The recent announcement from Google regarding the new extended text format for AdWords has raised a few questions about compatibility with Bing and the potential need to run ads in two separate formats.
Thankfully Bing has just announced that it will be supporting text ads in the new extended format and will have a UI upgrade over the next few months. Users will not only be able to import standard and extended text ads as before, they will also have the ability to create extended text ads in the Bing Ads interface once the upgrade has been released.
Instead of a 25- to 71-character format on Bing, ads will expand to a 60- to 80-character format with two 30-character headlines and 80 characters for ad text. The Path display URL has options to include two descriptive words in a sub-directory-like format after the domain.
Why should you care?
So, what is the difference between the existing format and the new extended format?
SureFire Search has been advocating the benefits of extending your paid search marketing to include Bing for some time and these change will continue to make it comparatively simple to do so.
These new, always mobile optimised ads will give you greater control over your ad text to create more compelling calls to action.
The new format will be even more important with the continued growth in mobile advertising. According to a recent PWC study, Mobile ads are forecasted to reach 49.4% of total internet ad revenue by 2020, up from 34.7% in 2015, and mobile video will go from $3.5 billion in 2015 to $13.3 billion in 2020, a 30.3% lift..
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Glenn is a Partner and Senior Consultant who has had a very successful career building growth companies in the private equity arena. He has a wealth of experience in both the digital space and strategy development. Prior to becoming a partner in SureFire Glenn built one of the largest digital teams in New Zealand for a NASDAQ listed global online marketing company & Google's largest premium partner.