Bing’s latest version of its desktop editor tool, Bing Ads Editor 11.2, supports custom copy development for native ads. Instead of creating one ad to be served in search and native ad placements, advertisers can now create ads specific to native placements on MSN.com in bulk using the tool.
“Native ads perform better when they explain benefits and entice users to read more about a product and service, as opposed to a typical call to action in a search ad,” says Bing Ads in the announcement.
Native ads are set up in the same ad groups as search ads and will serve only for native placements as long as there is at least one search ad in the ad group. Otherwise, the native ad copy will serve in both search and native spots. Choose “Native” as the “Ad format preference” in Bing Ads Editor.
The new version of Bing Ads Editor also now supports callout extensions and will automatically de-dupe elements from campaigns imported from Google AdWords.