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Bing Ads Academy – Creating Location Extensions in Your Account

Consumers are doing more and more local searches. When out on their lunch break, for example, a searcher might use their phone or tablet to find a dry cleaner, or a sushi restaurant. They might search on their PC while at work for a restaurant for dinner that night or a local florist for a special gift. Bing Ads’ Location Extensions makes your online advertisements more relevant to local searchers by including your  business’s address and phone number alongside the standard text ad.  Now this benefit is also available for our advertisers in the UK.

As you can see in the above examples, Location Extensions will be shown across both PC and Mobile devices. A Bing Ads study of 850 advertisers in the United States found that campaigns using Location Extensions had click-through rates 8 to 16 percent higher than campaigns without Location Extensions.1

When you activate Location Extensions for your account, if the searcher is within a 50 mile radius of one of your stores, Bing Ads will insert that store’s business address and/or phone number into your ad for the potential customer to see. Location Extensions are great for those of you who manage an account for a brand that has physical stores; stores which you would like to encourage customers to use.

Creating Location Extensions

There are two things you need to do to activate location extensions for your account:

  1. Import your business locations and/or phone numbers
  2. Activate your campaigns for Location Extensions

Importing Your Business Locations

You can import your business locations using an Excel template within your  online Bing Adsapplication (commonly referred to as the web User Interface, or web UI). You will find the option to import business locations in the Campaigns page under ‘Manage your business locations’.

Once you’ve imported your business location(s), you have the option to download a business location import template. You can upload up to 1,000 business locations per customer.

 

Once you have opened the template you can then paste all of your business locations into Excel ready to import. You have the option of adding both your business location and phone number. When you’re done, just save the file to your desktop and import the file using the import feature provided in the Campaign page of your web UI.  

Now that you have uploaded your business locations into Bing Ads, if you need to edit them for any reason you can do so within the UI or by exporting them to Excel.

Activating Your Campaigns for Location Extensions

You can activate as many of your campaigns for Location Extensions as you want. In the UI you will need to click into the campaign you would like Location Extensions to serve for and select settings.

Once you have selected settings you will need to scroll down to the bottom of the settings tab where you will see the Ad Extensions option, under Advanced Settings. To activate them for your selected campaigns you will just need to tick the box.

Your location extensions will then be active and you can capitalise on the higher CTR (Click-Through-Rate) using Location Extensions frequently yields. I’m pleased to let you know that an update of Location Extensions is coming soon to the UK, so stay tuned for further information about all the new features this release will include.

Other blog posts that appeared in the Bing Ads Academy series:

Bing Ads Academy – Importing your Google AdWords Campaigns into Bing Ads

Bing Ads Academy – Using Device Targeting on your accounts

Bing Ads Academy – Creating and Optimising Sitelink Extensions