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Help improve ad engagement with updates to Expanded Text Ads

Updates to Expanded Text Ads are now generally available to Bing Ads customers globally, allowing you to create text ads that are longer. You can take advantage of the extra space to make your ads stand out and help improve ad engagement.

The updated Expanded Text Ads format now allows you to:
  • Add an additional headline and have up to three headlines in your title.
  • Add an additional description and have up to two descriptions.
  • Use up to 90 characters for each of the two descriptions.
Example of an Expanded Text Ad.
Example of an Expanded Text Ad that takes advantage of the updated options.

It's easy to add the additional title and description using new fields that have been added right next to the ones you've already been using for your Expanded Text Ads. 

Product view of new fields for Expanded Text Ads.
Where the new fields appear during setup of Expanded Text Ads.

Help increase ad engagement with a third headline

The optional third headline can have up to 30 characters and can be added to both new and existing ads. Use the third headline to make your ad more specific and provide additional context, such as offers, callouts, calls to action, and shipping information. Bing Ads will display the three headlines separated by a pipe symbol (“|”). In some cases, the third headline may not appear, depending on device size and user response signals. The first and second headlines are guaranteed to appear, so be sure to use those for all mandatory or legally required information. 

Make your ads stand out with an additional description

Bing Ads now supports up to two 90-character descriptions. The longer descriptions can be used to make your ads more specific with additional information to help grab the attention of potential customers. The second description isn’t guaranteed to appear on all devices, so be sure to include any legal disclaimers or mandatory text in the first description.

These updated options for Expanded Text Ads can be created via the Campaign Management or Bulk API services and are ready for you to try out now.  For questions or feedback, we encourage you to reach out to your Bing Ads account manager or contact us directly at bingads-feedback@microsoft.com