Last month we spotted Product ads on Bing.com and the advertising platform has officially announced this week that they are planning to add a new search format for ads in the United States called Product Ads. Bing says that Product Ads will allow retail advertisers to include product details such as image, price, description and merchant information within the ad. In addition, these ad formats will be pulled from inventory from an advertiser’s real-time product catalog that will create the new rich ad format which is intended to deliver key product information to a user before making a decision of which link to click.
Bing is suggesting that advertisers prepare for the release of Product ads early this summer with a code ready date of June 1st so that advertisers are able to support their customers and Product Ads as soon as it is available.
Bing Product Ads are similar to Google AdWords Product Listing Ads, which was introduced to advertisers approximately one year ago.
Below is a screen shot Bing provided of what Product Ads will look like on a Bing.com search engine results page (SERP).
Bing Ads is currently Beta testing product ads on its advertising network. With product ads, advertisers can promote their product inventory through product datafeeds for freshness, automation and scale. These ad formats typically include a square image of the product, the product’s name, price and a link to directly take searchers to the product page.
Product ads allow searchers to see the actual product before clicking through an advertiser’s website and also facilitate price comparison shopping since the product price is included within the paid search ad format.
Late last year Google introduced its version of product ads via Google Shopping and product listing ads. Advertisers who have implemented product listing ads have seen great results with this ad format.
Bing representatives say that product ads will be available to all advertisers this summer.
Below is a screen shot of some product ads on Bing.com.
Bing ads has introduced new extensions to its paid search text ad formats to allow for increased visibility on the search engine results page as well as additional ways searchers can contact businesses.
Last year Bing Ads released location extensions to its text ad formats, and now the search engine has announced that it has made enhancements to location extensions by allowing advertisers to display up to three locations. In addition, advertisers can provide click-to-directions based on their business address.
Another extension format that Bing has released is Call Extensions, which is similar to Google AdWords’ Click-to-Call Extensions. With Call Extensions, a clickable business phone number is added below a mobile search ad description to make it easier for searchers to call a business phone number. Searchers will be able to call the business directly after clicking on the phone number extension from the text ad. See screen shot below.
In addition to Call Extensions, Bing is introducing Call-Only ads. With this new ad format, a clickable business phone number is part of the default URL in the mobile search ad and a user will be prompted to call a business phone number rather than being directed to a web site. Call-Only ads are a good format choice for advertisers who do not have mobile-friendly websites and are able to field phone calls.