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Entity Hierarchy and Limits

One or more Bing Ads users can manage one or more customer accounts. The following figure shows the high level Bing Ads entity object model from the perspective of one user managing a customer.

Bing Ads Entities

Business object relationships


Common entities with element limits are listed below. Note that these limits are subject to change. For more information on services to manage Bing Ads entities, see Bing Ads API Overview.

Customer

Defines a customer. All advertising activity is organized by customer. Each customer can have between one and six accounts, and be managed by up to 100 users.

The following table describes limits for elements of a Customer object.

Element

Description

Name

The string can contain a maximum of 100 characters.

Account

Organizes campaigns and identifies the payment instrument used to settle the account. Three accounts are allowed per credit card.

The following table describes limits for elements of an Account object.

Element

Description

Name

The string can contain a maximum of 100 characters and must be unique within the customer.

Campaign

The campaign object is the parent object of an advertising campaign and is where you specify the campaign’s budget. Each account can have up to 10,000 campaigns.

The following table describes limits for elements of an Campaign object.

Element

Description

Description

The description can contain a maximum of 1,000 characters.

Name

The string can contain a maximum of 100 characters.

Ad Group

The ad group object specifies the default bid values for each match type, whether the group contains search ads, content ads, or both; whether to match on keywords or site placement; and the network and country in which the ads display.

Each ad group is associated with one campaign, and may have one or more ads and one or more keywords.

Each campaign can have up to 10,000 ad groups, and up to 500 can be awaiting editorial review in the Draft or Paused state.

The following table describes limits for elements of an AdGroup object.

Element

Description

Name

The string can contain a maximum of 128 characters, and must be unique among all active ad groups within the campaign.

Keyword

The keyword object specifies the keyword phrase, bid values for one or more of the match types that override the default bid values specified at the ad group-level, and substitution parameters to use in the ad that gets displayed.

Each ad group can contain 10,000 keywords and product targets combined. For example, if the ad group contains 4,000 product targets, the maximum number of keywords that you could add is 6,000.

Each account can contain 500,000 keywords and product targets combined. For example, if the account contains 200,000 product targets, the maximum number of keywords that you could add is 300,000.

The following table describes limits for elements of a Keyword object.

Element

Description

DestinationUrl

The string can contain a maximum of 1,024 characters.

Param1

The string can contain a maximum of 1,022 characters.

System_CLiX_note Note

The actual limit depends on the length of the element that references the substitution string. For example, the length of a text ad’s title can contain a maximum of 25 characters.

Param2

The string can contain a maximum of 70 characters.

System_CLiX_note Note

The actual limit depends on the length of the element that references the substitution string. For example, the length of a text ad’s title can contain a maximum of 25 characters.

Param3

The string can contain a maximum of 70 characters.

System_CLiX_note Note

The actual limit depends on the length of the element that references the substitution string. For example, the length of a text ad’s title can contain a maximum of 25 characters.

Text

The string can contain a maximum of 100 characters.

Site Placement

The site placement object specifies the bid for text ad space on the specified publisher’s website.

Each ad group can contain 10,000 site placements.

Each account can contain 100,000 site placements.

The following table describes limits for elements of a SitePlacement object.

Element

Description

Url

The string can contain a maximum of 256 characters.

Mobile Ad

A mobile ad specifies the creative, such as the title and text of the ad.

Each ad group can contain between one and 50 ads combined, whether the type of ad is mobile, text, or product.

The following table describes limits for elements of an MobileAd object.

Element

Description

BusinessName

The string can contain a maximum of 20 characters.

DestinationUrl

The string can contain a maximum of 1,024 characters. If the URL specifies the HTTP protocol when you add an ad, the service will remove the http:// protocol string and the HTTP protocol string does not count against the 1,024 character limit; however, the service will not remove an HTTPS protocol string (https://) from the URL.

DisplayUrl

The maximum input length of the string is 200 characters, and can contain dynamic text strings. However, the ad will fail to display if the URL exceeds 20 characters after dynamic text substitution occurs.

PhoneNumber

The string can contain a maximum of 20 characters.

Text

The maximum input length of the copy is 300 characters, and can contain dynamic text strings. However, the ad will fail to display if the copy exceeds 18 characters after dynamic text substitution occurs.

Title

The maximum input length of the string is 80 characters, and can contain dynamic text strings. However, the ad will fail to display if title exceeds 18 characters after dynamic text substitution occurs.

Text Ad

A text ad specifies the creative, such as the title and text of the ad.

Each ad group can contain between one and 50 ads combined, whether the type of ad is mobile, text, or product.

The following table describes limits for elements of an TextAd object.

Element

Description

DestinationUrl

The string can contain a maximum of 1,024 characters. If the URL specifies the HTTP protocol when you add an ad, the service will remove the http:// protocol string and the HTTP protocol string does not count against the 1,024 character limit; however, the service will not remove an HTTPS protocol string (https://) from the URL.

DisplayUrl

The maximum input length of the string is 200 characters, and can contain dynamic text strings. However, the ad will fail to display if the URL exceeds 35 characters after dynamic text substitution occurs.

Text

The maximum input length of the copy is 300 characters, and can contain dynamic text strings. However, the ad will fail to display if the copy exceeds 71 characters after dynamic text substitution occurs. Note that for ad groups that use Traditional Chinese, the text is limited to 38 characters after substitution.

Title

The maximum input length of the string is 80 characters, and can contain dynamic text strings. However, the ad will fail to display if title exceeds 25 characters after dynamic text substitution occurs. Note that for ad groups that use Traditional Chinese, the title is limited to 15 characters after substitution.

Product Ad

A product ad specifies the creative, such as the promotional text of the ad.

Each ad group can contain between one and 50 ads combined, whether the type of ad is mobile, text, or product.

The following table describes limits for elements of an ProductAd object.

Element

Description

PromotionalText

The string can contain a maximum of 45 characters.

Product Target

For product ads to serve, add product targets to the campaign’s ad group. To add a product target to an ad group, call the AddAdGroupCriterions operation. The operation takes a list of BiddableAdGroupCriterion objects.

Each ad group can contain 10,000 keywords and product targets combined. For example, if the ad group contains 4,000 product targets, the maximum number of keywords that you could add is 6,000.

Each account can contain 500,000 keywords and product targets combined. For example, if the account contains 200,000 product targets, the maximum number of keywords that you could add is 300,000.

The following table describes limits for elements of a BiddableAdGroupCriterion object.

Element

Description

DestinationUrl

The string can contain a maximum of 1,024 characters.

Param1

The string can contain a maximum of 1,022 characters.

System_CLiX_note Note

The actual limit depends on the length of the element that includes the substitution string. For example, the destination URL can contain a maximum of 1,024 characters. If the URL contains a string that is 1,000 characters long (not including the length of {Param1}), the value of Param1 cannot exceed 24 characters.

Param2

The string can contain a maximum of 70 characters.

System_CLiX_note Note

The actual limit depends on the length of the element that includes the substitution string. For example, the destination URL can contain a maximum of 1,024 characters. If the URL contains a string that is 1,000 characters long (not including the length of {Param2}), the value of Param2 cannot exceed 24 characters.

Param3

The string can contain a maximum of 70 characters.

System_CLiX_note Note

The actual limit depends on the length of the element that includes the substitution string. For example, the destination URL can contain a maximum of 1,024 characters. If the URL contains a string that is 1,000 characters long (not including the length of {Param3}), the value of Param3 cannot exceed 24 characters.

Targets

The target object defines the types of targeting that you can use to target your ads to users. Targets are maintained in a library available to any campaign and ad group within a specified customer.

The maximum combination of city, metro area, state, and country targets that you can specify in a LocationTarget object is 255. For example, you may specify a maximum of 255 state targets or 200 country targets and 55 state targets.

The maximum number of radius targets allowed per target is 2,000.

For more information, see Target Data Object.

Ad Extensions

Ad extensions let you decorate text ads with additional information that helps customers find relevant information about your products and services. Ad extensions are maintained in a library available to any campaign within a specified account.

An account can contain up to 150,000 ad extensions.

For more information, see Ad Extensions.

The following table describes limits for elements of a CallAdExtension object.

Element

Description

PhoneNumber

The string can contain a maximum of 35 characters.

The following table describes limits for elements of a LocationAdExtension object.

Element

Description

CompanyName

The string can contain a maximum of 80 characters.

PhoneNumber

The string can contain a maximum of 35 characters.

The following table describes limits for elements of a ProductAdExtension object.

Element

Description

ProductSelection

The array can contain a maximum of 10 collections and each collection can contain a maximum of 6 unique conditions.

The following table describes limits for elements of a SiteLinksAdExtension.

Element

Description

SiteLinks

The array can contain a maximum of 10 site links.

Negative Keywords

To explicitly opt out of bidding for keyword match types, you can specify negative keywords at the campaign and ad group level. If you specify negative keywords at both levels, both lists will be used in comparison to the user’s query.

Each ad group or campaign can contain up to 10,000 negative keywords, and each negative keyword can contain a maximum of 100 characters.

Negative Site Placements

To explicitly opt out from having your ads displayed on partner sites, you can specify negative sites at the campaign and ad group level. You can exclude websites for search and content ads. For search ads, you can specify only syndicated search websites. If you specify negative keywords at both levels, both lists will be used in comparison to the user’s query. Negative site URLs specified at the ad group level override negative site URLs specified at the campaign level.

Each ad group or campaign can contain up to 10,000 negative site placements. Each URL must specify the domain name and can specify one subdomain name and a maximum of two directories.

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