TL/DR? – you can import your longer ads from Google Ads to Bing Ads!
Bing has updated text ads to include a third headline and a second description in a move that will have Digital Account Managers everywhere rejoicing. Back in August, Google Ads did the same thing and it was widely welcomed – giving regular expanded text ads the same number of characters as Responsive Search Ads.
This move is great for those who are using Bing Ads – don’t forget, we recently published a really helpful article about finally cracking how to increase Bing Ads impressions. And great timing ahead of the Christmas madness. It will mean that expanded text ads can be directly imported from Google Ads to Bing – or indeed created from scratch in Bing Ads. If you’re able to get a handle on these in good time, you’ll be ahead of the competition on Bing. Make sure you have a strategy with your extra characters – hopefully you’re already using them on Google Ads, so this will be an easy exercise. However, if you’re new to all this extra wordage, make sure you’re making it all killer and no filler!
This should improve your ad engagement and it couldn’t come at a better time. Yes, there’s a bit of admin to do but it’ll pack a real punch in rankings if you’re able to get it done in time for the Christmas rush.
Summary:
- With this format, each of the headlines can be up to 30 characters long (up from 25) and the descriptions can each be as long as 90 characters (up from 80).
- The ad copy appears the order it which you write the headlines and descriptions.
- There is no new name for these longer ads expanded text ads, which were themselves a big change from standard text ads.
Further Reading:
