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From the Ad Quality Team: Avoiding account closures

bing ads ad quality avoid account closureThe Bing Ads Quality and Risk teams constantly work to maintain and grow a safer network that provides a great user experience and advertiser return on investment (ROI). To accomplish these goals, the Bing Ads Quality and Risk teams do daily reviews of Bing network results -- as well as reviews of the keywords and ads submitted by advertisers -- for compliance with Bing Ads policies.

When we notice activity that poses a potential risk and warrants further evaluation, we may disable an advertiser’s account as a precaution. In some cases, this might be a temporary measure where we require more information from advertiser in order to clarify the issue we’ve identified. In other cases where there is a violation of our policies that pose a threat to the safety of our network, the account closure could be permanent.

With this post, we'd like to provide a glimpse at the machinery behind the scenes in the hopes of helping you to proactively ensure account compliance, rather than having to reactively resolve an issue.

What we're looking for

Bing Ads Policy non-compliance reasons include:

  • Sites that include viruses, malware, spyware, or other self-installing programs.
  • Business models that attempt to mislead site visitors, or that seem deceptive or fraudulent.
  • Sites that misrepresent the origin or intent of their content and as a result are likely to deceive a portion of the target audience.
  • Phishing sites that try to trick visitors into sharing personally identifiable information (PII), or where the use of such information could cause the user to be defrauded or sites that share download keys for Office, Windows and other software.
  • Pages that consist entirely of advertising, or whose main purpose is to direct site visitors to advertising.
  • Link farms.
  • Sites operated by advertisers who consistently violate our Editorial Policies.

o  Only advertisers promoting content in violation of high risk policies, e.g. Pharmaceutical or Gambling, are at risk for account closure.

  • Advertisers that submit large numbers of irrelevant keywords—even if their landing pages don’t violate the Relevance and Quality policy.

o  This behavior is categorized by pervasive use of completely irrelevant keywords (generally trending or popular keywords) where there is no related content available on the landing page.

Bing Ads may place restrictions on what ads are served, instead of closing an advertiser’s account.

Other ways your account can be impacted include:

  • Adding keyword blocks for non-compliant keywords (prevents any advertiser from bidding on particular keywords).
  • Adding advertiser blocks for particular keywords (blocks the advertiser from bidding on particular keywords).
  • Adjusting the quality score for the keywords.
  • Rejecting non-compliant keywords, ads, or landing pages.

In general, the criteria for an advertiser closure are drawn from the Marketplace Exclusion reasons found in the Relevance and Quality Guidelines.

As stated earlier, if your account is closed, you will not be able to login in to Bing Ads. Typically, login blocks will occur for one of the following reasons:

  • Suspicious activity or invalid information is detected.
  • Activity indicating that the advertiser’s login credentials have been compromised.

What you can do

  • Bid only on keywords that are relevant to your website content
  • Ensure your landing page has valuable and interesting content associated with the bidded keyword
  • Review the Bing Ads policies to ensure your business model is compliant prior to submitting. For example, if your business model is Gambling, ensure that it complies with the Bing Ads policies for the markets you are targeting.

Here are some steps that you can take to proactively prevent unnecessary risk or suspicion:

  • Ensure that your contact details (address, phone, country, etc.) are complete and accurate.
  • Ensure payment information is both accurate and current (e.g. an expired card will result in unsuccessful payment attempts).
  • Take steps to ensure your Account is secure.

If you are seeing a login issue, the most efficient way to trouble shoot it is to contact your Account Manager, or, if you don't have one, visit our support page and choose your preferred method of contact (options may vary by market).

We welcome any method of communication, however posting a request for assistance with log in issues on our forums or in social media channels will take the longest to resolve as our privacy policy prohibits us from collecting personal information in areas that are accessible to the general public. Your best bet is to address this particular support issue via speaking directly with an agent via phone or chat.

Hopefully this information will help you gain a better understanding of the account closure process and how to avoid your account being closed.

Thanks for reading!