Bing Ads releases Expanded Text Ads globally

Advertisers can create new Expanded Text Ads in Bing Ads or import them from Google AdWords.

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After running Expanded Text Ads (ETAs) in beta beginning in late August, Bing Ads rolled out ETAs to all markets on Tuesday.

Advertisers can now set up and launch the longer text ad format in the web UI or the Bing Ads Editor or via the Bing Ads API. It’s also possible to import ETAs 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 ETAs in Bing Ads. Other management platforms are slated to have compatability 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. The 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.


Opinions expressed in this article are those of the guest author and not necessarily Search Engine Land. Staff authors are listed here.


About the author

Ginny Marvin
Contributor
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.

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