Syndicated partner auditing and exclusion hygiene
The Microsoft Syndicated Search Network can deliver valuable volume or drain budgets on bot clicks. Here is how to audit publisher domains and enforce exclusions.
Understanding the Microsoft Syndicated Search Network#
When network distribution is set to 'All search networks', your ads appear on Bing, Yahoo, and AOL, as well as thousands of third-party syndicated search partners.
While high-quality partners like DuckDuckGo provide strong volume, low-tier syndicated domains can introduce bot traffic, incentivized clicks, and elevated bounce rates as detailed in Microsoft Publisher Network Policies, 2026.
Extracting the Website URL (Publisher) performance report#
Navigate to Reports > Performance > Website URL (Publisher) report to inspect performance at the individual domain level.
Analyze metrics by Cost, Clicks, Conversion Rate, and CPA as outlined in Microsoft Publisher Reporting API, 2026.
Identifying red flags: bounce spikes and zero conversions#
Flag domains that spend more than 1.5x your Target CPA with zero conversions, or domains exhibiting suspiciously high click-through rates (15%+) with instantaneous 1-second site bounce times.
Applying account-level Website Exclusion lists#
Add flagged domains to account-level Website Exclusion lists (e.g., domain.com and *.domain.com) to block low-quality traffic across all current and future campaigns.
Consult our Microsoft Ads Hub for syndicated domain exclusion templates.
Syndicated publisher evaluation matrix#
The table below guides domain evaluation during weekly publisher audits.
| Publisher Performance Metric | Diagnostic Assessment | Action Required |
|---|---|---|
| CPA < Target CPA AND CVR > 3% | High-Quality Partner Domain | Keep active & monitor |
| Spend > £100 AND Conversions = 0 | Unprofitable Partner Domain | Add to Account Website Exclusions |
| CTR > 20% AND Bounce Rate > 95% | Suspected Bot / Misclick Traffic | Add to Master Negative Domain List |
| Low Volume (< £10 spend / month) | Insufficient Statistical Signal | Maintain on observation watchlist |
Frequently asked questions#
What is the Microsoft Syndicated Search Network?
It is a network of third-party search engines and partner websites (such as DuckDuckGo, Ecosia, and toolbars) powered by Bing search advertising.
How do I see which partner websites are spending my budget?
Run a Website URL (Publisher) report under the Reports tab to view impressions, spend, and conversion metrics by publisher domain.
Can I target ONLY Bing and Yahoo and exclude all syndicated partners?
Yes, in Campaign Settings under Network Distribution, select 'Bing, AOL, and Yahoo websites only' to completely exclude syndicated partners.
How many website exclusions can I add in Microsoft Ads?
You can add up to 2,500 website exclusions per campaign or ad group, and use shared account exclusion lists.
Do website exclusions block display ads on MSN as well?
Website exclusions apply across both search partner domains and Microsoft Audience Network display placements.
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