Back in August of 2015, Bing Ads for all non-US markets had deprecated Content Ads — on Thursday, the team announced of sunsetting the Content Network along with Content Ads on June 30th, 2017, for all the US market audience.
Bing said, this move to deprecate is part of their effort to optimize supply and deliver great ROI for advertisers and is due to low traffic for Content Network in the US market. "Content ads for US customers serve only in Windows Media and Windows Apps."
While the Content Network and Content Ads will be deprecated on June 30th, through July 30th, customers will experience the following:
- Content ads creation as an option in Bing Ads UI will stop the ability to create ad groups with a content distribution or update ad groups' content distribution based information, after July 30th. And, there will be no content distribution option as well, when creating or editing ad groups.
- Bing Ads Editor: When syncing account changes, customers can try to create a search + content ad group, but it will be saved as a search ad group. If customers try to create a content only ad group or update content ads distribution information, an error will be shown. In later BAE versions, the option to make these changes will be removed completely.
- API: When trying to add a new search + content ad group, it will save it as a search ad group. If you try to add a content ad group an error will be shown. If you try to update content ads based information an error will be shown.
- Google Import: If you import a Search and Display campaign from AdWords, the ad group distribution will be changed to Search in Bing Ads. If you try to import a Display campaign from Adwords, it will not be imported, since Bing Ads does not have Display Advertising.
After July 30th:
In the next few months, all current search + content ad groups will automatically transform into search ad groups. And, for customers with content only ad groups, "those will automatically become paused search ad groups," says bing.