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 four types of ad extensions available: Sitelink Extensions, Call Extensions, Location Extensions and App Extensions. In addition, you can take advantage of Enhanced Sitelinks to add two lines of descriptive text and enable larger headlines.


After reading this training you will understand how to:


  • create Sitelink Extensions, as well as edit and delete existing extensions
  • 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
  • use App Extensions to promote your app
  • prep your ad for Enhanced Sitelinks

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 that 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 a good idea to include an extension for your shop locator page. Why? Searcher behaviour data shows that when people enter a shop name into the search box, they’re often looking for basic information like shop location and hours.


Sitelink Extensions are especially useful for 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 that you 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.


Examples of where sitelink extensions could show in your ad


To create new ad Sitelink Extensions, on the Campaigns page choose the Ad Extensions tab. Click Create ad extension. Select a campaign and enter the Link text, Destination URL and, optionally, Description that will appear under the link in your ad. Click Save.


To associate existing Sitelink Extensions to a campaign, go to the Campaigns page and choose the Ad Extensions tab. Click Create ad extension. From the list provided, choose the campaign that you want to associate with an existing Sitelink Extension. From the list provided, select the Sitelink Extensions that you want to associate with this campaign. Click Save.


To edit an existing Sitelink Extension, select the Ad Extensions tab on the Campaigns page. Find the Sitelink Extension that you want to edit and then select the checkbox to the left of that extension. Click Edit, then Edit extension. Make your changes, and click Save.


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


Location Extensions

Location Extensions display your address, phone number and a link to get directions to the business. Clicking on the directions link takes the user directly to the maps page from your text ad, making it simple for customers to find your business. Because address details and phone numbers remain the primary pieces of information that consumers seek when they perform a local search, displaying local information makes it easy for people to find and visit your shop. For businesses with multiple locations, the closest two locations to the searcher will be displayed. This is especially useful for mobile customers.


Example of where location extensions would appear in your ad


In Bing Ads, you can enter your business address and phone number and edit your campaign settings to display your location information, and we will automatically display a link for users to click and get directions to your business. From the Campaigns page, choose Ad Extensions. Select Location extensions, then click Create ad extension. Choose the appropriate campaign, then select an existing extension to associate with this campaign, or click Create new for a new location. (If you create a new location, you will be prompted to enter your business location information.) Click Save.


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 in your text ad, where customers can click to call you.*


*Depends on device and user settings.


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.


Select on desktops and tablets using a Bing Ads forwarding number, and on smartphones using my own phone number. Indicate if you want to use a freephone number or a local number; also indicate the links that you want to display. Click Save.


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.


For more information, take a look at What are ad extensions?


App Extensions

App Extensions are additional elements of your ad that promote your apps across PC, tablet and smartphones from your ad. 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 can increase 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.

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 at taking 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 new app extension and select the campaign and ad group that you want to add the app extension to.

Select Available apps. The Selected apps 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.


Enhanced Sitelinks

Enhanced Sitelinks provide larger headlines and the ability to add two lines of descriptive text – up to 70 characters – to a sitelink. An ad can display up to six sitelinks to help attract customers by giving them a richer, more relevant ad. To take advantage of Enhanced Sitelinks, an advertiser must enable all of their sitelinks with enhanced descriptions. The number of Enhanced Sitelinks served depends on the ad quality and relevance of the sitelinks, and is triggered by high-quality ads in the mainline 1 position. You’ll find the best results are achieved with strong traffic keywords, such as brand terms.


Displaying up to four sitelinks are possible if you take advantage of enhanced sitelinks


Summary

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


Key take-away points:


  • Adding sitelinks to your ad helps attract more customers to your website.
  • Using Enhanced Sitelinks provides greater visibility of your ad.
  • Using Call Extensions and Location Extensions will help customers contact your business.
  • App Extensions can help drive downloads of your app.

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


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