Bing Ads Testing “Official Site” Tag to Ads in Search Results

I spotted a new change that Bing Ads is currently testing that are being displayed for big brands in their search results.  They have a new “Official Site” line added directly underneath the Bing Ads title, and above the displayed URL.

Here is how it normally displays in the search results.

Bing Search has been running the “Official site” tag in the organic search results for some time, but this is the first time I have seen it show up in the Bing Ads ads in the search results.  This does seem to be a limited test, as I was not able to replicate it across multiple browsers.

This change might be useful for searches that might spawn numerous copycat listings – such as for Macy’s coupons or deals that lead to a non-official Macy’s site.  However, advertisers are potentially losing one line of ad copy where another annotation might have been displayed instead.

I have reached out to Bing Ads and will post an update when I hear more information on this test.

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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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