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Ads

You may create and manage ad copy that gets displayed in the search results of a user’s search query. Separately if you have listed products in Bing Merchant Center, you may include real-time, specific product information from your Bing Merchant Center store catalog in your Bing Ads ad.

For details on managing and decorating ads, see the following sections.

System_CLiX_note Note

Partial success is supported when adding, updating, and deleting ads. For example if you submit 10 ads and 2 fail, the remaining 8 will succeed. For more information, see Partial Success.

Choosing Ad Formats

You may use brand to manage these ad formats. Each format derives from the Ad data object

Ad

Description

TextAd

Text ads display on computers, tablets, and hi-fi smartphones capable of rendering full HTML. A text ad is displayed to a user when the ad is viewed in search results. Elements include title, text, display URL, and destination URL.

System_CLiX_note Note

For delivery of text ads, your ad group should also contain keyword bids. For more information, see Keywords.

MobileAd

A mobile ad is displayed to a user when the ad is viewed on a low-fi mobile device not capable of rendering full HTML. Elements include business name, title, text, display URL, destination URL, and phone number. You must either specify business name and phone number, or display URL and destination URL.

To connect with customers using your business name and phone number when creating or updating mobile ads, you must specify both the BusinessName and PhoneNumber elements.

To link your page with your mobile web page when creating or updating mobile ads, you must specify both the DisplayUrl and DestinationUrl elements.

System_CLiX_note Note

For delivery of mobile ads, your ad group should also contain keyword bids. For more information, see Keywords.

ProductAd

A ProductAd is required for the Bing Ads delivery engine to generate product ads from the product details that it finds in the customer’s Bing Merchant Center store. You may optionally specify promotional text to display in a product ad.

System_CLiX_note Note

For product ads, the product targets (BiddableAdGroupCriterion) are used to determine the delivery of product ads. For more information, see Product Ads.

Creating Ads

To add one or more ads to an ad group, call the AddAds operation. Set the Ads element to the list of ads that you want to add, and set the AdGroupId element to the identifier of the ad group that will own the ads. The list of ads in the request can contain different types of ad objects. For more information on available elements for ads, see Choosing Ad Formats.

The operation returns the IDs of the ads that you added. You should store them locally for easy access to the ads later.

For text and mobile ads the combination of the ad’s title, text, and display URL must be unique for all ads within an ad group. For product ads, the promotional text must be unique for all ads within an ad group. If the list of ads in a request contains duplicates, the call fails; however, if you try to add an ad to an ad group that contains an existing ad with the same values, the call will not fail. Instead, the operation returns the identifier of the existing ad.

Getting Ads

To get ads, call the following operations.

Updating Ads

To update one or more ads in an ad group, call the UpdateAds operation. The Id element must specify the ID of the ad to update. Specify only those elements that you want to update. The call will fail if you specify a non-null value for a read-only element such as Status.

Deleting Ads

To delete one or more ads from an ad group, call the DeleteAds operation.

Decorating Ads

To decorate ads with additional information such as deep links into your website or the phone number and address of your business, see Ad Extensions.

Rotating Ads

By default, the delivery engine rotates the best performing ads into the auction. This means that the chance of it serving new ads or underperforming ads is small. To change the ad rotation behavior of rotating the best performing ads to rotating all ads in the ad group evenly, set the AdRotation element of the AdGroup object. For more information on managing ad groups, see Ad Groups.

System_CLiX_note Note

Ad rotation is applicable for text and mobile ads, but not product ads.

You should consider rotating the ads evenly if you need to get seasonal ads in front of the customer or if you want to experiment with the ad copy of an underperforming ad to improve its performance.

System_CLiX_note Note

Rotating ads evenly into the auction does not mean that they will get an equal number of impressions.

Dynamic Text Substitution

Dynamic text strings are used to customize the ad at display time, for example to reflect the user’s search term. Using dynamic text strings can help increase the ad’s click-through rate (CTR). You may include dynamic strings in a text or mobile ad’s text, title, destination URL, and display URL. For product ads, you may use dynamic strings in the destination URL. For more information, see Dynamic Text Substitution.

Editorial Review

Before an ad can be served, it must pass editorial review. For more information, see Managing Editorial Review and Appeals.

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