Bing Ads has announced it will no longer support STA creation or editing as of July 31, 2017.
Standard text ads can keep running, but advertisers won’t be able to make any changes, including to landing page URLs.
In March, Bing Ads added options to convert standard text ads to expanded text ads in the UI and in Editor. Or advertisers can import the ETAs they’re using in AdWords.
As per Bing official reports “all your existing standard text ads will continue to serve alongside expanded text ads for the foreseeable future.” Bing does eventually plan to stop supporting standard text ads sometime in the future but will give advertisers ample warning and time on when they have to make those changes.
Bing then shared on their blog some tips on making ads or converting ads to the extended text ads format.
In addition to tips for ETAs, such as to start with the best-performing STA copy when creating new ETAs, Bing Ads also suggests these tips:
- Review ad extensions to ensure that they have fresh, differentiated content from expanded headlines.
- Include the brand name in the headline for trust.
- Write clear, specific offers. For example, rather than “big discounts,” specify an exact percentage, such as “50% off.”