Relevancy Standards for Trending Keywords & Landing Pages
Microsoft is setting forth some expanded definitions of relevancy, and a higher standard of relevancy, for those advertisers pursuing clicks on “trending” keywords. Microsoft's relevancy and quality policies went into effect August 31, 2011 although changes will not be enforced for several weeks.
The updated adCenter Relevancy and quality policy applies to ads targeting the U.S. and Canada and more specifically relates to the landing pages where those advertisements lead. Microsoft is essentially telling advertisers that landing pages should be a “satisfactory destination” for the keywords and phrases that consumers search.
Microsoft is essentially shutting the door on landing pages (and in turn advertisers) that function primarily to support the display of advertising or attract traffic. This includes redirecting users to other businesses (we’re looking at you affiliate marketers), require the submission of personally identifiable information which is not essential to completing a purchase, those which delay or obstruct a user’s access to requested content, or which employ marketing tactics that might be considered “evasive, overly sensational, or potentially confusing.”