Expanded text Ads is the new ad format released by Bing Ads. This new mobile-optimized as format provides more as space using additional ad title, longer text and customizable paths. This new presentation can easily grab the customers’ attention, which is a very good reason for marketers to celebrate.
Optimizing Expanded Text Ads
Bing strongly recommends running standard text ads and Expanded Text Ads in parallel to each other. Their reason being marketers can test both formats at the same time and give insights for optimizing your message in the new format.
Advertisers have found the highest ROI using Expanded Text Ads by doing the following:
- Reuse Existing campaigns and ad groups so that the current ad extensions continue to be associated and served with the Expanded Text Ads.
- Experimenting with multiple call-to-actions when running multiple variations of Expanded Text Ads.
- Using strong points that worked with standard text ads then utilizing the expanded ad copy when optimizing Expanded text Ads.
Setting Up Your Expanded Text Ads
Import Expanded Text Ads from Google Adwords
Go to Bing Ads Web Interface or Bing Ads Editor, directly import your campaigns with Expanded Text Ads from your Google AdWords account.
Use Bing Ads Editor to sync campaigns and accounts, make changes or additions offline and update revisions —all in one click.
Integrate Existing Search Engine Marketing Tools Seamlessly
Bing also announced that they are continuously working with the leading technology partners in the industry to ensure that advertisers can properly take advantage of their new Expanded Text Ads. Companies such as Marin Software, Kenshoo , Adobe Media Optimizer, intelliAd and Rakuten Marketing will have launch day support for Expanded Text Ads in their campaign management platforms.
Bing Ads management also promises a smooth transition and reports early signs of success:
“Our teams and global partners are committed to ensuring that the transition to this new ad format is as easy and as smooth as possible for all our advertisers. Speak with your search engine marketing (SEM) tool provider or your agency to understand their Expanded Text Ads strategy. Through optimizing ad copy, early adopters of Expanded Text Ads have already seen increased click-through rates when compared to standard text ads.”
What are your thoughts on this new expanded text ads?