Bing Ads to support Expanded Text Ads: Shows new ads creator UI

Bing is embracing Expanded Text Ads, the longer text ad format that Google is currently testing and plans to roll out in the coming months.

On its quarterly API call, Bing Ads program managers announced Tuesday that it will be supporting ETAs, which means advertisers that advertise on both Bing and Google won’t have to straddle the new and old world of text ads for long. Instead of a 25- to 71-character format on Bing, ads will expand to a 60- to 80-character format with two 30-character headlines and 80 characters for ad text. The Path (aka display URL) has options to include two descriptive words in a sub-directory-like format after the domain. Here’s a look at what the ad creation interface will look like with ETAs in Bing Ads.

Bing Ads says it is working with tool providers and API partners to ensure they will be ready to fully support ETAs by the end of the summer. The Bing Ads web UI and Editor will have ETA support later this summer, and the Import From AdWords functionality will support ETA imports as well. Advertisers with Bing Ads account management can contact their reps about gaining early pilot access.

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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.