Bing Ads Editor version 11.9 is here with two new features: support for Enhanced Cost Per Click (eCPC) and exporting standard text ads in Expanded Text Ads format.
Enhanced Cost Per Click (eCPC), which was released in August last, by automatically adjusting bids in real time, helps in improving chances of increasing sales leads and conversions. It allows Bing Ads to "adjust bids by up to 30 percent higher for searchers who are more likely to convert," and "by up to 100 percent lower on searchers that are less likely to convert,' explains bing.
Some benefits of eCPS could include:
- An increase in campaign conversions
- A decrease in cost per acquisition
- An improved return on investment in Bing Ads
- How to enable Enhanced CPC
Enhanced CPC is now supported in Bing Ads Editor as well, and to enable eCPS for campaign in Bing Ads Editor, just select Enhanced CPC as the option for Bid strategy type. The bid strategy can be changed for ad groups and keywords if required.
Expanded Text Ads, a new, mobile-optimized ad format that provide more ad space to grab customers' attention, and help lead to higher conversion rates for business. Now to make it easier to advertiser to adopt Expanded Text Ads, Bing today, begin to allow to export standard text ads to Expanded Text Ads format.
To do this, simply select standard text ads to export from the grid, and then click Export as Expanded Text Ads within the Export as drop-down menu. Once done, you can then make any necessary changes and import them back as Expanded Text Ads.
Bing notes, that advertisers must,
- add Title Part 2 in the exported file, which is a mandatory field for Expanded Text Ads.
- Path 1 and Path 2 are optional.
- Ad text can have up to 80 characters.
For more details on eCPC, see this Help page, and for detailed steps on how to export standard text ads to Expanded Text Ads format, make necessary changes and then import them back as Expanded Text Ads, check out this Help page.
Bing is also providing advertisers a new e-book, entitled "Braving Digital Transformation," for customer insights.
"Braving Digital Transformation," a new e-book from Bing Ads, provides insights on how businesses can keep pace with technological advancements and embrace new methods of engaging, acquiring and retaining customers in an era when consumers are equipped with multiple devices.
"Hopefully, after you've consumed these 24 pages, you'll reevaluate your thinking on a few fronts and ultimately build more sustainable and profitable customer relationships," writes Andrew Gaffney "Find a model you can apply to your strategy to start your own transformation today!"
Check out the e-book here.