Bing Removes Sidebar Ads in Search Results
- Posted by Chris Lau
- On March 28, 2018
On March 26, Bing announced they will be retiring sidebar text ads from the Bing search engine results page (SERP) on desktop devices in the U.S.
These sidebars contained ads located on the right side of the Bing SERP. This move follows suit with Google, which removed their sidebar ads from their search results in 2016.
Bing recently began testing the removal of these ads, which resulted in increases in metrics such as click-through rates (CTR) and impressions for ads displayed before organic listings. These were the same findings that led Google to permanently remove the right side ads.
Things to Know:
- Text Ads will no longer be served on the sidebar, but Product Ads will continue to be displayed on the sidebar.
- Bottom of the page (BOP) ads increase from 3 ads to 4. Moreover, BOP ads allow for richer ad formats, including ad extensions, which sidebar ads didn’t.
- This change applies to the Bing SERP only. There will be no impact at this time for syndication partners including Yahoo and AOL.
What Does That Mean For You as an Advertiser?
Similar to the effect Google removing right side ads had on its ad metrics, and as Bing has seen in their tests before rolling out this update, we expect engagement numbers to improve on most Bing ads. This update should be an overall win for advertisers using Bing.
At Screen Pilot, our team of dedicated search professionals will monitor these developments closely and will make any and all necessary adjustments to optimize Bing campaigns.
If you have any questions regarding this update, please contact our team.
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