Entity Hierarchy and Limits

 

The following figure shows the high level Bing Ads entity object model from the perspective of one customer that has one or more accounts. For information on services available to manage Bing Ads entities, see Bing Ads API Overview.

Entity Hierarchy

Common entities with property limits are listed below. Note that these limits are subject to change.

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 15 users.

The following table defines limits for Customer properties.

PropertyLimit
NameThe string can contain a maximum of 90 characters.

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

The following table defines limits for AdvertiserAccount properties.

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

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

You can manage campaigns using the Bulk service (Campaign Record) or Campaign Management service (Campaign Data Object).

The following table defines limits for campaign properties.

PropertyLimit
DescriptionThe string can contain a maximum of 1,000 characters.
NameThe string can contain a maximum of 128 characters.
Tracking Url TemplateThe string can contain a maximum of 2,048 characters.

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 campaign can have up to 20,000 ad groups. Each ad group may have multiple ads and keywords.

You can manage ad groups using the Bulk service (Ad Group Record) or Campaign Management service (AdGroup Data Object).

The following table defines limits for ad group properties.

PropertyLimit
NameThe string can contain a maximum of 128 characters, and must be unique among all active ad groups within the campaign.
Tracking Url TemplateThe string can contain a maximum of 2,048 characters.

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 20,000 keywords.

Each account can contain 5,000,000 keywords.

You can manage keywords using the Bulk service (Keyword Record) or Campaign Management service (Keyword Data Object).

The following table defines limits for keyword properties.

PropertyLimit
Destination UrlThe string can contain a maximum of 1,024 characters.
Final UrlThe string can contain a maximum of 2,048 characters.
Final Mobile UrlThe string can contain a maximum of 2,048 characters.
Param1The string can contain a maximum of 1,022 characters.

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.
Param2The string can contain a maximum of 70 characters.

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.
Param3The string can contain a maximum of 70 characters.

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.
TextThe string can contain a maximum of 100 characters.
Tracking Url TemplateThe string can contain a maximum of 2,048 characters.

With a dynamic search ads campaign, the ad title and display URL are generated automatically based on the website domain and language that you want to target.

System_CAPS_ICON_note.jpg Note

Not everyone has this feature yet. If you don’t, don’t worry. It’s coming soon.

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

You can manage dynamic search ads using the Bulk service (Dynamic Search Ad Record) or Campaign Management service (DynamicSearchAd Data Object).

The following table defines limits for dynamic search ad properties.

PropertyLimit
Path 1The maximum input length of the path is 50 characters with dynamic text strings. However, the ad will fail to display if the path exceeds 15 characters after dynamic text substitution occurs. Note that for languages with double-width characters e.g. Traditional Chinese the maximum input length of the path is 25 characters, and the path is limited to 7 characters after substitution.
Path 2The maximum input length of the path is 50 characters with dynamic text strings. However, the ad will fail to display if the path exceeds 15 characters after dynamic text substitution occurs. Note that for languages with double-width characters e.g. Traditional Chinese the maximum input length of the path is 25 characters, and the path is limited to 7 characters after substitution.
TextThe 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 80 characters after dynamic text substitution occurs. Note that for languages with double-width characters e.g. Traditional Chinese the maximum input length of the copy is 150 characters, and the text is limited to 40 characters after substitution.
Tracking Url TemplateThe string can contain a maximum of 2,048 characters.

An expanded text ad specifies the creative, such as the titles and text of the ad.

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

You can manage text ads using the Bulk service (Text Ad Record) or Campaign Management service (TextAd Data Object).

The following table defines limits for text ad properties.

PropertyLimit
Destination UrlThe 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.
Display UrlThe string can contain a maximum of 200 characters, and can contain dynamic text strings. However, the ad will fail to display if the URL would exceed 35 characters after dynamic text substitution occurs.
Final UrlThe string can contain a maximum of 2,048 characters.
Path 1The maximum input length of the path is 50 characters with dynamic text strings. However, the ad will fail to display if the path exceeds 15 characters after dynamic text substitution occurs. Note that for languages with double-width characters e.g. Traditional Chinese the maximum input length of the path is 25 characters, and the path is limited to 7 characters after substitution.
Path 2The maximum input length of the path is 50 characters with dynamic text strings. However, the ad will fail to display if the path exceeds 15 characters after dynamic text substitution occurs. Note that for languages with double-width characters e.g. Traditional Chinese the maximum input length of the path is 25 characters, and the path is limited to 7 characters after substitution.
TextThe 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 80 characters after dynamic text substitution occurs. Note that for languages with double-width characters e.g. Traditional Chinese the maximum input length of the copy is 150 characters, and the text is limited to 40 characters after substitution.
Title Part 1The maximum input length of each title part is 30 characters without dynamic text. If dynamic text strings are used, the maximum input length of TitlePart1 and TitlePart2 combined is 77 characters. However, the ad will fail to display if either TitlePart1 or TitlePart2 exceeds 30 characters after dynamic text substitution occurs. Note that for languages with double-width characters e.g. Traditional Chinese the maximum input length of each title part is 15 characters without dynamic text. If dynamic text strings are used, the maximum input length of TitlePart1 and TitlePart2 combined is 37 characters. However, the ad will fail to display if either TitlePart1 or TitlePart2 exceeds 15 characters after dynamic text substitution occurs.
Title Part 2The maximum input length of each title part is 30 characters without dynamic text. If dynamic text strings are used, the maximum input length of TitlePart1 and TitlePart2 combined is 77 characters. However, the ad will fail to display if either TitlePart1 or TitlePart2 exceeds 30 characters after dynamic text substitution occurs. Note that for languages with double-width characters e.g. Traditional Chinese the maximum input length of each title part is 15 characters without dynamic text. If dynamic text strings are used, the maximum input length of TitlePart1 and TitlePart2 combined is 37 characters. However, the ad will fail to display if either TitlePart1 or TitlePart2 exceeds 15 characters after dynamic text substitution occurs.
Tracking Url TemplateThe string can contain a maximum of 2,048 characters.

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 dynamic search, expanded text, or product ad.

You can manage product ads using the Bulk service (Product Ad Record) or Campaign Management service (ProductAd Data Object).

The following table defines limits for product ad properties.

PropertyLimit
Promotional TextThe string can contain a maximum of 45 characters.

Product groups are used to specify which products from your Bing Merchant Center catalog should be included in a particular ad group.

System_CAPS_ICON_note.jpg Note

In order to understand product groups, first make sure you are familiar with Bing Shopping Campaigns.

After you create a shopping campaign, Bing Ads creates a default ad group. That ad group includes a product group containing all of the products in your Bing Merchant Center catalog feed. However, you don't typically want an ad group to contain all products. Instead, you likely want each ad group to contain only very closely related products in order more effectively manage which ads show, and when. With product groups you can narrow down that default group to a customized list of specific products.

There is a 1 to 1 relationship between ad groups and product groups. In other words, each ad group has one product group and vice versa.

You can manage product groups using the Bulk service (Ad Group Product Partition) or Campaign Management service (ProductPartition Data Object).

For more information, see the Bing Ads Help article Understand and use product groups.

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, country, metro area, postal code, and state targets that you can specify in a LocationTarget object is 10,000. For example, you may specify a maximum of 10,000 city targets or 1,000 state targets and 9,000 city targets.

This limit applies whether the geographic targets are included or excluded. In other words, the target object limit of 10,000 applies to all city, country, metro area, postal code, and state targets regardless of whether the value for each corresponding target bid's IsExcluded element is set to true or false.

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

For more information about managing targets, see the technical guide Show Ads to Your Target Audience.

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.

App Ad Extensions

You can manage app ad extensions using the Bulk service (App Ad Extension Record) or Campaign Management service (AppAdExtension Data Object).

The following table defines limits for app ad extension properties.

PropertyLimit
Destination UrlThe string can contain a maximum of 1,024 characters.
Display TextThe string can contain a maximum of 35 characters.

Call Ad Extensions

You can manage call ad extensions using the Bulk service (Call Ad Extension Record) or Campaign Management service (CallAdExtension Data Object).

The following table defines limits for call ad extension properties.

PropertyLimit
Phone NumberThe string can contain a maximum of 35 characters.

Callout Ad Extensions

You can manage callout ad extensions using the Bulk service (Callout Ad Extension Record) or Campaign Management service (CalloutAdExtension Data Object).

The following table defines limits for call ad extension properties.

PropertyLimit
TextThe string can contain a maximum of 25 characters.

Image Ad Extensions

You can manage image ad extensions using the Bulk service (Image Ad Extension Record) or Campaign Management service (ImageAdExtension Data Object).

The following table defines limits for image ad extension properties.

PropertyLimit
Alternative TextThe string can contain a maximum of 35 characters.
Destination UrlThe string can contain a maximum of 1,024 characters.

Location Ad Extensions

You can manage location ad extensions using the Bulk service (Location Ad Extension Record) or Campaign Management service (LocationAdExtension Data Object).

The following table defines limits for location ad extension properties.

PropertyLimit
Company NameThe string can contain a maximum of 80 characters.
Phone NumberThe string can contain a maximum of 35 characters.

Review Ad Extensions

You can manage review ad extensions using the Bulk service (Review Ad Extension Record) or Campaign Management service (ReviewAdExtension Data Object).

The following table defines limits for review ad extension properties.

PropertyLimit
SourceThe combined length of the Source and Text strings must be less than 67 characters.
TextThe combined length of the Source and Text strings must be less than 67 characters.
UrlThe string can contain a maximum of 255 characters.

Sitelink Ad Extensions

You can manage sitelink ad extensions using the Bulk service (Sitelink Ad Extension Record) or Campaign Management service (SiteLinksAdExtension Data Object).

The following table defines limits for sitelink ad extension properties.

PropertyLimit
SiteLinksThe array can contain a maximum of 10 site links.

You can manage sitelinks using the Bulk service (Sitelink Ad Extension Record) or Campaign Management service (SiteLink Data Object).

The following table defines limits for sitelink properties.

PropertyLimit
Description 1If Simplified Chinese or Traditional Chinese characters are included, the string can contain a maximum of 15 characters.

For English and all other languages, the limit is 35 characters.
Description 2If Simplified Chinese or Traditional Chinese characters are included, the string can contain a maximum of 15 characters.

For English and all other languages, the limit is 35 characters.
Destination UrlThe URL can contain a maximum of 1,024 characters.
Display TextFor Simplified Chinese and Traditional Chinese, if you specify Description1 or Description2 then the string can contain a maximum of 11 characters; otherwise, the string can contain a maximum of 15 characters.

For English and all other languages, if you specify Description1 or Description2 then the string can contain a maximum of 25 characters; otherwise, the string can contain a maximum of 35 characters.
Final UrlThe string can contain a maximum of 2,048 characters.
Final Mobile UrlThe string can contain a maximum of 2,048 characters.
Tracking Url TemplateThe string can contain a maximum of 2,048 characters.

Structured Snippet Ad Extensions

You can manage structured snippet ad extensions using the Bulk service (Structured Snippet Ad Extension Record) or Campaign Management service (StructuredSnippetAdExtension Data Object).

The following table defines limits for structured snippet ad extension properties.

PropertyLimit
ValuesEach value can have a maximum length of 25 characters.

To explicitly opt out of bidding for keyword match types, you can specify negative keywords at the campaign and ad group level.

Each ad group or campaign can contain up to 20,000 negative keywords, and each negative keyword can contain a maximum of 100 characters.

System_CAPS_ICON_note.jpg Note

The 20,000 negative keyword limit is allowed per campaign and ad group up to the account limit of 5,000,000 negative keywords. These limits are separate from the limits for negative keyword lists.

Additionally a campaign can be associated with any or all negative keyword lists within the account, and each list can contain up to 5,000 shared negative keywords. A maximum of 20 negative keyword lists are allowed per account and each list can be associated with any or all campaigns in the account. Thus one campaign could effectively have 120,000 negative keywords applied via the sum of the 20,000 negative keywords exclusively set for that campaign and the 100,000 shared negative keywords (20 lists multiplied by 5,000 negative keywords per list).

System_CAPS_ICON_note.jpg Note

The maximum number associations between campaigns and negative keyword lists is 50,000 per account. For example if you have five negative keyword lists and associate all of them with each of your 10,000 campaigns, then you are not allowed to associate a sixth negative keyword list with any campaign.

If you specify negative keywords at both levels, both lists will be used in comparison to the user’s query. Thus an ad group could effectively have 140,000 negative keywords applied via the sum of the 20,000 negative keywords exclusively set for that ad group, the 20,000 negative keywords exclusively set for the ad group's parent campaign, and the 100,000 negative keywords in lists shared with the ad group's parent campaign.

For more information about managing negative keywords and negative keyword lists, please see the technical guide about Negative Keywords.

To prevent your ad from appearing on specific web sites within the search network you can configure website exclusions, also known as negative site placements. To explicitly opt out from having your search ads displayed on partner websites sites, you can specify negative sites at the campaign and ad group level. For search ads, you can specify only syndicated search websites. Ad-group-level website exclusions override campaign-level website exclusions.

You can manage negative site placements using the Campaign Management service (AdGroupNegativeSites Data Object) and (CampaignNegativeSites Data Object).

Each ad group or campaign can contain up to 2,500 negative site placements. Each URL must specify the domain name and can specify one subdomain name and a maximum of two directories.

Bing Ads API Overview
Bing Ads API Reference

Community Additions

ADD
Show: