Here’s how to make sure your ads and keywords are within Bing Ads’ Editorial Guidelines and how you can appeal if they’re rejected
Editor's Note: Where can you go to find answers to your pressing Search Engine Marketing questions, quandaries, doubts, and dilemmas? Right here at “Ask the Search Expert,” our regular series featuring SEM experts from the crack Yahoo! SearchAccount Management team. Today, Arran Gimba, Sr. Creative Strategist, answers a common question from a search advertiser.
Dear Search Expert:
My ads and keywords keep on being rejected. I can’t figure out why, and it’s so annoying, I could pull out my hair! How can I avoid rejections? And is there any way I can get them overturned?
Signed, Wigging Out
First, take a deep breath and relax. Then we’ll go over the guidelines on acceptable ads and keywords, and I’ll share something that will save your curly locks---an easy new process for appealing rejections.
Rejections, or editorial disapprovals, are red flags in an advertiser’s account that indicate your ad copy or keyword selection doesn’t comply with Bing Ad’s Editorial Guidelines. Those guidelines weren’t created to annoy you, but to ensure that the search network contains relevant advertisements that result in a good experience for both advertisers and users.
To make sure your ad will not be disapproved, the first step is to make sure that the product or service you’re promoting is allowed by Bing Ads. Here’s a list of prohibited products and content.
Tips to avoid common editorial disapprovals
One of the most common types of editorial disapprovals comes when the system determines that the ads or keywords that you’re bidding on aren’t relevant to the landing page. Here are a few tips to help you avoid this kind of disapproval:
- Bid only on keywords that are relevant to the landing page
- Make sure your ads clearly describe the website offering
- Make sure your landing page is full of useful content and is easy to navigate
Often, a specific keyword combined with a general ad and landing page could be deemed irrelevant because the searched term isn’t prominent. To fix this, simply adjust the destination URL so that it goes to a specific and more appropriate landing page.
Dynamic text, such as the use of params, helps ensure that the keywords you are bidding on will be in the ad copy. Just be warned that slipping a competitor’s brand name into the ad copy would be a violation of our Intellectual Property Guidelines and be disapproved.
New process for appealing rejections
If you do have an ad and/or keyword that has been disapproved, don’t reach for your scalp. We’ve introduced a new process to appeal rejections and possibly get them overturned. I’ll walk you through it with the help of some handy graphics.
Bing Ads Editor (BAE) has a filtered view option called “Editorial Disapprovals,” shown below. Here you can easily view all appealable errors and even sort them by the different reasons they were disapproved. Using this view, you can appeal all rejected ads or keywords at once or by category.
By toggling between the tabs for Text Ads and Keywords, you can review and select the rejected ads or keywords you would like to appeal. In the graphic below, the keyword “map of Ohio County” has been disapproved by Bing Ads because it was considered irrelevant to what was offered on the landing page:
After selecting the components you’d like to appeal, you’ll have a chance to give a reason why you think the rejection should be overturned—as shown in the graphic below:
Once you’ve edited all of the components you’d like to appeal, don’t forget to sync the BAE tool, so that the changes can be added to your account.
Depending on the number of keywords and ads submitted, it can take 24-to-48 hours for a resolution.
There are certain instances where an ad or keyword may not be appealable:
- If you upload a term or ad in “Paused” status, that status will trump the “Appealable” status, even if the term or ad has been rejected.
- Any rejections that occurred more than three months ago will show up as an “Error.”
- Any keyword or ad that contains non-standard characters or violates Microsoft’s style guidelines is not appealable through Bing Ads Editor.
I hope this overview of guidelines and the new process helps you. But if your appeal was rejected, or you want to appeal an ad and/or keyword showing up in the “Error” view, please consult your creative strategist. Your hair will thank you.
--- Arran Gimba, Sr. Creative Strategist, Yahoo!