Bing Begin Piloting New Ad Format 'App Install Ads' for US Advertisers

Built an app? Want people to install it? Drive engagement with your app with the new App Install Ads, currently in pilot for all US advertisers.

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Bing Ads has now begun piloting a new ad format called App Install Ads for all advertisers in the United States, for driving app installs.

Using App Install Ads, advertisers can drive customers to their app store Apple iTunes Store or Google Play Store directly, and eliminates the "extra time, navigation, and clicks" they would otherwise need to take from your website, bing explains. Best of all, these new ads come with smart targeting.

They automatically detect the user's mobile device and operating system, sending customers to the corresponding app store. Advertisers can also check the effectiveness by setting up easy conversion tracking supported through third-party certified partners.

Bing notes, that similar to other ad formats in Bing Ads, "you'll find App Install Ads when you select the ad type for the campaign you want to run. "

Here is what you need to know, before installing app install ads: "there is no display URL. all clicks direct to store download page," "customers enabled with Upgraded URLs can start these ads," "only available for Apple & Google apps. Windows or Windows phone not supported yet," "available in API and for bulk upload. Not available in BAE," writes Bings ads team.

Those interested in getting early access to the pilot, should contact your account team to sign up.

App Install Ads in Bing Ads

Shown App Install Ads in Bing Ads.

December is the last stretch in holiday advertising and the most crucial, to help advertiser Bing Ads has published a holiday spending guide for retailers Increase your ad budget in December.

Bing said, keep in mind, desktop browsing tends to happen at the beginning of the work week3 so set your bids to take advantage of these searches.

  • At the end of November, Cyber Monday kicks off a three-day streak of huge desktop search and ecommerce spending.
  • December 11th (two weeks before Christmas) is the fourth highest ecommerce spending day.
  • Invest in PC/tablet ads for the first half of December when the top PC/tablet search days are happening on the Bing Network, writes bing.

You can the Bing Holiday Planning Calendar to learn more strategies for December under this post:

Additionally, you can also download Bing Ads 2016 Insights Presentation.

Update 11/16: The Bing Partner Program has expanded to partners in the United States, select customers in Australia, Singapore and India, and will soon be extended to Canada, Brazil and 14 European markets.

The program recognizes qualified partners who are committed to providing the highest quality of service, technology and expertise to clients and have an in-depth understanding of search advertising. Today, it also now includes top partners, who have proven themselves as "Elite Partners" by committing to Bing and their clients.

Elite are those who have higher certification, volume and engagement requirements, and work closely with Bing to shape the roadmap and "receive access to exclusive events, in-person trainings, dedicated account management, and deeper engagements with Bing's engineering teams," writes Bing. They additionally also get access to industry research, consumer trends, vertical insights, and co-marketing investment.

Bing notes, benefits to Elite may vary as per their geographical region, as they ensure to deliver most locally-relevant experience to partners.

Here is how to become a qualify partners, Bing explain, "when aspirants meet specific criteria with requirements on training, Bing Ads accreditation and business volume," they would then"receive extensive benefits including training, access to latest Bing and Microsoft technology and APIs, marketing support, recognition with a Partner Program badge and visibility in Partner Directory," bing wites.