Stacie Suzuki


10 Best Practices for Submitting Exception Requests in Bing Ads

Whether you’re a Bing Ads veteran or new to the community, you’ll likely experience similar emotions – frustration and possibly confusion – upon receiving an email alerting you to disapproved content in your account. You may feel the same way if you receive an error message while trying to create a new ad or keyword.

The good news is we’ve improved the experience by allowing you to request exceptions directly through Bing Ads. You’re likely already aware of the Editorial Exceptions feature which is currently available in Bing Ads, Bing Ads Editor, and the Bing Ads API. In this article, we’ll provide you with 10 helpful best practices to keep in mind when requesting an exception.

1. When submitting an exception request, you’ll need to provide justification along with your request. We recommend avoiding general or vague reasons (e.g. “approve my ad”). Examples of useful reasons include additional context as to why the ad or keyword is compliant with editorial policy (e.g. “my ads for paint guns are not firearms, they are painting tools”).

2. Exception reviews typically take about 1-3 business days. If you haven’t received an update within this timeframe, please reach out to us by contacting Bing Ads Support or your dedicated account rep.

3. For high-priority requests (i.e. a time-sensitive campaign, etc), please contact Bing Ads Support or your account rep to request an expedited review. Note that you must provide business justification for these types of requests.

4. You may only submit an exception once per ad or keyword. If you disagree with the decision that was made and would like to re-appeal, please contact Bing Ads Support or your account rep.

Bing Ads UI

5. At the campaign or ad group level, you can view all disapproved content as well as content that is currently under exception review. From the Campaigns or Ad Groups tab, select the Ads or Keywords sub-tab. Next, click the Filter icon, select “Delivery” from the drop-down box, then select the “Disapproved” and/or "Exception Under Review" options.

10 Best Practices_UI6. To submit a bulk request for keywords, select all of the disapproved items at the campaign or ad group level, click the "Make Bulk Changes" option and select "Request Exception."

10 Best Practices_UI bBing Ads Editor

7. Use the Sync functionality to retrieve the latest updates and monitor the status of the exception request. Note that it is not currently possible to request an exception through Bing Ads Editor if you receive an error message while trying to create new content. You’ll have to contact Bing Ads Support or your account rep to do so.

8. Within the “View” drop-down box, you can view disapproved content by editorial category. Note that only the applicable editorial categories will be available for selection. In the below example, there are no disapprovals for Gambling content in this account, so that category does not appear as an option.

10 Best Practices_Editor

9. You can now submit exceptions for “Approved Limited” ads and keywords through Bing Ads Editor. They are grouped with all of the regular disapproved content, and the exception request process is exactly the same. You’ll see the specific market(s) in which they are disapproved listed along with the rejection reason.

10 Best Practices_Editor bBing Ads API

10. Requests for exceptions can also be submitted via our Bing Ads API which offers the same types of features as the UI and Editor. Other capabilities through the API include the ability to easily find ads or keywords that failed editorial review by editorial status. For more information, please refer to the API Appeal Editorial Rejections page on MSDN.

We hope you’ve found these tips and tricks useful and would love your input on the Editorial Exceptions feature. Please visit the Bing Ads Feature Suggestion Forum or feel free to leave any questions or comments below.

Thanks for reading!


PS! Looking for more Editorial tips? The Editorial Insights page is the place to get the scoop from Editorial experts on the most talked about topics and find answers to frequently asked questions.

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