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Bing Expanded Text Ads: How They Stack Up to Google’s

Published: September 2, 2016

Author: Charlotte Haab

As we all know by now, the introduction of Expanded Text Ads (ETAs) has taken the search world by storm. When ETAs dropped in Google, other platforms scurried to keep up. While they’ve been fully rolled out on Google, they are still only available in Bing via a pilot program. I got access to the pilot and am here to tell you everything I know about ETAs for Bing.


First of all, ETAs in Bing are pretty much what you’d expect. They’re designed to work seamlessly on all devices, and ultimately provide space for longer ad copy to improve customer engagement. They carry very similar requirements to Google’s ETAs. They are made up of five main elements: two 30-character titles (10 characters shorter than Google allows), an 80-character text description, and two 15-character URL paths. Like in Google, Bing will use your final URL to derive a display domain to append your two paths to. All in all, the feature is very similar to Google’s.
bing expanded text ads
With that said, it’s worth noting that when Bing announced their new upgraded URLs, they were originally announced as a pre-requisite for ETAs. However, now that upgraded URLs are officially rolled out, you are no longer required to have them to launch ETAs – they work just fine with normal destination URLs.


First of all, you will likely have to download the newest version of Bing Ads Editor to get this done. Versions 11.3 and higher are the only versions that support ETAs. (You can download the newest version here.)
Bing ETAs
When I was approved for the pilot, the Bing reps pushed using the Google Import feature to more efficiently copy my existing ETAs. While one can dare to dream of a functional Google Import option in Bing, it didn’t quite suit my needs here. I did give it a shot and was pleasantly surprised when ETAs were imported pretty seamlessly. However, it imported the entirety of my Google account, and there was no option to just import ETAs. If your Google campaign and ad group naming conventions don’t match Bing exactly, you won’t be able to do this easily.
bing google import
So I resigned myself to a manual upload. Ease of implementation will depend on the complexity of your account, but I did this in a few quick steps:

  1. Download all active ads from the Bing UI, bringing in Campaign and Ad Group columns
  2. “Ad” will act as your new Title 1
  3. You’ll either need to write a new Title 2, or use half of your current text description
  4. Fill out the “Text” field to reach 80 characters
    1. You can also just copy your ETA description text from Google, which is how I did it
  5. Delete the domain portion of your “Display URL”
    1. This will be automatically generated using your destination or final URLs
  6. Generate two “Paths”

In the end, your build should have the following columns:

  1. Campaign
  2. Ad Group
  3. Title 1
  4. Title 2
  5. Text
  6. Path 1
  7. Path 2
  8. Final URL

From there, you can use your new version of Bing Ads Editor to import your new ad set using the “make multiple changes” option under expanded text ads – and upload to the engine!
Overall, I found the implementation and functionality of Bing ETAs to be pretty impressive. As with Google ETAs, I would think advertisers could expect an increase in CTR – but that has yet to be seen. While the Google Import function didn’t really work for me, all other aspects are definitely on par with Google.
You can find out more information on Bing ETAs on their FAQ page. Good luck!

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