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Writing effective ads is one of the fundamental tasks of creating your online ad presence. It’s critical to learn about the general ad structure and Bing Ads policies so you can write ads that will increase your click-through rate (CTR) and improve your quality score.

In this training, you will learn tips and techniques to help you write ads that are effective and relevant. This training will help you understand how to:

  • Use advertising basics to craft a compelling ad.
  • Preview your ad and submit your ads for approval.
  • Adhere to important Bing Ads policies.

Advertising Basics

You’ve created your campaign and adjusted your bids for researched keywords. Your ad is now getting in front of your targeted customer, which means it’s time to make sure your ad message gets their attention.

Test implementing the following ideas when writing your ad to help improve your overall campaign’s performance:

Describe what sets your product apart. Why do customers buy your product? Does it solve a problem? Does it help save time or money? Or, does it have unique features or qualities? For example, if your product is available in many more colors than the competition can offer, you might mention color choices in your ad.

Use your customers' language. Research the age group and gender of your typical audience, and then use that insight to write your ads. Use words and a writing tone that are likely to attract your typical customer.

Address your customers directly. Use the words "you" or "your" in your ads so that you are speaking directly to them.

Pre-qualify your visitors. Use words in your ads that help attract true potential customers. For example, if you offer only high-end products, stay away from words like discount, bargain, and cheap. Be clear in your ad who your products are for. This can save you money by eliminating clicks that are not likely to convert to sales.

List the price of your product or service. If your product or service is competitively priced, consider featuring the price in your ad. To help ensure that your ad gets approved, make sure that the ad links to a landing page that includes both the product (or service) and the price.

Be specific. The clearer and more specific your offering, the better. For example, rather than "big discounts," specify an exact percentage, such as "50% off."

Include a call to action. Give customers a reason to click your ad right now. Offer a specific call to action, such as encouraging customers to request a brochure or consultation, download a free e-book, subscribe to a newsletter, or take advantage of a limited-time discount.

Attention-grabbing ad titles. Include the keywords customers use when they run their searches.

Make the ad eye-catching. Use ad extensions to make your ad stand out from the competition. Test any extensions that are appropriate - Sitelink Extensions, Location Extensions, Call Extensions, App Extensions, Callout Extensions and more.

Note: Make sure your website’s landing page is relevant to both the ad and the keyword.

Expanded Text Ads

Expanded Text Ads are a new, mobile-optimized ad format that enables you to craft longer ad copy and optimize your ad text to better engage with potential customers before they click on your ads. Expanded Text Ads work seamlessly on mobile, tablet, and desktop devices, giving you a way to create more compelling calls to action for consumers and drive higher conversions to your business.

Here's how Expanded Text Ads compare to standard text ads:

Ad part

Standard text ads

Expanded Text Ads

Ad title

25 characters

60 characters (two 30-character ad titles separated by a hyphen)

Ad text

71 characters

80 characters

Display URL

35 characters, manually entered and error-prone

Domain and subdomain automatically generated from your final URL (preserving capitalization) plus two customizable URL paths.

We recommend you set up Expanded Text Ads in parallel with your existing standard text ads. This will help you test your Expanded Text Ads' creative performance against standard text ads and give you insights for optimizing your message in the new format.


Multiple ads

Start by creating multiple ads in an ad group. Each ad group can contain as many as 20 ads, which Bing Ads displays in an even rotation. To learn which words and phrases are most compelling to your target audience, try experimenting with a variety of ad titles and text. After you've identified your most effective ad or two in terms of CTR and conversions, you can help maximize your campaign ROI by deleting the other ads from the ad group.

The Ad Preview and Diagnostics tool

The Ad Preview and Diagnostics tool lets you quickly confirm that your ad is showing correctly on Bing without impacting impressions or clicks. If your ad isn't on the first page of search results, you will receive an explanation, with suggestions on getting it there.

You can preview both your text ads and product ads. To see if your ad is on the first page of search results click Tools in the top right corner of the page, and then click Ad Preview and Diagnostics Tool.

On the Ad Preview and Diagnostics Tool page, type the keyword or search query for which you want to find search ads.

Select the targeting options (Language, Domain, Location, and Device) for which you want to preview your ads. Click Preview.

If you see the message saying, “Do you want to view only the webpage content that was delivered securely?” click No to proceed.

If you see the message saying, “This message contains both secure and nonsecure items,” click Yes to proceed.

If you see the message saying, “Your ad is not showing,” in the Reason for not showing column for each keyword listed, click the short summary to see a full description and a suggested action. Follow the action suggested. Click Close.

The Bing Ads Ad Preview and Diagnostics tool gives you a preview of which ads are appearing on the first search results page. If your ad is lower than ad position 9, the tool will not preview it for you. For info on improving your ad position, see Get my ad to the top of the search results page.

Disapproved content

If your ad has been disapproved, you will be notified by email. You can also select the arrow next to the disapproved Delivery status on the ad or keyword tab in Bing Ads to get actionable information about the reasons for the disapproval

Often, it is hard to find your ad in search results pages. Issues with low keyword bids, product ads not loading correctly, poor ad position, low budget, etc. can interfere with ad display. There are a lot of strategies to use for troubleshooting problems with your ad not showing.  Read more about them here.

General policies

Microsoft can refuse to accept any advertising content that does not meet Bing Ads policies. When writing ads, it’s necessary that you adhere to these guidelines to decrease the likelihood that your ad is disapproved. Disapproval can inhibit the execution of your campaign, so, it’s best to read the editorial guidelines article in Bing Ads online help to become familiar with the list of acceptable ad content.

Four of the most important general policies that you must adhere to when writing ads are:

  • Do not use offensive language or profanity.
  • Do not advertise illegal products.
  • Do not mislead your customers or create the wrong impression.
  • Use correct style and grammar in your ads and avoid common mistakes such as more than one exclamation point per sentence, repeated or unnecessary punctuation, or repeated words.

The following are several other policies and practices that you should commit to memory.

Policies for intellectual property

You are responsible for ensuring that your ads and keywords do not infringe on another party’s intellectual property. However, you can use trademarked words or phrases in certain instances.

Landing pages

The landing page for your ad should provide clear content that is relevant to your ad text and keywords. If the landing page is inaccessible, is under construction, generates pop-up ads, or does not have content that is relevant to your ad text, your ad could be disapproved.

Sending customers to landing pages specific to the product or service that are most relevant to the search queries or other input can help boost click-through rate, conversions, and conversion rate. You do this by associating appropriate destination URLs with specific keywords.

For example, if you sell shoes and you're bidding on the keyword running shoes, you can "link" a destination URL for the webpage where you sell running shoes to that keyword. When a customer searches for running shoes and your ad is displayed, it will include the destination URL you've linked with the keyword.


To write effective ads that get noticed, remember these key points:

  • Use your customers' most popular search query keywords in your ad titles and text.
  • Implement basic advertising principles, like calls-to-action and specific language.
  • Take advantage of the Ad Preview and Diagnostics tool to check your ads relevancy.
  • Review and follow the Bing Ads policies to help your ad go live as quickly as possible.

Thanks for reading this training on writing an effective ad. Continue your training or take the Bing Ads Accredited Professional exam to become accredited.

Please note all features in this training may not be available in your market.