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Ad Extensions are enhancements for traditional text ads that enable you to improve engagement with your customers and campaign performance. Microsoft Advertising policies apply to all ad extensions, along with some additional requirements listed below. Please note that most of these requirements apply to all ad extensions, for example the accuracy and truthfulness of the information you provide.

App Extensions

App extensions enable you to promote your apps directly from your ad text leveraging assets like text, logos, images and URL associated to your app ID in the app store.
  • Ensure the app description you use is accurate and in line with Microsoft Advertising policies. This includes the thumbnail or app preview icon used in your  ad copy.
    • The app as described in ad copy must be the one actually available in the store. For example, you may not describe one app in ad copy and link to a different one in the store.
    • Be accurate when making representations regarding the identity of the developer or producer.
    • You may only promote an app that you either own or have a right to distribute.
  • The app you promote must be appropriate for the intended audience of your advertisement, including how it relates to age ratings. If your ad copy promotes travels for example, you may not link to a casual dating app for download.
  • A click on an app extension may lead users to the app store, but it may not directly generate a download.
  • Malware, spyware and other malicious software are strictly disallowed.
We are committed to the highest standards of quality and relevancy and we actively invest in meeting the intent of our users with the most relevant advertising content. We use multiple data points to ensure the best performance of your advertisements. In the context of serving your advertisement with an app extension we will leverage assets like text, logos, images and URL associated to your app ID in the app store.

Sitelink Extensions

Sitelink Extensions are additional links in your ads that take people to specific pages on your website. These are policies to help you implement them well.
  • It should be reasonably clear which portion of your website is promoted by each sitelink extension. For example, link text such as “Contacts” may not point to the “New Arrivals” portion of your website.
  • Each sitelink extension needs to feature a unique name. In other words, you may not have multiple sitelink extensions with the same link text within the same ad copy.
  • A click on a sitelink extension may not trigger an automatic download.
  • Unnecessary symbols and characters like emoticons and block elements such as ▉ or ▃ cannot be utilized in accordance to the Microsoft Advertising content and style policies.
  • You can enter up to 20 sitelink extensions per ad group. Character limitations may apply (for example, 35 characters for link text and 1024 characters for the destination URL maximum in the U.S.).
  • Sitelinks that take users to a different site must include the site name in their link text. For example, if the link is to purchase on, the link text should include Contoso such as "Buy on Contoso".

Location Extensions

Location Extensions enhance your ads with a business address and phone number to help customers contact you.
  • Please ensure that you input a valid address for your location extension.
  • The address you select must be the actual address of your business location(s). For parent companies, this includes the address of your affiliates.
  • It should be sufficiently clear to users which business is located at that address. Ensure that the name of the business at that location is properly displayed.
  • If you insert additional promotional text, ensure this is not only accurate but also relevant for the location promoted. In other words, do not use offers that only apply to your New York, NY location while promoting your Seattle, WA location.
  • For images, please follow Microsoft Advertising Image, audio and video policies.
  • If you have multiple locations, the address shown will generally be the closest to the location of the user. The radius for the location display is up to 50 miles. If you do not have a business location entered that is within 50 miles of the user, no location will be shown in your ad.
  • Location extensions are not available to customers participating in the Microsoft Advertising Adult advertising program.

Phone numbers and ad call extensions

  • Valid phone number: The phone number must be in the correct format for the market in which the ad is displayed, including a valid area code. For example, the correct format for the United States is: (425) 555-0177. International calls are not allowed.
  • The phone number must be all numbers.
  • No letters are permitted.
  • Disallowed characters in phone number: The phone number cannot contain special characters with the exception of parentheses and a dash.
  • Fees: Phone charges in excess of standard fees must be clearly identified before the call is placed, including disclaimers in ad copy. At times, we reserve the right to block certain premium rate phone numbers (such as "900" numbers in the U.S.).
  • Call recording: In addition to complying with all applicable legal requirements, a clear notification of the fact that a phone communication is being recorded is required before recording begins.
United States, Canada, United Kingdom, Hong Kong, Taiwan
The use of a phone number in any portions of your ad copy, is disallowed. You can only use Call Extensions to add a phone number to your ad copy. Location Extensions also allow you to use a phone number.

Image Extensions policies

Image Extensions are photographs placed in your ad that can set it apart from other ads, helping to increase clicks and grab attention. Image Extensions will appear on PC and tablet search results pages across Microsoft Bing. Image extensions are not available for adult marketplace advertisers. Please also review Microsoft Advertising Image, audio and video policies.

Review Extensions

Review Extensions allow you to share reviews from trusted third parties with your audience directly in your ad copy.

Truthfulness and accuracy

  • Reviews should be accurate. You may not edit or manipulate reviews to make your products or services appear in a different light than as portrayed in the original review.
  • Paraphrasing should accurately reflect the content of the original review, including its tone.
  • The review displayed in your ad copy must be present on the review extension landing page.
  • Reviews in your ad copy should not be over one year old or otherwise outdated, not current or no longer applicable to your products or services.
  • Reviews should provide additional content for your ad copy as it pertains to your products or services advertised, and not be used as a mere additional line of text or be duplicative of current content in your ad.

Review source

  • Reviews may only come from reliable, well-established and trusted sources.
  • The source must match the source URL. You may not misrepresent the origin of the review (e.g., source description “A-Review” with source URL “”).
  • You may only link to the original source of the review, and not to any other secondary sources, aggregators, etc.
  • You may not utilize a review that was created by any of your employees, affiliates or associates or otherwise commissioned by you or created with your participation in developing its content. This includes paid endorsements and testimonials.
  • Individual consumer reviews, endorsement and testimonials are not allowed.
  • As an advertiser you are responsible for obtaining the proper consent to utilize a given source in your ad copy.

Callout Extensions

Callout Extensions allow you to add distinctive selling points directly in your ad copy.
A Callout Extension cannot be used merely as another line of text. Callout Extensions can only be used to highlight specific selling points or deals.

You may not drive unnecessary attention to the Callout Extension by using unneeded symbols and characters like emoticons or excessive punctuation, for example. Review the Microsoft Advertising Ad content and style policies to learn more.

Each Callout Extension must be unique. For example, you may not have multiple Callout Extensions with the same text within the same ad copy.

The text of the Callout Extension must adhere to Microsoft Advertising policies. For example, your landing page must prominently feature any special prices, discounts or free offers that are described in any portion of the ad, including the Callout Extension.

Pay attention when using trademarks in Callout Extensions to avoid infringing the intellectual property rights of others. Trademark usage in Callout Extensions must still comply with Microsoft Advertising intellectual property policies.

Structured Snippet Extensions

Structured Snippet Extensions allow you to provide more context on specific aspects of your products or services.

Your use of Structured Snippet Extensions must be compliant with Microsoft Advertising policies.

Additionally, the following requirements apply:

  • Products or services included in a Structured Snippet Extension must be actually offered by the advertiser.
  • Avoid infringing on the intellectual property rights of others. All Structured Snippet Extensions must comply with Microsoft Advertising intellectual property policies.
  • Snippet descriptions must be 25 characters or less.
  • Snippet text must be directly related to the header. For example, a technical school advertising a Network Engineering Program may select the header “Courses”, snippet text may include “Basic Hardware”, “Server Essentials”, “Basics of Networking”, “Intro to the Cloud”, etc., but may not include "Financial Aid".
  • Snippet text cannot be duplicated in the header. For example, "destinations" cannot be used as a snippet under the "Destination" header.
  • Promotional text cannot be used in snippets. For example, "Travel Europe" cannot be used under the "Destination" header. Some examples of approved snippets under this header are, "New York", "Berlin", "Sydney", "Moscow", etc. 
  • Structured Snippet text must not feature any disallowed content per our policies, for example hate speech or defamatory content.

Price Extensions

Price Extensions allow you to display a list of products, services, and their corresponding prices.

Your use of Price Extensions must be compliant with Microsoft Advertising policies.

Additionally, the following requirements apply:

  • Prices used in Price Extensions must be available and visible on the landing page.
  • Products or services listed must be available and visible on the landing page.
  • Header text and description must be related. For example, "Kids haircut" as a header may contain a description similar to "Girls and Boys". A description similar to "Huge toy selection" would not be related to the header and would not be allowed.
  • Description cannot be duplicated in the header. For example, "Women's haircut" cannot be used for both the header and the description.
  • Price extension text must not feature any disallowed content per our policies, for example hate speech or defamatory content.

Promotion Extensions

Promotion Extensions allow you to display special offers in your Microsoft Advertising text ads, including the promotion code, offer and expiration date countdown.

Your use of Promotion Extensions must be compliant with Microsoft Advertising policies.

Additionally, the following requirements apply:

  • The promotion landing page must include details of the promotion.
  • Text entered as a promo code must be a working promotion code.
  • Promotion cannot be restricted to a certain audience (for example, military discounts, birthdays, first-time customers).
  • Discounts and promotions must be applied at checkout or point of sale.
  • Receipt of free gifts or e-cards can be displayed on the product landing page and must also be displayed in the cart or on the checkout page.
  • Promotions cannot be duplicated (identical promotions with different promotion IDs).
  • Promotions for products or services that are normally free, sweepstake offers, or text-only offers meant to advertise the product without a discount are not allowed.
  • Additional costs cannot be added to promotional items to offset the promotion cost.
  • Promotions must be redeemable without additional user requirements, such as signing up for a store credit card or taking a survey to redeem the promotion.
  • Promotion titles must be clear, concise, accurate, and only represent the value of the specific promotional offer.
  • Up to 20 extensions can be selected to associate to a single ad group, campaign, or account.

Help icon Help with Microsoft Advertising policies

         Use these links for more help with Microsoft Advertising policies.