For Bing advertisers that are looking for ways to increase conversion, Microsoft has released version 11.9 for its Bing Ads Editor. The version supports two new features: Enhanced Cost Per Click (eCPC) and exporting standard text ads in Expanded Text Ads format.
If advertisers are not importing their expanded text ads from Google AdWords, they can convert Bing Ads' standard text ads to enhanced text ads (ETA) using Editor. To do this, they just need to select 'Export as expanded text ads' from the Export tab in the Ads view.
Then, they will need to add a column field manually to the Excel sheet. Once they have updated the ads to fit the ETA framework, they can import them back into Bing Ads Editor as Expanded Text Ads.
Advertisers can select the Enhanced CPC from the Bid Strategy dropdown in Editor instead of Manual CPC. What the Enhanced CPC does, is adding an element of dynamic bidding where bids can increase automatically by up to 30 percent higher for searches that are more likely to convert. And for those searches that are less likely to convert, the bids can go down to up to 100 percent lower.
According to Bing Ads Engineering Prince Bajracharya in a blog post on March 23rd, 2017, some of the benefits could include:
- An increase in campaign conversions.
- A decrease in cost per acquisition.
- An improved return on investment (ROI) in Bing Ads.
It should be noted that when exporting ads, advertisers should add Title Part 2 in the exported file, which is a mandatory field for Expanded Text Ads. Path 1 and Path 2 are optional, and ads can have to up to 80 characters.