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BizReport : Advertising archives : January 07, 2015

No more brrring brrring in Bing ads as telephone numbers disallowed

Bing is taking the brrring out of its ads, according a recent announcement on the company blog.

by Helen Leggatt

A change in editorial policy means that, starting February 2015, telephone numbers will not be allowed in Bing ads unless they are call extensions or location extensions. Initially, only ads in the U.S., U.K., Hong Kong and Taiwan will be affected but the change will roll out to all countries over time.

In a nutshell, telephone numbers in plain text will no longer be allowed in the ad, title, body, URL and any other ad extensions such as Sitelink Extensions.

While the change will come into effect in February, 2015, existing ads will not be affected until June. However, if changes are made to existing campaigns in February or beyond, advertisers will be affected and will need to amend ads to remove telephone numbers.

According to Bing, "although untouched existing ads with phone numbers will remain as they are until June 2015, after that point, any ads that are not in compliance with this editorial policy update may be rejected and will stop serving until the necessary changes are made".

Instead of featuring a telephone number, advertisers can now use Call Extensions. This enables ad viewers to make contact using click-to-call.

Google began disallowing telephone numbers in ads back in April, 2013.

Image via Shutterstock

Tags: advertising, search, telephone

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