In 2016 Bing Ads followed AdWords and introduced a new ad type to replace the standard text ad we’ve known for so long. The expanded text ad has since become the text ad to use and it’s time to say good-bye to the standard text ad.
According to Bing, as of the July 31, 2017 it will no longer be possible to create or edit standard text ads. Instead, all text ads must be in the expanded format. Existing standard text ads will continue to be served at this time.
What You Need to Do
AdWords went through the same process in January 2017 and removed the possibility to update their standard text ads, so you may already be familiar with this type of transition. The strategies to convert Bing Ads standard text ads are the same as those employed to convert AdWords ads to the upgraded format. We covered these in detail in a previous post Are you Ready for AdWords’ Expanded Text Ads? and recommend referring to this to define your strategy!
If you have standard text ads that you regularly change, you should convert them into expanded text ads before the deadline. However, if your ads are performing correctly, or are targeting for long-tail searches, you may decide that the effort to change them is not worth the potential upside.
Bing Expanded Text Ads and Acquisio Users
Accounts with Acquisio Tracker
A note to our current clients with the Acquisio Tracker Encoding enabled on your account, please contact your Customer Success Manager if you haven’t already spoken to them about this change. During this transition we need to migrate any ads you have on Destination URLs to Final URLs before you change them to expanded text ads. Make sure you do this before the deadline because Bing Ads will prevent us making changes to the tracking option on these Ads, including removing it!
What Will Change on the Acquisio Platform?
As of July 28, 2017 it will no longer be possible to edit or create a standard text ad from within Acquisio, either through the Workbench, Bulksheet Management System or the Cloner. However, you will be able to pause, reactivate and delete existing standard text ads.
Feature Image: Unsplash/Raphael Schaller