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.
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:
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.
For information about how to format and create your ads, please see our Ad content and style policies.
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:
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 all parts of the page content should load properly.
Landing page behavior may provide a low-value user experience if they:
Generally, we consider content to be valuable if it enables users to find the products, services or information they request easily, or assists users by informing or shortening their buying or research process. Your landing page should provide clear, direct access to content that is related to your ads and keywords and should not obstruct, delay or confuse users. Landing page and site content should not function primarily to support the display of advertising or attract traffic.
Sites or landing pages may be considered low-quality content if they:
The user would expect online content but it is delivered in an offline format (such as SMS information services).
Use these links for more help with Bing Ads policies.