With the release of version 11.9, Bing Ads Editor adds a new feature that will help with the migrating from standard text ads to expanded ads. The update also looks to increase conversions with Enhanced Cost-Per-Click (CPC).
Export Standard Text Ads to Expanded Text Ads
In version 11.9, Bing Ads Editor has included the ability to migrate standard text ads to Expanded Text Ads. To perform this task, users simply select the text ad they wish to migrate and click on the drop-down “Export As” menu. In the options, users will then be able to then select “Export as expanded text ads”.
Bing has also provided some guidance throughout the process with a few tips. Namely, users must not forget to add “Title Part 2” to the exported file. For Expanded Text Ads, this is a mandatory field. “Path 1” and “Path 2”, however, are optional. Finally, a reminder that ad text can include up to 80 characters.
Enhanced Cost-Per-Click (CPC) within Bing Ads Editor
Originally released in August of 2016, Enhanced CPC has been used by Bing advertisers to get better results and a better return on investment by allowing them to increase sales leads and conversions by automatically adjusting their bids in real time. With the release of version 11.9, Bing Ads Editor now supports Enhanced CPC, too.
Enhanced CPC works by adjusting bids up to 30 percent higher for searchers that are more likely to convert and up to 100 percent of searchers that aren’t as likely to convert. This creates an increase in ad campaign conversions, a decrease in cost-per-acquisition and an overall improved return on investment for Bing ads.
Like the migrations of Standard to Expanded text ads, Enhanced CPC can be enabled quickly and easy. For users who wish to enable the new ECPC function for their ad campaign within Bing Ads Editor, they simply select “Enhanced CPC” as the option under “Bid strategy type”.
For advertisers looking to take advantage of these new features for Bing Ads Editor, the Help pages offer more detailed guides for even better troubleshooting.