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

A subset of entities with property limits (subject to change) are listed below. For a comprehensive list of entities and limits please see the Bing Ads API reference documentation.

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The following are the standard limits. Please contact your account team if you have questions on limits that apply to your accounts.

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.

Ad extensions let you decorate text ads with additional information that helps customers find relevant information about your products and services. Ad extensions are stored in a shared library at the account level. After adding the extension to your shared library, you must also explicitly associate it with the account or one or more campaigns or ad groups within the account for the extension to become eligible for delivery. For more information, see Ad Extensions.

An account can contain up to 1,500,000 sitelink2 ad extensions. Outside of that limit, each account can contain up to 150,000 ad extensions of all other types combined.

The entity to ad extension association limit varies by ad extension type.

Ad Extension TypeAssociation Limit Per Entity
App Ad ExtensionUp to the total number of app ad extensions in your account
Call Ad Extension1
Callout Ad Extension20
Image Ad Extension6
Location Ad ExtensionUp to the total number of location ad extensions in your account
Price Ad Extension20
Review Ad Extension20
Sitelink2 Ad Extension20
Structured Snippet Ad Extension20
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Call ad extensions can only be associated at the campaign level.

Location ad extensions can only be associated at the account and campaign level i.e., cannot be associated with ad groups.

You must associate between 2 and 20 callout ad extensions per entity. If you associate one or fewer callout extensions with your account, campaign, or ad group, then no callout text will serve with your ad. An ad may include between 2 to 4 callouts per impression.

For each account, only 1,000 campaigns and 1,000 ad groups can be associated with image ad extensions.

App Ad Extension

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

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 Extension

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

The following table defines limits for call ad extension properties.

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

Callout Ad Extension

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

The following table defines limits for call ad extension properties.

PropertyLimit
TextThe string can contain a maximum of 25 characters. Note that for Traditional Chinese characters, the text is limited to 12 characters.

Image Ad Extension

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

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 Extension

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

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.

Price Ad Extension

You can manage price ad extensions using the Bulk service (Price Ad Extension Record) or Campaign Management service (PriceAdExtension).

The following table defines limits for price ad extension properties.

PropertyLimit
Table RowsYou must have between 3 and 8 price table rows.

Review Ad Extension

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

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. Note that for Traditional Chinese characters, the combined length of the Source and Text strings is limited to 33 characters.
TextThe combined length of the Source and Text strings must be less than 67 characters. Note that for Traditional Chinese characters, the combined length of the Source and Text strings is limited to 33 characters.
UrlThe string can contain a maximum of 255 characters.

Sitelink Ad Extension

You can manage sitelink ad extensions using the Bulk service (Sitelink Ad Extension Record or Sitelink2 Ad Extension Record) or Campaign Management service (SiteLink2AdExtension or SiteLinksAdExtension).

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At the end of Q3 calendar year 2017, Bing Ads will upgrade all sitelinks ad extensions (contains multiple sitelinks per ad extension) to sitelink2 ad extensions (contains one sitelink per ad extension). You must be prepared for migration to sitelink2 ad extensions by September 30th. If you are interested in upgrading earlier, please reach out to your account manager or contact support. Please check back for more details at the Bing Ads API Blog.

The following table defines limits for sitelink ad extension properties.

PropertyLimit
Description 1If 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 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 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 Extension

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

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

PropertyLimit
ValuesEach value can have a maximum length of 25 characters. Note that for Traditional Chinese characters, each value is limited to 12 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'll want to give these ad groups meaningful names and keep them tightly focused with related keywords and a small number of ads, for example 3 ads per ad group.

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

The following table defines limits for ad group properties.

PropertyLimit
NameThe string can contain a maximum of 256 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.

Each ad group can contain between one and 100 ads combined, whether the type of ad is app install, dynamic search, expanded text, or product ad.

App Install Ad

Create an app install ad if your intention is to drive app downloads, and not necessarily to direct leads to a web site. If you want to direct leads to a web site in addition to driving app downloads, then you should create a text ad with app ad extensions.

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

You can manage dynamic search ads using the Bulk service (App Install Ad Record) or Campaign Management service (AppInstallAd).

The following table defines limits for app install ad properties.

PropertyLimit
TextThe maximum input length of the copy is 71 characters. Note that for ad groups that use Traditional Chinese, the text is limited to 38 characters.
TitleThe maximum input length of the title is 25 characters. Note that for ad groups that use Traditional Chinese, the title is limited to 15 characters.

Dynamic Search Ad

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.

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

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

The following table defines limits for dynamic search ad properties.

PropertyLimit
Path 1The maximum input length of the path is 15 characters. Note that for languages with double-width characters e.g. Traditional Chinese the maximum input length of the path is 7 characters. Although dynamic text substitution is supported for other ad types like Expanded Text ads, it is not supported for dynamic search ads.
Path 2The maximum input length of the path is 15 characters. Note that for languages with double-width characters e.g. Traditional Chinese the maximum input length of the path is 7 characters. Although dynamic text substitution is supported for other ad types like Expanded Text ads, it is not supported for dynamic search ads.
TextThe maximum input length of the copy is 80 characters. Note that for ad groups that use Traditional Chinese the maximum input length of the copy is 40 characters. Although dynamic text substitution is supported for other ad types like Expanded Text ads, it is not supported for dynamic search ads.
Tracking Url TemplateThe string can contain a maximum of 2,048 characters.

Expanded Text Ad

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

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

The following table defines limits for expanded 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.

Product Ad

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

Each ad group can contain between one and 100 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).

The following table defines limits for product ad properties.

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

The following table defines limits for audience properties.

PropertyLimit
DescriptionThe description of the audience. The description can contain a maximum of 1,024 characters.
MembershipDurationThe mimimum duration is 1 day and the maximum duration allowed is 180 days.
NameThe name of the audience. The name can contain a maximum of 128 characters.

Remarketing List

A remarketing list extends the audience abstract class. You create a remarketing list to define the audience based on actions people take on your website, and then you create an association between the remarketing list and an ad group.

You can have up to 1,000 remarketing lists per account, or 5,000 per customer. There is a limit of 20,000,000 associations per acccount.

Represents a budget that can be shared by any campaigns in an account. You can set a single daily budget that can be used by any campaign within the same account. This will enable you to efficiently distribute a single daily budget across all campaigns or across a defined group of campaigns within your Bing Ads account.

Each account can have up to 11,000 shared budgets. Each shared budget can be assigned to up to 10,000 campaigns; however, a campaign can only have one budget.

You can manage shared budgets using the Bulk service (Budget Record) or Campaign Management service (Budget).

The following table defines limits for budget properties.

PropertyLimit
NameThe name must be unique among all budgets within the account. The name can contain a maximum of 255 characters.

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).

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.

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.

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.

Each customer can contain 50,000,000 keywords.

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

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.

Labels let you organize campaigns, ad groups, ads, and keywords into groups based on whatever is important to you. You can then filter and run reports on your labels to get the data that is most meaningful to you.

Each account can contain 100,000 labels.

Although not pictured above, labels can be associated with campaigns, ad groups, ads, and keywords. You can apply one label to multiple entities. The association count is only limited by the number of campaigns, ad groups, ads, and keywords in your account.

You can manage labels using the Bulk service (Label Record) or Campaign Management service (Label).

PropertyLimit
DescriptionThe label description can be between 1 to 200 characters in length.
NameThe case-sensitive label name can be between 1 to 80 characters in length, and must be unique across all labels in the account.

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.

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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).

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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) and (CampaignNegativeSites).

Each ad group or campaign can contain up to 2,500 negative site placements. Each URL must specify the domain name e.g., contoso.com which can include up to three subdomains and two subdirectories. The subdomain count includes the www prefix. For example one.two.three.contoso.com/1/2, www.two.three.contoso.com/1/2, and one.two.contoso.co.uk/1/2 are valid URLs, whereas one.two.three.contoso.co.uk/1/2 (too many subdomains) and one.two.three.contoso.com/1/2/3 (too many subdirectories) are not.

Product groups are used to specify which products from your Bing Merchant Center catalog should be included in a particular ad group. In order to understand product groups, first make sure you are familiar with Product Ads.

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).

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

You can set criteria to show your ads based on age, day and time, device, gender, and location. Starting with Bing Ads API version 11 you must use Criterion objects instead of Target objects. Where necessary to distinguish from other criterion types the documentation may refer to these entities as target criterions. For more information about managing targets, see the technical guides Show Ads to Your Target Audience and Upgrade Targets to Criterions.

The maximum number of age criterions that you can specify per campaign or ad group is five, i.e. one for each of the supported age ranges EighteenToTwentyFour, TwentyFiveToThirtyFour, ThirtyFiveToFortyNine, FiftyToSixtyFour, and SixtyFiveAndAbove.

The maximum number of day and time criterions that you can specify per campaign or ad group is 49. You may not specify any overlapping day and time ranges, for example Monday from 3:00AM to 5:00AM and Monday 4:00AM to 6:00AM are not allowed for the same campaign or ad group. Also for a given campaign or ad group, the maximum number of day and time criterions per day that you can specify is seven. For example you can specify up to 7 day and time criterions where the Day is set to Monday.

The maximum number of device criterions that you can specify per campaign or ad group is three. You must either have three separate criterions for Computers, Smartphones, and Tablets, otherwise no device criterions can exist for the campaign or ad group.

The maximum number of gender criterions that you can specify per campaign or ad group is two i.e. one for Male and one for Female.

The maximum number of combined location and negative location criterions that you can specify per campaign or ad group is 10,000. For example, you may specify a maximum of 10,000 city location criteria or 1,000 state location criteria and 9,000 city location criteria.

The maximum number of location intent criterions that you can specify per campaign or ad group is one.

The maximum number of radius criterions that you can specify per campaign or ad group is 2,000.

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Each of these limits are independent of one another e.g., the radius criterions limit stands regardless of whether or not any location criterions exist for the campaign or ad group.

Bing Ads API Overview
Bing Ads API Reference

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