Bing Ads policies help advertisers learn what makes a great ad, as well as what is and isn’t allowed in them.
The ad and keyword editorial review is a quality check to help ensure that ads are well written and relevant to potential customers. After you submit an ad group, the content goes through a review to ensure that it meets Bing Ads guidelines. If your ads and keywords don't raise any flags, they pass the review and become active.
After reading this training, you will understand how to:
Style refers to the way your ad looks and reads with the use of capitalization, grammar and punctuation. By following the Bing Ad rules related to style, your ad will be effective and clear.
Style policy highlights:
This ad consists of four parts:
Flowers for any occasion - Delivered right to your door!
Sustainably grown flowers on sale and ready to ship within 4 hours.
Path (Domain and subdomain automatically generated from your final URL, plus two customizable URL paths with 15 characters each.)
Final URL (2,048 characters)
Here is a complete breakdown of the elements of a search ad, including character limits:
30 (77 characters if dynamic text is used.)
80 characters, including spaces. (300 characters if dynamic text is used.)
15 characters each. (50 characters if dynamic text is used.)
Custom parameter name
Custom parameter value
There are two specific Bing Ads rules related to content that will help you eliminate redundancy, low quality ads or confusing user experiences.
Content that is too similar runs the risk of being disallowed. To comply, don’t submit multiple ads that link to sites whose content or design is very similar.
Multiple ads may be displayed if the target site for each ad has:
As a general rule, you may not use two different languages within the same ad copy, except for commonly used terms or brands. Also, landing pages should be in the local language(s) of the market. (Case by case decisions may be made based on the general comprehension of the language in a specific market.)
Foreign language words are allowed where they naturally fall into local language usage. For example, in English-speaking regions, the following foreign words are allowed: résumé, faux, burrito, café, fiancé, cliché, curriculum vitae, Zeitgeist.
Packages for families.
Prices for the summer!
Packages for families.
Precios para el verano!
URLs should accurately describe your ad’s landing page. Also, landing pages should load and function as normally expected — disruptive or deceptive content is not allowed.
The display URL must be of valid format.
The display URL cannot be used in a misleading manner.
Display URL cannot be used as another line of text.
Landing page URL:
Landing page URL:
http:// Buy floor here
Landing page URL:
Display URL: call us now
Landing page URL:
Remember, a reliable landing page is essential for quality clicks and impressions – especially at peak times. With regard to site behavior and navigation approvals, the Back button on your landing page must always be functional.
Especially important is your URL sends users to the same static landing page every time.
Editorial checks do not stop once an ad is live. The Bing Ads team performs ongoing reviews to help ensure a quality marketplace. For this reason, ads and keywords that have previously displayed may be disapproved.
The Bing Ads Disallowed content policy reserves the right to reject or remove any ad at any time, especially in the case of certain content considered sensitive, illegal, dangerous, harmful and/or potentially unethical in nature. Please also review the Disallowed and restricted products policy for a better understanding of specific laws in different regions.
Here are general Bing Ads guidelines to avoid common editorial disapprovals:
Approved Limited is a delivery status related to location targeting. It means either your ad or keyword is approved and eligible to serve in at least one of its targeted locations, and/or your ad or keyword is either pending or disapproved in at least one other targeted location.
If you receive an email saying you had a Disapproved or Approved Limited ad or keyword, take the following steps:
Click the Ads tab or the Keywords tab. The delivery status of your ads or keywords can be found in the Delivery column. (You can sort the Delivery column to more easily find the Disapproved or Approved Limited items by clicking the Delivery column header.)
Click the ellipsis icon next to the status in the Delivery column to see the ad or keyword's disapproved terms and the reasons for the disapprovals.
If the status is Approved Limited, you will also see the specific market(s) in which the ad or keyword is disapproved. This ad or keyword is not functional in the listed market(s), but it is functional in all other targeted locations.
If an ad or keyword is listed as Approved Limited in Bing Ads (see this article to learn how to find the status of ads and keywords), click on the three dots next to the words Approved Limited.
If it was disapproved in at least one of your targeted locations, you will see:
If you feel that your ad or keyword should not have been disapproved, you can request an exception.
If an ad or keyword is disapproved as you are creating it, click the Request an exception button.
In the Tell us your reason for requesting an exception box, tell us why you believe the ad or keyword meets the policies and should not have been disapproved, or why the policy in question doesn't apply. Click Save.
You can also request an exception to the disapproval after the editorial review. Go to the Campaigns page and click the Ads tab or the Keywords tab.
Find the affected ad(s) or keyword(s). Disapproved ads or keywords will have either Disapproved or Approved Limited listed in the Delivery column.
Select the checkbox to the left of the affected ad(s) or keyword(s). Select Edit > Request exception, and then select either All ads/keywords in this ad group or All keywords in this ad group.
In the Tell us your reason for requesting an exception box, tell us why you believe the ad or keyword meets Bing Ads policies and should not have been disapproved, or why the policy in question doesn't apply. Click Request an exception.
Note: If your exception request is denied, the decision is final.
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 Rows 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 Policies are sets of 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.
Read more about Bing Ads Policies in the Bing Ads Policies website.
Please note all features in this training may not be available in your market.