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Bing Ads Announces Support for Expanded Text Ads

By June 8, 2016 June 26th, 2019 No Comments

Google is already testing it and Bing has now announced that they will begin supporting Expanded Text Ads (ETAs). It will be rolled out in the next few months. Now as an advertiser, if you advertise on Google and Bing, you will no longer have to switch between the old and new scenario of text ads in the near future.

Benefits for Bing Ads Advertisers

You can import easily from Google AdWords and transfer your meticulously created ETAs between the two popular advertising systems. This offers two main benefits:

  • Get started with Bing Ads ETAs quickly
  • Save your valuable time

Bing Ads also promises that you will now be able to get higher quality support within its Desktop Editor and API.

Key Changes

Once it rolls out, you will notice that the ads will be expanded to 60-80 character format in place of the earlier 25-71 character format. The headlines will be two 30-character and single 80-character in case of ad text.

Display URL (Path) will give you options for including 2 descriptive words after the domain.

Preparing for the ETAs Support

Bing has given the following instructions to advertisers to prepare for the roll out:

  • Use Upgraded URLs for streamlining Expanded Text Ads adoption.
  • Contacting Bing Ads account manager.
  • Getting help from your search engine marketing agency to optimise your ad copies.

According to Bing Ads, they are in contact with API partners and tool providers and ETAs will be fully supported within a few months. ETA imports will also be supported by the Import From AdWords feature. Many Bind Ads advertisers are also using Google AdWords, and this move will further enhance compatibility. The move will enhance text ad experience delivering deeper information about your destination. This will translate into more:

  • CTRs
  • Clicks
  • Web traffic

If you Don’t Know Expanded Text Ads

ETAs are help in making the most of the real estate on Bing SERPs and Bing Network’s 60 million searchers. It is a new, mobile optimised ad format that provides better control over your ad text. This means more compelling CTAs and higher conversions. It is compatible with desktop and mobile devices including tablets.  You can optimise your ad text for better engagement before your customers click on your ads.

It is time you started preparing for the new support on Bing Ads. It is recommended to visit for more information and to get help from industry-leading SEM experts.