Bing Intros Unique Landing Pages By Match Type

Oct 26, 2012 at 1:27pm ET by Pamela Parker

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.

Related Topics: Channel: SEM | Microsoft: Bing Ads

About The Author: Pamela Parker is a contributing editor for Search Engine Land and Executive Features Editor at Marketing Land. She’s a well-respected authority on digital marketing, having reported and written on the subject since 1998, including a stint as managing editor of ClickZ. She’s also worked to help monetize independent publishers’ sites at Federated Media Publishing. She blogs about media and marketing at The River and about cooking, gardening and parenthood at Free Range. She can be found on Twitter as @pamelaparker. See more articles by Pamela Parker

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The separation of match types is a more advanced tactic used for campaigns. There is much more time involved in doing so, but after it is all said and done works well. A tad mixed on what the Bing is providing. It appears from what you are saying, that Bing is going to notify you when a match type has been enabled based on the search results your ad appears for. Would this be correct? This would explain the 12 hour wait time before a suggested match type is provided. Will definitely need to dig into this one.