App Extensions Coming To Bing Ads

By Ginny Marvin

Published: November 7, 2014 at 11:39 am

Source: Microsoft

App extensions will be available to advertisers on Bing Ads starting next spring. Timed to coincide with the removal of explicit mobile OS targeting, app extensions will be targeted automatically to a user’s OS and device.

The extensions will feature an app’s icon and a call-to-action to download the app, as opposed to a click-to-download button.

Advertisers will be able to promote apps available for download on iOS, Android and Windows Phone devices.

This is the first foray into mobile app extensions for Bing Ads. It’s likely to just be the start, but Microsoft is behind in this area. Google AdWords already offers a similar app discovery extension as well as app re-engagement ads on search and YouTube, and both Facebook and Twitter offer app ads that have proven successful.

Bing does offer organic app linking from Bing’s search results to Windows or Windows Phone apps.

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Contributing authors are chosen for their expertise and work under the oversight of the editorial staff. Search Engine Land is owned by Semrush. The contributor was not asked to mention Semrush; the opinions expressed are their own.

About the author

Ginny Marvin

Ginny Marvin was Third Door Media’s former Editor-in-Chief (October 2018 to December 2020), running the day-to-day editorial operations across all publications and overseeing paid media coverage. Ginny Marvin wrote about paid digital advertising and analytics news and trends for Search Engine Land, MarTech and MarTech Today. With more than 15 years of marketing experience, Ginny has held both in-house and agency management positions. She can be found on Twitter as @ginnymarvin.