The Bing Ads policies are rules for style, content and functionality for ads, keywords and landing pages. They are designed to ensure the quality and consistency of Bing Ads. Policies can differ from country to country, but no matter where you are, Bing Ads offers in-tool features and online help documentation to create compliant, successful ads. Market-specific policies relating to these guidelines can be found in the Bing Ads policies.
After reading this training, you will understand how to:
Style refers to the way your ad looks and reads with the use of capitalisation, grammar and punctuation. By following the style policies, your ad will be effective and clear.
Style policy highlights:
While advertisers may do their best to adhere to our editorial policies, mistakes may still occur. Bing Ads includes a number of validation steps and features to assist with editorial compliance. For example, when building an ad, you may come across an inline alert or character limitation.
If you don’t receive an inline alert and submit an ad, Bing Ads will confirm adherence to the other policies. If there is a concern, your ad or keywords will not be displayed, and are labelled as “Disapproved.” By understanding the editorial guidelines, you can avoid, and more quickly address, ad disapprovals.
There are some business types that require special attention, primarily due to their industries’ unique set of governing laws. Be sure to review any special circumstances pertaining to your target market. Here are general guidelines to avoid common editorial disapprovals:
While making bulk edits to your campaigns offline using the Bing Ads Editor, you can quickly:
In Bing Ads Editor, the View drop-down menu allows you to work with your campaigns, ad groups, text ads, and keywords by sorting and presenting data in group types, such as active, paused, pending and deleted. One group is Editorial Disapprovals, which contains the sub-groups: adult, drugs and weapons. Choose these sub-groups to see keywords that have failed editorial review.
If you have disapproved keywords, and their status is Active-Appealable, you can submit an appeal for one, several or all of your keywords directly from the Edit Selected menu found in the Manager pane. Simply select the keyword or keywords you would like to appeal, and type your response in the reasons for requesting exceptions to editorial disapprovals text field. The next time you post changes, your appeal will be sent to Bing Ads for review.
Similarly, in the Bing Ads interface within the Keywords panel you can submit a request for exception by clicking on the ellipsis icon next to the “Disapproved” notification within the “Delivery” column. Simply tell us your reason for requesting an exception and submit the request exception.
Bing Ads helps you comply with the editorial guidelines by providing alerts, messages and other feedback when you create and submit ads and keywords. Bing Ads also informs you why an ad was disapproved, and directs you to the solution. If appropriate, you can make a request for an editorial exception.
Inline indicators can be seen as you write your titles and ad copy. Bing Ads checks for character limits, word counts and missing or incorrectly formatted URLs. Reconcile these right away as a best practice so you can save your ad.
Inline editorial feedback also covers issues around trademark infringement, a common problem for search marketers. If you receive this alert, Bing Ads provides you with an inline method for requesting an exception.
Another common problem is exceeding the character limit for dynamic text. You’ll get an error message if this occurs. Just correct the problem immediately and resave.
If you feel that your ad or keyword should not have been disapproved, you can request an exception. Please be ready to provide an explanation by reviewing the editorial guidelines prior to submission. The Bing Ads Customer Support team responds to all exception requests as quickly as possible; however, it can take up to two business days. Please note that if your exception request is denied, the decision is final. Most instances of disapprovals can be addressed with inline exception requests.
Although Bing Ads and Bing Ads Editor have automated tools that assist you with keyword and ad compliance, mistakes do occur. The best way to avoid mistakes, and save time fixing them, is to read and understand your region’s editorial guidelines before you start building ad campaigns.
Our editorial policies are rules that apply to style, content and functionality for ads, keywords and landing pages. They are designed to ensure the quality and consistency of the search ads Bing Ads delivers across the Bing Network.
When writing ads, it’s important to remember:
Thanks for reading this training on editorial guidelines. 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.