Bing has been working hard over the last year to bring advertisers more features within their platforms. Below are some of the new features worth checking out.

Structured Snippets

Bing has released ad extension after ad extension over the last year. These ad extensions allow advertisers to share more information about their company, services, etc. The addition of ad extensions also increases the amount of space your ad can take up on the page. The more real estate, the bigger the ad, and the more likely someone will be to see it, click and convert.

Structured snippets allow advertisers to feature those specific items they find meaningful. You can choose from a variety of headings such as amenities, courses, degree programs, neighborhoods, shows and types.

• You need to create at least three structured snippets.
• Bing will show as many as possible within the space constraints.
• Just like Google’s structured snippets, Bing’s are not clickable.
• You can only have 20 structured snippets associated with a campaign or ad group.

Performance Comparison

Bing has finally made it easier for advertisers to compare data between two different date ranges within the Bing Ads’ interface. Prior to this, you needed to pull two different reports and combine them into one document to get a true comparison. A simple toggle button allows you to turn this feature on or off.

To utilize this new feature, you will need to first select the date range you’d like to look at. From there, you can choose from three options on comparing the data.

• Previous period: If the current date range selected is 10/1/16-10/18/16, then the previous period would be 9/1-9/18.
• Same period last year: If the current date range selected is 10/1/16-10/18/16, then the same period last year would be 10/1/15-10/18/15.
• Custom: Any length of time within three years before ‘today’ can be selected as a comparison period.

Broad Match Modifier Keyword Opportunity

Bing recently launched their exclusive broad match modifier keyword opportunity. Over the past few years, using broad match modifier (BMM) has become increasingly popular. BMM gives advertisers more control over the search queries ads can display on, which drives more relevant traffic. You can access this new tool via the Opportunities tab in the UI.

Bing’s exclusive tool has two types of BMM keyword suggestions:

1. BMM version of qualified keywords already being bid on in an account, either exact or phrase match.
2. Campaign-aware new BMM keywords. These keywords are related to existing keywords in the ad group or the campaign context such as ad copy, landing page and landing page URL.

Expanded Device Targeting

Bing is allowing even more control with setting bid adjustments by device. This feature is currently in pilot. If you’d like to pilot the new device targeting, you can contact your account rep or sign up here if you do not have an account rep.

What has changed?

• Ability to set individual bid adjustments by device type (PC, tablet and mobile)
• Broader range of bid adjustments

Expanded Text Ads

Bing recently launched expanded text ads into pilot. Earlier this year, Google announced they would be changing their ad format to include two headlines and a longer description. Bing’s version follows the same format. Instead of the previous 25-character ad title, you now get two 30-character ad titles. The ad text field goes from 71 characters to 80 characters. Expanded texts ads work across desktop, tablet and mobile devices.

[Tweet “The more real estate, the bigger the ad, & the more likely someone will be to see it, click & convert.”]

One thing to note: in order to utilize this new ad format in Bing, you will need to be sure your account is using Upgraded URLs inside Bing. More information about Bing’s Upgraded URLs can be found here.

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