Microsoft Bing retires Sidebar Text Ads in the US

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by Pradeep Viswav 

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Microsoft Bing today announced that they are removing sidebar text ads from Bing inventory in the United States from today. Microsoft found that search results page layout excluding sidebar text ads drove overall click gains for advertisers, particularly for existing Mainline Text Ads and Product Ads, with an immaterial impressions impact. Microsoft also announced that they are increasing ad coverage on the bottom of search results page. The bottom of search results allow for richer ad formats, which sidebar ads didn’t, thus improving ad click through rates. Microsoft is announcing the following changes:

  1. Text Ads will no longer be served on the sidebar, while Product Ads will continue to be served on the sidebar.
  2. Bottom of the page (BOP) ads increase from 3 ads to 4 ads. Moreover, BOP ads allow for richer ad formats, which sidebar ads didn’t.
  3. This change applies to the Bing SERP only.  No impact for syndication partners including Yahoo and AOL.

Source: Microsoft

Pradeep Viswav

Pradeep Viswav Shield

Software and Services Expert

Pradeep is a Computer Science and Engineering Graduate. He was also a Microsoft Student Partner. He is currently working in a leading IT company.

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