Bing Ads in a nutshell…
2016 was a big year for Bing Ads – with the introduction of many new features including image extensions, extended ads, dynamic search ads, shared budgets and consumer sentiment annotations.
Along with all of this, we can expect to see even bigger and better features to be rolling out in Bing Ads in 2017, all of which aim to increase user value and drive engagement.
Here’s an overview of what’s coming to Bing Ads this year and what it means for advertisers:
1. Action ad extensions (currently in Beta and due to be released to everyone early 2017)
Action extensions allow brands to display a call to action button directly within your ad – an option currently available in Facebook and Twitter ad interfaces. These are customisable text buttons designed with a different colour background from the rest of the ad to capture the user’s attention.
A few examples include rent a car, buy now, sign up, create now, get a quote and book a test drive.
2. Price drop alerts (Available early 2017)
Bing will automatically detect price changes in your data feed for shopping ads. If your product price drops by 15% or more, a price drop alert is displayed on your shopping ad.
Google offers this feature on shopping ads too, but haven’t clarified the percentage drop needed for the ‘special offer’ ad feature to display in the SERPs, so it’s useful to have this level of transparency from Bing Ads.
Bing’s price drop is a great feature to increase visibility and CTR on shopping searches and it’s great for pushing sales and promotions via the shopping platform.
3. Ad extension scheduling (Available early 2017)
When advertisers create a schedule for ad extensions, ads will only show during the times specified.
This new feature will enable brands to schedule ads to show during specific dates, days of the week, or even times of the day, allowing advertisers to align their ad extensions with business schedules such as opening hours, events, sales & promotions.
4. Seamless Uber Integration (pilot version coming to the UK soon)
“iPhone users can book an Uber to your business directly from an ad”
The ad extension, “Get a Ride”, is automatically included on ads with no additional set up required. Once the ad extension is clicked, the Uber app automatically opens and if the user is logged into their account, the destination address will be pre-populated with the user’s address, enabling customers to book a ride within seconds.
Way back in 2015, Microsoft sold a share of its Bing mapping technology to Uber and both companies have since agreed to integrate Uber into Microsoft Cortana. Following this partnership, Bing Ads US have recently released a feature which combines location extensions with Uber offering iPhone users an option to book an Uber to your business directly from an ad!
This great feature simplifies user efforts to reach business locations and helps to bring users in-store. This is particularly useful for retailers that do not have an e-commerce site.
The integration of Bing Ads and the Uber platform is just one example of how Bing are planning to increase user value and engagement in 2017.
Bing are committed to continuously working with industry leading technology partners around the world to simplify user efforts and ensure that advertisers can properly take advantage of the Bing Ads platform.
From an advertising perspective, seamless integration has become increasingly important for Bing and a primary focus area for 2017.
Whilst there is no immediate deadline for the UK, we are sure to be seeing much more from Bing Ads in the way of integration this year, so watch this space…!