Microsoft took the time this week to highlight some things that will get Bing Ads advertisers in trouble. Most of this is common sense stuff, but it's worth looking at, especially considering the company thought it warranted a new blog post.
They do daily reviews of Bing network results and of the keywords and ads submitted by advertisers to make sure they comply with Bing Ads policies. Non-compliance can result in account closure - permanently in some cases. Non-complaince reasons are listed as follows:
- that include viruses, malware, spyware, or other self-installing programs.
- Business models that attempt to mislead site visitors, or that seem deceptive or fraudulent.
- Sites that misrepresent the origin or intent of their content and as a result are likely to deceive a portion of the target audience.
- Phishing sites that try to trick visitors into sharing personally identifiable information (PII), or where the use of such information could cause the user to be defrauded or sites that share download keys for Office, Windows and other software.
- Pages that consist entirely of advertising, or whose main purpose is to direct site visitors to advertising.
- Link farms.
- Sites operated by advertisers who consistently violate our Editorial Policies.
** Only advertisers promoting content in violation of high risk policies, e.g. Pharmaceutical or Gambling, are at risk for account closure.
- Advertisers that submit large numbers of irrelevant keywords—even if their landing pages don’t violate the Relevance and Quality policy.
** This behavior is categorized by pervasive use of completely irrelevant keywords (generally trending or popular keywords) where there is no related content available on the landing page.
As the company notes, it may place restrictions on ads even of it doesn't close the advertisers accounts. It could, for example, add blocks on keywords, adjust quality scores, or reject keywords, ads, or landing pages altogether.
For more on he Dos and Dont's of Bing Ads, take a look at the post.
Bing has finally become profitable for Microsoft. They don't want bad ad practices screwing things up.
Image via Microsoft