Did you know that by creating relevant, clear, and accurate ads, you are creating a more positive experience for your potential consumers? By adhering to our Editorial Guidelines, you can sail through our various editorial and quality checks and avoid delays in getting your ads live. To help you prevent editorial disapprovals, we have compiled a list of five helpful tips—best practices that can make your editorial reviews a snap. Here are our top five editorial tips:

1. Make sure that the grammar and spelling in your ads are correct. Your ad can make a lasting first impression on potential customers. High-quality ads simply mean higher click-through rates and better conversion rates. Although you may bid on misspelled keywords, your spelling and grammar must be correct within your ad text. If you bid on misspelled keywords, do not use them in ad groups that contain {keyword} dynamic text. The words in your dynamic text, such as {param2} and {param3}, must be spelled correctly. Also, consistent capitalisation is required. You can capitalise the first word in a sentence or even the first letter of each word, but ALL CAPS is not allowed unless it is part of a brand name. Finally, a combined total of at least 6 words is required in your ad text.

2. Check ad copy length.  Ensuring that your ads do not exceed the maximum allowable character lengths prior to upload can save time you otherwise may have spent having to correct these errors post-upload:

• Ad Title - 25 characters
• Ad Description - 70 characters
• Display URL - 35 characters 

For instructions on streamlining his process, see Kim Farmer's previous post, Optimizing for Editorial Before Uploading.

3. Make sure your site is working properly and provides a good user experience. Your site should not be ”under construction”, allow pop-up or pop-under ads, or trigger any automatic or unexpected downloads. Make sure you have a working “back” button.

4. Correctly enter your display URL. The URL displayed in your ad should be a shortened, “friendlier” form of your actual destination URL, and it should match the domain address of the site you are advertising. Because it is important to be transparent about the source of advertising, affiliate businesses should reflect their own business display URL, and not that of the retailer they are promoting.   

5. Make sure that your website has a privacy policy. Your landing pages should build trust with your website visitors. Do this by providing a clear privacy statement if you are collecting personally identifiable information (PII) on your site. Your website privacy policy must clearly state the purpose for collecting the PII, include an explicit method for users to opt out of any future communication (e-mail or otherwise), and clearly and prominently include the name of the company collecting the personal information. 

Want to become a true adCenter expert? Here’s how: Familiarise yourself with our global Editorial Guidelines for the United States, United Kingdom, and Canada. View our Microsoft adExcellence tutorial , which presents a clear overview of our policies. And, finally, read and enjoy the adCenter Community blog posts about this and many other relevant, helpful topics.

Remember, it is important for you, the advertiser, to create a positive, high-quality advertising experience for your potential customers. By following our guidelines and policies, you can do that and much more. You’ll send your ads live faster, and, just as important, you’ll help improve both your campaign performance and your ROI.

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