Ad extensions policies

• Ensure the app description you use is accurate and in line with Microsoft Advertising policies. This includes the thumbnail or app preview icon used in your  ad copy.
  • 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.

• 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.
• Unnecessary symbols and characters like emoticons and block elements such as ▉ or ▃ cannot be utilized in accordance to the Microsoft Advertising content and style policies.
• You can enter up to 20 sitelink extensions per ad group. Character limitations may apply (for example, 35 characters for link text and 1024 characters for the destination URL maximum in the U.S.).
• Sitelinks that take users to a different site must include the site name in their link text. For example, if the link is to purchase on www.contoso.com, the link text should include Contoso such as "Buy on Contoso".

• Please ensure that you input a valid address for your location extension.
• The address you select must be the actual address of your business location(s). For parent companies, this includes the address of your affiliates.
• It should be sufficiently clear to users which business is located at that address. Ensure that the name of the business at that location is properly displayed.
• If you insert additional promotional text, ensure this is not only accurate but also relevant for the location promoted. In other words, do not use offers that only apply to your New York, NY location while promoting your Seattle, WA location.
• For images, please follow Microsoft Advertising Image, audio and video policies.
• If you have multiple locations, the address shown will generally be the closest to the location of the user. The radius for the location display is up to 50 miles. If you do not have a business location entered that is within 50 miles of the user, no location will be shown in your ad.
• Location extensions are not available to customers participating in the Microsoft Advertising Adult advertising program.

Truthfulness and accuracy

• Reviews should be accurate. You may not edit or manipulate reviews to make your products or services appear in a different light than as portrayed in the original review.
• Paraphrasing should accurately reflect the content of the original review, including its tone.
• The review displayed in your ad copy must be present on the review extension landing page.
• Reviews in your ad copy should not be over one year old or otherwise outdated, not current or no longer applicable to your products or services.
• Reviews should provide additional content for your ad copy as it pertains to your products or services advertised, and not be used as a mere additional line of text or be duplicative of current content in your ad.

Review source

• Reviews may only come from reliable, well-established and trusted sources.
• The source must match the source URL. You may not misrepresent the origin of the review (e.g., source description “A-Review” with source URL “www.B-review.com”).
• You may only link to the original source of the review, and not to any other secondary sources, aggregators, etc.
• You may not utilize a review that was created by any of your employees, affiliates or associates or otherwise commissioned by you or created with your participation in developing its content. This includes paid endorsements and testimonials.
• Individual consumer reviews, endorsement and testimonials are not allowed.
• As an advertiser you are responsible for obtaining the proper consent to utilize a given source in your ad copy.

Structured Snippet Extensions allow you to provide more context on specific aspects of your products or services.

Your use of Structured Snippet Extensions must be compliant with Microsoft Advertising policies.

Additionally, the following requirements apply:

• Products or services included in a Structured Snippet Extension must be actually offered by the advertiser.
• Avoid infringing on the intellectual property rights of others. All Structured Snippet Extensions must comply with Microsoft Advertising intellectual property policies.
• Snippet descriptions must be 25 characters or less.
• Snippet text must be directly related to the header. For example, a technical school advertising a Network Engineering Program may select the header “Courses”, snippet text may include “Basic Hardware”, “Server Essentials”, “Basics of Networking”, “Intro to the Cloud”, etc., but may not include "Financial Aid".
• Snippet text cannot be duplicated in the header. For example, "destinations" cannot be used as a snippet under the "Destination" header.
• Promotional text cannot be used in snippets. For example, "Travel Europe" cannot be used under the "Destination" header. Some examples of approved snippets under this header are, "New York", "Berlin", "Sydney", "Moscow", etc. 
• Structured Snippet text must not feature any disallowed content per our policies, for example hate speech or defamatory content.