Bing Ads rolling out new System Quality Policy, expects little impact on performing campaigns

The updated policy is primarily aimed at clearing out non-performing keyword and ad bloat.

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This week, Bing Ads is rolling out a new System Quality Policy as part of the Relevance and Quality Policy.

There are three key aspects to the new policy:

  1. Keywords and ads that haven’t shown any performance over a significant period of time may be removed.
  2. The number of keywords that can be uploaded or kept in an account may be limited. (Advertisers subject to this update will be notified.)
  3. Keywords in the following sensitive categories — weapons, pharmaceuticals, gambling, adult and trademark — may be limited.

Bing Ads expects the overall impact to be minimal. “Limits placed on the amount of keywords uploaded at one time are meant to increase efficiencies with review and processing, potential impact caused by this is anticipated to be low,” wrote Bing Ads advertiser policy manager Melissa Alsoszatai-Petheo in the announcement. “We do not expect to see significant impacts for additional restrictions that may be put in place within sensitive categories.”


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About the author

Ginny Marvin
Contributor
Ginny Marvin was Third Door Media’s former Editor-in-Chief (October 2018 to December 2020), running the day-to-day editorial operations across all publications and overseeing paid media coverage. Ginny Marvin wrote about paid digital advertising and analytics news and trends for Search Engine Land, MarTech and MarTech Today. With more than 15 years of marketing experience, Ginny has held both in-house and agency management positions. She can be found on Twitter as @ginnymarvin.

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