The landing page must be available and reliably respond even at peak use times.
The Back button on the landing page must be functional and allow users to return to the Live Search results page.
If the landing page requires registration, users must still be able to access some useful content without registering.
The landing page must not:
Be under construction.
Open any new windows besides itself.
Mislead the user with "imitation" dialog boxes or browser windows.
Perform an automatic download of anything to a user's system.
Present a download dialog box without first presenting detailed information to the user about the download.
Be designed to look broken or simulate a non-working webpage in any way.
Use "fake" close behavior. For example, when a user clicks a "close" icon on the page the page should close an no other behavior should result.
Use scare tactics to convince users to download or buy software.
Promote or contain viruses, worms, corrupted files, cracks or other material that is intended to or may damage or render inoperable software, hardware or security measures of Microsoft, any user of MSN.com and/or the Microsoft network of services, or any third party.
Advertisers collecting Personally Identifiable Information (PII) through their website must adhere to the following guidelines and be in compliance with all applicable laws and regulations (including, in the U.S. only, the CAN SPAM Act).
Advertisers collecting PII must provide a prominent link from their landing page or include within landing page their privacy policy applicable to the information being collected. This policy must:
Clearly state the purpose for the information being collected.
Include an explicit option for users to opt out of any future communication, e-mail or otherwise.
Clearly and prominently include the name of the company collecting the personal information.
Both the content on the landing page and the ad copy must be sufficiently relevant to the keyword. A relevant ad is defined as an ad that closely reflects the most probable user intent during a keyword search. Help make your ads and landing pages more relevant by following these guidelines:
Be sure that your ad demonstrates how your keywords relate to the product or service you provide.
Do not use offensive or inappropriate language.
Do not advertise illegitimate or illegal products or services.
Do not mislead or create the wrong impression with the user.
Do not use bait-and-switch strategies. For example, the keyword and ad are for bathing suits and the landing page resolves to an adult content page.
Be accurate, truthful, and specific.
Ad content should provide a clear and accurate description of your website.
Ad content should be as specific as possible. Include keywords, if possible.
The landing page should provide clear, direct access to content that is related to the keyword.
Geographically targeted ads should include the targeted location within the ad.
Make sure that your landing page prominently features any special or free offers that are described in the ad. For example, if your ad offers select movies at 50% off, the landing page must feature the movies that are 50% off.
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