There has been a lot of great feedback around Google’s Knowledge Panel / Shopping Ad hybrid that is showing up for some product searches, and just recently began showing up for mobile, and it appears that Bing is now testing something similar. Bing’s version is a smaller knowledge panel that is expandable to display more details, followed by regular Bing shopping ads / product listing ads.
Here is how it displays in the right side of the search results while collapsed:
And here it is once expanded:
Unlike Google’s variation which shows sellers listed in the knowledge panel section, Bing lists product reviews in that same area, although some listed are also retailers. So the entire knowledge panel isn’t listed as sponsored, just the shopping ads at the bottom. However, it wouldn’t be surprising to see Bing replace these reviews with their own version of inline listings.
Google’s knowledge panel is also much more detailed when compared to Bing’s version, however sellers can upload a products specs and details that can populate these knowledge panels.
However, because Bing’s knowledge panel is expandable, one could argue that Bing’s PLAs displayed underneath might be a bit more noticeable when compared to Google… but they do appear more “ad-like” when compared to Google’s inline listings.
Here is Google’s version for comparison:
For Bing Ads advertisers who utilize PLAs, this is definitely something to keep an eye on.
Jennifer Slegg
Latest posts by Jennifer Slegg (see all)
- 2022 Update for Google Quality Rater Guidelines – Big YMYL Updates - August 1, 2022
- Google Quality Rater Guidelines: The Low Quality 2021 Update - October 19, 2021
- Rethinking Affiliate Sites With Google’s Product Review Update - April 23, 2021
- New Google Quality Rater Guidelines, Update Adds Emphasis on Needs Met - October 16, 2020
- Google Updates Experiment Statistics for Quality Raters - October 6, 2020