This past August, Bing had been testing out their extended text ads within a beta version. After much anticipation, Bing has finally released its ETA’s to all markets this past Tuesday. Users can now find the ETA option in the Bing Ads Editor or via the Bing Ads API.
Originally, standard text ads have allowed an ad title of 25 characters, ad text of 71 characters, and a URL with a maximum of 35 characters. With extended text ads, users now have:
• 2 Ad Titles of 30 characters each
• Ad Text up to 80 characters
• URL with no determined character count, although Bing might not run an ad with an excessively long URL.
Additionally, Bing can also pull extended text ads from the users Google AdWords account, in both the Bing Ads web interface and Bing Ads Editor. Bing ETAs will also receive support from the following third party platforms:
• Adobe Media Optimizer
• Marin Software
There are plans to include more platforms in the upcoming months.
Unlike Google AdWords, which plans to sunset standard ads and only offer ETAs, Bing has not made any decisions on whether or not they will keep standard ads. For now users can use either standard or extended text ads on Bing. It is recommended to use extended text ads alongside the standard ads, in order to test out variations of your calls to action, and see which one works better for you.