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)


This Display-to-Search Policy applies to all Display-to-Search Implementations (as defined below) distributed by Publisher in connection with the Agreement. Unless otherwise defined herein, all capitalized terms have the meaning given in the Agreement and the 2-Click Policy. For the avoidance of doubt, other search provider Policies may also apply to the Display-to-Search Implementations governed by this policy.

  1. Display-to-Search Implementations. “Display-to-Search” (or “D2S”) Implementations refer to a type of 2- Click Implementation, in which a keyword suggestion module is incorporated into a display ad unit (i.e., the “ad copy”) that resolves, in accordance with search provider’s instruction, to a 2-Click SERP or a Landing Page (as such terms are defined in the 2-Click Policy and, which, for clarity, may include Publisher owned-andoperated websites and third party owned-and-operated websites.). Display-to-Search Implementations are only available for distribution by Publisher (and not Publisher’s Syndication Partners, if any), and only on websites and through traffic sources approved by search provider.
  2. Implementation Requirements. Display-to-Search Implementations must comply with the following requirements: 
    1. Display-to-Search Implementations are a form of 2-Click Implementation, and are additionally subject to (and must comply with) the 2-Click Policy. 
    2. Display-to-Search Implementations must be directly managed by Publisher or Publisher’s D2S Agency (as defined in Section 3 below). For the avoidance of doubt, third parties are expressly prohibited from managing, controlling, funding, or distributing Publisher’s Display-to-Search Implementations. 
    3. The image-accompanied keyword suggestion module for Display-to-Search Implementations must comply with the following requirements:
      1. The image must be directly related to the keyword topic or theme. 
      2. The image must be accompanied by a clear, easily readable keyword label. 
      3. The image may not exceed 300×250 pixels (for PCs).
      4. The use of the image must not infringe upon third party rights.
  1. The ad copy in each 2-Click Creative (as such term is defined in the 2-Click Policy) must:
    1. prominently feature a keyword, which is to be used as the search Query upon a user’s click on the 2-Click Creative.
    2. use “search for <keyword>” or one of the Equivalent Search Labels (as set forth in the 2-Click Policy) in relation to the keyword that is to be used as the search Query. 
  2. The 2-Click Creative must not contain or include misleading language, or otherwise misrepresent the 2-Click SERP or Landing Page (e.g., a 2-Click Creative for fishing would be misleading if a click on such ad copy resolved to a Landing Page about sports cars). 
  3. The Query sent to search provider must match the exact keyword suggestion in the 2-Click Creative. The keyword displayed to the user on the 2-Click SERP or Landing Page as the keyword for which the search was performed must exactly match the Query sent to search provider.
  4. 2-Click Creatives must not display or include Paid Search Results.
  1. Targeting, Distribution, and Traffic Requirements.
  1. The targeting parameters (including, without limitation, location-based targeting parameters) chosen for, or used in connection with, each 2-Click Creative must be directly related and relevant to the featured Query in the 2-Click Creative. Upon request by search provider, Publisher must (and, if applicable, must ensure that its D2S Agencies) cease the use of one or more targeting parameters for Display-to- Search Implementations. 
  2. Publisher may designate a commercially reasonable number of D2S Agencies, as determined by and approved by search provider, to manage its Display-to-Search Implementations; provided, however, that Publisher remains fully responsible for the acts or omissions of such D2S Agencies. search provider may, at any time, restrict or revoke Publisher’s right to use D2S Agencies due to quality or compliance issues.
    1. A “D2S Agency” refers to a marketing agency that is pre-approved by search provider, in its sole discretion, to purchase display ads from a display ad network for Display-to-Search Implementations. 
    2. A D2S Agency must, at all times, satisfy all of the following requirements:
      1. maintain at least five (5) full-time employees.  
      2. maintain business operations in (a) the United States or (b) the United Kingdom or (c) at least two of the following territories: Canada, Germany, France, Italy, Spain, Hong Kong, Taiwan, Australia, Brazil, and India.
      3. comply with the ad buying policies of the applicable display ad network. 
      4. have and maintain a valid contract with Publisher, pursuant to which such marketing agency is contractually obligated to comply with all ad buying policies of the respective search ad network and the search provider Policies.
  3. Publisher (and, if applicable, its D2S Agencies) may only purchase inventory from display ad platforms and networks pre-approved by search provider. The current list of approved display ad platforms and networks consists of: Google (GDN), ONE by AOL, and Outbrain.
  4. All Display-to-Search Implementations (including the 2-Click Creative itself) must comply with the policies and guidelines of the applicable display ad platform or network used in connection with the Display-to-Search Implementations. 
  5. Publisher (and, if applicable, its D2S Agencies) must maintain controls that detect and manage out suspicious traffic that leads, or could lead, to either advertiser escalations or fraudulent activity.