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Create more compelling call to actions for your business using mobile-optimized Expanded Text Ads

We began inviting customers to pilot Expanded Text Ads with us back in August  and we appreciate the overwhelming interest and feedback you’ve given to our team. Starting today, all advertisers worldwide will be able to begin creating more compelling ads using this ad new format through the Bing Ads Web interface, Bing Ads Editor, as well as Bing Ads API.

What are Expanded Text Ads?

Compared to standard text ads, Expanded Text Ads are a new mobile-optimized ad format which provides more ad space using an additional ad title, longer text and customizable paths to better grab the attention of customers. Expanded Text Ads works seamlessly on mobile, tablet and desktop devices, giving advertisers an easier way to create more compelling call to actions for consumers and drive higher conversions to their business. 

Standard Text Ads Expanded Text Ads

Best practices on optimizing your Expanded Text Ads

We strongly recommend continuing to run standard text ads and Expanded Text Ads in parallel so that the overall performance of your accounts and campaigns does not fall. This will help you test your Expanded Text Ads' creative performance against standard text ads and give you insights for optimizing your message in the new format.
Advertisers found the best return on their ad spend using Expanded Text Ads by doing the following:
  • Reuse existing campaigns and ad groups so that current ad extensions continue to be associated and served with the new Expanded Text Ads
  • Run variations of Expanded Text Ads to experiment with multiple call to actions
  • Understand what worked with standard text ads and taking advantage of the additional ad copy when optimizing Expanded Text Ads
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. 

How to set up your Expanded Text Ads in Bing Ads

For all advertisers, we are making it easy to bring your already created Expanded Text Ads from Google AdWords and optimize them in Bing Ads.
Import your Expanded Text Ads from Google AdWords: Save time by using Google Import to directly import your campaigns with Expanded Text Ads from your Google AdWords account into Bing Ads. You can do this from the Bing Ads Web interface or using Bing Ads Editor.
Bulk manage your Expanded Text Ads using Bing Ads Editor: Get more done by using Bing Ads Editor to sync your campaigns and accounts, make changes or additions offline and update your revisions with one click. Learn more about Bing Ads Editor for Windows and Mac.
Seamlessly integrated with your existing search engine marketing tools: We’ve worked with industry leading technology partners around the world over the past few months to ensure that advertisers can properly take advantage of Expanded Text Ads this holiday season. We are proud to announce that Marin Software , Kenshoo , Adobe Media Optimizer, intelliAd  and  Rakuten Marketing  will have launch day support for Expanded Text Ads in their campaign management platforms and we are working closely with our remaining partners to add compatibility soon.
Our teams and global partners are committed to ensuring that the transition to this new ad format is as easy and as smooth as possible for all our advertisers. Speak with your search engine marketing (SEM) tool provider or your agency to understand their Expanded Text Ads strategy. Through optimizing ad copy, early adopters of Expanded Text Ads have already seen increased click-through rates when compared to standard text ads and are eager to begin working with advertisers:
"Bing continues to be a great partner to Marin and we're excited to announce complete support for Bing EXTA from day one. Our clients have seen improved performance with the extended format and advertisers can now leverage this with Bing's growing audience. Additionally, with Marin's Smart Sync feature, advertisers can benefit from this new ad format across multiple publishers without having to create and manage campaigns separately". — John McNulty, VP of Global Marketing, Marin Software

"Our clients demand the latest mobile formats, with industry-leading optimization and cross channel delivery. With your support, we can now bring their existing ETA and non-ETA campaigns over to Bing, all with the push of a button. We can't wait to see more incredible results as our existing ETA clients join the Bing marketplace!" — Liron Wand, VP of Client Success, Kenshoo.
"We as a long-term Bing Partner and Tool Provider are very excited to support this new feature. We believe that this new format enhances the user experience by providing more information. This will increase the click quality and lead to more and better converting traffic for our advertisers." — Boris Sambil, CTO, intelliAd Media GmbH .

"Bing’s Extended Text Ads present a great opportunity for Rakuten Marketing and our clients. We’re certainly excited to support the feature from day one. Customers using our search solution will be immediately able to take advantage of the expanded real estate in SERPs and the further benefits these ads bring advertisers. Meanwhile, our attribution technology will enable us to accurately measure and understand the influence these expanded ads have throughout the entire user journey. These insights will allow our clients to test and optimise their search campaigns, ultimately helping them get the most out of this new feature." — James Collins, SVP | Managing Director, Rakuten Attribution
Timing on sunset of standard text ads and destination URLs: Bing Ads will continue to allow advertisers to create and edit standard text ads using destination URLs throughout the remainder of the 2016 calendar year and throughout the first quarter of 2017. Continue monitoring our blog for any new updates regarding our plans to sunset standard text ads and destination URLs in the future.
Let us know your thoughts on Expanded Text Ads: For any questions or feedback regarding Expanded text ads, we encourage you to reach out to your Bing Ads account manager, or directly to us  at