Bing Ads Joins the Expanded Text Ads Train

Bing expanded text ads
Bing Ads

Bing has announced that they will start supporting expanded text ads (ETA) very soon and released a UI to show ads manager exactly how it would look like.

Clearly, the announcement is in line with recent developments in search engine marketing, coming on the heels of Google’s earlier announcement to start supporting expanded text ads.

Google tested the feature extensively with some advertisers and realized that there was a 20% increase in click-through rates once the new feature was applied.

Expanded text ads are designed to take advantage of the over half a trillion searches that happen on mobile phones. The expanded text ads are optimized to fit perfectly into the most popular smartphone screens.

Hence, it’s no surprise then that Bing modeled their expanded text ads with that of Google.

The increased texts will allow advertisers to display more information about their product. Advertisers can focus on optimizing their ads and engaging more with prospects before they click on their ads.

Apart from the increased click through rates advertisers will enjoy, prospects will be able to know more about their destination before clicking on an ad.

Here are the important changes advertisers should expect:

  1. Ad Title

The ad title currently has a restriction of 25 characters. However, the ad title will be increased to 60 characters once the new expanded text ads come into effect. The 60 characters ad title will be divided into two, separated by a hyphen.

Take a look at the screenshot below.

Bing text ads
Bing expanded text ads
  1. Ad Text

The text ad will be increased to 80 characters from 71 characters once the expanded text ads come into effect.

  1. Display URL

Currently, you can manually enter any display URL that you like. However, once the expanded text comes into effect, the display URL will be automatically generated by Google, from the final and customizable URL path.

Mobile URL

The new expanded text ads will no longer support separate mobile preferred ads. Advertisers will only be able to select a separate mobile URL. This means advertisers will lose the ability to customize a separate mobile advert. However, with the ability to bid separately on various devices coming soon, you can create a separate mobile campaign.

Seamless Integration with Adwords

Bing also announced that advertisers will be able to move ads seamlessly between their platform and Google Adwords’ platform to save ad managers time and allow them to get started faster.

The expanded text ad is expected to launch before the end of the summer this year (2016).

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