Microsoft AdCenter Editorial Guidelines

Successful online advertising—the process of matching qualified customers who use the Internet with appropriate buying opportunities—results in both satisfied users and advertisers. The key to success in online advertising is creating an ad that is relevant, clear, and accurate. Adhering to the following guidelines will help your ad content get accepted more quickly.

Word and character counts

Make sure that your ad title and text meet Editorial Guidelines.

• Minimum word count. A combined total of at least 6 words is required in your title and descriptive text.
  
• Character limitations. If your ad title, ad text, or destination URL exceeds certain character limitations, you will receive an error message.
  
  • Ad title: 25 character limit, including spaces.
    
  • Ad text: 70 character limit, including spaces.
    
  • Display URL: 35 character limit. (The display URL
    (The Internet address that customers see in an ad following the ad text.) is the last line of your ad.)
    
  • Destination URL: 1,022 character limit. (The destination URL
    (The Internet address of the webpage a customer is taken to after clicking an ad link, or display URL.) is not displayed in your ad, but it is used as the landing page for the ad.)
    

Content

Make sure that the type of content you are advertising is allowed. For example, adult or sexual content, profanity, weapons, or deceptive or illegal products and services, such as essay writing, are not allowed. For a complete list of disallowed content, see Content guidelines.

Grammar and punctuation

Make sure that your ads follow these simple rules:

• No exclamation points in ad titles.
  
• No repeated or unnecessary use of punctuation, symbols, or characters.
  
• No capitalization of entire words unless they are normally written that way.
  
• No repetition of words.
  
• Use correct grammar.
  
• Use numbers, letters, and symbols in a way that reflects normal speech.
  

For examples of the proper use of grammar and punctuation in your ads, see Style and grammar examples.

Ad relevance

A relevant ad is defined as an ad that closely reflects the most probable user intent during a keyword search. Both the ad copy and the content on the landing page must be sufficiently relevant to the keyword. Help make your ads more relevant by following these guidelines:

• Be sure that your landing page features substantial content that is related to your keywords.
  
• Be sure that your ad demonstrates how your keywords relate to the product or service you provide.
  
• Do not use offensive or inappropriate language.
  
• Do not advertise illegitimate or illegal products or services.
  
• Do not mislead or create the wrong impression with the user.
  
• Be accurate, truthful, and specific.
  
  • Ad content should provide a clear and accurate description of your website.
    
  • Ad content should be as specific as possible; include keywords, if possible.
    
  • The landing page should provide clear, direct access to content that is related to the keyword.
    
  • Geographically targeted ads should include the targeted location within the ad.
    

Duplicate ads

• Make sure that your ad does not duplicate any of your other ads.
  

  To provide the best possible user experience, Microsoft AdCenter does not permit redundant listings. Advertising affiliates are allowed, but Microsoft AdCenter reserves the right to disallow specific ads or affiliates if the search results are too homogeneous.
  

Trademarks

• Make sure that you do not bid on the trademarks of others as keywords, or include them within the text of your ads, unless your use of the trademark is lawful and within the uses allowed by Microsoft AdCenter policy. For more information, see Trademark guidelines.
  

Special or free offers

• Make sure that your landing page prominently features any special or free offers that are described in the ad. For example, if your ad offers select movies at 50% off, the landing page must feature the movies that are 50% off.
  

Calls to action

• Do not use a nonspecific call to action ("click here," for example). You can use specific calls to action ("buy direct," for example).
  

Technical requirements

Be sure that your display URL (The Internet address that customers see in an ad following the ad text.) , destination URL (The Internet address of the webpage a customer is taken to after clicking an ad link, or display URL.) , and landing page
(The webpage on which a user "lands" after clicking an ad title. The title links to the page specified by the ad's destination URL.) meet these requirements:

• The display URL should either be the actual destination URL or a shortened version of the destination URL (the home page URL, for example).
  
• The destination URL must work properly and resolve to a working website. It cannot connect to an e-mail address or a file.
  
• The landing page must not be under construction.
  
• The landing page must not generate pop-up ads.
  
• The Back button on the landing page must be functional and allow users to return to the Live Search results page.
  

Language

Make sure that ads and keywords are written in the language set for the ad group. For more information about the language and region setting, see Select a language and market for an ad group.

Below is the example under the above guidelines and you need to consider when drafting your ads.

Disapproved Ad

Save On Dell Batteries

Order Your Dell Battery

Low Prices, Fast Shipping, Buy Now!

www.memory4less.com

Site not related to Ad text - Style guidelines

Each ad is associated with a specific keyword. If the ad is disapproved, then all of the keyword associations for the ad will be disapproved. If the ad is active but associated with a disapproved keyword, the association will be disapproved

 

Approved Ad

Buy {YOURKEYWORD}

Shop for {YOURKEYWORD} 100% Guaranteed Same Day Shipping!

www.memory4less.com

 

Related topics

Content guidelines

Style and grammar examples

Gambling guidelines

Trademark guidelines

Reasons for disapproved ads and keywords

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