The upcoming Yahoo! and Microsoft Search Alliance is without a doubt one of the most exciting changes I’ve seen in the search engine marketing (SEM) industry since I started working in it back in 2005. Although I’m looking forward to seeing how this new partnership will alter the SEM landscape, there’s no doubt Microsoft adCenter and Yahoo! advertisers alike are looking at the not-too-distant future with a skeptical eye and want as much transparency as possible when it comes to knowing what’s coming, when and why. We were recently given some information on how the new, hybrid Editorial Guidelines are shaping up, and so in the spirit of providing that transparency, we wanted to pass that info along to all of you.
The new Editorial Guidelines combine the best of both search providers’ network quality policies, resulting in not only more effective ads, but also helping to create a safer search marketplace for the growing Bing and Yahoo! Search audience of 158 million searchers1 in the U.S. and 15 million in Canada1. Below is a brief summary of the editorial changes adCenter advertisers can expect to see implemented over the next few months, starting in August.
NOTE: As the new guidelines take effect, there may be slight delays in getting your ads live. Be sure to load your keywords and ads in advance so that they have time to undergo editorial review.
New Additions to Disallowed Content
Electronic cigarettes – if you’re currently running adCenter campaigns that advertise electronic cigarettes, these will soon join the list of disallowed products on adCenter.
Usenet content – while you’ll still find Usenet results in the organic listings on Bing, the PPC advertising of Usenet content will no longer be allowed once these new changes roll out.
Other Policy Changes
Privacy Policy – if you collect any personally identifiable information from visitors to your site, make sure you’re in compliance with the updated privacy policy.
Pharmacy and Prescription Only Medications – sellers of prescription drugs online should review this policy for applicability to their campaigns.
Ads and Content / Relevancy and Quality – it’s always a best practice to make sure you’re following these consolidated rules and tips to set your ads up for success in adCenter.
Frequently Asked Questions
Q: I disagree with disapproval in my account, how can I get this changed?
A: If you feel strongly that your ad or keywords were disapproved incorrectly, you can attempt to appeal the decision. The adCenter customer support team responds to all appeals as quickly as possible; however, the appeal process may take as many as 10 business days. Please note that if your appeal is denied, that decision is final.
Q: What can I do now to prepare for these changes and avoid downtime?
A: Review the updated Editorial Guidelines to see if your ads and keywords may be affected.
Q: How do I know if my account is affected by the new editorial guidelines?
A: Review the updated Editorial Guidelines to see if your ads and keywords may be affected. Over the coming weeks, if your accounts are affected you may notice new disapprovals in your account. If your campaigns have been affected by the new Editorial Guidelines, use the Ads and Keywords Disapprovals Tool to help manage your disapprovals and get your ads live.
If you have questions that aren’t answered here, leave a comment below or visit our forums and post your question there; Microsoft staff will address your questions or comments in either spot.
1comScore qSearch May 2010
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