Bing Tests “Sponsored Results” Grouping Like Google
▼ Summary
– Microsoft is testing a new Bing search ad format that groups multiple sponsored links under a single “Sponsored results” label and adds a “Hide” button to collapse the entire ad block.
– This redesign, first spotted by Sachin Patel, makes individual ads appear more like organic results by consolidating the ad labeling into one header.
– The change mirrors a similar recent redesign by Google, which has already led to user complaints about accidental ad clicks.
– The new format could increase ad visibility and click-through rates by blending ads with organic results, but may also lead to higher bounce rates from accidental clicks.
– If widely implemented, this Bing test signals a potential industry shift in ad presentation and could significantly affect campaign performance and user experience.
Microsoft is currently experimenting with a significant redesign of its search advertisements on Bing, drawing clear inspiration from recent changes at Google. The new format consolidates multiple paid listings under a single “Sponsored results” header, with only the top ad carrying a visible label. A notable addition is a “Hide” button that allows users to collapse the entire sponsored block, which can then be expanded again with a “Show” prompt. This approach streamlines the visual presentation but also integrates ads more seamlessly with organic search outcomes.
The change was first observed and documented by an industry watcher who shared visual examples online. In the test layout, subsequent advertisements beneath the initial labeled result do not have individual identifiers. This structural grouping can obscure the line between paid promotions and unpaid, natural listings. By minimizing overt advertising labels, the design risks making commercial content appear indistinguishable from regular search results.
This move by Bing closely follows a nearly identical update implemented by Google just two months prior. That earlier redesign has already generated user feedback, including reports of increased accidental ad clicks. An informal poll conducted on a social platform indicated that a majority of respondents had unintentionally selected a Google ad due to the new grouped format. Bing’s decision to test a similar model suggests a broader industry trend toward this method of presenting and labeling search advertising.
For marketers and advertisers, the implications are substantial. Bing’s proposed “Sponsored results” format might enhance ad visibility and could improve click-through rates by blending paid placements more naturally into the search page. However, the single-label grouping also raises the probability of mistaken clicks, mirroring early advertiser experiences with Google’s change. This scenario often leads to higher bounce rates, as users quickly leave a site they did not intend to visit. The introduced “Hide” button offers a novel element of user control, but its impact on overall engagement remains to be seen.
Should Microsoft decide to implement this design broadly, it could significantly influence campaign performance metrics, how attribution is tracked, and the overall efficiency of advertising spend on the Bing platform. For now, the test appears to be limited in scope, and not all users are able to access the new interface. The potential widespread rollout of this format may drive greater engagement, both intentional and accidental, while simultaneously reviving ongoing discussions about the transparency and clarity of advertising disclosures within search engines.
(Source: Search Engine Land)
