Bing Ads releases Expanded Text Ads globally

After running expanded text ads in beta beginning in late August, Bing Ads rolled out expanded text ads to all markets on Tuesday.

Advertisers can now set up and launch the longer text ad format in the web UI, Bing Ads Editor or via the Bing Ads API. It’s also possible to import expanded text ads from Google AdWords in the Bing Ads web interface or Bing Ads Editor.

Additionally, third-party platforms Marin Software, Kenshoo, Adobe Media Optimizer, intelliAd, and Rakuten Marketing all support expanded text ads (ETAs) in Bing Ads. Other management platforms are slated to have comparability soon.

Bing Ads has some recommendations to keep in mind when launching and testing ETAs that follow along similar lines as those from Google AdWords. Recommendations include running new ETAs alongside your existing standard text ads during initial test phases, taking advantage of ad extension setups,  and testing multiple calls to action and other variations of ETAs just as you do with standard ads.

About The Author

As Third Door Media’s paid media reporter, Ginny Marvin writes about paid online marketing topics including paid search, paid social, display and retargeting for Search Engine Land and Marketing Land. With more than 15 years of marketing experience, Ginny has held both in-house and agency management positions. She provides search marketing and demand generation advice for ecommerce companies and can be found on Twitter as @ginnymarvin.

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