Editorial review is an essential part of online advertising. Bing Ads helps simplify the review process by providing tools and services while you write and implement campaigns. The Bing Ads editorial review vets your ads for compliance and makes sure they are ready to go live.

After reading this training, you will understand how to:

  • Find and follow the Bing Ads Editorial Guidelines.
  • Use features to monitor the ad and keyword approval process.
  • Spot common reasons for disapproval.
  • Use Bing Ads to find, resolve and appeal review issues.

Basics of the review process

Editorial review is a collection of steps in the ad-building process that helps you comply with guidelines. Here is a brief overview:

  • Messages for style-related and high-risk editorial content may appear inline while you create ads and choose keywords. They describe the issue and how you can fix it.
  • After saving your ad, an initial review is performed and your ad is rated “Active” or “Pending.” A status of “Active” means your ad and keywords are promptly available for display.
  • Additional editorial checks may be done after the initial checks, and the status will be changed to “Approved” or “Disapproved.” “Approved” means your ad will remain active. “Disapproved” means your ad or keywords do not yet meet editorial guidelines. When this happens, Bing Ads provides you with recommendations and help for fixing them.
  • Exceptions to an editorial disapproval are possible, and means are available for requesting them. Decisions on exceptions are final.

Finding and understanding the Editorial Guidelines

Bing Ads Editorial Guidelines set policy standards to ensure a fair, safe and high-quality experience from all advertiser content. The guidelines cover disallowed and restricted content, products and services, as well as promote best practices when creating ads.

Some guidelines vary by the country or region in which the ad is displayed. These variations are called out by country/region name under each affected guideline.

Let’s take a closer look at the topics covered in the Bing Ads Editorial Guidelines.

The Ad content and style guidelines page, accessible from the main Editorial Guidelines page, helps you create relevant, clear and accurate ads. More specific guidelines and descriptions are also included, such as:

  • General ad text guidelines provide best practices for creating successful ads. Other guidelines appear on this page as well, such as capitalization, grammar, mobile ad phone numbers, punctuation, spelling, symbols and more.
  • Content guidelines cover policy around duplicate and misleading ads, plus the use of foreign languages.
  • URLs and landing pages guidelines cover different types of policies for URLs and landing pages.

Ad content and style guidelines (screenshot)

Disallowed content guidelines, also on the Editorial Guidelines index page, cover questionable legality, hate, religion, politics, violence and slander, as well as products like alcohol, drugs, finance, fireworks and tobacco.

Disallowed content guidelines (screenshot)

Be aware of other policy guidelines on the Editorial Guidelines page:

  • Adult Content Guidelines
  • Gambling and Contests Guidelines
  • Intellectual Property Guidelines
  • Pharmacy and Health Care Products and Services
  • User Safety and Privacy Guidelines
  • Relevance and Quality Guidelines

Inline reconciliation with Editorial Guidelines

Bing Ads helps you comply with the editorial guidelines by providing alerts, messages and other feedback when you create and submit ads and keywords. Bing Ads also informs you why an ad was disapproved, and directs you to the solution. If appropriate, you can make a request for an editorial exception.

Inline indicators can be seen as you write your titles and ad copy. Bing Ads checks for character limits, word counts and missing or incorrectly formatted URLs. Reconcile these right away as a best practice so you can save your ad.

Bing Ads checks for character limits (screenshot)

Inline editorial feedback also covers issues around trademark infringement, a common problem for search marketers. If you receive this alert, Bing Ads provides you with an inline method for requesting an exception.

Another common problem is exceeding the character limit for dynamic text. You’ll get an error message if this occurs. Just correct the problem immediately and resave.

Dynamic text character limits (screenshot)

Deeper editorial review

Keywords and ads are reviewed separately, and the outcome of the review can affect ad-group delivery in different ways. Depending on the outcome of editorial review, an ad may be disapproved and will not serve for any keyword in an ad group. Keywords that are disapproved will not be used to match and deliver an approved ad.

If an ad or keyword shows as Active, then it is likely approved. In some cases, it may be under offline editorial review, but Bing Ads continues to serve the ad. Active ads should be available online soon after submission. As long as an active ad is associated with at least one active keyword, it is available for display.

Occasionally, deeper editorial checks find that an active ad or keyword does not meet editorial guidelines. In this case, the item’s status will change to Disapproved, usually within one day to two days during peak volumes.

Ads and keywords that do not pass the initial review may require additional editorial checks. These items are given the status of Inactive, and are not live. For example, if your ad includes terms that are registered trademarks, these terms may require review for appropriate use before your ad can go live. This additional review could take as little as a few hours, or as long as several business days, depending on the number of items under review. Inactive keywords will not trigger the display of ads.

What if you receive a disapproval?

If any of your ads or keywords are disapproved, you’ll be notified in the Alert panel of the Bing Ads home page. Bing Ads also sends email notifications for disapproved ads and keywords.

Learning why your ad or keyword is disapproved is easy. Just select the arrow next to the disapproved status in the Ad or Keyword tab. A pop-up box reveals information on the terms or ad copy that caused the disapproval, the reason for disapproval, and a link to the Editorial Guidelines in Bing Ads Help.

You can streamline your view of all disapproved ads and keywords by filtering the list of keywords in the campaign page. You can navigate directly to the disapproved item to make necessary corrections. Update the item to conform to the editorial guidelines, and then resubmit the ad group by clicking Save on the keywords page.


If you feel that your ad or keyword should not have been disapproved, you can request an exception. Please be ready to provide an explanation by reviewing the editorial guidelines prior to submission. The Bing Ads Customer Support team responds to all exception requests as quickly as possible; however, it can take up to two business days. Please note that if your exception request is denied, the decision is final. Most instances of disapprovals can be addressed with inline exception requests.


The Bing Ads editorial review process helps ensure a quality advertising experience for advertisers and customers. Remember these key points about editorial review.

Bing Ads provides:

  • Clear, efficient editorial guidance to help your ads and keywords go live quickly.
  • Immediate editorial feedback.
  • Prompt review of ads and keywords.
  • Actionable recommendations for managing editorial disapprovals.
  • Editorial appeals process.

Thanks for reading this training on editorial review. Continue your training or take the Bing Ads Accredited Professional exam to become accredited.


Please note all features in this training may not be available in your market.