- Microsoft announced on the Bing blog that Bing Ad Express will be closing shop by July 30.
- Bing Ad Express was meant to help businesses that didn't have time, money, or experience to manage paid search.
- After a beta run, however, Bing learned that automating the process took away important control from the campaigns that brands and businesses needed.
While ad automation is becoming increasingly popular in many areas, sometimes precise control is necessary for a successful campaign. Bing Ad Express' shortcomings could have come from its design or functionality, as well — perhaps automating too much or not offering enough customization. Either way, Microsoft learned something from the beta and that's important.