Again following rival Google’s lead, Bing Advertising is introducing the capability to specify different landing pages depending on the match type chosen.
The idea is that the change will enable more effective bid management, tracking and changes (pausing and resuming) of keywords at the match type level. This is the latest announcement of efforts aimed at bringing Bing Advertising into line with what’s offered by the industry-standard AdWords product, making it easier for advertisers to simply import their AdWords campaigns into Bing.
Says Susan Waldes, client services manager at PPC Associates:
This specific change isn’t huge, but taken with all the other recent changes, the platform is becoming less onerous to manage and a much more attractive option for providing clients with significant incremental search traffic beyond AdWords, without having to weigh that potential gain against the tracking, management and optimization headaches historically associated with adCenter.
Previously, to assign specific URLs by match type, advertisers had to split each match type into a different campaign or ad group.
While Landing Page by Match Type is being enabled on an account in the online interface, the Campaigns tab will not be functional or accessible for up to 12 hours. Ads will continue to serve, however. Advertisers will receive notifications from Bing Advertising when the change will take place in their accounts.
The new functionality will be available both in the online interface and in the desktop client, Bing Ads Editor, version 8.3 or newer.