Microsoft Advertising 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. You can take advantage of Enhanced Sitelinks (ESL) to add two lines of descriptive text and enable larger headlines. You can even set up an Ad extension schedule and take advantage of the Microsoft Advertising AI-powered Automated Extensions for several Ad extensions.
After reading this Study Guide on Ad extensions, you will understand how to:
- Create Sitelink Extensions & ESL that take customers to specific pages on your website.
- Set up an Ad extension schedule to control when you show your ads.
- Help improve your ad’s visibility and performance with Automated Extensions.
- Add Price Extensions to your ad.
- 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 Multi-Image Extensions to add visual elements to your ad.
- Enable, edit or delete Sitelink Extensions & ESL.
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 are 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 are looking for. For example, if you are a retailer bidding on brand terms, it’s smart to include an ad extension for your shop locator page. Why? Searcher behaviour data shows that when people enter a shop name into the search box, they are often looking for basic information like shop 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 are 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.
Microsoft Advertising 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 the time required to build a history and quality score for the campaign.
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.
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 ESL to be enabled.) Click Save.
To update existing Sitelink Extensions, click on the Ad extensions tab. You will see the list of available Microsoft Advertising Ad extensions. Select the campaign you want to add additional text to by ticking the box on the left-hand side. In the Edit dropdown 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 tick box to the left of that extension. Click Delete, then Save.
You can track Sitelink Extension clicks using custom URL parameters.
Enhanced Sitelinks (ESL)
Sitelink Extensions provide a way to add links to your ads, while ESL let you add additional text underneath these links to make your Sitelink Extensions larger.
You can now add up to two lines of descriptive text under each Sitelink Extension.
There’s a 35-character limit for each line of ESL (70 total for two lines), but using less than 25 characters is best practice in the event that truncated text is enabled for smaller screens.
ESL 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 ESL with descriptions, or 2 - 6 Sitelink Extensions in a single row without descriptions, which will be determined by Bing.
Price Extensions are a pay-per-click extension that display your products or services, along with their corresponding prices, to searchers. Price Extensions will only show on ads listed at the very top of the results page. This allows searchers to see exactly what they are looking for when they are looking for it. This helps to increase your clicks and drive potential customers straight to your converting experiences.
An account, campaign or ad group can have up to 20 Price Extensions. Like any extension, Price Extensions are free to add to your ad and may not always show for every query. You only pay the standard ad headline cost-per-click for clicks you receive on Price Extensions. If you would like to change the order of the items within a Price Extension, you can do so by selecting Edit Price Extension under the Ad extensions tab in All Campaigns.
Learn more about the definitions for the different fields you need to fill in for your Price Extensions.
To create a new Price Extension, click Campaigns at the top of the page. Click the Ad extensions tab. If not already selected, click Price 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 Price Extension. Enter the Price Extension details and click Save.
Learn more about adding, deleting and associating Price Extensions at the account level.
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 centre point for radius targeting will be migrated to custom locations and the existing campaigns will run without any issues.
You can take advantage of space by displaying up to two 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.)
Location Extensions with directions
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 the destination is populated in a map, allowing 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 an Uber 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 setup. 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.)
Location Extensions are created in the Ad extensions management screen. Click the Ad extensions tab. Create ad 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. Remember that if you have multiple locations for business, Location Extensions will show the nearest business location within 50 miles or the value selected for radius targeting.
Here are the details for the Location Extensions account limits.
- Standard: Maximum 100 locations
- Standard plus: Maximum 50,000 locations
- Select: Maximum 50,000 locations
- Premium: Maximum 100,000 locations
Learn more about creating, editing, deleting and associating Location Extensions to multiple campaigns or ad groups.
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.
With Call Extensions, you can:
- Display a phone number in your search ads on any PC, tablet or smartphone.
- Get calls from customers who click the number in your ad or dial it.
- See reports on how many calls you received, and if you missed a call.
With Call Extensions, you have two options: You can use your own phone number or use a Microsoft Advertising 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.
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 optimising your campaign easier (available in U.S. and U.K. 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 Microsoft Advertising Call Extensions.
When searchers click-to-call from the Bing search results, you will 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 Microsoft Advertising markets, Call Extensions are available on smartphones only.
- The Call Extensions on all devices (smartphones, PCs and tablets) option requires a Microsoft Advertising 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.
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.
Each campaign and ad group can have 20 Callout Extensions associated with it and a minimum of two callouts must be associated with the campaign or ad group for the callout to serve. Callout Extensions are free to add to your ad. 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 is 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 Microsoft Advertising Editor. Create a shared Callout Extension from the Shared Library and associate it with multiple campaigns and ad groups.
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 shop.
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 are already using.
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 three 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:
Note: Structured Snippet Extensions can be created and edited in the UI ONLY.
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.
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 Microsoft Advertising Editor.
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 are 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 are not designed to take them directly to the app store. As a result, a sitelink could directly customers to the wrong app store.
App install tracking goals
App analytics tracking helps you gauge the effectiveness of your App Extensions by keeping tabs on who is actually downloading your app.
All you have to do is create an extension, and then select if you want Microsoft Advertising to automatically create a conversion goal. You can also create a mobile app install conversion goal later. Like all Universal Event Tracking features, app analytics tracking can provide valuable insight into how your ads are performing and how effectively your budget is being put to work.
Link your apps in your ad
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 are currently using a Sitelink Extension to promote your app, switch to App Extensions.
To create a goal for app installs, click the Campaigns tab, and then on the left pane, click Conversion Tracking. Under Conversion Tracking, click Conversion Goals.
On the conversion goals page, click Create conversion goal. Enter a name for your goal in the Goal name box. When naming your goal, use a descriptive name that makes sense to you (for example, ‘iOS hotel booking app’).
Choose the Mobile app install goal type and select the applicable operating system. Enter the Package name/App ID:
- App Store: Windows Store
- App Store: Windows Phone Store
- App Store: Google Play
- App Store: Apple App Store.
*Optional: You can also assign a Goal value to the conversion and enter a conversion period to track up to 90 days in the past. Click Save.
Image and Multi-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.
Under 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.
With Multi-Image Extensions, your ad can display five images, a unique opportunity that is available only on Microsoft Advertising.
To add a Multi-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 Multi-Image Extension.
Click Create new Image Extension. Enter the Name/Display Text (required), Description (optional) and Destination URL (required) of the Image Extension. Note: The Name/Display text will appear below the images and must be less than 14 characters.
To Select your images, you can Select an existing image or your brand logo or Upload new images with an image aspect ratio of 4:3. Click on the images you want to appear in Bing, 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 images may appear. Click Save.
Learn more about aspect ratio and image specifications, and the difference between Image Extensions and product ads.
Note: Image Extensions can be created and edited in the UI only.
Automated Extensions helps put the right amount of extensions in place to engage your customer. By using AI to collect and extract data, the most relevant extensions appear at the right time.
This data can come from the content on your website, your ad descriptions, a user’s Bing query, Bing Shopping feeds and 3rd party sources like Twitter or consumer reviews. The primary objective is to supplement the title, ad description and display URL that is already created by the advertiser to provide unique information and create additional value for improved ad performance.
Learn more about opting-out and reporting for the following 9 Automated Extensions available:
- Consumer Ratings
- Dynamic Ad Enhancements
- Dynamic Callouts
- Dynamic Partner Data Enhancements
- Dynamic Sitelinks
- Dynamic Structured Snippets
- Longer Ad Headlines
- Previous Visits
- Seller Ratings
With the ability to schedule your Ad extensions, you can reduce wasted clicks and cater to targeted customers, increasing your click-through rate potential. Creating campaign consistency enhanced by timed promotions will enhance all your offerings.
Note: Ad extension scheduling is available for the all extension types, except for Image Extensions. You can implement ad extension scheduling through Microsoft Advertising, Google Import, Microsoft Advertising API and Bulk Upload.
To create a new ad extension schedule, first click Campaigns at the top of the page. Then click the Ad extensions tab.
Select the ad extension you want to add a schedule to and select Campaign or Ad group. Click +Add new extension. Enter the required information for the extensions. Expand Selected days and hours to set the date range, schedule display time and time zone details. Click Save.
To edit an ad extension schedule, click Campaigns at the top of the page. Click the Ad extensions tab. Select the ad extension that contains the schedule you want to edit. Click Edit next to the Create ad extension button and select Edit an extension. Edit the Selected days and hours details. Click Save.
Microsoft Advertising Ad extensions offer features that let you enhance your ads so potential customers can find your business information quickly and easily.
- Using Enhanced Sitelinks (ESL) 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, prices and services.
- App Extensions can help drive downloads of your apps.
- Scheduling extensions and using Automated Extensions allows you to use data to cater to targeted customers.
- Image and Multi-Image Extensions help your ads stand out compared to competitors’ ads. Thanks for reading this training on PPC Ad extensions.
Continue studying or take the Microsoft Advertising Certified Professional exam to become certified.
Please note all features in this Study Guide may not be available in your market.