Joe Holliday - MSFT
Posted on 05/08/14

Here’s the latest in the Bing Ads Reporting Series. This one is very closely related to the first article in the group: Understanding the call details report.  If you haven’t had a chance to read that one, consider taking a look.

Also, I’d really love to get your suggestions on what other reports you’d like to hear about. Please feel free to give me some ideas in the comment section below!

Now, let’s get started:

Report names:

Ad extension by ad

Ad extension by keyword

Questions they answer:

How many impressions and clicks are each of my ad extensions getting?

What combination of ad extensions are displaying and how many clicks did each extension receive?

Do I get more clicks on an ad with a particular type of extension?

 

The report data

The Ad Extension reports provide impression and click data per ad extension type or per click type.

Here's an example of some of the data provided in these reports (grouped by extension type), along with a short explanation of what the data means:

Report data

 

Tells you that...

Ad extension Type

Click Type

Impressions

Clicks

   

Metered call

Ad title

10

4

 

Your metered call extension (which is your call extension using a forwarding number) was shown with the ad title 10 times. You also can see that the ad title was clicked four times.

Metered call

Click to direction

5

2

 

Your metered call extension was shown along with a map five times. The map was clicked two times.

Metered call

Phone call

10

2

 

Your metered call extension was shown with the forwarding number 10 times. (Which makes sense, given these two items are the same thing.) The phone number was clicked two times.

Location extension

Ad Title

7

4

 

Your location extension was displayed seven times with the ad title. The ad title was clicked four times.

Location extension

Click to direction

5

3

 

Your location extension was displayed with a map five times. The map was clicked three times.

Location extension

Phone call

5

2

 

Your location extension was displayed with a call forwarding number five times. The phone number was clicked twice.

 

Using the data

First, make sure you understand what each field means and the data that is included in each of the reported values. Take a look at the report field glossary for help with some of the more complicated values.

The data in the example gives you some valuable information to act on. For simplicity, let's assume your overall impressions for each type of ad extension matches the impressions for the ad title. In other words, your overall impressions for your metered call extension is 10 and your overall impressions for your location extension is seven. (Note that in reality, if the option to display "Just the phone number" was chosen, total impressions could be higher than the ad title impressions.)

Given this assumption, if the above information is for a single ad, you can see that the metered call extension (your forwarding number) appears to give your ad some lift in total impressions (ten vs. seven). On the other hand, your ad with the location extension got four clicks out of a total of seven impressions for a click through rate (CTR) of 57% (beating the 40% CTR of the call extension). The ad with the location extension and a map got even better CTR results.

Given this short example, depending on your campaign goals (for example awareness and impressions vs. CTR), you might consider focusing on one or the other type of extension. If your looking for awareness, adding a call extension seems to work. A location extension seems to improve CTR.

(Of course these numbers are exaggerated for sake of illustration. CTRs of 57% and 40% are not typical.)

NOTE: The information contained in this blog post is intended for agencies and advertisers that are either self-managed or supported by Microsoft.  If you are an agency or advertiser managed by Yahoo, the details herein may not be applicable, and you are encouraged to contact your Account Representative for more information.

Questions? Comments? Feel free to leave a comment below or ping us on Twitter.

Tags: extensions, reporting, campaign analytics, Bing Ads Reporting Series
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