Neha Garg

Program Manager, Ad Quality

Managing ad group level disapprovals in one easy swoop

The Bing Ads team carefully reviews all submitted ads/keywords to ensure that both advertisers and search users have the best experience on our advertising network.  Typically an initial review is adequate, unless an exceptional scenario requires a second one.

For example: You are a travel agency running dozens of ad groups for different airlines, hotel groups etc. You could easily have thousands of keywords and multiple ads in an ad group. You might include the brand names of airlines or hotels in each of these ads or keywords, even though you are not the owner of that brand. In this case, your ads might be disapproved for trademark infringement. However, you can request an exception with the explanation that you are an agency providing bookings for those brands.

We understand with multiple ad groups having thousands of ads and keywords, managing exceptions can get cumbersome. We have some great news for you!

You can now submit appeals at an ad group level. Just follow these simple steps:

a)   Navigate to a rejected ad in the ad group and click on the ellipsis sign to uncover the rejection reason


b)   In the message box indicating the rejection reason, you will see an option to appeal that rejected ad or all rejected ads in the ad group

 You can choose “all ads in this ad group” from rejection message or edit menu as seen below:


The option for requesting exceptions for all ads in an ad group is available only at an ad group level and not at the campaign or account level.

For appealing, ads belonging to different ad groups or campaigns, please select the ads to be appealed, and use the request exception option from edit menu. 


c)   Select the “all ads in this ad group” option, to submit all rejected ads which are appealable (exceptions are not granted for some policies such as multiple display domains per ad group). 

Please provide a brief reason for requesting the exception for disapproval and submit.


d)   All rejected ads within the ad group which are appealable will be submitted for review

In the above screenshot, note that the last ad rejected remains disapproved, as the policy reason is non-appealable.

Here are some examples of non-appealable policies:

  • Ad title and text must exceed 2 words
  • Combined mobile ad title and text must contain 3 or more words
  • Consecutive non-alphanumeric characters
  • Forbidden characters in phone number
  • Forbidden content in phone number
  • Phone number has no digits
  • Phone number is not valid
  • URL format error
  • Keyword Parameter Usage Disallowed
  • One Display Domain per Ad Group


e)   All of your “exception under review” requests have been sent for review. It can take up to 1 business day for the appeal review to complete, and you'll receive the results via email at that time.

The same process can be followed for appealing all rejected keywords at an ad group level.

Here’s more information about how to fix an individual ad that’s disapproved or has limited approval. And, reference the full set of Bing Ads policies for help understanding the cause of disapproved ads.


Tell us what you think 

Thanks for reading and, as always, we're happy to hear your thoughts on enhancements we can make to improve your Bing Ads experience. Stay connected with us through Feature Suggestion ForumTwitter, or Bing Ads Feedback
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Ad Quality Year in Review 2015

Online advertising plays a big role in keeping many online services low cost or free of charge. This is a win for both users and website owners, however, it can also attract questionable actors, who are constantly looking for ways to push their low quality or even dangerous content to unsuspecting users, convincing them to take action they may not have intended. In really malicious cases, bad ads may cause users to lose personal information, or infect their devices. Protection is needed to ensure bad ads are weeded out and remaining ads are safe, useful and relevant.

At Bing Ads, we take the safety and security of our search users very seriously. We start with an extensive team of domain experts who are up-to-date with latest attack patterns, as well as an operations team that is constantly refining policy enforcement to keep the ecosystem clean from new threats and compliant with laws in 40+ countries and multiple languages. In addition, we incorporate escalations from users and advertisers into policy enforcement improvements. Coupled with an extensive backend infrastructure, we work 24/7 to ensure ads that are shown are policy compliant and safe for our users. Each and every ad entering the system is scanned using automation powered by machine learning and then manually reviewed when necessary to ensure correct policy decisions.

Ad Quality Ecosystem

Attack Patterns

In 2015, we rejected hundreds of millions of ads, and identified thousands of sites pushed by bad actors for being in direct violation of our policies. Bad actors often engage in misleading behaviors with the intent to mislead and potentially damage our users. Some of the models we detected include:

  • Unrealistic weight loss claims and dieting schemes
  • Quick money making schemes and work from home jobs
  • Questionable deals on luxury items like designer purses

We initiated stricter checks on advertising that offers toll free numbers to fix computer problems – many users searching for computer solutions are not tech savvy which makes them extra susceptible to misleading and dangerous ads. There have even been times our machine learning algorithms have flagged accounts that look innocent at first glance – e.g. a dealer specializing in kids’ furniture – but on close examination we find malicious intent. The backend machinery runs 24/7 and uses hundreds of attributes to look for patterns which help spot suspicious ads among billions of genuine ones.

In addition, we’ve improved our handling of dead links which helps both our users and advertisers. In some cases, advertisers may violate our policies unintentionally, and we’ve improved messaging on steps they need to take to bring individual ads back into compliance.

Looking Back

Below is a summary of our enforcement actions in 2015.

Ad Quality Lookback

Safety First

Digital domain moves at the speed of thought. As we fight current threats, new and more sophisticated ones continue to emerge. We are continuously updating our policies, threat models, and Machine Learning based detection mechanisms in order to fight bad ads faster and with better accuracy. User experience on Bing is critical for our platform, and we are determined to ensure search ads on Bing are useful and safe.

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One Display URL Domain per Ad Group

Display URL plays a vital role in ad copy, as it signals users on where they’ll get redirected to after clicking. An example of a display URL is “,” marked in green in the below ad copy:


Typically, the purpose of an ad group is to bring together related ads and keywords under a common theme and therefore, sharing the same display URL domain for all ads.

In our efforts to provide our users with a high quality experience, we’ve decided to enforce an additional check for display URLs belonging to an ad group. Beginning August 31st, we will allow only single display domain to be associated with an ad group. This amendment will be global and will apply to ad groups across countries and languages.


What display URLs will be allowed?

All URLs hosted in the same site, including subdomains sharing the same domain, will be allowed. Here are some examples to illustrate what compliant and non-compliant sets of display URLs within an ad group might look like:

Ad Group 1

Ad Group 2



All the URLs shown under ‘Ad Group 1’ are allowed because they share the same top-level or root domain of “”, even though the URLs are different. The URLs shown under ‘Ad Group 2’ are not allowed because they don’t have the same root domain.


How will I know if my ad groups are non-compliant?

Once the policy is rolled out at the end of the month, we will start disapproving non-compliant ad groups; rejected ads will have the following message listed in the Bing Ads UI:


Similar messaging will be available in Bing Ads Editor.


Corrective action plan

While most of our advertisers today follow the practice of having one domain per ad group for display URLs, action will be required from those who do not. If any of your ad groups contain multiple domains for your display URLs, align the ads into separate ad groups so that ads within an ad group contain same domain for display URLs to avoid any disruption caused by disapprovals.

Also, ensure that display URLs and landing page URLs also share the same top level domain and adhere to all Bing Ads editorial policies for display URL.


Can I request an exception?

While we do acknowledge that there might be scenarios requiring the presence of different display domains to be associated with same ad group, we will not be able to provide an exception. This change is being implemented in our efforts to help you categorize your ad groups better.

Thanks for reading and, as always, we're happy to hear your thoughts on enhancements we can make to improve your Bing Ads experience. Stay connected with us through Feature Suggestion ForumTwitter, or Bing Ads Feedback.




Keep reading