Bing Ads opens pilot access for Expanded Text Ads

Shortly after Google formally announced Expanded Text Ads would be coming to AdWords, Bing said it would add support for the new longer text ad format. On Tuesday, Bing Ads began accepting advertisers into a pilot for ETAs.

To get into the test, you’ll need to provide contact information and customer IDs in an application form. Bing Ads is also surveying advertisers about whether they “have any concerns or open questions with Expanded Text Ads.”

According to the application notes, it may take up to a week to get ETAs activated in your account after signing up.

“Customers with pilot access will be able to sync AdWords campaigns using Expanded Text Ads to Bing Ads using Google Import in addition to manag[ing] Expanded Text Ads using Bing Ads Web UI and Bing Ads Editor and Bing Ads API,” explains Jamie Chung, Bing Ads program manager, in the pilot announcement.

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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, Marketing Land 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.