Maynard Cabellon


The Bing Ads Adult Advertising Program: Starting Off on the Right Foot

Having a solid understanding of our Adult guidelines and policies is necessary in order to advertise successfully in the Adult marketplace. To make your advertising experience as seamless as possible, here are some tips and best practices to get you well on your way.


First, it’s critical that you have a solid understanding of our Adult guidelines (i.e. what we allow and what we don’t). This page is broken out into four sections:

  • Adult Content Guidelines: This section covers the markets we allow it as well as how we define and classify “Adult content.” Note: Each market has its own separate list of approved Adult keywords; the following markets are approved for Adult advertising: Brazil, Canada, France, Germany, Hong Kong, Republic of Ireland, United Kingdom and United States.
  • Disallowed Content: Content that we will simply not allow in our program.
  • Adult Advertising Participation: This section describes how to apply and participate in the Adult advertising program and includes some compliance issues.
  • Adult Advertising Guidelines: This last section goes over the Adult advertising guidelines: the types of Adult keywords and ads, age disclaimers, the use of bridge pages to Adult content etc.

Read through it thoroughly and familiarize yourself with all of the content. Knowing this will minimize delays and rejections for your Adult ad submissions. Missing out on any single requirement may cause your campaign to be non-compliant and your ads will not serve.


How to participate in our Adult advertising program

In order for your site to be accepted into the Adult marketplace, you will need to apply by contacting Customer Support. Your application may be considered separately for each country where you want your ads to display.


Once approved to participate in the Adult program, you will have access to over 102,000 keywords to bid on; these keywords can be found on the Adult keyword list which can be found here:; an access code is required to access the file which will be provided once your site is approved by the Bing Ads team.


Approved Adult Keyword List

The approved Adult keyword list is broken out into six tabs of data; the first tab includes the instructions and the five remaining tabs categorize the keywords into their respective categories:


File Tabs

1)      Instructions

2)      Porn Content

3)      Sex Dating

4)      Porn Star Names

5)      Sex Toys

6)      Sex Chat and Cams




Note: only the Adult keywords in this list are eligible for Adult advertisers to bid on; if a keyword is not on the list, it will be declined if it’s submitted.

It is crucial to select the right category that matches your site’s business model. This will ensure that you use the most relevant keywords to help consumers find what they are looking for.  Taking it a step further, you should select the most relevant Adult keywords for your site’s business model or offering.


For your benefit, we have also included the monthly search volume for those keywords; please note that this data point refers to how many times that particular keyword was searched on in the past 30 days. The keywords are sorted from the highest search volume to the lowest. Keywords with high search volume are likely to have more competition; you may have to bid a bit higher to compete on these terms. The payoff can be good, however, because these keywords generate a ton of traffic and exposure – which is what you’re looking for!  


Note: the Adult keyword list is updated twice a month (on the 1st and 15th); check the list periodically since it grows as we allow more keywords into the Adult keyword marketplace. If you have Adult keywords that are not on the list but you know are unambiguously Adult in nature and have search traffic (i.e. from other paid search engines), please feel free to submit them to Customer Service for possible inclusion on our list.


As with any paid search campaign, it’s critical that you periodically check the performance of your campaigns and modify your ads/bids and add additional keywords to maximize your traffic and ROI. To help you with this, here’s a link to some best practices for managing and monitoring your campaigns:


Well, I hope that this information was useful. If you have any questions, feel free to leave a comment on this blog, and I’ll reply as quickly as possible. Thanks for your time, and good luck with your Adult advertising campaign!


Best regards,


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