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Ad Extensions

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.

For code examples that show how to add, get, and delete extensions for an account’s ad extension library, set, get, and delete the extension associations with a campaign, and determine why an extension failed editorial review, see C# | Java | PHP.

System_CLiX_note Note

For information about related programming elements, see Campaign Management Service Reference.

For information about managing ad extensions and associating them with campaigns and ad groups, see the following sections.

Ad Extension Types

The AdExtension object is the base class from which all ad extensions are derived. The following sections describe the ad extensions that derive from AdExtension. Each type of extension can be added using the operations described in Creating Ad Extensions.

App Ad Extensions

You may associate app ad extensions with your campaigns and ad groups, and text ads will include a link to install an application.

You can associate an app ad extension with one or more campaigns or ad groups, and a campaign or ad group can be associated with multiple app ad extensions.

For more information about available settings, see the AppAdExtension data object.

Call Ad Extensions

You may associate call ad extensions with your campaigns, and text ads will include a phone number. The phone number is clickable on hi-fi mobile devices. You may specify whether the phone number is the only clickable item on the ad, in which case otherwise clickable items such as address, display URL, and site links (if any are associated) will be disabled. You may optionally specify whether a toll-free tracking number should be created for tracking calls that originate from your ad. Whether the search user made a call or clicked on a link, you will be charged the same up to your bid amount.

You may associate one call extension per campaign.

System_CLiX_note Note

If the campaign is also associated with a location extension, the call extension phone number will override the location extension phone number.

For more information about available settings, see the CallAdExtension data object.

Image Ad Extensions

System_CLiX_note Note

Currently this feature is only available for pilot participants. For more information, see GetCustomerPilotFeatures Service Operation.

You may associate image ad extensions with your campaigns and ad groups, and text ads may include an image or alternative text.

You may associate up to three image extensions per campaign or ad group.

For more information about available settings, see the ImageAdExtension data object.

Location Ad Extensions

Your potential audience may search for local content, stores, and services. You may associate location ad extensions with your campaigns, and if the search user is within 50 miles of your specified location, text ads will include the business’ address and a phone number. Even before a user clicks, they can see additional details about your business in the ad results. These details encourage users to click on your ad and bring them to your door. The address when clicked, displays the business’ location in Bing Maps. The phone number is clickable on hi-fi mobile devices capable of rendering full HTML.

You may associate one or more location extensions per campaign.

System_CLiX_note Note

If the campaign is also associated with a call extension, the phone number in the call extension will override the location extension phone number.

For more information about available settings, see the LocationAdExtension data object.

Product Ad Extensions

System_CLiX_note Note

Product ads are only available in the United States.

You may associate product ad extensions with your campaigns. The extension identifies a Bing Merchant Center store that contains the products that you want to advertise. The delivery engine generates the ad’s contents based on the product details that it finds in the Bing Merchant Center store. Product ads can also include promotional text that you specify. For more information, see Product Ads.

You may associate one product ad extension per campaign.

For more information about available settings, see the ProductAdExtension data object.

Site Links Ad Extensions

Site link extensions are additional links in your ads that take customers to specific pages on your website. This enables you to promote certain products, services, or sections of your website and take potential customers to exactly the information they were searching for. This can increase both click-through-rate and conversions.

You may associate site links ad extensions with your campaigns or ad groups, and text ads will include up to 10 links to relevant web pages within your website. When displaying an ad, Bing Ads determines which links are most relevant to the ad being displayed and includes those with your ad. You can influence which links are included. Links that you specify at the beginning of your list receive higher priority than those toward then end of your list.

You may associate one site links ad extension per campaign or ad group.

For more information about available settings, see the SiteLinksAdExtension data object.

Creating Ad Extensions

Ad extensions are stored in a library at the account level. To add an extension to the library, call the AddAdExtensions operation. The operation returns the IDs of the extensions that were added.

You can add a maximum of 150,000 extensions per account and 100 extensions per call.

Associating Ad Extensions with an Entity

In order for an ad extension to be included in an ad, you must associate it with a campaign or ad group.

System_CLiX_note Note

Call and Location ad extensions cannot be associated with an ad group.

To associate an extension with a campaign or ad group, call the SetAdExtensionsAssociations operation. When calling the operation, you pass a list of AdExtensionIdToEntityIdAssociation objects. Each object specifies the ID of the extension and the campaign or ad group entity with which it’s associated. You may specify a maximum of 100 associations.

Disassociating Ad Extensions from an Entity

To disassociate an extension from a campaign or ad group, call the DeleteAdExtensionsAssociations operation. When calling the operation, you pass a list of AdExtensionIdToEntityIdAssociation objects. Each object specifies the ID of the extension and the campaign or ad group with which it’s associated. You may specify a maximum of 100 associations.

Getting Ad Extensions

To get a list of specific ad extensions, call the GetAdExtensionsByIds operation. You must specify a list of ad extension IDs and the types of extensions that the IDs represent. The operation will return only extensions that match the specified types. Extensions that do not match the types specified will be null. You can specify a maximum of 100 IDs.

To get an account’s ad extensions from the library, call the GetAdExtensionIdsByAccountId operation. You must specify the types of extensions that you want to get. The operation will return only extensions that match the specified types. In addition, you may specify whether you want to get back all extensions or only those that are associated with one or more campaigns or ad groups.

To get the ad extensions that are associated with a campaign or ad group, call the GetAdExtensionsAssociations operation. When calling the operation, you pass a list of campaign or ad group IDs and specify the types of extensions to get. The operation will return only extensions that match the specified types. You can specify a maximum of 100 campaign IDs.

Updating Ad Extensions

Ad extensions are stored in a library at the account level. To update an extension within the library, call the UpdateAdExtensions operation. You can update a maximum of 100 extensions per call. Updating an extension within the library will affect the extension across all of the campaigns with which it’s associated.

System_CLiX_important Important

Partial update is not supported for ad extensions. Any optional elements which are not sent with the update request will in effect be deleted from the extension.

Deleting Ad Extensions

To delete an extension from an account’s library, call the DeleteAdExtensions operation. You may delete a maximum of 100 extensions per call. Deleting an extension from the library will also remove the association from the respective campaign or ad group.

Editorial Review

When you associate an ad extension with a campaign or ad group, the extension goes through an initial editorial review. For more information, see Managing Editorial Review and Appeals.

Reporting

You can use the following reports to get statistics about the effectiveness of the ad extensions that you've included in your ads.

  • AdExtensionByAdsReportRequest – 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.

For more information about reporting, see Getting Reports and Request and Download a Report.

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