Bing Intent Ads

Bing Intent Ads (formerly known as Native Ads) rolled out in 2016, following successful beta testing in 2015. A native format, as their former name gives away, they increase advertisers reach, beyond search, across the Bing Network. Bing Intent Ads are relevant to the page content they are served on, with Bing attempting to match them to users’ commercial intentions and interests. According to Bing, this understanding is based on the following:

  • Users’ interests expressed by their prior search queries
  • Intent signals from the content of the experience in which the users are at any given point
  • Actions like looking for products or taking actions on advertiser sites

These signals can be then combined with the suite of targeting options within Bing Ads, including location, device, time, and UET audience data to offer a relevant, contextual ad.


The Format

Native ads are essentially the same format as Bing search ads, consisting of headline, description text, and URL. A “Sponsored” notation appears with the ads. It is also possible to add Image Extensions to Native Ads.

Bing Intent Ads - image


Why are we talking about this now?

As previously mentioned, Bing Intent Ads were unveiled in 2015, so why are we talking about them now? Bing have recently announced that they will start to opt in search campaigns so they automatically start appearing across their network as intent ads. If you don’t want to start showing you will need to opt your campaigns out. The change is coming in to place in the next week or so, however this will differ account to account, so keep an eye out.


Should you consider Bing Intent Ads?

With higher CTRs compared to other display ads shown on MSN and cheaper CPCs than search, we think these are definitely worth a test.  As they are run from the usual Bing interface, you can report on Intent Ads as you do with your Bing search ads, including conversion reporting, so you can easily make a direct comparison against search activity!