If you’ve been wanting to promote your social channels in your search ads, you may be in luck, as Bing Ads is testing Social Extensions to help businesses do just that.
In a blog post announcing the beta, the program manager for Bing Ads Platform, Aurea Astro said, “Businesses today spend a lot of time and resources to engage customers on social media and use paid search to drive traffic. Bing Ads team believes it’s time to build a bridge between two.”
Under this test, the Social Extensions will appear under the ad copy of text ads and can be used to link right to any advertisers’ Facebook, Twitter, Instagram or Tumblr accounts. Each of the network’s icons will appear next to each link. These links can even include a hashtag as well. By clicking on any of those links, a user will be taken to the advertisers profile on that respective network.
If this Social Extension test goes well, this could be a great thing for brands and businesses that are active on social, and could be just one more way to direct users to their channels. There are those advertisers who have used sitelinks for this purpose, but aren’t as consistent as how these Social Extensions are looking to be.
As usual, with tests like this, there could be negative results that begin to show themselves along with the positive ones. Social Extensions could muddy the measurement and attribution waters. Because of this, advertisers may want to think about if they want to do this before they act. But since social is becoming an important and growing channel for customer service, it may end up being a no-brainer for those businesses with a booming social channel. We can easily imagine how businesses would want to highlight their social channels, giving customers a way to quickly connect on the network of their choice with a single search.
Right now, the test is running in the US, and if you’re interested in taking part in the beta, reach out to a Bing Ads rep. Bing Ads is requesting feedback on this feature on its own social channels, so let them know what you think about it, and if you’d like to see the feature roll out more broadly.