In 2018, Bing Ads had doubled the number of accounts that it took down year over year, and suspended almost 200,000 accounts. Bing Ads even removed 900 million ads and 300,000 sites from their platform, according to its annual report on ad quality.
Bing has paid close attention to its clean up efforts last year, focusing on the likes of tech support scams, crypto and weapons.
For some reason, tech support is ripe for scam artists, which has led to restrictions on all third-party tech support advertisers. This year, Bing Ads highlighted the scam of redirecting users from innocent looking ads to fake support pages that show pop ups with messages such as “virus detected in your computer” or “your computer has been locked.” and prompts to call for so-called support services.
One of the brands that is used to lure in tech scam victims is Microsoft, which is the parent to the Bing search engine. According to the company, over 12,000 tech support scam accounts were banned across Microsoft properties, which was 20 percent more than 2017.
Because of the limited regulatory oversight and speculative nature of cryptocurrency has been quite appealing to those in the fraud business. Bing Ads banned cryptocurrency ads in May and said it blocked more than 5 million crypto ads last year.
Back in June, Bing Ads said that it would further limit weapons-related advertising. Ads for recreational guns and accessories used to create ammunition or make reloading faster has been banned. According to the company, it blocked over 18 million ads and 5,000 websites for that sort of content.
In order to maintain a semblance of a safe ecosystem for brands, Bing is making an effort to combat bad actors, and it’s a critical for the company. Bad ads can affect good advertisers’ campaign prospects and reputations. Bing Ads said, “We’ll continue to leverage the interdisciplinary efforts of experts in machine learning and system design to scale our technology, alongside the domain expertise of policy and review experts to deter bad actors.”