What are ad extensions?

Ad extensions (Location Extensions, Call Extensions and Sitelink Extensions) allow you to enrich your ads with website links, an address and a phone number.

There are currently three types of ad extensions available: Location Extensions, Call Extensions and Sitelink Extensions.

Location Extensions

When you enable Location Extensions, you can choose to show the address of your business location that is closest to the customer and also include a local phone number. Better yet, if the customer is viewing your ad on a smartphone, they can click that number to give you a call.

Location Extensions

A particularly powerful feature of Location Extensions is that the address shown to the customer is typically the business location that is closest to them. If you have multiple business locations set up for your campaign, Bing Ads will display the address and phone number for the location that is closest to the customer. The radius for the location display is about 50 miles. If you don't have a business location entered that is within 50 miles of the customer, no location will be shown in your ad.

Locations that you create apply to all of your campaigns within a particular Customer ID. Also note that you enable Location Extensions at the campaign level and they get applied to all ad groups and ads in the campaign.

For more information, watch the video Include your address and phone number in ads using Location Extensions (English only).

To learn how to enable these extensions, see How to add your business address using Location Extensions. To learn about targeting your ads, see Using targeting to display your ads to the right people.

Call Extensions

You typically use Location Extensions to provide an address and local phone number associated with a local location. Using Call Extensions, you can provide a phone number that is not associated with a particular location, but is appropriate for all locations where your ads display.

Call Extensions

Call Extensions have the added benefit of allowing you to designate your ads as call only ads. When you select call only ads, website links in your ads are not clickable from a smartphone. Rather, your phone number is the only link that a user can click. Clicking on the phone number link will initiate a call to that number and you will be charged up to your bid amount (just as if the user had clicked on a website link).

With Call Extensions, you have two options: You can use your own phone number or use a Bing Ads forwarding phone number. When using a forwarding number, we assign a unique phone number that displays in your ad. When a customer calls this number, the call is routed to your business phone number. Our forwarding number allows you to track all calls from this ad, no matter where the call was made from, so that you can analyze the ad performance.

Call Extensions can be used together with Location Extensions. When these two features are used at the same time, the phone numbers displayed and the availability of click-to-call depend on the device where the ad is being viewed. To understand what to expect when using these features together, see What happens when I use both Call and Location Extensions?.

To learn how to enable these extensions, see How do I add a clickable phone number to my ad?.

Call Extensions are available in the United States and United Kingdom on all devices. In all other Bing Ads markets, Call Extensions are available on smartphones only.

Sitelink Extensions

Sitelink Extensions are additional links in your ads that take customers to specific pages on your website. This allows you to promote certain products, services, or sections of your website and take potential customers to exactly the information they were searching for. This can increase both click-through-rate and conversions.

Sitelink Extensions

To learn how to enable Sitelink Extensions, take a look at How to enable, edit or delete Sitelink Extensions. You can enter up to 10 Sitelink Extensions for each campaign. These extensions apply to all ad groups and ads in your campaign. You can also specify Sitelink Extensions at the ad group level that will override the Sitelink Extensions associated with the campaign.

In Austria, Australia, New Zealand and Switzerland, Sitelink Extensions are available only on the Bing network. Note also that the ability to designate Sitelink Extensions at the ad group level is not yet available for all customers. If you don't see this option yet, don't worry. It's coming soon!

When displaying an ad, Bing Ads determines which links are most relevant to the ad being displayed and includes those with your ad. However, you can influence which links are included. Links that you enter at the top of your list receive higher priority than those lower in the list.

Bing Ads will only show Sitelink Extensions in the mainline and only for high quality ads and campaigns. Therefore, make sure to add Sitelink Extensions to your highest performing campaigns. It might take some time for new campaigns to start showing Sitelinks Extensions due to time required to build a history and quality score for the campaign.

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