Display to Search

Display to Search (D2S) /2 Clicks Guidelines

This document outlines the specific requirements & guidelines for the use of the Search API and/ or Search URL licensed to you by CodeFuel as a D2S implementation. These requirements & guidelines do not replace or derogate from any of your obligations in the agreement you signed with CodeFuel; but are intended to provide guidance as to what you can do and how to correctly implement D2S implementation into your website.

The Publisher’s Compliance Guidelines* dated December 2, 2014 and the API Guidelines*, where applicable to you, are an integral part of this document. If you have any questions regarding any of these Guidelines, please contact your account manager at CodeFuel. These guidelines are not an exhaustive list and CodeFuel is entitled to use its discretion when evaluating your website/ application and may replace/edit/expand the guidelines at any time. For further information on how to integrate your product with CodeFuel please reference the corresponding integration guidelines provided by your account manager.

*please contact your account manager at CodeFuel for these documents.

What does D2S refer to?

D2S Paid Search implementation (known also as 2-clicks implementation) refers to ad unit(s) containing search term/s or keyword suggestions (the “Ad Unit” or the “Ad”) that result in displaying a search engine results page (the “SERP”) when a keyword suggestion is clicked. In the D2S Paid Search implementation, a user must click on the keyword suggestion to be then presented on the subsequent SERP featuring paid search ads – the SERP may also display non-sponsored algorithmic results (“algo results”) triggered as a result of the initial user click.

Content and targeted categories/topics (aka “verticals”)

  1. Prohibited content: see Bing editorial guidelines.
    Please note that the following topics comprise highly restrictive conditions: financial services, gambling, pharmacy and health care products (please see the restrictions on health related keywords in the behavioral targeting section below).
  2. When dealing with the following categories, please approach your account manager at CodeFuel and provide required information. Please note, these categories can be subject to specific requirements: Finance, Mortgage, Online credit cards, Insurance, Brokerage/investing, Education and Loans
  3. Here are few examples of categories that are more likely to be approved (the list may change from time to time): Cars, Shopping, Travel (flights/car rental/hotels etc…), Food, Services, Real Estate, Technology, Home/Gardening improvements.
  4. Pages with sensitive, mature or controversial topics shall not receive D2S matching. This may include, but is not limited to: sensitive tragedy, disaster, death or high-profile news event.
  5. The publisher’s ad unit must be directly related to the content of the web page, and/ or to the site’s topic, category (e.g.: eCommerce, travel) and/or to user actions on a site, previous activity on site, language/ geo on which the ad will appear.

Ad unit terms, labeling, marks and SERP best practices

All types of Ad units, including their design, must be pre – approved by CodeFuel.

There are 2 types of Ads that can be implemented:

  1. A typical web display banner.

    Please note: Is it prohibited to use the terms such as: “look for” or “find” in the ad creative. The only term which is allowed is: “search for“.  Therefore, “Search for flights to Rome” would likely be accepted, however “look for flights to Rome” or “find flights to Rome” is not allowed.

  2. “Related Searches Ad,” which refers to blocks of ads within the sites’ page.


    • In both cases, clicking on any of the Ad types must lead the user to a dedicated custom SERP which query at least 5 paid results.
      1. The custom SERP must comply with the API guidelines regarding custom SERP.
      2. Paid results within a custom SERP must be labeled in accordance with the API guidelines regarding custom SERP.
      3. All legal links (Privacy Policy, About Us, EULA/ Terms of Use, Contact Information) should appear on the custom SERP as well.
    • The Keywords on the Ad unit must NOT be generic, and must be as detailed and diverse as possible and refer to the type of the action, destination, purpose. For example: “Search for music concert tickets in LA” would likely to be approved, however, “search for tickets” would not be approved.
    • The search term must appear in the ad creative in bold, and it must be clear that a search would occur.
    • Each ad unit must be labeled and formatted to clearly indicate to a user that he/ she is performing a search (note that the label should match the creative content – single or plural should be used accordingly).
      a) If the Web Search Provider is Bing, either one of the the following labels are acceptable: “Related listings from our sponsors”, “Related search topics”, “Top recommendations for you”, “Related Ads recommended for you”, “Related Ad Topics”, (the following labeling may be approved, subject to additional review: “Explore more Topics”, “Promoted links”)
    • If the campaign is not in English, the Ad’s content must be localized to the relevant language.

Using images within the ad unit

  1. Images may be placed next to keyword suggestions, if the image is:
    • Directly related to the keyword topic or theme.
    • Accompanied by a clear, easily readable keyword label.
    • Not infringing third party rights (copyright).
    • Not exceeding 200×200 pixels (PC), unless expressly approved otherwise in writing by CodeFuel.
    • Meeting CodeFuel’s guidelines and Microsoft’s policies.
    • Not infringing third party rights.
  2. Adding images to the Ad Unit must also be submitted to and approved by CodeFuel.

General Do’s and Don’ts

    1. Do not use the Web Search Provider’s brand/ logo in any ad unit. (For example, the following text is not allowed in a D2S ad unit : “Search for hotels in Rome with Bing”) .
    2. If the ad unit will be shown in an interface other than on the webpage itself (for example a sliding window/ overlay/bubble), subject to CodeFuel prior approval, it must include:a) Clear and simple ability for the user to close the interface (in some cases an “X” button will suffice. In other cases, a close button will be required), and;
      b) A “What is this Ad?” indication such as a question mark icon “?”, that upon a user hovering over it, displays an explanation on why the user sees that Ad.
      Please note that the requirements mentioned in sections (a) and (b) above are not mandatory if the ad unit is shown as a banner.
    3. “White” spaces must not be clickable on the D2S ad creative.
      All the text in the ad creative/ images must be clickable (linkable to the SERP).
    4. The ad unit must be distinguishable from internal navigational links and primary page content (UI and UX – thick border/ distinguished color from the site colors). For additional info – see the API Guidelines.
    5. The ad unit must match the exact keyword sent as the search query (e.g. if the ad creative contains 2 suggested topics: “cheap hotels in Rome”, and “hotels near Rome airport”, then clicking on the first topic, must result in a SERP with the same term).
    6. The ad unit must not appear as part of an interstitial.
    7. If your sources display inventory from ad networks, they must provide a few examples of these sources to CodeFuel. This includes the company and domain from where you are buying the display ad inventory.


Methodology / technology used to select the keywords

Provided that CodeFuel approved the use of behavioral targeting by your website/ app, then you must at the very least comply with the following: If you are engaging in behavioral targeting (for example by using cookies) you should include an icon on your ad – explaining the users about your data collection practices and provide them with an ability to opt – out of such targeting. Opting- out does not block ads but only opt-out from the targeting (meaning ads may be less relevant to user activity).
Please note: you may NOT use behavioral targeting or retargeting for health related keywords.

Website information that should be made available to the user

  1. The website in which the D2S campaign appears must include the following information:a) Privacy policy, about us, contact information (Company physical address, e-mail and phone number)
    b) In case the source of your website traffic is related to downloadable products (e.g. extension), then also include terms of use.
    c) If the campaign is not in English, the text of the above information must be localized to the relevant language.

Towards completion of the review process:

Provide data

Please note that upon implementation you may be required to provide information related to your company and the implementation. This information includes (but is not limited to) the following:

a) Keywords selected per category
b) Please specify if you own and operate the keyword selection technology/methodology (if not – specify who owns it and whether you have a direct relationship with the owner of the keyword selection technology/methodology).
c) Specify the following information regarding your keyword selection technology:

  1. Category/ vertical list
  2. Which keywords are targeted (per category)
  3. Explanation about the technology and its ability to:
    • Filter keywords, cap campaigns, cap RPM/ eCPM
    • Support any of the following: (a) related to content (b), behavioral targeting (c) both; if other – please specify
    1. Ad server information: Domain/URL, registar and any other useful information

Select your websites

To approve your implementation, CodeFuel also needs to approve any website that the D2S campaign will appear on. Please specify which of these websites are owned and operated by you, and with which sites you have direct partnership (and are not owned and operated by you). For any questions, please contact your Account Manager at CodeFuel.


The following are not mandatory requirements, however, it can help us in the approval process: Each D2S publisher should maintain a website containing the following corporate information:

  1. Affiliated companies, previous company names
  2. Management team names
  3. Current partners list (for example – media houses you may work with)