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These style policies will help you with ad titles and text, as well as explain what types of formatting and content are disallowed. Here you’ll find guidance on grammar, punctuation and how to craft clear and concise language for the most effective ads.

Write clear, factual ads that accurately describe what is offered on your website. When writing ad titles and descriptions, keep in mind the following:

  • Always write a short description that accurately describes what site visitors will find at your site. Concisely written ads are more interesting and attractive to prospective customers and give them a better experience and generally better results.
  • Clearly explain how your offer specifically relates to the keywords you have chosen. To potentially improve your click-through rates, include the keyword in your title and description where possible.
  • Use correct grammar, punctuation and spelling.
  • Do not include unproven claims or endorsements in your ads or on your landing pages.
  • Do not repeat words or phrases (for example, “Sale, sale, sale…”).
  • Do not use offensive or inappropriate language.
  • Do not include unnecessary symbols to draw attention to ad copy (for example: Ca$h, “¤,”or word art). All characters and symbols should contribute to the ad’s message.
  • Do not include text reference to a group of Microsoft or Yahoo customers to entice them to view the ad as special for them. For example, “Attention Yahoo Users.”
  • Ensure that your ads and landing pages comply with all Bing Ads policies.
  • If your ad contains competitive claims, make sure that your site, ad title and ad text all comply with our Intellectual property policies.

Approved example

Best Hawaii Vacations
www.contoso.com
Get the best deals today!
On Sale Now!

Disapproved example

Bestest Hawaii Vacations
www.contoso.com
Git da best dealios today!
On Saaaaaaale Now!

Policy

Use correct grammar, punctuation and spelling.

Best Hawaii
www.contoso.com
Hawaii Today!
On Sale Now!

Best Best Best Hawaii
www.contoso.com
Hawaii Today Today Today!
On Sale! Sale! Sale!

Do not repeat words or phrases.

Best Hawaii Vacations
www.contoso.com
Hawaii Deal Today!
On Sale Now!

BE$T Hawaii Vacation
www.contoso.com
Hawaii Deal$ Today!
On $sale Now!

Do not include unnecessary symbols to draw attention to ad copy.

Hawaii Deals Today
www.contoso.com
Best buys today
Travel tomorrow!

ppHawaiippDeals
www.contoso.com uBestu lBUYSl
todaylTRAVELl tomorrow!!!

All characters and symbols should contribute to the ad’s message.

Hawaii Deals!
www.contoso.com
Get the best deals today!
On Sale Now!

Hey YAHOO! Hawaii Deals!
www.contoso.com
Hawaii Deals Today
On Sale Now!

Do not include text reference to a group of Microsoft or Yahoo customers to entice them to view the ad as special for them.

Capitalization

  • Ads may not use excessive or random capitalization, such as BIG SALE or AmAzinG.
  • Capitalization must be consistent. For example, use title case, sentence case, or capitalize the first letter of every word.
  • Legitimate acronyms and advertiser brand names that are registered in all capital letters are allowed.
  • Proper nouns should be capitalized where appropriate. For example, "Purchase cheddar cheese imported from England."

Approved example

Big Sale Amazing Deals!
www.contoso.com
Super Sale Vacation!
Hawaii vacation specials!

Disapproved example

BiG SALE AmAzing DealS!
www.contoso.com
SUPER SALE vAcation!
HawaII VacAtion SpEcialS!

Policy

Ads may not use excessive or
random capitalization.

Grammar, punctuation and spelling

  • Grammar in the ad title and ad text must be correct, unless the incorrect grammar is part of the corporate or product branding.
  • Make sure that dynamic text, such as that used for {keyword}, {param2} and {param3}, does not cause incorrect grammar in your ad title or ad text.
  • One exclamation point or question mark is allowed per sentence in ad text.
  • Spelling in the ad title and ad text must be correct, unless the incorrect spelling is part of the corporate or product branding.
  • Spelling of dynamic text, such as that used for {keyword}, {param2}, and {param3}, must be correct.
    • Best practice: If you bid on misspelled keywords, do not use them in ad groups that contain {keyword} dynamic text.

Phone numbers

The use of phone numbers in ad copy or Call Extensions must comply with our policies. You can only use Call Extensions or Local Extensions to add a phone number to your ad copy in the following markets: US, CA, UK, HK, TW.

Symbols, special characters and abbreviations

  • Use numbers, letters, and symbols in a way that reflects normal speech.
  • Consecutive, non-alphanumeric characters are not allowed. For example, "TV - Only $5.95/Mo!!!"
  • Use of italic, bold, superscript, subscript or other enhanced or resized fonts is not allowed.
  • Use of the trademark symbol ™ or copyright symbol ® in the ad title or ad text is not allowed, unless the trademark is already registered or in the process of application. For more information, please see the Intellectual property policies.
  • Symbols not used as part of the language of the ad are not allowed in ad copy. For example, the following types of symbols and characters are not allowed in the ad title, ad text or keyword list:
    • Wingdings, dingbats, arrows, bullets or other symbols used to draw attention to an ad
    • Mathematical symbols such as <, >, =
    • Emoticons
    • Block elements such as or
    • Accents or characters specific to languages other than those enabled for the market(s) the ad targets. For example ~, ^, or ç would not be allowed in the US market.
    • Unnecessary symbols such as @, }{, ][, ¤, § ‗
  • Abbreviated or shortened versions of words may be used if they reflect common usage and are in direct context of the advertised product or service. For example:
    • Month may be written as mo or mo. (with period).
    • Pic, pics, or pix may be used instead of pictures.
    • An ampersand (&) may be used in place of "and."
    • A number sign (#) may be used in place of "number" or "pounds."
    • A percent sign (%) may be used in place of "percent."
    • An X or x may be used in place of "times" or "by"—"5X faster" or "4x4 truck," for example.
    • A plus sign (+) may be used in place of "plus."
    • An asterisk (*) may be used to denote travel category stars—"4* hotel," for example.

Approved example

Summer Cruise Rates
www.contoso.com
Great Anniversary Gift!
Book Today!
Summer Cruise Rates
www.contoso.com
Great Anniversary Gift!
Book Today!
Summer Cruise Rates
www.contoso.com
Great Anniversary Gift!
Book Today!

Disapproved example

Summer Cruise Rates
www.contoso.com
Great Anniv. Gift!
Book Today!
Summer Cruise Rates
www.contoso.com
Best rates @ Contoso
Book Today!
Summer Cruise Rates
www.contoso.com
>>best rates<<
Book Today!

Policy

 
Only use abbreviations that reflect
common usage.
 


Do not use unnecessary or disallowed symbols.
 


Do not use unnecessary or disallowed symbols.
 

Word count and character limits

Search ads

  • Minimum word count. A combined total of at least 3 words is required in your title and descriptive text.
  • Character limitations. If your ad title, ad text or destination URL exceeds certain character limitations, you will receive an error message. Character limits are calculated with dynamic text included in the calculation. The limitations:
    • Ad title: 25 characters, including spaces.
    • Ad text: 71 characters, including spaces.
    • Display URL: 35 characters. (The display URL—the Internet address that customers see in an ad following the ad text—is the last line of your ad.)
    • Destination URL: 1,024 characters. (The destination URL—the Internet address of the webpage a customer is taken to after clicking an ad link, or display URL—is not displayed in your ad, but it is used for your landing page.)

Character limits in Hong Kong

For Chinese content the following character limits apply:

  • Ad title: 15 characters, including spaces.
  • Ad text: 38 characters, including spaces.

Mobile ads

Minimum word count: A combined total of at least three words is required in the ad title and ad text. Ads with two or fewer words are not allowed.

Help icon Help with Bing Ads policies

         Use these links for more help with Bing Ads policies.