Archive: August 2016

Bing Ads Editor version 11.2 features callout extensions, custom ads for native ads, and efficiency updates

We are pleased to announce the release of Bing Ads Editor version 11.2 , with support for Callout Extensions, Custom Ads for Native, and some efficiency upgrades to help you manage your campaigns faster. Each new release of Editor is a response to your feedback on what is needed most, so keep it coming, and read on for more details. 


Callout Extension

We announced Callout Extensions back in April, which enrich your ads by highlighting the best of your business. With this release, we added support for Callout Extensions to help you efficiently manage them in bulk. Each campaign and ad group can have up to 20 Callout Extensions associated.

Bing Ads Editor has Shared Callout Extensions, enabling you to create one Shared Callout Extension, and then associate it with multiple campaigns and ad groups.




Custom Ads for Native

Custom ads for Native give advertisers the ability to provide ad copy for Bing Native Ads that is different from their search ad copy. Native ads perform better when they explain benefits and entice users to read more about a product and service, as opposed to a typical call to action in a search ad. This feature gives advertisers the power to create separate ad text for native and search; and native ads will serve only for native placements as long as there is at least one search ad in the ad group.

In order to create Custom ads for native, simply select “Native” as “Ad format preference” for your text ads in Bing Ads Editor. Learn more about Bing Native Ads.


Automatic removal of duplicate items during import

We heard your feedback that manually removing duplicate items after importing is time consuming and cumbersome. That’s why we take care of de-duplicating items for you in Editor 11.2. While importing, any duplicate items except one will be skipped, eliminating the need for you to manually delete them.

Questions? Comments?

Feel free to ping us on Twitter, ask questions at the Bing Ads Answers forum, submit and vote on your top-priority features at the Bing Ads Feature Suggestion forum, or send us your feedback directly at


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Expanded Text Ads now available for pilot to all Bing Ads customers

What are Expanded Text Ads?

Expanded Text Ads is a new mobile-optimized ad format that enables your customers to craft longer ad copy and optimize their ad text to better engage with searchers before they click on their ads. Expanded Text Ads works seamlessly on mobile, tablet and desktop devices, giving you a way to create more compelling calls to action for consumers and drive higher conversions to your business.



Sign up for pilot access to Expanded Text Ads

Fill out our Expanded Text Ads survey with the Customer IDs that you would like to be enabled. You will be placed in a queue and as we begin to enable customers with pilot access, we’ll send email confirmation to the address you provide so that you can get started. Sign up for Expanded Text Ads.


Customers with pilot access will be able to sync AdWords campaigns using Expanded Text Ads to Bing Ads using Google Import in addition to manage Expanded Text Ads using Bing Ads Web UI and Bing Ads Editor and Bing Ads API. Learn more about Expanded Text Ads.


Let us know your thoughts on Expanded Text Ads: For questions and inquiries during pilot, we encourage you to reach out to your Bing Ads account manager if you have one or directly send us feedback:

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Upgraded URLs now available in Bing Ads: An easier way to manage your tracking URLs

It can be a challenge to track campaign performance and understand how customers are reacting to your ads. Not only do you have a lot of performance metrics, but you also have a lot of campaigns, ads to manage to ensure you are effectively spending your budget and increasing your return on ad spend. Upgraded URLs are here to simplify things for you.

What are Upgraded URLs?



Currently you use destination URLs to direct customers to the most relevant landing page associated to the keyword and track important information about your ads, such as the keyword that triggered a conversion or the name of the campaign that triggered an ad.


All of this information is captured in a single URL that combines your landing page URL along with tracking information. This can get messy and make it more difficult to even make simple changes to URL tracking parameters later.



With Upgraded URLs, we are improving the way you manage your ad tracking, so you can quickly make updates to your tracking codes and keep your ads running.


There will be separate fields for URLs and parameters:

1.   Final URL – The landing page URL where you are sending your customers to.

2.   Shared Tracking Template – This contains your tracking information and acts as a building block for all the URLs in your account.

3.   Custom Parameters – This contains more granular tracking information relevant for your URLs and reports.


Benefits of Upgraded URLs

More efficient tracking management: Manage and update tracking information for multiple URLs with a single shared tracking template. Turn hundreds, thousands or millions of URL bulk edits into one quick change.

Less down time, more conversions and clicks: Quickly and confidently make tracking changes to your URLs using an account-level tracking template without your ads being sent to review by our policy team. This means your ads keep on running, so you don’t lose out on potential conversions.

Additional tracking insights: Track additional insights with new custom parameters and dynamic text substitutions to learn more about the source of your ad clicks.

Jumpstart your Upgraded URL Usage

Import your Upgraded URLs from Google AdWords: Save time by using our Import tool to directly import your campaigns from your Google AdWords account into Bing Ads, including Upgraded URLs. You can do this from the Bing Ads Web interface or using Bing Ads Editor. Learn more

Bulk manage your Upgraded URLs using Bing Ads Editor 11: Get more done by using Bing Ads Editor to sync your campaigns and accounts, make changes or additions offline, implement Upgraded URLs and update your revisions with one click. Learn more

Upgraded URLs Must-Knows, Tips and Best Practices

Set an account-level tracking template: We recommend that you set up a tracking template at the account level so that any changes you make cascade downward to your ads and other URLs. You can, of course, still choose to manage or override tracking at the individual level using local tracking templates for keywords, ads or sitelinks. We’ve provided you with this flexibility, so you can choose the method that works best for you. Learn more

Take advantage of mobile URLs: When setting up your landing page URLs, you can now easily define a separate URL for visits to your website coming from mobile devices. This separation is more readable and will save you time when managing ads for both desktop and mobile ads. Learn more

Get granular with custom parameters: For advertisers who want to define their own tracking parameters, custom parameters come in handy. Custom parameters allow you to combine consolidate commonly used URL parameters or create campaign specific parameters. You can then and add them to your tracking templates or final URLs. Learn more

Leverage keyword URLs instead of {param1}: For advertisers who need the granularity of keyword-level reporting and tracking, we encourage you to take advantage of keyword final and mobile URLs instead of the traditional {param1} approach. First, move your keyword {param1,2,3} to keyword final URLs. Second, set your ad creative’s final URL to the display URL. Learn more

Benefit from increased URL character limits: Destination URLs today have a maximum length of 1024 characters which limited the amount of URL parameters you could utilize for tracking purposes. Now with Upgraded URLs, you can use up to 2048 characters in both your Final URLs and Tracking templates for a maximum effective length of 4096.

Try out our new URL tracking parameters to track ad clicks: Over the course of the few months, we’ve added support for more URL tracking parameters which can give you more information about the visitor of your click, such as the name or ID of the campaign that triggered the ad. The more information you have about your clicks, the more effective your campaign optimizations will be. Learn more

Simplify tracking with Bing Ads auto-tagging: Customers who utilize auto-tagging in Bing Ads to send UTM tags to their landing page URLs will also be able to take advantage of this using Upgraded URLs. Auto-tagging appends the UTM tags at the end of the URL, after any URL parameters and tracking templates have been applied. Learn more

Availability of Upgraded URLs

Today, Upgraded URLs is being rolled out to all advertisers worldwide. Visit our help website for additional resources on URL tracking and analytics. Learn more

For advertisers and agencies: Be sure to speak with your account manager and search engine marketing tool to understand their plans for Upgraded URLs. This will ensure that you have the smoothest transition as Upgraded URLs support will be released with our partnering tools within the upcoming weeks and months.

Timing on sunset of Destination URLs: Text ads using Destination URLs will continue to serve as expected throughout the 2016 calendar year. Continue to follow up on our blog for more updates as we begin communicating plans so that you can prepare for this change in 2017.


Let us know your thoughts: As always, we encourage you to directly send us feedback:


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Get more conversions with the new Enhanced CPC bid strategy


Bing Ads conversion tracking helps you more efficiently target users that are more likely to convert on your business goals. By focusing on conversions, you can save money by focusing on only buying clicks that have the biggest impact on your business. But properly optimizing your campaign can still take time and a lot of analysis for some advertisers. Today we are introducing Enhanced CPC, a new automated bid strategy that helps you maximize your conversions while still having control over your bids.

What is Enhanced CPC?

When you enable Enhanced CPC for your campaign, Bing Ads will automatically adjust your bids in real time so that you bid up to 30% higher on users that are more likely to convert and bid up to 100% less on users less likely to convert. Enhanced CPC will help your campaign get more conversions, lower your cost per acquisition, and improve your return on investment in Bing Ads.

What is a bid strategy?

A bid strategy is how you want to manage bids for your campaign. Today we offer two bid strategies:

1.       Manual CPC: This is the default bid strategy for all campaigns. Your bids are used without any automated optimization.

2.       Enhanced CPC: Your bids are automatically adjusted to help your campaign get more conversions and lower your cost per acquisition.

How do I enable Enhanced CPC for my campaign?

Here are two ways to get started with Enhanced CPC:

1.       In your campaign settings, there is a new Bid strategy field:


2.       In the Campaigns tab, there is a new Bid strategy menu:


How to I change the bid strategy for my ad groups and keywords?

For ad groups and keywords, the bid strategy can either be the same as the parent campaign or set explicitly to Manual CPC. If an ad group is set to Manual CPC, all keywords in that ad group will be Manual CPC.


New Report Column

There is now a new column called Bid strategy type, which shows the name of the bid strategy applied to the campaign, ad group, or keyword. You can find this new column in the Campaigns, Ad Groups, and Keywords tabs. We also added this column to the following reports: keyword performance, website placement, and share of voice.


Changes to bid column

For enhanced bids, we will append the text (enhanced) to the bid column to remind you that we may bid higher or lower than your set bid to optimizing for more conversions:


Remember that even though you may bid higher or lower in order to optimize for conversions, your original bid will remain unchanged. You can change your bid at any time:


How do I know if Enhanced CPC is working?

Enhanced CPC should lower your CPA and increase your conversion count. The best way to evaluate if this is happening is to allow Enhanced CPC to run for at least one month. After one month, you can compare the campaign's monthly CPA and monthly conversion count with the CPA and conversion count you saw the month before turning on Enhanced CPC.

Can I use Enhanced CPC if I'm using a bid management tool?

Yes! Enhanced CPC will not break 3rd party bidding tools. With Enhanced CPC, we will “enhance” the bids set by your existing tools.

Connect with us

What bid strategies would you like to see next? Please share your comments and suggestions in our feedback forum or on Twitter
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Enhancing Protection of Endangered Animals



Content Policy Revision

On August 12, 2016 – World Elephant Day – we are proud to announce adoption of a new comprehensive wildlife policy framework to help stop the sale of live animals and endangered and threatened animal products worldwide.  This revision to our global policy is the result of an industry-wide commitment to fight wildlife trafficking, in partnership with leading NGOs like the World Wildlife Fund, TRAFFIC, and IFAW.


While we already had policies in place to prevent advertising for endangered and threatened animals and products, the adoption of these extended policies helps ensure consistent protection throughout the industry.


You can read the revised Endangered/Threatened Species Products or Services policy here
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