Microsoft is experimenting with a new Local business tag that appears on some sponsored listings in Bing search results. This tag could potentially give nearby advertisers an edge in capturing local customer attention.
The big picture. Microsoft is simultaneously testing additional blue tags for other valuable attributes:
Made in the USA highlighting domestic products.
Deal flagging special offers.
Free Shipping calling out no-cost delivery options.
Why we care. These visual indicators could impact click-through rates by instantly communicating key differentiators to searchers. For local businesses, the Local business tag could improve visibility against larger competitors by highlighting proximity as a value proposition.
Similarly, tags like Made in USA, Deal, and Free Shipping allow advertisers to emphasize compelling attributes that might otherwise be overlooked in crowded search results. These tags essentially function as free ad extensions that draw attention to specific competitive advantages, potentially providing better qualified traffic without additional cost.
What they’re saying. Search analyst Khushal Bherwani also documented the expanded tag testing program across Bing’s platform on X.
What’s next. Microsoft has not officially announced whether these tags will roll out permanently or how advertisers might qualify for specific labels.
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About the author
Anu Adegbola has been Paid Media Editor of Search Engine Land since 2024. She covers paid search, paid social, retail media, video and more.In 2008, Anu’s career started with delivering digital marketing campaigns (mostly but not exclusively Paid Search) by building strategies, maximising ROI, automating repetitive processes and bringing efficiency from every part of marketing departments through inspiring leadership both on agency, client and marketing tech side.
Outside editing Search Engine Land article she is the founder of PPC networking event – PPC Live and host of weekly podcast PPCChat Roundup.
She is also an international speaker with some of the stages she has presented on being SMX (US), SMX (Munich), Friends of Search (Amsterdam), brightonSEO, The Marketing Meetup, HeroConf (PPC Hero), SearchLove, BiddableWorld, SESLondon, PPC Chat Live, AdWorld Experience (Bologna) and more.