The tools and features of Bing Ads are constantly being improved so advertisers can achieve higher quality impressions and clicks that can lead to more conversions. This module introduces you to long ad titles and Smart Search.

 

After reading this training, you will understand:

 

  • The benefits of long ads titles.
  • The UI, features and benefits of Smart Search.
  • The optimization techniques necessary for Smart Search.

 

Long ad titles

By adding descriptive, relevant information to ad titles, long ad titles provide advertisers with more clicks, and consumers with a more efficient search experience. Long ad titles consist of either:

 

  • Title plus part of the description.
  • Title plus the URL.

 

Two important details to keep in mind are that long ad titles only appear in mainline ads, and long ad titles are the default setting. If you prefer not to use long ad titles in your mainline ads due to branding or other reasons, you must opt-out by contacting your account manager or ad support.

 

How long ad titles are formed

Long ad titles are auto-generated based on the punctuation in the ad description. When a section of the description ends with a period (.), exclamation point (!), or question mark (?) followed by a space, that phrase is merged with the title. If the description causes the title to exceed the character limit, the URL is substituted and merged with the title.

 

Visually, the title is separated from the description with a dash (-), and the URL with a pipe ( | ). The content of a mainline ad will appear in this order after receiving a longer ad title:

 

  1. Longer ad title plus (a) first sentence, or (b) display URL
  2. Display URL
  3. Description copy

 

Here is an example of a standard text ad and its long title variations.

 

Standard text ad

Fresh flowers online

www.contoso.com

All flowers on sale! Ready to ship anywhere.

 

Long ad titles with description

Fresh flowers online - All flowers on sale!

www.contoso.com

Ready to ship anywhere.

 

Long ad titles with URL

Fresh flowers online | www.contoso.com

www.contoso.com

All flowers on sale! Ready to ship anywhere.

 

 

Long ad titles are designed to provide a more informative and streamlined text ad experience. Smart Search is a feature that propels text ads to an even higher level by combining additional media with traditional text ad content.

 

Smart Search

Smart Search is an innovative search experience in Windows 8.1 that enable consumers to complete tasks. One single search collects the most relevant information from the user’s device, apps, web and Microsoft OneDrive (previously SkyDrive). Wherever the information resides, Smart Search gathers and presents it in an intuitively organized and visually compelling way.

 

No browser necessary

Whether using a Windows 8.1 tablet or PC, using Smart Search is simple. To start, just swipe in from the right side of the screen and tap, or click the spyglass icon and start typing. If you are already on the home screen, just start typing. As you type, you’ll see a list of results and suggestions from the web, apps, files and OneDrive on the right side of the screen.

 

The following three types of results are:

 

  1. Indexed data and files from a user’s connected digital ecosystem.
  2. Auto suggestions based on the user’s frequent Smart Search queries.
  3. Auto suggestions based on popular searches from Bing.

Windows 8 Search 


When a user selects a link, content residing on their device appears on the left side of the screen, and all web, app and cloud content appears to the right. These results make up what is called the Smart Search answer. Users move through the answer — from left to right, and back again — with finger swipes or clicks.

 

 Smart Search swipe

 

Smart Search delivers the most relevant information from all possible sources, presented in a visually appealing, highly curated way. With the use of preview images, advertisers gain the benefit of added brand recognition and fewer wasted clicks (since users don’t need to click to see the webpage), while consumers easily find what they’re looking for and trust the legitimacy of the websites.

 

Bing Ads in Smart Search

When Smart Search displays a search ad from Bing, several components are assembled into the all-in-one view. The Smart Search web ad consists of the following parts:

 

  1. Auto-generated preview image of the advertiser’s campaign landing page or display URL.
  2. Title, display URL and description from the advertiser’s advertisement.
  3. Site links and ad extensions from the advertiser’s ads.

 

 Bing Ads in Smart Search

 

The preview image is the main differentiator over text ads. Keep in mind that image previews will only appear if a listing is “hot,” meaning it has received at least one impression over the past 30 days.

 

Optimizing your ads for Smart Search

All of your campaign ads are automatically eligible for inclusion into a Smart Search answer. Think of it as another placement, beyond the browser, where your ads can appear. This placement, however, has an extremely high bar for ad relevancy, and therefore only displays ads with excellent quality scores. For ads to display in a Smart Search answer, advertisers should:    

 

  • Opt in to ad extensions.
  • Optimize campaigns.
  • Optimize landing pages for web previews.

 

Opt in to ad extensions

Ad extensions allow consumers to complete tasks with a single click or screen tap. For example, Sitelink Extensions let consumers navigate to a desired page directly from the search results. Because Sitelink Extensions help drive user engagement, they help boost quality scores, and thus further improve the chances of ads being included in Smart Search results.

 

Optimize campaigns

Only Bing search ads with high-quality scores are included in Smart Search answers. The three components used to calculate quality scores are: 

 

  • Keyword relevance score.
  • Landing page user experience score.
  • Landing page relevance score.

 

Optimize landing pages for web previews

Image previews help differentiate the Smart Search experience and should always display without error. Because image previews are auto-generated from landing pages, you need to design landing pages with image previews in mind. Recommended landing page design guidelines are:

 

  • Use large images.
  • Avoid Flash or overlays as they will not render in web previews.
  • Ensure your site loads quickly so the Bing Index Crawler has time to capture a complete image of the site with all elements fully loaded.
  • Enable your site to be crawled by the Bing Index Crawler.

Summary

Long ad titles and Smart Search are two new ways Bing Ads has improved the ad experience for consumers, and the functionality for advertisers. While working on your campaigns, remember these key points:

 

  • Punctuation dictates the formation of long ad titles.
  • Long ad titles are the default for mainline ads.
  • Ads are automatically eligible for inclusion in Smart Search.
  • High-quality scores are required for ads to be displayed in a Smart Search answer.
  • Campaign optimization is critical for inclusion in Smart Search.

 

Thanks for reading this training on long ad titles and Smart Search. Continue your training or take the BAAP exam to become accredited.

 

Please note all features in this training may not be available in your market.