Bing Featuring Black Friday Flyer Ads On Some Retailer Brand Terms

Ads featuring Black Friday promotional flyers are being showcased at the top of Bing search results for retailers such as Macy’s, Home Depot and Walmart this week.

The ads all link to flyers hosted on Flipp.com. The SEM Post first spotted these ads on desktop search results. I wasn’t able to see them on desktop, but I did see them on mobile results, such as the one above for Macy’s. Below is a desktop version that The SEM Post found.

The ads feature a thumbnail of the flyer in the upper-right corner, and then individual items in a “Top deals” carousel below. Clicking on any of the images brings up the flyer on Flipp.com. Unfortunately, all of the product images link to the opening page of the flyer, rather than to the item itself.

Below is a screenshot of the mobile experience in the Bing app after clicking through to the Flipp.com flyer and selecting an item. The Bing branding remains constant at the top while navigating the flyer. After viewing more product details, users can click through to the product page on the retailer’s site to order.

The nature of the partnership between Bing Ads and Flipp isn’t clear. We’ve reached out to Microsoft for comment and will update here if we get more details. For now, it seems to be a test in the US, though some users report not seeing these ads at all on mobile or desktop.