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Bing Ads offers a suite of easy-to-use features called Ad Extensions that enable businesses to build more informative ads to attract customers across PCs, tablets and mobile devices. There are currently seven types of PPC ad extensions available. In addition, you can take advantage of Enhanced Sitelinks to add two lines of descriptive text and enable larger headlines.

After reading this training on Bing Ads ad extensions, you will understand how to:

  • Create Sitelink Extensions, as well as edit and delete existing extensions.
  • Update your existing Sitelink Extensions with Enhanced Sitelinks.
  • Use Location Extensions to display your local business information.
  • Create Call Extensions with your business phone number or a forwarding number that provides better analytics.
  • Take advantage of Callout Extensions to showcase how your business is unique.
  • Use Review Extensions to create customer trust with positive third-party reviews.
  • Create Structured Snippet Extensions to highlight extra products and services.
  • Use App Extensions to promote your app.

Sitelink Extensions

Sitelink Extensions are additional links in your ads that take customers to specific pages on your website without having to enter a URL. They offer your customers a quick and convenient way to access the information they’re searching for, which can increase both click-through rate (CTR) and conversions.

Improving your CTR is not only a function of keyword-to-ad relevance, but an indicator of how well you are able to show potential customers that you have what they’re looking for. For example, if you’re a retailer bidding on brand terms, it’s smart to include an ad extension for your store locator page. Why? Searcher behavior data shows that when people enter a store name into the search box, they’re often looking for basic information like store location and hours.

Sitelink Extensions provide a way to add links to your ads, and are especially useful to mobile consumers who want to take immediate action when they’re out and about and need quick access to your business information. You can enter up to ten Sitelink Extensions for each campaign; they will apply to all ad groups and ads in your campaign. 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.

Sitelinks Extensions

To create new ad Sitelink Extensions, on the All Campaigns page choose the Ad Extensions tab. Click create ad extension.

Create ad extension

Sitelink Extensions can be associated at either the campaign or ad group level. Select the campaign you want to associate the new Sitelink Extensions to, then add up to 35 characters of description. (You must add both lines of text for Enhanced Sitelinks to be enabled.) Click save.

Create ad extension

To update existing Sitelink Extensions, click on the Ad Extensions tab. You’ll see the list of available Bing Ads ad extensions. Select the campaign you want to add additional text to by checking the box on the left-hand side. In the Edit drop-down menu, select Edit an Extension.

If you want to delete an existing Sitelink Extension, go to the Campaigns page and select the Ad Extensions tab. Find the Sitelink Extension you want to delete, then select the checkbox to the left of that extension. Click delete, then save.

Enhanced Sitelinks

Enhanced Sitelinks let you add additional text underneath these links to make your Sitelink Extensions larger. You can update your existing Sitelink Extensions to enhance them and get your ads to stand out even more.

Enhanced Sitelinks provide larger headlines and the ability to add two lines of customizable, descriptive text to each sitelink. There’s a 35-character limit for each line of Enhanced Sitelinks (70 total for two lines), but using less than 25 characters are best practice in the event that truncated text is enabled for smaller screens.

Enhanced Sitelinks will only show in the mainline 1 ad position (the first ad found on the search results page), which means you must bid competitively to take advantage of this feature. Best practices include using strong traffic keywords (such as brand terms), and specific pricing details and call to actions. 

Important features of Sitelink Extensions (including Enhanced Sitelinks):

  • Display up to six links to deeper pages on a website.
  • Tailor the URL for each Sitelink Extension.
  • Enter up to 10 Sitelink Extensions per campaign.
  • Measure using detailed Sitelink Extensions reporting, including Ad Extension by Keyword, Ad, or Details reports.

Location Extensions

Location Extensions display your business information, such as your address, phone number and directions link, in your ad – and give mobile users a one-click way to Get a Ride to your location.

Setting Locations Extensions allows you to set different locations for different campaigns. Multiple brands within the same customer account can now use Location Extensions. The business locations in use as center point for radius targeting will be migrated to custom locations and the existing campaigns will run without any issues.

Setting Locations Extensions

You can take advantage of space by displaying up to 2 of your closest locations in one ad. (For locations to display, they must be within 50 miles or 80 km of the user.)

Setting Locations Extensions

Users can click Directions to go to your business. The destination is instantly populated into map directions, and automatically populates origin for smartphone users, assuming users have opted into ‘use my location’. A route is calculated, and a customer can be on their way in seconds.

Note: All clicks on Directions are billable and cost the same as clicks on the title.

Location Extensions on Smartphones

Searchers on the move ready to take action can simple Click to Call or click to get directions to reach your business. The Get a Ride feature for Location Extensions is like an annotation, where it could be automatically included and requires no additional set-up. A customer can click the ride icon in your ad that launches the Uber app, and if they are logged in to their Uber account, the destination will be pre-populated with your address. (To opt out of Get a Ride, customers must contact their Account Manager or contact support.)

Get a Ride feature

Location Extensions can be created in the Ad Extensions management screen. Click the Ad Extensions tab. Create extension, then choose a campaign and select country. Existing PPC ad extensions can be added to specific campaigns on this tab.

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.

As with the one-click Directions option, all clicks on Get a Ride icon are billable and cost the same as clicks on the title.

Call Extensions

You can generate great leads for your business by adding Call Extensions to your Bing Ads campaign. We know that customers are much more likely to make a purchase when they call a business. With Call Extensions, your phone number will appear right inside of your text ad, where customers can click to call you.

Example of a call extension within an ad

Advertisers can create a Call Extension with a forwarding number on the Campaigns page. Click ad extensions and then call extensions, then create and create new. Select the appropriate campaign and enter your phone number.

A Bing Ads forwarding number allows you to track all calls from your ad so that you can analyze performance. Select On all devices using a Bing Ads forwarding number, and On smartphones using my phone number. Indicate if you want to use a toll-free phone number or a local number; also indicate the links you want to display. Click save.

You can also elect to show both your website link and the phone number in your ads. Or you can elect to just show the phone number in ads. Click save to exit.

Call forwarding numbers tracks campaign and ad group performance areas such as:

phone impression count; call count; phone thru rate; phone cost; average CPC; and total spend.

Additionally, the call details report analyzes the following: call start/end time; missed/completed calls; call duration; caller area code; and call type. When call forwarding is enabled, tracking and analytics can be reviewed within the account view, campaign, ad group, keyword, ad and call forwarding details.

Note: 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.

Remember:

  • The Call Extensions on all devices (smartphones, PCs and tablets) option requires a Bing Ads call-forwarding number and gives access to detailed call analytics.
  • The Call Extensions on smartphones only option allows use of a business phone number. Performance analytics include impression and click data. Call-specific analytics are not available.

Read more about how to ad Call Extensions to your ad.

Callout Extensions

Callout Extensions showcase the products, services, deals and promotions that make your business unique. They appear with other Bing Ads Ad Extensions, and are positioned below the ad description. This larger-formatted ad can increase your click-through-rate.

Callout Extensions text is not clickable and has a different color than the other extensions. Four items per ad may be showcased, and each Callout should have less than 25 characters. Callout Extensions can appear for mainline ads.

Note: A minimum of two Callouts must be associated with a given campaign or ad group. Each campaign or ad group can have up to 20 Callout Extensions.

Callout Extensions

 Select Create ad extension in Ad Extensions tab. Callout Extensions can be associated at either the Campaign or Ad group level. Select the Campaign or Ad Group to which you want to associate the Callout Extension.

Click the +Add new callout extension link. Select the Campaign or Ad Group, and click the +Add new review extension button. Click the +Add new structured snippet extension link.

The new Callout is automatically selected. Callouts not currently selected for a Campaign or Ad Group are listed as Available Callout Extensions. Callouts can be edited by clicking Edit. Click save to save the edited extension.

You can manage PPC ad extensions, like Callout Extensions, using Bing Ads Editor. Create a shared Callout Extension from the Shared Library and associate it with multiple campaigns and ad groups.

*Depends on device and user settings
*Available in all markets except China, Hong Kong, and Taiwan

Review Extensions

Review Extensions highlight positive third-party reviews in your search ads. A free, clickable link by a respected third-party source appears below descriptive ad text. This builds customer confidence and lets the world know what others are saying about you.
Review Extensions

After you select Create ad extension in Ad Extensions tab, you will want to associate your Review Extension at either the Campaign or Ad Group level. Select the Campaign or Ad Group, and Click the +Add new review button.

In the dialog box, select the Format your review appears in. Enter the review Text, Source, and Source URL information. Click save to create this new review.

Only one Review Extension per ad is allowed, with limits for Review Text + Review Source at max 67 characters (Review URL limit is 255 characters, and includes http:// or https://).

*Available in all markets except China, Hong Kong and Taiwan.

Structured Snippet Extensions

Structured Snippet Extensions enhance your ads with product and service highlights. You can add an extra line of text with up to 25 characters per word, and they will appear underneath the ad description. Structured Snippet Extensions can appear in mainline and sidebar ads and are not clickable, meaning they will not connect a user to a link.

Structured Snippet Extensions

In the Ad Extensions tab, select Structured Snippet Extensions from the drop-down menu. Click Create ad extension. Structured Snippet Extensions can be associated at either the campaign or ad group level.

Select the Campaign or Ad group you want to extend with a structured snippet. Click the +Add new structured snippet link. Pick your category from the drop-down menu. Add up to 10 descriptions under Values. Click save.

Note: Structured Snippet Extensions are available on PC/tablet traffic and on Bing-owned and operated sites.

App Extensions

App Extensions are additional elements of your ad that promote your iOS, Android and Window apps across PC, tablet and smartphones from your ad. App Extensions help you meet two goals at once — boosting traffic and app installs — and work across devices, including smartphone, tablet and PC.

You can manage App Extensions in flexible ways to meet your needs, in campaigns or ad groups. Plus, information from the app store automatically shows in your dashboard, such as icon, ratings, etc. App Extensions can tell which device and operating system your customer is using, then sends them to the correct app store.

Here are a few key benefits of using App Extensions:

  • Adding an App Extension to your ad is free and you only pay when your App Extension link is clicked.
  • Promoting app installs in your ad with a clear call-to-action link can increase application downloads and usage of your apps, in addition to website visits.
  • Clicks and app installs can be tracked as conversions at the campaign and ad group levels.
  • Configure multiple versions of App Extensions to rotate into your ads.
  • Your App Extensions will automatically update as you make changes to your app metadata.

With App Extensions, a customer’s device and operating system is automatically detected and will take the user directly to the correct app store, unlike Sitelink Extensions. If you’re currently using a Sitelink Extension to promote your app, switch to App Extensions moving forward. Sitelinks are great to take customers to specific pages on your website but aren’t designed to take them directly to the app store. As a result, a sitelink could directly customers to the wrong app store.

An example of how an app extension can be used to drive searches to use your app

Advertisers can add App Extensions by clicking Campaigns at the top of the page and click the Ad Extension tab. If not already selected, click App Extensions.

Click Create ad extension and select the campaign or ad group you want to add the app extension to.

Select Available App Extensions. The Selected App Extensions will appear in the right window.

Select your Mobile operating system.

Enter your App ID/Package name. The app ID/package name can be found in the URL of the app from the respective app store. Click Save.

To learn more, check out Add App Extensions to promote your app.

Summary

Bing Ads ad extensions offer features that let you enhance your ads so potential customers can find your business information quickly and easily.

Key takeaways:

  • Adding Sitelink Extensions to your ad helps attract more customers to your website.
  • Using Enhanced Sitelinks will increase traffic to your site and double the size of your mainline ads.
  • Using Call Extensions and Location Extensions will help customers contact your business.
  • Creating Callout, Review, and Structured Snippet Extensions will boost ad performance by highlighting products and services.
  • App Extensions can help drive downloads of your apps.

Thanks for reading this training on PPC ad extensions. Continue your training or take the Bing Ads Accredited Professional exam to become accredited.

Please note all features in this training may not be available in your market.