Following a successful trial run of expanded text ads, Bing is now making them available to all advertisers. Expanded text ads can be created using either the Bing Ads Web interface, Bing Ads Editor, and the Bing Ads API.
Bing’s expanded text ads, much like Google’s expanded text ads, give advertisers additional space and additional text to work with. This includes a longer title, more ad copy, and the ability to customize the path displayed in the destination URL. Expanded text ads are designed to be served on mobile, desktop, and tablet devices.
Bing’s standard text ads will continue to be available throughout the rest of 2016 and the first quarter of 2017, at which time company will sunset standard text ads in favor of expanded text ads.
Until Bing sunsets standard text ads, the company strongly encourages advertisers to keep running them. Standard text can be run at the same time as expanded text ads, so their will be no interruption to your campaign by running both ad types at the same time. This will also provide the opportunity to test standard text ads before they become the only option.
If you have already created expanded text ads in Google AdWords, you can import them in to Bing Ads. This can be done with the Google Import tool, the Bing Ads web interface, or Bing Ads editor.
Subscribe to SEJ
Get our weekly newsletter from SEJ's Founder Loren Baker about the latest news in the industry!