Pilot programs policies

These policies apply to pilot programs enabled to test Bing Ads products or features. Advertisers participating in pilot programs must follow the existing Bing Ads policies, as well as the specific policies listed below.

Pilot programs are Microsoft Confidential. Any information that you may acquire, become aware of or otherwise learn as a part of your participation in these pilot programs may not be publicly divulged or communicated to external third parties.

Action Extensions

Action Extensions allow you to drive call to actions from your ad copy, linking to your highest converting pages.

• Any actions promoted in ad copy must be reflected on the landing page within a click.
• You may not select an action in your ad, and then link to a different section of your website. For example, you may not select “buy now” to link to a list of your stores locations.
• A click on the extension may not result in an automatic download or in any subscription, purchase or reservation for the user. Users will need to complete the transaction on your website.
• If you drive users directly to a sign-up or login page, you must enable the user to link back to the main home page or supporting content describing services and terms of use.
• The following cannot be used for Action Extensions:
  • Call
  • Chat Now
  • Get Quote
  • Watch
  • Install
  • Search 

Form Extensions

Form Extensions allow you to request user input directly from your ad copy and use that to create a tailored landing page based on the user input.

Your use of Form Extensions must be compliant with Bing Ads policies.

Additionally, the following requirements apply:

• Form Extensions must not be used as an additional line of text, or for promotional purposes. Form Extensions must be used for acquiring specific user input that is used to customize the landing page based upon that input only.
• The form box instruction text must accurately describe the data input you are seeking from the user. For example, use “Enter zip code” to ask users to enter a zip code.
• The form button text must adequately describe the call to action sought from the user. For example, if you are trying to help users locating the nearest store based on their zip code, use something like “Find store” as form button text.
• The Form Extension destination URL must be directly relevant to the call to action, and lead the users where they would reasonably expect. If your form button text reads “Find store,” the URL must lead to the store location page of your website.
• Duplicate destination URLs within the same ad copy are not allowed. The Form Extension destination URL must not be the same as any other destination URL in your ad text. This includes both the ad text destination URL, as well as any sitelinks or other ad extensions.
• The landing page must be dynamic based on user input and cannot resolve to the same landing page regardless of what user input was entered.
• The final landing page URL needs to consume user inputs with encoded special characters according to industry standards.
• You must not collect any personal data on Form Extensions. Personal data is any data inputs that can be used to locate an individual.
  • Non-exhaustive examples of allowed data inputs include a zip code, city, state, area code, year of birth (however, if the age input received is under 13 years old you must immediately drop all data captured).
  • Non-exhaustive examples of disallowed data inputs include full name, phone number, social security number, credit card number, email address.
• Your website must display a prominent link to your privacy policy, which has to be compliant with the requirements set forth by Bing Ads privacy and data protection policies, as well as any other applicable legal requirements and industry best practices.

Microsoft will process the user inputs for technical purposes alone. Microsoft will not retain, use or otherwise process any of the data inputted by users in your Form Extensions for unrelated purposes. You as an advertiser will be the only recipient of the data in Form Extensions associated to your ad campaigns. The data you receive must be treated in accordance to your privacy and data usage policies.

Offer Extensions

Offer Extensions allow you to drive users to specific offers, deals and coupons from your ad copy.

• Any offer promoted in Offer Extensions must be present on the landing page.
• You may not promote fake or misleading offers in accordance to the Bing Ads Free offers and price promises.
• Offer Extensions can only be used to promote the specific offer or coupon redeemable online or in-store, and must not be used as an extra line of text or merely to direct traffic to your website. For example, using Offer Extensions to direct traffic to a product page which does not clearly show any special offers is not allowed.
• A click on the extension may not result in an automatic download or in any subscription, purchase or reservation for the user. Users will need to complete the transaction on your website.
• If you drive users directly to a sign-up or login page, you must enable the user to link back to the main home page or supporting content describing services and terms of use.

Video Extensions

Video Extensions allow you to promote your services, demonstrate your products, highlight reviews, or build your brand image in a new way.

Your use of Video Extensions must be compliant with Bing Ads policies.

Additionally, the following requirements apply:

• Video must be relevant to your ad, relating to your product, service, or brand.
• Users should be in control of the video experience, on click for instance, both within ad copy or landing page.
  • Videos cannot auto-play.
  • Ability to pause and/or stop the video must be present.
• Video content must be suited for the targeted audience or query it is served for. For example, nudity is generally prohibited.
• All movie trailers must be Green Band, or preceded by applicable ratings (displayed in advance of the actual video play).
• Video ads must adhere to all other policies. For example, showing actions that result in fatalities, or showing of blood or dismemberment is disallowed based upon our Suffering and violence policy.
• Video extensions are not available for adult marketplace advertisers.

Filter Link Extensions

Filter Link Extensions allow you to highlight key products and services, and help potential customers jump directly to the offerings that interest them.

Your use of Filter Link Extensions must be compliant with Bing Ads policies.

Additionally, the following requirements apply:

• Filter Link Extensions are available in the US only.
• Filter Link text must be directly related to the header. For example, a travel agent may select the header “Destinations”, link text may include “Las Vegas”, “New York”, “San Francisco”, “Orlando”, etc.
• Filter Link text cannot be duplicated in the header. For example, "Destination" cannot be used as a link under the "Destination" header.
• Filter Link text must not feature any disallowed content per our policies, for example hate speech or defamatory content.

Flyer Extensions

Flyer Extensions allow you to promote weekly deals or any special sale events you may have.

Your use of Flyer Extensions must be compliant with Bing Ads policies.

Additionally, the following requirements apply:

• Flyers must be accurate and up-to-date.
• Flyers can be live for a maximum of 1 month.
• Flyer extensions must not feature any disallowed content per our policies, for example hate speech or defamatory content.

Price Extensions

Price Extensions allow you to display a list of products, services, and their corresponding prices.

Your use of Price Extensions must be compliant with Bing Ads policies.

Additionally, the following requirements apply:

• Prices used in Price Extensions must be available and visible on the landing page.
• Products or services listed must be available and visible on the landing page.
• Header text and description must be related. For example, "Kids haircut" as a header may contain a description similar to "Girls and Boys". A description similar to "Huge toy selection" would not be related to the header and would not be allowed.
• Description cannot be duplicated in the header. For example, "Women's haircut" cannot be used for both the header and the description.
• Price extension text must not feature any disallowed content per our policies, for example hate speech or defamatory content.

Local Inventory Ads

Local Inventory Ads allow you to showcase locally available products and retail store information to nearby shoppers on Bing.

Your use of Local Inventory Ads must be compliant with the Product Ads Policy and all other Bing Ads policies.

Additionally, the following requirements apply:

• Retailer must have a local brick and mortar location where consumers can purchase products.
• Products must be in stock at a local retail location.
• If consumers are required to be a member of a store or club to purchase products, information must be clearly disclosed in the ad.

Hotel Ads

Hotel Ads allow you to drive users to a partner's site and ultimately to the booking page.

Your use of Hotel Ads must be compliant with Bing Ads policies.

Additionally, the following requirements apply:

• The referral experience must be user-friendly.
• It is recommended that the booking page is the landing page.
• If the landing page is not the booking page, the booking page cannot be more than one click away.
• The landing page must be branded as the HPA partner and must clearly display the name of the hotel.
• All mandatory rates, taxes, and fees must be disclosed and displayed on the booking page. If the landing page is not the booking page, the base rate, mandatory fees, and taxes must still be displayed.
• Taxes and fees may include, but are not limited to: Occupancy Tax, County Tax, City Tax, Tourism Tax, Value Added Tax, Resort Fees, Registration Fees, Service Fees, and any other fees that are collected directly by the hotel.
• Prices displayed in the ad must match the pricing on the landing page and booking page.
• Base room rate, taxes, and other fees should be itemized for clarity.
• The offer on the booking page must correlate to the link the user clicked on, including the same room type, dates of stay, number of occupants, base rate, currency, and language.
• If multiple room or rates are available on the landing page, the rate correlating to the link the user clicked must be pre-selected.