If you’re a Bing Ads advertiser, you may want to hear this. You have about 10 months to est running standard text ad (STAs) against the new, longer expanded text ad (ETA) format before STAs finally shut down. In an announcement, Bing Ads said that it will no longer support STA creation or editing as of July 31, 2017.
Even though standard text ads will remain running, advertisers aren’t going to be able to make any changes, including to landing page URLs.
In March, new options were added to Bing Ads, allowing users to convert standard text ads to expanded text ads in the UI and in Editor. Advertisers will be able to import the ETAs they’re using in AdWords.
In addition to tips for ETAs, such as to start with the best-performing STA copy when creating new ETAs, Bing Ads also suggests these tips:
- Review ad extensions to ensure that they have fresh, differentiated content from expanded headlines.
- Include the brand name in the headline for trust.
- Write clear, specific offers. For example, rather than “big discounts,” specify an exact percentage, such as “50% off.”