Bing Intent Ads – Display Is Back On Bing

It’s been a while and you may have noticed some of the old remnants of it still in your Bing account, but Display is making a big comeback on Bing. And what’s more, the first 30 days are free!
Bing announced:

“Bing Intent Ads open beta is coming to the UK! Most UK advertisers, except for those in the gambling, adult, pharmaceutical and personals (dating) verticals, will be automatically opted into the open beta, starting Thursday 26 October, when they may start seeing their ads appear on MSN and Microsoft Outlook…” – Bing

They call it ‘Bing Intent Ads’ and ‘native advertising’, but we all know it as display.

What do you need to know?

1. Don’t expect a huge surge in display traffic

Bing have said that “On average, click volume for Bing Intent Ads during the open beta is expected to be less than 1% of the total click volume.”

2. The first 30 days are free

Clicks won’t be charged for the first 30 days from October 26th  in the UK market. After that, you will then be charged for your clicks as normal on a CPC (Cost-Per-Click) basis. Savvy marketers can apply up to +900% bid adjustments on Native Ads in your campaign settings, so you can take maximum advantage of this new medium – just remember to review the bid adjustments on November 25th when the charges kick in!

3. Image Extensions

If you have never quite got round to creating image extensions for your Bing account, then this is something you need to look out before the launch date. Your text ads will appear on some placements on the Bing network (and it is recommended best practice to create separate text ads with messages tailored specifically for native placements), but many placements, such as Outlook and the MSN homepage, require an image. Bing uses image extensions to generate the display ad and you will need these to get the highest level of exposure from Intent ads.

4. You can opt-out

There is no reason not to enjoy 30 days of free clicks from Intent ads and to trial its performance, but there is the option to opt-out. This would be done by going to your advanced campaign/ad group settings and changing your bid adjustment to be -100% for Native Ads.


If you need any assistance with this new Bing Ads feature or if you would like to find out more, please contact us.

Written by Mark Bissoni

PPC Specialist