Ad extensions let you decorate ads with additional information that helps customers find relevant information about your products and services. For example, you can include deep links into your website to quickly direct your customers to relevant promotional or technical information that may help increase conversions. Associating your campaigns and ad groups with ad extensions can improve the visibility of your ads, which can lead to more clicks and improve your return on investment (ROI). There are currently five types of ad extensions available from Bing Ads: App Extensions, Call Extensions, Image Extensions, Location Extensions, and Sitelink Extensions. For an overview of ad extension types, see Ad Extensions and Bing Ads Web UI Help - What are ad extensions?.
Ad extensions are stored in a shared library at the account level. You can add a maximum of 150,000 extensions to the library per account. After adding the extension to your shared library, you must associate it with a campaign or ad group for the extension to become eligible for delivery.
Call and Location ad extensions cannot be associated with an ad group.
Ad extensions that are associated at the ad group level will override ad extensions of the same type that are associated at the campaign level. For example if you have 2 callout extensions set for Campaign A, zero callout extensions associated with Ad Group AA, and one callout extension associated with Ad Group AB, then only Ad Group AA is eligible to have its text ads decorated with callouts.
You can manage ad extensions with either the Bulk Service or Campaign Management Service. You should use the Bulk Service if you need to upload or download a high volume of entity settings. For example you can update all ad extensions for your entire account in a single upload. In comparison, with the Campaign Management Service you can only update 100 ad extensions per call. For details see the following sections.
The Bulk Service create, update, and delete operations can be completed using Bulk upload. You can use Bulk download to read back your data. For more information see Bulk File Schema and Downloading and Uploading Campaigns.
These are the Bing Ads entities with properties for managing URLs that can be accessed using the Bulk Service.
- Structured Snippet Ad Extension
- Ad Group Structured Snippet Ad Extension
- Campaign Structured Snippet Ad Extension
These are the ad extension entities that can be accessed using the Campaign Management Service. You can create, read, update, and delete these entities.
Partial success is not supported when adding, updating, and deleting ad extensions. For example if you submit 10 ad extensions and 2 fail, the entire batch will fail.
Partial success is supported for GetAdExtensionsAssociations and SetAdExtensionsAssociations. For example if you submit 10 ad extension associations and 2 fail, the remaining 8 will succeed. For more information, see Partial Success using the Campaign Management Service.
Note: The AdExtension object is the base class from which all ad extensions are derived.
Note: Partial update is not supported for ad extensions. Any optional elements which are not sent with the UpdateAdExtensions request will in effect be deleted from the extension.
When you associate an ad extension with a campaign or ad group, the extension goes through an initial editorial review. For more information, see Ad Extension Editorial Review.
You can use the following reports to get statistics about the effectiveness of the ad extensions that you've included in your ads.
AdExtensionByAdReportRequest – Aggregates performance data by ad for a specified time period. By including performance details, such as clicks, conversion, and spend, you can identify ad extensions that are performing well, and those that may need to be adjusted to optimize the monthly budget.
AdExtensionByKeywordReportRequest – Aggregates performance data by keyword for a specified time period. By including performance details, such as clicks, conversion, and spend, you can identify ad extensions that are performing well, and those that may need to be adjusted to optimize the monthly budget.
AdExtensionDimensionReportRequest – Lists all versions of an ad extension by account. You can use this information along with the performance data from the other two reports to determine which version performed better.