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Bing Adds Larger Coupon Codes to Brand Knowledge Panels

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Bing has decided to step up their coupon code game by introducing new larger coupon codes in brand knowledge panels in their search results.

Bing first began testing these coupon codes on a limited basis back in April 2016.  The new version is much more prominently placed and noticeable than their previous version.  These are coming up for brand searches alone, so they aren’t for people specifically looking for deals or coupons.

Here is what it looks like, as it appears in the search results:

These offers are expandable for some brands as well.  Here is what it looks like expanded.

That expands to five coupons from two different sources, Groupon and Coupons.com

These are also showing up for other brands, and also include more third party coupon code sites including Dealcatcher and Reatailmenot.  Where there are more than 2 codes showing, they have been expanded.

When you click through on a code, it doesn’t show you the code within the knowledge panel, but it is merely a link to the page that the coupon resides on for each coupon/deal site.

These actually show much less information than the previous, but smaller, version did, which also contained information regarding expiry dates on the deals.  But they now include more sources for the information. Here is what it used to look like, in its expanded form:

It isn’t clear if this is through a partnership or if Bing is scraping the data from the sites to include the data.  But they are not tagged as sponsored in any way.

It also isn’t clear what these brands might think of these deals in their knowledge panels.  Brands could look at it two ways – either they see it as a value added bonus, or as a way to save consumers money that might have gone in their pockets otherwise.  Adding the keyword “coupons” to those brand terms does not show these knowledge panels in the search results.

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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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