Changes coming to Bing Ads due to Content Ads Deprecation

As Rakesh outlined earlier, as part of our ongoing effort to ensure high quality traffic for you, in early August we will stop serving Content Ads on Microsoft, Yahoo and our network of websites. These ads represent less than 2% of traffic on our network. As the only remaining content advertising option is available only for customers in the United States (serving content ads in Windows media and Windows apps), there will be a set of small changes that happen automatically that I will outline below.

What is changing for United States customers?

United States customers will not see any change in the Web, Editor, or API. However, as of early August US customers opted into content ads will only have those content ads serving in Windows media and Windows Apps.

What is changing for advertisers in other markets?

The below changes will happen automatically. Most customers garner minimal value from the content network and many customers chose to opt out of the content networks. Hence, many customers may not notice the change.

Interface changes – middle of August: As there will be no more remaining content ads services, we will stop the ability to create ad groups with a content distribution or update ad groups’ content distribution based information.

o   Web: You will not see the content distribution option when creating or editing ad groups.

o   Editor: When syncing your changes, if you try to create a search + content ad group, it will be saved as a search ad group. When syncing changes an error will be thrown if you try to create a content only ad group or update content distribution based information. In later versions, the option to make these changes this will be removed

o   API: If you try to add a new search + content ad group it will save as a search ad group. If you try to add a content ad group an error will be thrown. If you try to update content based information an error will be thrown.

Import: If you import a Search and Display campaign from AdWords, the ad group distribution will be Search in Bing Ads. If you try to import a Display campaign from Adwords, it will not be imported; Bing Ads does not have Display Advertising.

Your current content ad groups: Your current search + content ad groups will automatically become search ad groups in the next few months. For the few of you who have content only ad groups, those will automatically become paused search ad groups.

Thank you

We want to thank you for all of your feedback. We are continuing to do whatever is necessary to ensure that ROI on Bing Ads is as high it can be for our advertisers.

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