How do I fix a Disapproved or Approved Limited status?

Learn how to find out why your ad or keyword is Disapproved or Approved Limited, verify that you're following Microsoft Advertising policies, and fix the issue.

As part of the editorial review process, the components of your ad are reviewed to ensure that they meet Microsoft Advertising policies. Ad components that don't pass the review process receive either Disapproved or Approved Limited status.

Here’s what you can do about it:

Determine the specific reason for the Disapproved or Approved Limited status expando image
  1. From the Campaigns page, click the Ads, Keywords, or Ad Extensions tab (or from the main menu on the left, click All campaigns and then either Ads & extensions or Keywords).
  2. Find the delivery status of your ad components in the Delivery column. (You can sort the Delivery column to more easily find the Disapproved or Approved Limited items by clicking the Delivery column header.)
  3. Click the ellipsis icon More information icon next to (or hover over) the status in the Delivery column to see the ad component's disapproved terms and the reasons for the disapprovals.
  4. If the status is Approved Limited, you will also see the specific market(s) in which the ad component is disapproved. This ad component is not functional in the listed market(s), but it is functional in all other targeted locations. For more information on Approved Limited, see What does Approved Limited status mean?

Did you receive an email saying that you had a Disapproved or Approved Limited ad or keyword, but you took the above steps and don't see any ad or keyword listed as such? One of two things may have happened:

  • Your ad or keyword may have been pending review in one or more of your targeted locations (Approved Limited status), and by the time you followed these steps, it was approved.
  • The Microsoft Advertising team regularly performs spot checks on its editorial rejections, and occasionally overturns rejections. Your ad or keyword may have been Disapproved at first, but then was approved after being spot checked.
Consult Microsoft Advertising policiesexpando image

Review the Microsoft Advertising policies related to the Disapproved reasons for your ad components (see above). Note that the policies may vary depending on the country/region in which the ad is displayed.

Fix the issueexpando image
Disapproved ads
From the Ads table, hover over the ad in the Ad column and click the pencil icon. Make any necessary edits and click Save. We will perform a new editorial review on the updated ad.
Disapproved keywords
You cannot edit a keyword. However, you can add a new keyword and then delete the disapproved keyword. If you add a new keyword, it will be submitted for editorial review when you click Save.
Disapproved ad extensions
From the Ad Extensions table, select the ad extension and then click Edit > Edit an extension. Make any necessary edits and click Save. We will perform a new editorial review on the updated content.
Disapproved feed items
Fix the issue in your feed and re-upload it, as described in Setting up and managing feeds.
Request an exceptionexpando image

If, after reviewing the Microsoft Advertising policies, you believe you were disapproved in error, you can request an exception. With the request, you tell us the reason you want an exception and we will review the ad component again.

Ads and keywords

  1. In the Ads or Keywords table, select the checkbox to the left of the affected ad or keyword.
  2. Select Edit > Request exception.
  3. In the Tell us your reason for requesting an exception box, enter your reasons why the ad or keyword should be approved.
  4. Click Request an exception.
Ad extensions and ad customizers
Please contact support to request an exception.

For more information, see How do I challenge a disapproval?

My ad was disapproved, but I see other ads with the same issues. Why?expando image

We have many checks in place to identify and remove content that violates Microsoft Advertising policies. If there is content on our network that is in violation of our policies, it’s simply a matter of time before it is found and removed.

If you find content on our network that you believe is in violation of Microsoft Advertising policies, please report it to us through our Report Low Quality Ad form. We will review the ad and take action if it violates our policies.

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