Understanding the Restrictions of Bing Ads: What You Need to Know

Understanding the Restrictions of Bing Ads What You Need to Know

You’ve got your Bing Ads set up, but are you aware of the regulations and constraints that could be impacting your campaign? With Microsoft Advertising (formerly Bing Ads) being a pivotal player in the digital marketing landscape, understanding its limitations can propel your strategy to new heights.

This article will offer an in-depth overview of Bing Ads restrictions, advertising policies, ad types, their benefits and practical tips for skipping common hurdles effortlessly. Ready to optimize your ads like never before? Let’s dive in.

Key Takeaways

  • Bing Ads has specific advertising policies and guidelines that advertisers must follow, including global advertising policies and Microsoft Advertising Network policies.
  • There are various restrictions on ads in Bing Ads, such as prohibited content, restricted categories, and limitations on chat functionality and state lottery advertising.
  • Bing Ads offers different types of ad formats, including search ads, display ads, smart campaigns, multimedia ads, product ads, responsive search ads,
  • Using Bing Ads provides exposure to wider audiences compared to Google Ads alone. It also offers value for money, specialized targeting options,

Understanding Bing Ads and its Advertising Policies

Bing Ads has specific advertising policies and guidelines that advertisers must follow when using the platform.

Global advertising policies and guidelines

Navigating the terrain of global advertising policies and guidelines is crucial for successful Bing advertising. These rules, developed by Microsoft Advertising, set the standard for what’s acceptable in ad content across different regions, safeguarding users from potentially harmful or misleading ads.

Advertisers must respect these guidelines to promote products or services on Bing’s platform effectively. They cover a wide range of topics from prohibited ads, dealing with counterfeit goods and hate speech restrictions to specific limitations such as character limits in ad copy and landing page guidelines.

Non-compliance can lead to advertisement rejection or even account suspension hence understanding these policies enhances your advertising strategy leading you towards potential market success.

Microsoft Advertising Network policies

Microsoft Advertising Network has specific policies in place that advertisers must adhere to when using Bing Ads. These policies cover a range of areas including ad content, landing page guidelines, URL policies, and search return blocking tags.

Advertisers need to ensure that their ads comply with these policies in order to run successful campaigns on the platform. Additionally, Microsoft Advertising has implemented a policy supplement for compliance with the California Consumer Privacy Act (CCPA), further emphasizing their commitment to protecting user privacy.

Understanding and following these network policies is essential for advertisers wishing to advertise effectively on Bing Ads.

Restrictions on ads

Bing Ads implements certain restrictions to maintain the quality and integrity of its advertising platform. Understanding these restrictions is crucial for advertisers to ensure compliance with Bing’s advertising policies. Here are some important restrictions to be aware of:

  1. Prohibited ads: Bing Ads prohibits certain types of ads, including those promoting illegal activities, counterfeit goods, tobacco products, hate speech, and dating content.
  2. Restricted categories: Certain categories require additional review and approval before they can be advertised on Bing Ads. These may include pharmaceuticals, adult content, online gambling, and financial services.
  3. Advertising policies: Advertisers must adhere to Bing’s global advertising policies and guidelines, as well as the specific policies of the Microsoft Advertising Network. Failure to comply with these policies can result in ad disapproval or account suspension.
  4. Bing and Edge chat limits: Ads promoting chat or messaging functionality within the Bing search results or Microsoft Edge browser have limitations on how they can be displayed and used.
  5. Supplemental state lottery advertising: Bing Ads has specific restrictions on advertising state lotteries in the United States that vary by state.
  6. Landing page guidelines: Bing Ads has guidelines related to landing page content, user experience, and transparency that advertisers must follow for their ads to be approved.
  7. URL policies: Advertisers must adhere to specific URL policies when using custom domains or tracking parameters in their Bing Ads URLs.
  8. Search return blocking tags: Bing Ads provides a list of tags that advertisers can use to block their ads from showing on specific types of search queries or content categories.

Types of Bing Ads

Bing Ads offers various types of ad formats, including search ads, display ads, smart campaigns, multimedia ads, product ads, responsive search ads, and Microsoft audience ads.

Search ads

Search ads are one of the types of Bing Ads that advertisers can utilize to promote their products or services. With search ads, businesses can reach potential customers who actively search for specific keywords on Bing.

These ads appear alongside Bing’s search results, making them highly visible and targeted. Advertisers have control over the keywords they want to target, allowing them to reach a specific audience interested in their offerings.

Moreover, research shows that Bing Ads tend to have lower competition compared to other platforms like Google Ads, which means there may be more affordable opportunities for businesses to advertise and drive relevant traffic to their websites.

Display ads

Display ads are a type of advertising on Bing Ads that allows advertisers to showcase their products or services through visual elements. These ads appear on websites and apps within the Microsoft Advertising Network, reaching a wide audience across various platforms.

With display ads, advertisers have the opportunity to engage users with eye-catching images, graphics, and videos. This format is particularly effective for brand awareness campaigns as it enables businesses to visually communicate their message to potential customers.

By incorporating display ads into their Bing Ads strategy, advertisers can leverage the power of visuals to attract attention and drive conversions.

Smart campaigns

Smart campaigns are a type of advertising option available on Bing Ads that use machine learning and automation to optimize ad performance. With smart campaigns, advertisers can reach their target audience more effectively by allowing the system to automatically adjust bids, targeting, and ad delivery based on user behavior and preferences.

This eliminates the need for manual optimization and allows advertisers to focus on other aspects of their marketing strategy. Smart campaigns are especially beneficial for small businesses or advertisers with limited time or resources as they offer a simplified approach to running successful ad campaigns on Bing Ads.

Multimedia ads

Multimedia ads on Bing Ads provide advertisers with the opportunity to engage their audience through various types of media, including images and videos. These visually appealing ads can capture attention and convey messages in a more compelling way compared to text-only ads.

With multimedia ads on Bing, advertisers have the flexibility to showcase their products or services in a more dynamic and interactive manner. By leveraging multimedia elements, such as captivating visuals or informative videos, advertisers can effectively communicate their brand message and drive higher engagement from potential customers.

Furthermore, research has shown that incorporating multimedia content into advertising campaigns can lead to increased click-through rates and conversions. So if you’re looking to make your ads stand out on Bing Ads, consider utilizing multimedia ads to create an impactful visual experience for your target audience.

Product ads

Product ads on Bing Ads are a valuable tool for advertisers looking to showcase their products and drive sales. With product ads, advertisers can upload their product catalog and create visually appealing ads that include relevant information such as product images, titles, prices, and descriptions.

This allows potential customers to see the details of the product directly in the search results. By utilizing this feature, advertisers can effectively target their audience with specific products they offer and increase visibility among Bing’s vast user base.

Furthermore, with the ability to set up custom filters and rules for product targeting, advertisers have full control over which products are shown in certain ad groups or campaigns based on various attributes like price range or availability.

Responsive search ads

Responsive search ads are a valuable tool in Bing Ads that allows advertisers to create multiple headlines and descriptions for their ads. This feature automatically tests different combinations of these elements to determine which ones perform the best.

With responsive search ads, advertisers can provide more options for ad text and increase the chances of attracting clicks from potential customers. By utilizing this feature, advertisers can optimize their ad performance and improve their return on investment (ROI).

It’s important to note that while responsive search ads offer flexibility, they still need to comply with Bing Ads’ character limit and other guidelines to ensure effective delivery.

Microsoft audience ads

Microsoft audience ads are a powerful targeting option offered by Bing Ads, allowing advertisers to reach specific groups of users based on their demographics, interests, and behaviors.

With Microsoft audience ads, advertisers can target audiences based on factors such as age, gender, location, and interests. This enables them to create tailored ad campaigns that resonate with their target customers and drive higher engagement.

By leveraging the vast amount of data available through Microsoft’s ecosystem, advertisers can effectively reach their desired audience segments and increase the chances of conversion.

Advantages of Bing Advertising

Bing Advertising provides exposure to wider audiences, offers value for money, allows targeting of special consumer demographics, gives more control over ad campaigns, includes social media extensions and search partner targeting, and allows device targeting for more effective advertising.

Exposure to wider audiences

Bing Ads offers advertisers the opportunity to reach a wider audience than just Google Ads alone. With Bing Ads, you can tap into the millions of users who prefer using Microsoft’s search engine.

In fact, Bing powers over one-third of all PC searches in the United States. This means that by leveraging Bing Ads, you have the potential to connect with a significant number of consumers who may not be reached through other advertising platforms.

So if you’re looking to expand your reach and increase brand visibility, consider taking advantage of the exposure that Bing Ads can offer.

Value for money

Bing Ads offers excellent value for money compared to other advertising platforms. With its lower cost per click (CPC) rates and less competition, advertisers can stretch their budgets further and get more bang for their buck.

Additionally, Bing Ads provides various targeting options that allow advertisers to reach specific consumer demographics, ensuring that their ads are seen by the right people at the right time.

This precise targeting helps maximize the return on investment (ROI) and ensures that every dollar spent is reaching potential customers effectively. Moreover, with features like social media extensions and search partner targeting, Bing Ads amplifies an advertiser’s reach beyond just search engine results pages.

Targeting special consumer demographics

Bing Ads offers a unique advantage for advertisers in targeting special consumer demographics. With its vast user base, Bing provides access to diverse audiences that may not be as easily reached through other advertising platforms.

This is especially beneficial for businesses catering to niche markets or specific customer segments. By using Bing’s audience targeting features, advertisers can tailor their campaigns to reach the right people at the right time, ensuring maximum relevance and effectiveness.

So, whether you’re trying to reach a specific age group, location, or interest-based audience, Bing Ads allows you to target those special consumer demographics with precision and efficiency.

More control over ad campaigns

Advertisers using Bing Ads have the advantage of having more control over their ad campaigns. With Bing Ads, advertisers can set specific time zones for their ads, allowing them to reach their target audience at the most optimal times.

Additionally, advertisers can utilize device targeting to ensure that their ads are displayed on specific devices such as desktops, tablets, or mobile phones. By utilizing search demographics and considering Bing product ads, advertisers can further refine their targeting strategies and reach the right audience with their message.

All these features give advertisers greater control over how they want to run and optimize their ad campaigns on Bing Ads.

Social media extensions

Bing Ads offers a valuable feature called social media extensions, which allows advertisers to showcase their social media presence directly in their ads. This means that potential customers can see the advertiser’s social media profiles and engage with them without having to leave the search results page.

With social media extensions, advertisers can leverage their existing followers and increase brand awareness by connecting with users on platforms such as Facebook and Twitter. By integrating social media into Bing Ads, businesses have the opportunity to boost customer engagement and attract more traffic to their online channels.

Search partner targeting

Bing Ads allows advertisers to extend their reach beyond the Bing search engine by targeting search partners. This feature enables ads to appear on partner websites that are part of the Microsoft Advertising Network, broadening the potential audience for your campaigns.

By leveraging search partner targeting, you can increase brand visibility and drive more traffic to your website. With a substantial network of high-quality publishing partners, Bing Ads offers advertisers access to a diverse range of audiences across multiple platforms.

This means you can connect with potential customers who may not actively use Bing but visit partner sites where your ads will be displayed. Utilizing search partner targeting through Bing Ads is an effective strategy to maximize your advertising efforts and ensure that your message reaches a broader audience.

Device targeting

Device targeting is an important feature offered by Bing Ads that allows advertisers to specifically target their ads towards users on different devices, such as desktops, tablets, and mobile phones.

This means that advertisers can customize their ad campaigns to deliver the most relevant messages to users based on the device they are using to search. For example, if a business wants to promote its mobile app, it can use device targeting to show its ads only to users browsing on their smartphones.

This helps businesses optimize their advertising budget and maximize the impact of their campaigns by reaching the right audience at the right time. With device targeting in Bing Ads, advertisers have more control over how their ads are displayed and can tailor them for better performance across various devices.

Tips for Effective Bing Advertising

Maximize your Bing advertising success with these tips and strategies. Read more to uncover the secrets of effective Bing Ads campaigns!

Specify time zones for ads

To effectively target your audience, it’s important to specify the time zones for your Bing Ads. Here are some key considerations to keep in mind:

  • Determine your target audience’s location and time zone.
  • Schedule your ads to run during peak hours when your target audience is most active online.
  • Use Bing Ads’ scheduling feature to set specific start and end times for your campaigns.
  • Experiment with different time slots to optimize ad performance and maximize conversions.
  • Take advantage of Bing Ads’ ability to run ads in different time zones, allowing you to reach audiences across various regions.
  • Monitor ad performance data to identify any patterns or trends related to specific times of the day or week.

Use device targeting

Device targeting is a powerful feature in Bing Ads that allows advertisers to reach their target audience on specific devices. By utilizing device targeting, advertisers can optimize their campaigns for different types of devices, ensuring maximum visibility and engagement. Here’s how you can make the most of device targeting in Bing Ads:

  1. Optimize ad copy and design: Tailor your ad copy and design to be more responsive and user-friendly on different devices. Consider factors such as screen size, touch functionality, and mobile browsing habits when creating your ads.
  2. Adjust bidding strategy: Use device bid modifiers to adjust your bids based on the performance of your ads on different devices. Increase bids for devices that generate higher conversions or engagement, while decreasing bids for underperforming devices.
  3. Analyze device performance: Use Bing Ads reporting tools to analyze the performance of your ads across different devices. Identify trends and patterns to understand which devices are driving the most conversions or providing the highest return on investment.
  4. Target specific mobile operating systems: If you have a mobile app or offer services specifically designed for a particular mobile operating system (such as iOS or Android), utilize device targeting to narrow down your audience and focus your advertising efforts on those users.
  5. Consider device-specific features: Take advantage of device-specific features such as click-to-call buttons or location extensions to enhance the user experience and drive immediate actions from potential customers.
  6. Test and optimize: Continuously monitor the performance of your ads across different devices and make data-driven optimizations accordingly. Test different ad formats, messaging, and landing page experiences to find what works best for each device category.

Utilize search demographics

Bing Ads offers advertisers the opportunity to utilize search demographics, which can be an effective strategy for maximizing ad performance. By leveraging this feature, advertisers can target their ads to specific groups of users based on various demographic factors. Here’s how you can make the most of search demographics on Bing Ads:

  1. Identify your target audience: Before utilizing search demographics, it’s crucial to have a clear understanding of your target audience. Conduct market research to identify the demographic characteristics of your ideal customers.
  2. Age targeting: With Bing Ads, you can target specific age groups or exclude certain age ranges from seeing your ads. This allows you to tailor your messaging and promotions based on the preferences and needs of different age segments.
  3. Gender targeting: Bing Ads enables gender-based targeting, allowing you to focus your advertising efforts on a particular gender or exclude a specific gender from viewing your ads. This can be especially useful if your products or services cater specifically to one gender.
  4. Location targeting: Bing Ads provides location-based targeting options that allow you to reach users in specific geographic areas. You can target by country/region, state/province, city, or even ZIP code. This feature is particularly valuable for businesses with a local or regional customer base.
  5. Device targeting: Another aspect of search demographics is device targeting. You can choose whether you want your ads to appear on desktop computers, mobile devices, or both. By tailoring your campaigns based on device type, you can optimize user experience and increase conversion rates.
  6. Income targeting: Bing Ads also allows income-based targeting, enabling you to focus your advertisements on users within specific income brackets. This is particularly beneficial for businesses offering high-end products or luxury services tailored for affluent individuals.

Consider Bing product ads

Bing Ads offers a powerful feature called Bing product ads that advertisers should consider utilizing. These ads allow businesses to showcase their products directly in search results, increasing visibility and driving more traffic to their online stores. Here are some key advantages of using Bing product ads:

  1. Expanded reach: By leveraging Bing’s extensive network, advertisers can expose their products to a wider audience, reaching potential customers who may not be actively searching on other platforms.
  2. Enhanced visuals: Bing product ads allow advertisers to include high-quality images of their products, making the ads visually appealing and enticing for users to click on.
  3. Product-specific targeting: With Bing product ads, advertisers have the ability to target specific audiences based on their search queries and display relevant products that match their interests or needs.
  4. Advanced reporting and insights: Advertisers can access detailed performance data for their Bing product ads, enabling them to analyze the effectiveness of their campaigns and make data-driven optimizations for better results.
  5. Seamless integration with e-commerce platforms: Bing Ads offers easy integration with popular e-commerce platforms such as Shopify and Magento, making it convenient for businesses to set up and manage their product feeds.
  6. Cost-effective advertising option: Compared to other advertising channels, Bing Ads often has lower competition and cost-per-click rates, allowing advertisers to maximize their ad budgets and generate a higher return on investment.

Monitor competitor’s performance

Monitoring competitor’s performance is crucial for success in Bing Advertising. It allows advertisers to stay ahead of their competition and make strategic decisions to optimize their own campaigns. Here are some key factors to consider when monitoring your competitors’ performance:

  1. Analyze keyword selection: Assess the keywords your competitors are bidding on and identify any gaps or opportunities that you can exploit. This can help you refine your keyword strategy and target high-performing terms.
  2. Study ad copy: Pay attention to the ad copy used by your competitors. Look for patterns, messaging techniques, and calls-to-action that resonate with audiences. Use this information to improve your own ad creative and make it stand out from the competition.
  3. Review landing pages: Examine the landing pages that your competitors are directing their ads to. Look for areas where they excel or fall short in terms of design, user experience, and value proposition. Use these insights to optimize your own landing pages for better conversion rates.
  4. Track bidding strategies: Observe how your competitors adjust their bids over time. Are they increasing or decreasing bids? Are they focusing on specific geographical regions or audience segments? Understanding their bidding strategies can help you fine-tune your own bidding approach.
  5. Monitor performance metrics: Keep an eye on your competitors’ key performance indicators (KPIs), such as click-through rates (CTR), conversion rates, and cost per acquisition (CPA). This data can provide valuable insights into industry benchmarks and help you gauge the effectiveness of your own campaigns.
  6. Stay updated on industry trends: Regularly research industry news and updates related to your niche or target market. This will give you a broader perspective on how competitors are adapting their strategies and allow you to identify emerging trends that could impact your advertising efforts.

Utilize automated rules

Automated rules can greatly enhance the effectiveness of your Bing advertising campaigns. By leveraging these tools, you can streamline the management process and optimize your ad performance. Here’s how you can utilize automated rules:

  1. Set up budget rules: Adjust your campaign budgets automatically based on specific criteria such as spend, conversions, or click-through rate. This ensures that you allocate funds where they are needed most.
  2. Optimize bids: Use automated rules to adjust keyword bids based on performance metrics like cost per click or conversion rate. This allows you to maximize your return on investment by bidding higher on keywords that are performing well and reducing bids for underperforming ones.
  3. Schedule ads: Automate the scheduling of when your ads should run. You can set specific times or days of the week when you want your ads to be active, ensuring that you reach your target audience at the most opportune moments.
  4. Pause low-performing ads: Identify advertisements that are not generating desired results and automatically pause them using predefined conditions such as low click-through rates or high cost per conversion. This helps you focus your budget on ads that are performing better.
  5. Advanced targeting adjustments: Utilize automated rules to make changes to targeting parameters such as location, device, or demographic filters based on specific performance metrics. For example, if a particular age group is converting well, you can increase bids specifically for that segment.
  6. Ad scheduling optimizations: Make adjustments to bid modifiers and ad scheduling based on historical data trends or external factors such as holidays or special events.

Utilize top movers

Utilize top movers:

  • Identify the keywords and ad groups that are performing well in terms of click – through rates (CTR) and conversions.
  • Optimize your bids for these top – performing keywords to maximize their potential.
  • Monitor the performance of these top movers regularly to identify any fluctuations or changes in their performance.
  • Adjust your bidding strategy based on the performance data of these keywords and ad groups.
  • Use the insights gained from analyzing top movers to make informed decisions about your overall Bing Ads campaign strategy.
  • Consider allocating a larger budget or increasing bids for the top movers to further boost their performance.
  • Continuously test and refine your ad copy and landing pages for the keywords and ad groups that are considered as top movers.
  • Experiment with different ad formats or targeting options specifically for the high-performing keywords identified as top movers.
  • Keep track of any new trends or changes in consumer behavior that may impact the performance of your top movers.

Bid for local keywords

To maximize your success with Bing Ads, it’s important to bid for local keywords. This strategy allows you to target a specific geographic location and attract relevant local customers. Here are some key tips for effectively bidding on local keywords:

  1. Research local search trends: Conduct thorough research to identify the most popular keywords that users in your target location are searching for. Use Bing’s keyword research tools to discover high-performing local keywords.
  2. Optimize ad copy for local relevance: Customize your ad copy to include location-specific terms and tailor it specifically to the audience in your target area. This will increase the likelihood of attracting local customers who are more likely to convert.
  3. Use location targeting options: Take advantage of Bing Ads’ location targeting options to focus your campaigns on specific areas where your target audience is located. You can narrow down your targeting by city, state, ZIP code, or radius around a particular location.
  4. Adjust bids based on locality: Adjust your bidding strategy based on the competitiveness of keywords in different locations. Increase bids in areas where competition is high and decrease them where competition is low, ensuring you maintain a competitive position in each market.
  5. Monitor and optimize performance: Regularly review the performance of your ads targeting local keywords. Identify any areas that require improvement and make necessary adjustments to maximize ROI.


In conclusion, understanding the restrictions of Bing Ads is crucial for advertisers looking to leverage this platform effectively. By familiarizing yourself with Microsoft Advertising’s policies and guidelines, as well as the limitations and constraints of Bing Ads, you can ensure compliance and maximize your advertising efforts.

With its potential for reaching wider audiences, value for money, and specialized targeting options, Bing Ads offers great opportunities for businesses seeking to expand their reach beyond traditional search engines like Google.

Stay informed, adapt your strategies accordingly, and make the most of what Bing Ads has to offer.


1. What are the main restrictions to be aware of when using Bing Ads?

Some of the main restrictions with Bing Ads include limitations on adult content, gambling-related ads, and certain types of healthcare products or services. It’s important to review and comply with Bing’s advertising policies to avoid any issues.

2. Can I use trademarked terms in my Bing Ads campaign?

While it is possible to use trademarked terms in your Bing Ads campaign, there are certain restrictions and guidelines that must be followed. Generally, it is recommended to obtain permission from the trademark owner before using their terms in your advertisements.

3. Are there any geographical restrictions for running Bing Ads campaigns?

Yes, there may be geographical restrictions depending on the nature of your business or specific products/services being advertised. Some regions or countries may have regulations or limitations that impact how you can target audiences with your Bing Ads campaigns.

4. How does the age restriction work for advertising on Bing?

Bing has specific age restrictions for certain industries such as alcohol, tobacco, and adult content. Advertisers need to ensure they comply with these age requirements by implementing appropriate targeting settings and verifying user ages where necessary to avoid violating any laws or regulations related to age-restricted content.

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