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‘Countdown Ad Customizers’ Highlights Sales & Events in Bing Expanded Text Ads

A new ad customizer feature that counts down to an upcoming sales or event on your search text ads, called “countdown,” launched by Bing Ads, automatically updates an expanded text ad as the event draws nearer.

Countdown customizers can be use in either part of the title, either path, and the ad text — and give customers greater incentive to click an ad, for example, “countdown can be use to draw attention to a sale ending,” see the picture below of an ad showing ski sale ending in just 11 hours:

…or to “promote an upcoming event,” the image below showing ad of an store event happening in 3 days:

bing ads countdown ad of a sale ending in 3 days

The countdowns can be added to expanded text ads with either Bing Ads on web, Bing Ads Editor, or through the Bing Ads API.

To add a countdown to an ad in Bing Ads Web UI, “just type a { (known as a left brace or a left curly bracket) wherever you want it to appear, then Select ‘Countdown’ from dropdown menu, and then fill in details,” bing ads explained.

Countdown can be created manually as well, either by typing directly in Create ad input boxes, by using a bulk upload spreadsheet, or by using Bing Ads Editor. Say, to highlight a online sale that ends Feb. 17, count down last 3 days of the sale, and pick 12:00 AM on February 17 as the countdown ends date/time and then enter 3 for countdown start.

Here’s an example ad showing when a countdown ad would run:

bing ads countdown ad example

Bing Ads notes, that when creating a countdown, take care of the following point:

  • Having a countdown in ads means that the ads won’t start running, until certain date and time, and would stop running once the date and time set is over.
  • After a countdown ends, the ad will stop running but it’ll retain the status Enabled. You can make the ad start running again by either:
  • Updating the ad’s countdown end date to a point in the future, or
  • Removing the ad’s countdown syntax entirely.
  • If all of the ads in an ad group uses countdowns, you will end up with having no ads running until it hits cetain date and time. So, to always have ads running, Bing recommend to keep at least one ad without a countdown in each ad group.
  • For more information, refer this help page.

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