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New and Improved: Additional Enhancements to Location Extensions from Bing Ads

Location Extensions have seen an enthusiastic response since its launch last year. Advertisers who have adopted Location Extensions on Bing Ads have seen greater value delivered to them in the form of higher ad click-through rates and customer engagement.

To make it easier for your potential customers to find local businesses on search across the Yahoo! Bing Network, Bing Ads is introducing additional enhancements to Location Extensions.

Click to Directions: Every time an ad is enhanced with location details, we will now display a “Directions” link next to the business address, as shown in the image below. Searchers will now have the option to either click on the ad title or the directions link. In both cases, advertisers will be charged on a cost-per-click basis. Clicking on the ad title will direct searchers to your website and clicks on directions link will take them to either a Bing or Yahoo! maps page with your business's address pre-filled. If you're already using Location Extensions in your ads, there is no additional work required to start displaying the directions link, making it easy and efficient for potential customers to access rich information about your business.


Multiple Locations: If you have opted-in to Location Extensions and have more than one location uploaded for a campaign, you may see your ads display with up to 3 location details. There is no opt-in required to enable multiple locations to display. Using the current location data, Bing Ads will decide when to display one or multiple locations. Rules around maximum distance of 50 miles from the searcher will remain in place.

These improvements to Location Extensions will start rolling out in the next week to a small set of advertisers and will continue to roll out  to additional advertisers over the coming weeks. We expect these improvements to be made available to all advertisers in the US in the coming months.

In addition to making it easier for customers to find local businesses, we have also made updates that make it easier for you to manage Location Extensions and also view the results for specific extensions.

Easy & Flexible Set-up:  Starting today, you can add business locations and enable Location Extensions using either the updated web UI, the Bing Ads Editor or the new APIs (for more info, see the API documentation).

You will now be able to upload locations at the account level and select which locations to display for your campaign, thereby providing you with more flexibility. You can upload up to 100,000 extensions for an account and then pick and choose which ones you want to enable for a given campaign.

The set-up change now allows you to import your Google Adwords campaigns and associated Location Extensions data directly into Bing Ads, saving you considerable time and energy.

Detailed Reporting: In addition to the regular campaign reports, you will now be able to view reporting at the Location Extension level. Reports will display spend and click data for clicks on the directions link and each location can be viewed separately. The easy set-up and reporting will be visible to you as you get access to the enhanced Location Extensions.

We expect these enhancements will help you to more easily drive discovery of and traffic to your local stores, while also giving you greater flexibility and insights from the use of Location Extensions.

We look forward to your feedback as we begin to rollout these new enhancements. For more information on Microsoft Search Advertising, please read our blog regularly. For the latest news and updates follow us on Twitter and Facebook

--Ginny Sandhu