Why it happens
Superlatives with no proof
Superlatives with no proof
"Best", "top rated", "#1" or "lowest price" with nothing on the landing page to support it, such as a dated third-party ranking.
Prices and offers that do not match
A discount, a free trial or a price in the ad that the landing page does not show, or shows with conditions the ad leaves out.
Guarantees and outcomes
Promised results ("lose 10 pounds", "guaranteed approval") that read as a claim nobody can guarantee.
Bait and switch
An ad for one thing and a page that sells something else, or a page that hides who the advertiser is.
How to fix it, step by step
Find the flagged assets
Hover over Campaigns and select Ads & extensions, then Ads. Select View asset details below the ad and read the Policy status column.
Back the claim or drop it
Put the proof on the landing page (the ranking, the source, the date) or rewrite the asset without the superlative.
Match price and offer to the page
Make every number in the ad visible on the landing page with the same conditions. Save the ad to send it back to review.
Request an exception if it is substantiated
If the page already proves the claim, select the ad, then Edit, then Request exception, and point to where the proof sits.
Steps checked against Microsoft Advertising policies: Relevance and quality; Microsoft Advertising Help: Fix a Disapproved or Approved Limited status; Microsoft Advertising Help: How do I challenge a disapproval?.
Sprites fixes this
Or let Sprites fix it
Sprites rewrites the claims Microsoft will not accept and resubmits every affected ad.
What Sprites does
- Reads the editorial status of every ad, so each disapproved and limited ad shows up together.
- Rewrites headlines and descriptions without unsupported superlatives or mismatched prices, and you approve every change before it goes live.
- Keeps the same landing page or repoints the ad to one that carries the proof.
What it doesn't do
- It does not edit your landing page, so proof that belongs on the page is yours to add.
- It does not read Microsoft's reason code or file an exception request.
Questions
Can I say "best" in a Microsoft ad?
Only if the landing page backs it, for example with a named, dated ranking or award. Without proof, superlatives are a common disapproval.
Why was my discount ad disapproved?
Usually because the landing page does not show the same discount, or shows it with conditions the ad leaves out.
Will the whole ad stop serving?
Not always. With asset-level review the ad can keep serving on its approved assets. Most assets disapproved or Essential assets disapproved can block it.
How fast is the second review?
Most reviews finish within 48 hours. A second disapproval of the same component is final unless Microsoft support overturns it.
Let Sprites fix it
Connect the account. Sprites finds the cause, stages the change and waits for your approval.