All Bing Ads advertisers worldwide can now use Expanded Text Ads through the Bing Ads Web interface, Bing Ads Editor, as well as Bing Ads API, to begin creating more compelling ads using this new ad format.
The new mobile-optimized ads work seamlessly on mobile, tablet and desktop devices, giving advertisers an easier way to create more compelling calls to action for consumers and drive higher conversions to their business.
With this ad format, advertisers can also add an additional ad title, longer text and customizable paths to better grab customers' attention as the format provide more ad space.
The ad format was in pilot since August this year.
Bing advising advertisers say "keep running both standard text ads and ETAs in parallel during the initial test phase to compare creative performance. And, for finiding out best return on ad spend using new ad format, do the following: "reuse existing campaigns and ad groups so that current ad extensions continue to be associated and served with new ad format," and "run variations of ETAs to test multiple call to actions," and finally see what worked with standard text ads, as well as take advantage of additional ad copy when optimizing ETAs."
For a more comprehensive walkthrough, visit Bing Ads Help to read our frequently asked questions and also learn more about what makes an affective ad.
Additionally, from the Bing Ads Web interface or using Bing Ads Editor, "advertisers can directly import their Google AdWords ETAs and optimize them in Bing Ads."
ETAs in bulk can be managed by using Bing Ads Editor to "sync campaigns and accounts, make changes or additions offline and update revisions with one click."
In addition, third-party campaign management platforms Marin Software , Kenshoo , Adobe Media Optimizer, intelliAd and Rakuten Marketing all now support expanded text ads. Remaining partners will soon add compatibility to ETAs.
On sunsetting of standard text ads and destination URLs, Bing notes that advertisers can create and edit standard text ads using destination URLs until the first quarter of 2017.