There were a number of folks who, on early Thursday, noticed that Bing Ads began supporting a third headline and a second description (ad text), who followed Google’s move to give regular expanded text ads the same number of characters as its responsive search ads.

In August, the optional third line and second description was added by Google for expanded text ads.  Now, advertisers can now import those same ads into Ads, or create new ones, which is great time, as it is just ahead of the holidays.

The latest version of Bing Ads Editor is already supporting the extra title and text lines.

With this competitive season here, folks who can execute these new longer ads will be able to get a leg up on their competition.

Here’s more detail on the changes:

  • With this format, each of the headlines can be up to 30 characters long (up from 25) and the descriptions can each be as long as 90 characters (up from 80).
  • The ad copy appears the order it which you write the headlines and descriptions.
  • There is no new name for these longer ads expanded text ads, which were themselves a big change from standard text ads.
  • appears to have been the first to spot this. Shout-outs to Steven JohnsAvinash MurthyShashikant Kore and Glen Eckett for alerting us to this update.

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