Advertisers can create new Expanded Text Ads in Bing Ads or import them from Google AdWords.
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.
Advertisers can now set up and launch the longer text ad format in the web UI or the Bing Ads Editor or via the Bing Ads API. It’s also possible to import ETAs from Google AdWords in the Bing Ads web interface or Bing Ads Editor.
Bing Ads has some recommendations to keep in mind when launching and testing ETAs that follow along similar lines as those from Google AdWords.
The recommendations include running new ETAs alongside your existing standard text ads during initial test phases, taking advantage of ad extension setups and testing multiple calls to action and other variations of ETAs, just as you do with standard ads.