tips and general policies that you must adhere to when writing ad copy 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 more than one exclamation point per sentence, repeated or unnecessary punctuation, or repeated words.

The following are several other policies and practices for advertising copywriting that you should commit to memory.

Policies 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 does not have content that is relevant to your advertising copy, 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 include words they are likely to use as search terms. A great strategy for effective advertising 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 copy, Bing Ads provides 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 Bing Ads policies, 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.


Remember these key points for effective ad writing that will get your products and services noticed:

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

Thanks for reading this PPC copywriting training. Continue your training or take the Bing Ads Accredited Professional exam to become accredited.


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