Bing Ads Adding Title Tag from Ad’s Landing Page to Ad Copy

Another day, another new Bing Ads test.  This one showcases the company’s official homepage title tag within the ad copy, which in this case includes both the URL plus a description, which is identical to the title tag on the company’s landing page.

The example we spotted was for Volkswagen, the same company we spotted doing a test for images within search ads recently.

The tagline appears to be taken from the company’s homepage title.

Here is another screenshot which also shows that the line does share the line with the official site’s homepage.

Here is another example with a different company.  Despite the display URL differences, they both led to the same end URL.

And another version of the above ad, but this time with the sitelinks also displayed.

While this is an interesting test, it begs to question whether brands would want to lose that valuable line in their ad copy to simply their title tag in light grey font.   However, when reloading, it doesn’t appear that the line in question is replacing anything else that would appear in its place otherwise.  And Bing Ads states that they will show annotations, which this likely qualifies as, will only display when it increases CTR on the ad.

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Jennifer Slegg

Founder & Editor at The SEM Post

Jennifer Slegg is a longtime speaker and expert in search engine marketing, working in the industry for almost 20 years. When she isn't sitting at her desk writing and working, she can be found grabbing a latte at her local Starbucks or planning her next trip to Disneyland. She regularly speaks at Pubcon, SMX, State of Search, Brighton SEO and more, and has been presenting at conferences for over a decade.

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