David Salper

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Safety First: Bing Ads and Search User Protection

It’s important to us that your Yahoo Bing search experience not only delivers relevant and helpful results, but that you can peruse those results in confidence. For this reason, Bing Ads takes your search safety seriously.

In conjunction with National Internet Safety Month, we want to keep you informed about Bing Ads’ constant vigilance regarding online safety, and our ongoing efforts to minimize our users’ exposure to all existing and potential risks.

How Bing Ads Battles Bad Ads 

Bad Ad Bouncer: Before ads pass into the Bing Ads system, we target egregious material (in all parts of the ad, including the landing page) that should never make its way onto the Yahoo Bing network. These ads are automatically prevented from being uploaded into Bing Ads.  

Follow-up Risk Frisk: Even if an ad is not rejected upfront, it is subject to manual checks by a team of specialists before it is approved for potential delivery on the Yahoo Bing network.  These specialists review content that indicates potential risk, ensuring that only compliant ads are approved for possible delivery on the network.

Did you know? Our reviewers reject millions of Keywords, Ads and URLs for policy violations before they ever have a chance to serve, and that’s just in the US and Canada. Sometimes, delivery of certain ads is briefly paused while our review teams pull risk out of the ad pipeline.

Real-time Risk Review: Even after our initial automated and manual reviews of submissions, we monitor our ad network and promptly remove any potential risk that may have made it into the system.  We target ads based on a range of signals, including trending topics, risk-oriented searches, external feedback, and internal data.

Did you know? Our real-time reviewers are constantly monitoring ads in our system, and promptly pull potentially risky ads and advertisers as we continue to press for the cleanest, safest Search Ad experience. While what gets through is very low relative to what we catch in our upfront reviews, we are constantly improving our detection to identify additional potential risk before it has a chance to serve to our users.

The goal of these efforts – in addition to ensuring a satisfying, relevant search experience -- is to protect your computer, your personal information, and your business from known and emerging areas of risk, as well as preserving legitimate offerings from our trusted advertisers and the overall integrity of our ad network as a whole.

Speaking of risky areas…

Fraudulent Schemes

Microsoft takes fraud prevention very seriously and is committed to continual improvement of defense and mitigation strategies to combat phishing and other scams.

Phishing

Phishing is an industry-wide problem involving sites that trick visitors into sharing personal data for fraudulent purposes.  Bing Ads is committed to working collaboratively with partners to ensure a robust and effective approach that complements the strong systems we have in place to identify and block abusive advertisers.

Want to give us the scoop on a bad ad? Use our Low Quality Ad Escalation Form.

Third party involvement

    • Microsoft/Bing Ads is an active member of the Interactive Advertising Bureau (IAB), as well as other industry associations, and we support industry actions that drive quality and safe user experiences.
    • Watch this video to understand why Microsoft’s Digital Crimes Unit is working to stop cybercriminals:

 

Our ongoing efforts

Our Policies are meant to ensure a balanced marketplace accounting for different types of risks. As the advertising or social landscapes evolve, or new trends emerge, our policies are updated to get ahead of related challenges and take advantage of new opportunities.

This is the result of our continuous monitoring efforts, and the combination of several inputs that may inform updates to our current policies, including feedbacks from our users and our advertisers.

Help us tackle bad ads

Our goal is to ensure the best experience on Bing Ads.  We are committed to excluding advertising that could in any way harm or endanger our users. If you see a bad ad, we’d like to know about it: Low Quality Ad Escalation Form.  

Third party involvement

Microsoft/Bing Ads is an active member of the Interactive Advertising Bureau (IAB), as well as other industry associations, and we support industry actions that drive quality and safe user experiences.

Microsoft’s Digital Crimes Unit is constantly working to help create a safe digital world. Read about their latest enforcement efforts on the Official Microsoft Blog and watch this video to understand why Microsoft’s Digital Crimes Unit is working to stop cybercriminals.

Thanks for reading!

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Understanding "Approved Limited" in Your Bing Ads Campaigns

As Bing Ads continues to expand into different markets, the universe of potentially relevant traffic for you, our advertisers, increases. For instance, there are now 13 countries publishing ads for English-language campaigns – that’s a location bonanza that can capture users from your targeted country who happen to be searching from somewhere else.

TIP: If you didn't see Gwendolyn Kestrel's post on Monday, be sure to check out the podcast on Tips for Going Global with Bing Ads.

Depending on how you use your expanded target opportunities, your ads and keywords may be checked against editorial guidelines for some, or all, of the countries in which the campaign language is supported.  Custom radius targeting may also generate this type of review. This process can lead to a status known as Approved Limited... which means, what, exactly?

Approved Limited is good news, at least in part. Your ad or keyword is already Approved and Eligible to serve in at least one of its targeted locations.

OK, that’s the “Approved” -- What about the “Limited”? This means the ad or keyword has a Pending or Disapproved status in another targeted country.

Another country? But I only target ONE. To help serve your ads to the right users, Bing Ads joins certain countries together in targeting bundles. This gives you the option of showing your ads to likely customers searching from outside your targeted country.

For instance, if your English-language campaigns target:

  • the US , ads may potentially serve to US users in Canada, or to US users searching from a Canadian site
  • the UK , ads may potentially serve to UK users in Ireland, US and Canada or searching from a site based in one of those countries
  • “Worldwide”, ads may serve for relevant searches across all of Bing Ads’ English-language markets

When your campaign items are checked for guideline compliance in these “bundled” countries, this may result in an ad that is approved in one country but pending or disapproved in another.

What Does Approved Limited Look Like?

Items with this status appear differently in the Bing Ads web user interface (UI) than they do in Bing Ads Editor. To that end, let's take a look at both scenarios.

The View from the UI

In Bing Ads UI , Approved Limited items are a subset of Eligible KWs or ads, and are relatively easy to find:

Go into an ad group and select the “ads” or “keywords” tab. Click the Filter icon  and select Delivery from the drop-down box on the left. Next, choose Approved Limited and click APPLY.

 

To see the “limitation” for an item with Approved Limited status, click on the arrow. 

  • If the keyword or ad is Pending Editorial Review in one or more targeted countries, Bing Ads UI will show:
    • No Disapproval reason
    • No Country information

↑ This example ↑ indicates the term will be Approved or Disapproved within 48 hours. Check back later for changes in Delivery status.

  • If the item is Disapprovedin one or more targeted countries, Bing Ads UI will show:
    • Disapproval Reason
    • Countries impacted by disapproval
    • The part of the submission that triggered the disapproval

↑ This example ↑ indicates that the term was rejected for Pharmacy Content during editorial review in Canada, India, and the U.S. The “Request Exception” button tells you that the rejection can be appealed inline right from Bing Ads. If your ad was an ad for a pharmacy training program, for instance, you could request an exception.

  • Some items have disapprovals in one or more targeted countries and cannot be appealed:

↑ This example ↑ indicates that the term was rejected for Gambling Content during editorial review in Canada and the U.S. Since there is no “Request Exception” button, this means that the rejection is not appealable. The message here indicates the item was already appealed, and remains disapproved.

Keep in Mind: Your item is approved and eligible to serve in any targeted country not listed in the Disapprovals view

See the Best Practices for Submitting Exceptions blog post for more information about Inline Appeals.

The View from the Editor

In Bing Ads Editor , Approved Limited items are found under the Information view and Editorial Disapprovals view. If you see this in the “Edit Selected KW/Ads” pane, that’s the sign of an Approved Limited status.

1. In the Bing Ads Editor Information View, you will find Approved Limited items that are:

  • Approved, but pending editorial review in at least one country, or
  • Approved, but disapproved after appeal in at least one country

Items viewed here will not include country information, and are NOT appealable. They will look like this:

↑ This example ↑ indicates the keyword “sex in the city fragrance” is Approved, but currently not eligible to serve in at least one targeted country. The Status indicates that the item is not appealable.

Remember, you don’t need to take action on these items. Either an editorial decision is yet to be made, or a decision has been made and it can’t be appealed.

2. In the Bing Ads Editor Editorial Disapprovals view, you will find items that are:

  • Approved, but disapproved in at least one country

Items viewed here WILL include country information, and ARE appealable. They will look like this:

↑ This example ↑ indicates the keyword “bill blass nude” was disapproved for adult content in the CANADA market. The Status indicates that the item is appealable.

Keywords and Ads are in the Bing Ads Editor Editorial Disapprovals view are appealable one at a time or in bulk, and they can be appealed even if they are Paused.

For more information on appealing disapprovals, see the Best Practices for Submitting Exception Requests blog post.

Questions? Comments? Feel free to leave them below... thanks for reading!

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Approved Limited in Bing Ads: The Editor, The UI, and YOU

What Does “Approved Limited” Mean?

 

I’ve said this before and I’ll say it again: Approved Limited may actually be good news.  It means your item is already approved in at least one of your targeted markets.  

 

Approved Limited Highlights

 

Your ad or keyword is already approved and eligible to serve

    • Your item is either Pending or Disapproved in at least one targeted country
      • An item that is Pending in a targeted location may be editorially approved within 48 hours (after review under country-specific guidelines)
      • An item that is Disapproved can be appealed directly from the Bing Ads UI and Bing Ads Editor

“Why me? I only target one country.”

To help serve your ads to users from your targeted country when their searches come from elsewhere, certain markets are combined in targeting bundles.  For instance, US-targeted Campaigns can potentially serve to US users in Canada, or to US users searching from a Canadian site.  Therefore, items in your account are rolled through editorial checks specific to these bundled countries, which means sometimes your ad will be editorially approved in one country but pending or disapproved in another.  This is what triggers the Approved Limited status.

Don’t worry!  If your items were already serving in your preferred market, they will continue to serve there, even if they are pending or disapproved in other markets.

 

 

What Does Approved Limited Look Like?

You can view and appeal Approved Limited items from both Bing Ads UI and Bing Ads Editor.  Let’s look at them, one at a time:

 

The View from the UI

In Bing Ads UI, Approved Limited items are relatively easy to find:

 

Go into an ad group and select the “ads” or “keywords” tab. Click the Filter icon clip_image002and select Delivery from the drop-down on the left.  Next, choose Approved Limited and click APPLY.

 

clip_image004

 

To see what’s “limiting” an item with Approved Limited status, click on the arrow.  clip_image006 

 

  • If the keyword or ad is Pending Editorial Review in one or more targeted countries, Bing Ads UI will show:
    • No Disapproval Reason
    • No Country Information

 

clip_image008

↑ This example indicates the term will be Approved or Disapproved within 48 hours.  Check back later.

 

  • If the item is Disapproved in one or more targeted countries, Bing Ads UI will show:
    •  Disapproval Reason
    • Countries impacted by disapproval
    • The part of the submission that triggered the disapproval

 

clip_image010

↑ This message means the term was editorially rejected for Pharmacy Content in Canada, India, and the US.  The “Request Exception” button tells you that the rejection can be appealed inline right from Bing Ads. If your ad is for a pharmacy training program, for instance, you could request an exception.  

  • Some items have disapprovals in one or more targeted countries and cannot be appealed:

 

clip_image012

↑ This example indicates that the term was rejected for Gambling Content during editorial review in Canada and the U.S.  Since there is no “Request Exception” button, this means that the rejection is not appealable. The message says the item was already appealed, and remains disapproved.

 

Keep in Mind:  Your item is approved and eligible to serve in any targeted country not listed in the Disapprovals view.

 

See the Best Practices for Submitting Exceptions blog for more information about Inline Appeals.

 

 

The View from the Editor

In Bing Ads Editor, Approved Limited items look different. They can be viewed both in the Information view and Editorial Disapprovals view.

  •  In the Bing Ads Editor Information View, you will find Approved Limited items that are either:
    • Approved, but pending editorial review in at least one country, o
    • Approved, but disapproved after appeal in at least one country

Items viewed here don’t include country information, and are NOT appealable.  They look like this:

 

clip_image014

↑ This example indicates the keyword “sex in the city fragrance” is Approved, but not eligible to serve in at least one targeted country.  The Status indicates that the item is not appealable. 

 

Remember, there’s nothing to do for items under Information.  Either an editorial decision is yet to be made, or a decision has been made and it can’t be appealed.

  • In the Bing Ads Editor Editorial Disapprovals view, you will find items that are:
    • Approved, but disapproved in at least one country

Items viewed here WILL include country information, and ARE appealable.  They will look like this:

 

clip_image016

↑ This example indicates the keyword “bill blass nude” was disapproved for adult content in the CANADA market.  The Status indicates that the item is appealable. 

 

Keywords and Ads in the Bing Ads Editor Editorial Disapprovals view are appealable, even if they are Paused.

 

For more information on appealing through Bing Ads Editor, see the Best Practices for Submitting Exceptions blog.

 

Both the UI and the Editor provide a good deal of information about your Approved Limited items.  But one of the most important facts about Approved Limited you already know:

Approved Limited may actually be good news.  It means your item is already approved in at least one of your targeted markets!

 

(See?  I said it again.)

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Bing Ads Editorial Status: Approved Limited -- What It Is, What It Isn't and What You Can Do About It

You know about Location Targeting; you know it lets you target users that are either physically located in your target location areas, or that have intent to do business in your target location areas, or both. You know Location Targeting can bring relevant, additional volume to your target locations without the need to create separate ad groups, and you know that more relevant volume can drive more clicks, and more conversions

But when you see “Approved Limited” in Bing Ads, you scratch your head.

“Approved Limited?” you think to yourself, “What’s THAT? An express train to My-Ad’s-Online Town?”

Well, sorta…here's a quick explanation in Q&A format:

In a nutshell, what does “Approved Limited” mean?

Approved Limited is a message related to location targeting, and it may actually be good news. It means:

  • Your ad or keyword is already Approved and eligible to serve in at least one of its targeted locations
  • Your item is either Pending or Disapproved in at least one other targeted location
  • A Pending item may be approved within 48 hours after review under location-specific guidelines
  • A Disapproved item can be appealed directly from the Bing Ads UI

What's the detailed description?

"Approved Limited" means your ad or keyword has been Approved in at least one targeted market, and that the ad or keyword is Pending or Disapproved in one or more of the other markets where the ads may appear. For example, if keywords in your campaigns target US and Canada, those keywords could be Approved for serving in the US, while requiring review in Canada.

How Is This Different From "Pending"?

An item that is labeled Pending Editorial Review is not yet capable of serving in any targeted market, because its country-specific statuses are either all Pending or a mix of Pending and Disapproved. Approved Limited, remember, means your item is already eligible to serve in at least one of its targeted markets.

What if I only target one country?

As part of Location Targeting, advertisers have been automatically migrated to new targeting bundles. Campaigns that targeted the US only can now potentially serve to US users in Canada or to US users who are searching from a Canadian site. Campaigns targeting the UK now can potentially serve to UK users in Ireland, US and Canada or to UK users who are searching from a site based in one of those countries.

Therefore, items in your account are rolled through editorial checks specific to these “bundled” countries, which means sometimes your ad will receive manual review in one targeted location, but go online immediately in another. This is what triggers the Approved Limited status. NOTE: If your items were already serving in your preferred market, they will continue to serve there.

What can I do if I have ads or keywords in "Approved Limited" status?

If your ad or keyword shows Approved Limited in Bing Ads:

  • Click on the arrow next to the words “Approved Limited”
  • If the item is Disapproved in one of your targeted countries, you will see:

o Disapproval Reason

o Country where disapproval occurred

o The part of the submission that triggered the disapproval

clip_image002[4]

  • If you disagree with the decision, the disapproval is now eligible for editorial exceptions directly from the Bing Ads UI.

Keep in Mind: Your item is approved and eligible to serve in any targeted country not listed in this Disapprovals view

  • If the item is Pending in at least one of your targeted countries, you will see:

o “No rejection data is available at this time. Please try again later.”

clip_image004[4]

  • Please allow 48 hours for pending items to be reviewed, and data to become available

You can contact our support line or your account manager for more information.

What if I use Bing Ads Editor?

Approved Limited items look different in Bing Ads Editor:

clip_image006[4]

Ads or keywords with an Approved Limited status have an Info Notification Type, not an Error. The messaging is “The ad/keyword is approved, but it can only show in certain countries and devices where this type of content is allowed”.

If you see this Information message, we recommend that you review the item(s) in the Bing Ads UI, where you will be able to find out whether the item is disapproved, or pending, in any of its targeted countries.

We hope this brings a little bit of clarity to what Approved Limited means and what you can do to address it.  If you have any questions or comments, please feel free to leave them below.

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