The editorial review

All components of your ads—ad text, assets, keywords, ad extensions, and ad customizers—must pass an editorial review. This is a quality check to help ensure that ads are appropriate for potential customers. After you submit a component, the content goes through an initial review to ensure that it meets Microsoft Advertising policies. If your ad components don't raise any flags, they pass the review and become active.

If a component does not pass the initial review, an additional review takes place, which can take several hours based on the volume of reviews moving through the system at any given time. Several situations might trigger an additional review, including:

• A word might have a double meaning that could be interpreted as offensive in a certain context.
• The content might include terms that are registered trademarks, which require review for appropriate use.
• A keyword is not in the editorial database.

Most reviews are completed within 48 hours. The editorial status for most of your ad components can be found in the Delivery column of the Ads, Keywords, or Ad Extensions table, or in Tools > Business data. However, to view the editorial status for your assets, follow these steps:

• Performance Max campaigns

  • From the navigation menu on the left, hover over Campaigns and select Campaigns.
  • Select the appropriate Performance Max campaign.
  • Hover over Campaigns and select Asset groups.
  • In the Assets column, select View asset details for the appropriate asset group.
  • Review the Policy status column.

• Native ads and Responsive Search ads

  • From the navigation menu on the left, hover over Campaigns and select Ads & extensions > Ads.
  • In the Assets column, select View asset details for the appropriate ad.
  • Review the Policy status column.

  If the review results in a disapproved ad or ad component, see Fix a Disapproved or Approved Limited status

  Note

  • For ads to pass the review process, they must be written in the same language as the ad group language and market setting.
  • Editorial checks do not stop once an ad is live. The Microsoft Advertising team performs ongoing reviews to help ensure a quality marketplace. For this reason, ads and keywords that have previously displayed may be disapproved.
  • Ads, keywords, ad extensions, and ad customizers will not go through another editorial review if only the protocol of a URL was changed ("http://" to "https://", or vice versa).
  • Most reviews are completed within 48 hours. If your content still has the Pending editorial review delivery status after two business days, please contact Support for assistance.