Ad Extensions Policies

Ad extensions can enhance traditional text ads and facilitate more intensified interactions between you and your customers and increase the effectiveness of ads.All ad extensions shall abide by the Microsoft Advertising Policies and other regulations listed below.Please note that these rules apply to all ad extensions. For instance, the information provided by the advertiser must be accurate and true.

App extensions allow you to directly promote your app in the content of ads through assets such as text, symbols, images, and URLs and these assets are connected to the identifiers of your apps on the app store.

• Please make sure that the description of your app is correct and meets the Microsoft Advertising Policies.This also includes the thumbnails or app preview illustrations used in your ad.
  • The app as described in ad copy must be the one actually available in the store.For example, you may not describe one app in ad copy and link to a different one in the store.
  • Be accurate when making representations regarding the identity of the developer or producer.
  • You may only promote an app that you either own or have a right to distribute.
• The app you promote must be appropriate for the intended audience of your advertisement, including how it relates to age ratings.If your ad copy promotes travels for example, you may not link to a casual dating app for download.
• A click on an app extension may lead users to the app store, but it may not directly generate a download.
• Malware, spyware and other malicious software are strictly disallowed.

We are committed to the highest standards of quality and relevancy and we actively invest in meeting the intent of our users with the most relevant advertising content. We use multiple data points to ensure the best performance of your advertisements. In the context of serving your advertisement with an app extension, we will leverage assets like text, logos, images and URL associated to your app ID in the app store.

Sitelink Extensions are additional links in your ads that take people to specific pages on your website.These are policies to help you implement them well.

• It should be reasonably clear which portion of your website is promoted by each sitelink extension.For example, link text such as "Contacts" may not point to the "New Arrivals" portion of your website.
• Each sitelink extension needs to feature a unique name. In other words, you may not have multiple sitelink extensions with the same link text within the same ad copy.
• A click on a sitelink extension may not trigger an automatic download.
• Based on Microsoft Advertising Content and Style Policies, no unnecessary symbol or characters may be used (including emoticons or block elements such as ▉ or ▃.
• You can enter up to 20 sitelink extensions per ad group.The advertiser must abide by the restrictions for characters (for instance, the maximum length for link text in Taiwan is 15 characters and the maximum length for actual sitelink is 1024 characters).

Location extensions can display the address and telephone number of your company so that customers can contact you and increase the effectiveness of the ad.

• When using location extensions, please make sure the input address is correct and valid.
• The selected address must be the actual address of your operations.If you are the parent company, the address information must include the addresses of subsidiaries.
• The company on the address in location extensions should be sufficiently clear to the user.Please make sure the company name of the site is correctly displayed.
• If you inserted additional promotion content, the content must be accurate and related to the site of promotions.It means that if you promote a site in Seattle, Washington, do not provide only promotions for your New York, New York.
• If you use images, please abide by Microsoft Advertising Image, Audio and Video Policies.
• If you have multiple sites of operations, the location extension usually displays the site closest to the user.The location indication radius can reach a maximum of 50 miles.If the input sites of operations are not within 50 miles of the user, the ad will not display any location extension.
• Location extensions are not applicable for Microsoft Advertising Adult Advertising Program customers.

• Effective telephone number: The telephone number must be in the correct format for the market of the ad and the correct area code must be included.For instance, the correct format for the United States is: (425) 555-0177.
  • No international calls are allowed.
  • Telephone numbers should all be in numerals.
  • No letters may be used.
• Characters not permitted in telephone numbers: Telephone numbers may not include special characters such as brackets or dashes.
• Fees: Standard call charges must be clearly explained before the user makes a call and related disclaimers must be listed in the ad.We reserve the right to block certain high-cost telephone numbers (such as telephone numbers that begin with "900" in the United States) from time to time.
• Call recording: In addition to abiding by all related laws and regulations, you are also required to clearly inform the other party that the content of the call is being recorded before you start recording.
• You may not provide telephone numbers in any part of the ad.You may only use the call extension to add telephone numbers to your add.You can also use location extensions to provide telephone numbers.

Please refer to Microsoft Advertising Image, Audio and Video Policies.