As Predicted, Bing Will Also Have Expanded Ads Soon
- PPC/SEM |
When Google Adwords, implemented expanded ads in late July (sooner than I expected), I said Bing would one day do the same. Well, they announced their own version of expanded ads.
Bing currently uses a 25-71 structure for the headline and one description line. Expanded ads will be 60-80 with the headline split into two lines just like Adwords. Also like Adwords, the display URL will be extracted from the final URL.
No exact date on when this will happen, although I've seen mentioned by the end of summer which would mean by the end of September, just two weeks away. This is also sooner than I expected Bing would follow Google's lead.
This does not mean that current ads will be obsolete and not be served. Adwords for instance will allow creating and editing the older-style ads until 26 October. How long until they do not serve them anymore is unknown but my guess is by then end of next year, if not sooner and Bing will surely do so soon after.
As for Adwords expanded ads running for a little more than a month now, I have not seen increases in CTR, certainly not the 20% suggested. Some campaigns yes and in a few cases by that much and more but not when taken overall. But I already had good ads and I may be the outlier since this is what I do. Conversion rates on those ads however are up almost 10%.
Bing currently uses a 25-71 structure for the headline and one description line. Expanded ads will be 60-80 with the headline split into two lines just like Adwords. Also like Adwords, the display URL will be extracted from the final URL.
No exact date on when this will happen, although I've seen mentioned by the end of summer which would mean by the end of September, just two weeks away. This is also sooner than I expected Bing would follow Google's lead.
This does not mean that current ads will be obsolete and not be served. Adwords for instance will allow creating and editing the older-style ads until 26 October. How long until they do not serve them anymore is unknown but my guess is by then end of next year, if not sooner and Bing will surely do so soon after.
As for Adwords expanded ads running for a little more than a month now, I have not seen increases in CTR, certainly not the 20% suggested. Some campaigns yes and in a few cases by that much and more but not when taken overall. But I already had good ads and I may be the outlier since this is what I do. Conversion rates on those ads however are up almost 10%.