Don’t Let the adCenter Editorial Review Process Scare You!

When advertisers hear the word "editorial" in relation to their adCenter campaign(s), I can bet that most of them cringe.  Some advertisers assume that if their ads or keywords are in any way associated with editorial, that they are somehow in trouble, or they are simply confused and have no idea what the editorial process is or what it does. 

Nine months after joining Microsoft’s very own Editorial team, I understand why the editorial review process is so incredibly important to online advertising (for both the user and the advertiser) and I am excited to dispel any hazy and incorrect assumptions about it;  I am here to set the record straight on editorial!  If you walk away with one message from today’s post, it is this:  Microsoft’s editorial experience is truly intended to help the advertiser… honestly! 

Today I will share with you just one way that Editorial helps the advertiser.  Amongst other things, we are here to ensure high quality and relevant keywords, ads, and landing pages are being shown to the user, which directly helps YOU, the advertiser. 

Think of it this way:  if a user performs a search on Bing and an ad appears that directly matches his/her search query, the user is going to be much more likely to click through to that ad than if the ad had little or no relevance to their search query.  Imagine that the user clicks through.  If the landing page is also relevant to the keyword and ad, again, the user is more likely to make a purchase.  This conversion was made possible simply because of a high quality and relevant  ad experience. 

Not only did that visit turn into  a conversion, but because the user found exactly what he/she desired on a Bing search, the user may return to Bing for future searches, thereby growing Bing’s market share, which allows YOU, the advertiser, to reach a greater audience and more users means more conversions.   See, editorial is a win-win experience, right?

Editorial is here to ensure that advertisers follow the Editorial Guidelines and if keywords, ads, and/or landing pages do not comply, we are here to point advertisers in the correct direction of how they can make modifications to become in compliance.  If your keywords or ads are disapproved or have been rejected upfront due to Editorial reasons and you have ensured that they follow all Editorial Guidelines, you can appeal the decision.  The adCenter customer support team responds to all appeals as quickly as possible. 

I promise that Editorial is not a scary and mysterious department within adCenter.  We are an incredibly friendly and helpful group of individuals who truly want to ensure the best search experience for both our users and our advertisers. 

I hope this post gave a little bit more insight into how we operate; however, I welcome any questions and/or feedback… just leave them in the comments below. Furthermore, I would love to do future posts, so if you have any Editorial topics or questions that you would like addressed, please feel free to post here!  

Maryn Juergens, Editorial Escalation Specialist

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