As part of Bing’s Relevance and Quality Policy, they are rolling out a new System Quality Policy.

It’s expected there will be little to no impact on Bing Ads. According to Melissa Alsoszatai-Petheo (Bing’s advertising policy manager): “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, We do not expect to see significant impacts for additional restrictions that may be put in place within sensitive categories.”

“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, We do not expect to see significant impacts for additional restrictions that may be put in place within sensitive categories.”

So what are the key takeaways from the policy?

  • Any keywords and ads that haven’t shown little to no performance over a significant period of time may be removed.
  • There may be a limit to the number of keywords that can be uploaded or kept in an account. (If you are subject to this update, you will be notified.)
  • Any keywords that are in sensitive categories such as — weapons, pharmaceuticals, gambling, adult and trademark — may be limited.

As mentioned, there should be very little impact to digital marketers as most of these changes are cleaning up poor practice.