New Bing Ad Extension?

The other day I was running a couple searches on Bing (yes, as an internet marketing professional I regularly use Bing) and came across an ad extension that I haven’t seen before. The search was for “property insurance” and if you look at the #1 – #4 listings there is a line that mentions how each site has been “visited by 10K+/100K+ users in the past month”

Screen Shot 2015-02-18 at 7.41.38 AM

Look at how many things are going on here:

Ad 1

  • Title (50+ characters)
  • Display URL
  • Twitter follower count
  • Actual ad copy
  • New extension
  • Callout extension
  • Sitelinks (4 extended)

Ad 2

  • Title
  • Display URL
  • Twitter follower count
  • Actual ad copy
  • New extension
  • Sitelinks (6-pack)

 

Are Ad Copy Tests Being Skewed?

This is a topic I’ve been pondering for some time. The traditional PPC ad has 3 displayed components that an advertiser can dictate; headline, copy (two lines in AdWords) & display URL. Notice that for the above examples, 57% and 50% of the displayed components are being shown at the discretion of Bing. That’s a lot of power.

Obviously the headline is a larger font and bolded, so it carries more importance, but how much validity can be attributed to an ad copy test when so much of what a search user sees is being chosen by the search engine? Am I taking crazy pills?
Crazy Pills

Update

After tweeting this out to the #PPCChat community, we’ve received some great info. First, it appears this is what BingAds refers to as an annotation (thanks to @Mel66 for that link). Furthermore, Jennifer Slegg has a full post on these bad boys on TheSEMPost here. It seems that you need to qualify, and then a BingAds rep needs to get you approved. Read Jennifer’s post for full details.

Leave a Reply