It’s official, Expanded Text Ads (ETA) are coming to Bing Ads! Expanded Text Ads are designed to take advantage of all the real estate on the Bing search result pages and 60 million searchers found only on the Bing Network. With Expanded Text Ads on the Bing Network, it will support the trend of providing an improved text ad experience that provides more information to the customer about their objective.
For advertisers, this means more clicks, increased click-through-rates, and more customer traffic to your website.
According to Bing Ads, they are going to present ETA support for all advertiser accounts in December of 2016. They are being piloted amongst a very small group of advertisers elected to be beta testers. WordStream was lucky to get several accounts whitelisted for this feature, so they are in the process of setting our ads up right now.
This new mobile optimized ad format gives a greater control over its ad text to create a more convincing call to actions for consumers and drives higher conversions to business. It works flawlessly on mobile, tablet and desktop devices so users can focus more on crafting its longer ad copy and optimizing their ad text to engage with their customers before they click your Ads.
Unlike Google’s ETA pilot (which didn’t offer full interface access at first, let alone support through AdWords Editor), the Bing Ads iteration is significantly more buttoned-up. They’ve already built ETA-creation tools into the Bing Ads interface, as well as Bing Ads Editor. At this point, it seems like they’re just testing out the kinks before releasing it to a more widespread audience.
When AdWords announced it was moving to the ETA model, many advertisers panicked that this import function would no longer work and they’d be stuck creating two ad sets evermore. Of course, this could be a serious restriction on using Bing Ads, so the team has been quick to address this problem.
Upon the release of Bing ETAs, they’ve promised that import tool will be up-to-date and ready to pull in Google ETAs.
You can read the full announcement here.