Bing announced 10 days ago that they are now strongly recommending that you switch all your ad URLs from HTTP to HTTPS. “Bing Ads strongly recommends you update your URLs to use the HTTPS protocol instead of HTTP,” they wrote.

They mentioned primarily two reasons:

(A) Because of the security and performance benefits associated with its use, HTTPS has become the new standard protocol used on the web (as opposed to the original HTTP).

(B) Google Chrome will begin marking all Opens in new window HTTP pages as “Not secure.” So if your website is still an HTTP URL instead of HTTPS, Chrome users who click on your ads will see your URL marked as “Not secure” in the address bar.

If your site is not HTTPS, Bing suggested you speak with your webmaster or developer to take the necessary steps to make it HTTPS. When you do become HTTPS, Bing offers multiple ways to update your URLs in bulk from HTTP to HTTPS.

Forum discussion at Twitter.