Let's start with example:
I asked John, when Bill is coming back from London?
and another one:
Jane asks, where is her cellphone?
Why in the first sentence direct word order sounds better, while in the later - reversed w/o is in place.
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Punctuation is key in these sentences. You can either write what someone asked literally (direct speech), or you can describe it (reported speech).
If you use direct speech, you do not reverse the word order:
I asked John, "When is Bill coming back from London?"
Jane asks, "Where is my cell phone?"
If you use reported speech, you do use inversion. Notice that you do not need a question mark either. The sentence is a statement, even if you state that a question was asked:
I asked John when Bill was coming back from London.
Jane asks where her cell phone is.