After running Expanded Text Ads (ETAs) in beta beginning in late August, Bing Ads rolled out ETAs to all markets on Tuesday.
Advertisers can now set up and launch the longer text ad format in the web UI or the Bing Ads Editor or via the Bing Ads API. It’s also possible to import ETAs from Google AdWords in the Bing Ads web interface or Bing Ads Editor.
Additionally, third-party platforms Marin Software, Kenshoo, Adobe Media Optimizer, intelliAd and Rakuten Marketing all support ETAs in Bing Ads. Other management platforms are slated to have compatability soon.
Bing Ads has some recommendations to keep in mind when launching and testing ETAs that follow along similar lines as those from Google AdWords. The recommendations include running new ETAs alongside your existing standard text ads during initial test phases, taking advantage of ad extension setups and testing multiple calls to action and other variations of ETAs, just as you do with standard ads.