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Bing Ads offers a suite of easy-to-use features called Ad extensions that enable businesses to build effective ads to attract customers across PCs, tablets and mobile devices. There are currently nine 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. You can now associate extensions at the account level.

After reading this training on Ad extensions, you will understand how to:

  • Create Sitelink Extensions that take customers to specific pages on your website.
  • 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.
  • Use Image Extensions to add visual elements to your ad.

Sitelink Extensions

Sitelink Extensions are links in your ads that take customers to specific pages on your website. 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 need quick access to your business information. You can enter up to twenty 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.

Sitelink Extensions

By default, the Sitelink Extensions are set at the campaign level, however, you can also set sitelinks at the ad group level. Specifying sitelinks at the ad group level will override the sitelinks associated with the campaign.

To select the level you want to make the changes in, select Campaign or Ad group below the Ad Extensions tab. To create new ad Sitelink Extensions, on the All Campaigns page choose the Ad Extensions tab. Click create ad extension.

Create ad extension

Select the campaign you want to associate the new Sitelink Extensions to, and then add up to 35 characters of description. (You must add both lines of text for Enhanced Sitelinks to be enabled.) Click save.

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, and then select the checkbox to the left of that extension. Click delete, then save.

You can track Sitelink Extension clicks using custom URL parameters.

Enhanced Sitelinks

Enhanced Sitelinks draw attention to your ad by increasing its size. You can now add up to two lines of descriptive text under each Sitelink Extension.

Create ad extension

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. 

An ad can display 2, 4, or 6 Enhanced Sitelinks with descriptions, or 2 - 6 Sitelink Extensions in a single row without descriptions, which will be determined by Bing.

Note: Sitelinks/Enhanced Sitelinks can be created and edited in the UI and Bing Ads Editor.

Location Extensions

With Location Extensions, you can choose to display the address of your business location closest to the customer. You can also include a local phone number. Better yet, if the customer is viewing your ad on a smartphone, they can click the phone receiver icon to call you directly.

Setting Location 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 C:\Users\Davids\AppData\Local\Temp\SNAGHTML5167c41a.PNG

You can take advantage of space by displaying up to 2 of your closest locations in one ad. (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.)

Setting Locations Extensions

Users can click Directions to go to your business. The destination instantly populates 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

In addition to showing your location, Location Extensions also offer iPhone users an easy way to call for a ride to your business from your ad. 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 are 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 are added to specific campaigns on this tab.

Locations that you create apply to all of your campaigns within a particular Customer ID. Also, make sure that you enable Location Extensions at the campaign level and that they apply 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.

Note: Location Extensions can be created and edited in the UI and Bing Ads Editor.

Call Extensions

While Location Extensions offers an address and local phone number associated with a nearby location, when you use a Call Extension, 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. Instead, 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 routes to your business phone number.

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 viewed.

When creating a Call Extension, you choose where your number displays and how. There are two types of Call Extensions and reporting:

All devices (PCs, tablets and smartphones)

A provided forwarding number shows with your ads — you decide if it’s local or toll-free. Bing call tracking is activated with this option. You get specific tracking and analytics to monitor a range of call and campaign details — call type, duration and area code, for example. Richer customer insight can make optimizing your campaign easier (available in U.S. and U.K. only).

Smartphone only

Searchers can call your business directly from the Bing search results with any device. When making a call using a smartphone, customers click-to-call by tapping your number. On PCs and tablets, they can reach you via a free Skype call — a feature exclusive to Bing Ads Call Extensions.

When searchers click-to-call from the Bing search results, you'll pay a standard cost-per-click for each call - the same as a click on your text ad.

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.


  • 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 add Call Extensions to your ad, how to use both Call and Location Extensions, and how to add a clickable phone number to your ad.

Note: Call Extensions can be created and edited in the UI and Bing Ads Editor.

Callout Extensions

Callout Extensions provide an extra snippet of text that highlights your website’s products or offers. This extension is not clickable and can appear in addition to your ad’s description. Providing additional details about your website can make your ad more relevant to potential customers.

Callout Extensions

Each campaign and ad group can have 20 Callout Extensions associated with it and a minimum of 2 callouts must be associated with the campaign or ad group for the callout to serve. Keep in mind that your ads won’t always show callouts and if they do show callouts, the format it appears may vary. Callout Extensions are free to add to your ad.

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. To create a Callout Extension, first click Campaigns at the top of the page. Click the Ad Extensions tab. If it’s not already selected, click Callout Extensions and select Campaign or Ad group. Click Create ad extension.

Select the campaign or ad group to which you want to add the extension. Click Add new Callout Extension. Enter the callout text and click save.

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

Note: Callout Extensions can be created and edited in the UI and Bing Ads Editor.

Structured Snippet Extensions

Structured Snippet Extensions give potential customers more context on a specific aspect of your products and services. A Structured Snippet is made up of a header and a list of 3-10 values, which correspond to the header. For example, you might use the header “Brands:” and the values “Windows, Xbox, Skype” to let customers know about what brands are available at your store.

This extension is not clickable and, similar to other extensions, will appear beneath your ad’s description. Structured Snippets have no impact on the other extensions you’re already using.

Structured Snippet Extensions

A campaign or ad group can have 20 Structured Snippet Extensions associated with it. Structured Snippets are free to add to your ad, but may not duplicate what is already stated in the ad.

To create a Structured Snippet, first click Campaigns at the top of the page. Click the Ad Extensions tab. If not already selected, click Structured Snippet Extensions and select Campaign or Ad group.

Click Create ad extension. Select the campaign or ad group you want to add the extension to. Click Add new Structured Snippet Extension. Select the Header from the preset list in your specified language. Enter a minimum of 3 snippet values of the products or services that relate to the chosen header. Click save.

The chart below outlines the difference between Callout Extensions and Structured Snippet Extensions:

Callout Extensions and Structured Snippet Extensions

Note: Structured Snippet Extensions can be created and edited in the UI ONLY.


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. Each campaign and ad group can have 20 Review Extensions associated with it.

Review Extensions 

To create a Review Extension. First click Campaigns at the top of the page. Click the Ad Extensions tab. If not already selected, click Review Extensions and select Campaign or Ad group. Click Create ad extension.

Select the campaign or ad group into which you want to add the extension. Click Add new Review Extension. Enter the Review Extension details and click Save.

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. Review Extensions can be created and edited in the UI and Bing Ads Editor.

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. In addition, 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

App install tracking goals

App install tracking goals are tag-less goals, which means you won’t have to add the code to your website to track and measure user activity. When you create your goal for mobile app install, they’ll be created automatically.

By keeping track of your app installs, you can know what happens after a customer clicks on your ad. 

Note: App Extensions can be created and edited in the UI and Bing Ads Editor.

Learn how to create an App Extension and create a goal for App Installs.

Image Extensions

Providing visual elements to your ads helps them stand out and gives customers a better idea of what to expect when they click your ad. You can add an Image Extension to your ad at no extra charge - you only pay when your Image Extension link is clicked.

To create an Image Extension, first click Campaigns at the top of the page and click the Ad Extension tab. If not already selected, click Image Extensions. Click Create ad extension and select the campaign into which you want to add the Image Extension.

Click Create new Image Extension. Enter the Name/Display Text, Description (optional), and Destination URL(optional) of the Image Extension.

To Select your images, you can Select an existing image or your brand logo or Upload new images. Click on the image(s) you want to appear in both Bing and MSN, and review the images in Selected images. You can also click on See how your images will look in an ad to get an idea of how your image may appear. Click save.

Image Extension

Learn more about how to add visual elements to your ad with Image Extensions, including important information about image specifications and the difference between Image Extensions and product ads. 

Note: Image Extensions can be created and edited in the UI ONLY.

Please review Bing Ads policies for ad extensions, along with some additional requirements.


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 – especially smartphone users – contact your business at their convenience.
  • 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.
  • Image Extensions help your ads stand out compared to competitors’ ads.

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.