Harmelin Digital Contributor: David Adler
Bing Ads is in the process of universally launching Structured Snippets, an ad extension which highlights information about the products or services that are being offered such as a list of product types or brands being sold. While Bing Ads has made great efforts to differentiate themselves from Google in their offerings, they are also working towards offering the same extensions that are provided by Google.
What this means for marketers: While this is an extension that has existed on Google for several years, it is still a move in the right direction for Bing. Bing has recognized that they need to find ways to make themselves unique from Google, but in doing so can’t neglect to include features that Google has and that their customers want. With the release of Structured Snippets, Bing now offers most of the same extensions as Google, at least those that are widely utilized. Aside from the obvious advantage in traffic volume, Google has also always had an advantage in terms of features and user friendliness, but Bing is rapidly catching up with them in that area. For future campaigns, Harmelin can better compare the services of Bing and Google and put together the best strategy for clients.