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Bing Expanded Text Ads Rolling Out

  • Posted by Michal W
  • On September 1, 2016
  • Bing, PPC, SEM,

Somewhat predictably, Bing Expanded Text Ads (ETAs) have been launched in Beta – following on from the recent launch of Google AdWords’ Expanded Text Ads. The Bing ETA pilot opened towards the end of August, with their intention to do so being announced back in June. As we detailed in a previous blog, Bing Ads is smaller than Google, which dominates the online advertising world. That said, they are still important route to market for many advertisers. They cater for a more specific (and often more lucrative) customer demographic. There are 60 million searchers that are only found on the Bing Network.
So when Google announced that it would be introducing Expanded Text Ads, Bing were quick to follow suit:

At Bing Ads we understand that a significant percentage of our advertisers also manage paid search campaigns in Google AdWords. This means compatibility between search advertising platforms is very important to our advertisers and to us. ” Jamie Chung, Program Manager

This will come as a huge relief to many advertisers who primarily advertise with Google Ads. Luckily, Bing allows advertisers to import from Google AdWords, saving time getting expanded text ads up and running on both platforms. This latest development proves to us their commitment to keeping up with AdWords and making life easier for its advertisers.

Bing Expanded Text Ads Explained

So, how will the new expanded text ads compare with the current Standard Text Ads on Bing?
bing expanded text ads

Expanded Text Ads is a new mobile-optimized ad format that enables your customers to craft longer ad copy and optimize their ad text to better engage with searchers before they click on their ads.” Jamie Chung, Bing

bing expanded text ads
The Display URL paths will not need to contain active breadcrumbs from the final URL. Capitalisation will be retained, however, as you can see from the examples from Bing below:
bing expanded text ads
If you’d be interested in learning more about the pilot scheme and would like to sign up for it, please get in touch with your Account Manager or give us a call on 020 7993 9853.
Learn more about the differences between Google AdWords and Microsoft Bing Ads here:
Google vs Bing Ads

  • Bing Ads
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