Ad Copy For Bing Ads

Writing ads to advertise your business on Bing Ads is very similar to writing ads on other search engine advertising platforms. The basic ad formatting requirements are the same and the way the ad appears to searchers is the same. However, some unique features of Bing Ads that are not available on Google AdWords and other search engines are discussed in detail below.

Bing Ads ads appear in Bing’s search results page at the top and to the right of the search results in the Sponsored Site section. If you have opted into the Bing Ads content network, then in addition to the search network, your ads also appear on other sites within the Bing Ads content network.  Bings’ advertising platform will also power ads on Yahoo search and the Yahoo Publisher Network, creating a much larger network.

Tips for Writing Better Ad Copy for PPC

A Bing ad consists of an ad title, which allows a maximum of 25 characters, and two lines of ad text, with a maximum of 70 characters total. Each ad must also have a display URL, which allows a maximum of 35 characters, and a destination URL. Unlike Google AdWords, the display URL does not have to match the destination URL as long as the display URL redirects to the same domain as the destination URL. A special URL created just to appear in the display URL is sometimes called a “vanity URL.”

The same considerations apply when writing ad copy for Bing Ads as on Google AdWords. You want your ad copy to be as specific as possible to the keyword the user searches for and to the product or service you offer.  You also want your ad copy to be compelling and appealing for a user to click on, which will maximize your click-through rate. There are several unique Bing Ads features designed to help advertisers efficiently create great ad copy.

One way to create highly customized ads is to use dynamic text. Dynamic text dynamically inserts the keyword or other dynamic value into your ad. Inserting text dynamically allows you to write a generic ad and have it automatically customized to match each searcher’s query, without you needing to write a new, separate ad for every keyword. It is the same concept as dynamic keyword insertion in Google AdWords, but Bing Ads has three distinct types of dynamic text options: keywords, destination URLs, and placeholders. You are probably already familiar with DKI (dynamic keyword insertion) from Google AdWords, but Bing Ads additional dynamic options may be unfamiliar to you.

To dynamically insert a keyword into your ad, simply add this into your ad copy: {keyword}. Only keywords in your keyword list can be dynamically inserted, so make sure to choose keyword lists strategically and write your ad to accommodate dynamic insertion of any keyword in that list. If you find your keywords are not grouped in a way that allows for effective and sensible dynamic keyword insertion, it’s best to break up the keyword list into two or more ad groups. You will also want to set a default keyword to be inserted in case one of the longer keywords creates an ad that exceeds character limits. To set a default, just insert the default keyword like this:{keyword:default keyword here}. Here is an example of an ad you might write for an ad group with “tools” as the default keyword:

30% Off {keyword:Tools}

Hundreds of {keyword:Tools} for

30% off.  Free shipping in June.{keyword:tools}

For more advanced targeting, another type of dynamic insertion can be done with destination URLs. You can customize an ad’s destination URL to send people to different landing pages, depending on what keyword they search for. To add a keyword destination URL to an ad, you select “Keyword Destination URL” in the drop-down menu for the destination URL (instead of setting an actual URL). Then, add a landing page URL for each keyword in the URL {param1} field. This is useful when you want to advertise a promotion, with the landing pages to be customized for different products within the promotion. So if one potential customer searches for “pens” and another for “pencils,” you may want the landing page for “pens” to be just pens, and the same for pencils. Customizing your destination URL makes it more likely that both customers will find what they are looking for, since each landing page is highly relevant to the searched keyword.

The third type of dynamic text is the placeholder.  Inserting placeholder variables into your ad is a great option when information you are advertising changes often (weekly specials, seasonal specials, etc). This way, you can change ad copy across the board by only editing it in one place. The variable is {param2}, but you can add a second one as {param3}. You insert {param2} the same way you insert other dynamic text options, except you set specific text that displays every time {param2} or {param3} appears in an ad. The place to set text for the placeholders is not very intuitive, but is located in the same place you set destination URLs (also known as {param1}), and is done in the keyword tab after you edit or create a new ad.

Examples of variables that might change often are:

{param2} All tools are 20% off.

{param3} Get free shipping in June.


Your ad could look like this:

Tool  Sale



With placeholders, updating multiple ads is easy and efficient.

Once an ad is written, you can use Bing’s Ad Preview Tool as an ad diagnostics tool.  It’s similar to Google AdWords, and helpful to see where your ads appear on search results pages (or if they show at all) without throwing off your impression stats by searching directly on Bing.

Writing ad copy in Bing Ads requires strategic use of dynamic text. Inserting dynamic text properly produces customized and targeted ads for your Bing Ads account.