Beginning August 7, 2017, Bing Ads will implement an update to the Relevance and Quality Policy with the addition of a new System Quality Policy. The System Quality Policy helps to enhance a positive user experience, by delivering improved ad and network quality. As a result of this update, Bing Ads may decide to remove keywords and/or ads from our platform that have not shown any performance over a significant period of time. Bing Ads may also choose to limit the amount of keywords uploaded or retained at a time. In addition, those subject to this policy may see additional restrictions within sensitive categories such as: weapons, pharmaceuticals, gambling, adult, and trademark categories.
Bing Ads customers should not see any significant impact to their campaigns that have recent performance, since Bing Ads will be removing non-performing keywords and/or ads from the platform. Bing Ads customers will be notified if a limit will be placed on the amount of keywords they can retain in the system. Limits placed on the amount of keywords uploaded at one time are meant to increase efficiencies with review and processing, potential impact caused by this is anticipated to be low. We do not expect to see significant impacts for additional restrictions that may be put in place within sensitive categories.
For additional information about the System Quality Policy, please visit the Relevance and Quality Policy Page. Updates to this policy will be published on August 7, 2017.