Types of Bing Ad Extensions

Bing Ads Extensions help you maximize every impression. They allow advertisers to extend standard ads with useful components like phone call buttons, sitelinks, and image extensions, resulting in higher click-through rates and greater visibility.

Ads with extensions tend to drive more clicks, achieve higher conversions, and provide a better ROI compared to plain text ads. Marketing professionals seeking to generate qualified leads or increase sales should understand each extension and implement it strategically in order to achieve their goals.

This article explains all 15 Bing Ad Extensions with clear instructions to set up a successful ad campaign.

Types of Bing Ad Extensions

Bing Ad Extensions allow advertisers to add additional information about their products or services, increasing the chances of being noticed and clicked. 

With extensions, ads attract more clicks and conversions while standing out among crowded marketplaces. Here, we explore all of Bing’s Ad Extensions, their purpose, and how they can be implemented.

1. Action Extension

Action Extensions help prompt users to take specific actions right on the search page. This could be things like scheduling an appointment, subscribing to updates, or starting a purchase. They appear in the form of action buttons on the ad.

Action Extensions are more attractive and bring ease of interaction to the users and reduce the number of obstacles in the conversion path. This extension is helpful if the primary aim is to prompt viewers to take rapid steps. It also provides the marketer with information to track and tune campaigns to achieve optimal performance. 

Steps to add an Action Extension:

• Go to Extensions.

• Select Action Extensions.

• Click to create a new Action Extension.

• Enter the Button Text like “Buy Now” or “Get Offer.”

• Enter the Final URL of post-clicks.

• Set the schedule to run the extension during specific days or times.

• Click Save.

Want to master Bing Ads? Here’s your complete guide to get a hands-on strategy and dominate in your ad campaign.

2. App Extension

App Extensions make it easy to promote a mobile app within a search ad. An app link is displayed on mobile users and can be tapped to download or directly open the app without additional actions. It is essential for applications that focus on shopping, games, or services.

An App Extension is useful in accessing the mobile audience, increasing the number of apps downloaded, and providing tracking data that can be viewed in Bing Ads. Both iOS and Android offer extensions, which can be linked to individual devices.

Steps for App Extension setup:

• Go to Extensions at the account or campaign level.

• Select App Extension.

• Create Extension

• Choose Operating system (iOS, Windows Phone, Windows or Android).

• Add package name.

• Add link text to download the app

• Enable Device preference if you want it only for mobile users.

• Save changes.

3. Call Extension

Call Extensions let businesses add a phone number directly to their ads, allowing fast contact without redirecting to a webpage. This suits service businesses wanting to generate leads by phone.

Bing records each click on the phone number, offering reporting to fine-tune campaigns. Call Extensions make mobile ads more helpful and can be displayed only during working hours. This pushes more calls and helps attract serious users.

Steps to follow to Call Extension setup:

• Choose Extensions at the account or campaign level.

• Select Call Extension.

• Moving forward, create and add new call extension

• Then select country or Region

• Enter a valid business phone number.

• Choose the mobile format to feature the number as per your convenience

• Click Save.

4. Callout Extension

Callout Extensions provide brief messages under the ad, highlighting top features or offers. Use them to say things like “No Hidden Fees” or “Fast Delivery.” Callout texts do not need clicks but boost trust and visibility. The maximum character limit of the callout extension name be 25 characters.

These can be incorporated into numerous campaigns, allowing you to highlight special offers or best features without cluttering your ad. Their proper usage may result in improved outcomes and more interaction..

Here’s how to set up a callout extension:

• Go to Extensions at the account or campaign level.

• Select Callout Extension.

• Click “create” and add a new extension.

• Add short phrases, not more than 25 characters.

• Assign to campaigns as needed.

• Save.

5. Filter Link Extension

Filter Link Extensions give searchers shortcuts to different sections of a site from the ad. A clothing store may have links to T-shirts or Sale Items. This directs users to where they want to go and enhances conversions.

Such links are also in bold fonts that provide users with a clear idea of what is available in one ad. They are particularly effective in eCommerce and on websites with specific product sections.

Steps to add a Filter Link Extension:

• Navigate to Extensions.

• Select Filter Link Extension.

• Next, create and add new extension plan ad

• Choose the language and category of products or services you want to highlight.

• Enter the respective value and final URL for each filter.

• Moving next, choose the URL options (Tracking template, Final URL suffix, or Custom parameters where you add name and variable)

• Assign to campaigns or ad groups.

• Click Save.

6. Flyer Extension

Flyer Extensions include a graphic-based flyer in your advertisement, and it may display deals, prices, or events. This encourages the viewer to find the ad more photographic and appealing.

The flyers are ideal for local shops and advertising where bright graphics are needed. You can post photos of sales or new releases and see which one is most effective with the help of Bing Analytics.

How to use a Flyer Extension:

• Navigate to Extensions in your Bing dashboard.

• Select Flyer Extension from the list of extensions.

• Create and add new flyer extension

• Enter the flyer name 

• Upload your flyer image file.

The specifications for flyer images are as follows: 

• Each flyer can only contain one image.
• There are five types of images allowed: .gif, .exif, .jpg, .png, and .tiff.
• A minimum size of 220 x 220 pixels is recommended.
• There is a limit of 3.9 MB for the image size.
• There should be no watermark or text indicating free shipping

• Add Final URL and Mobile URL

• Specify the Start date and End date

• Choose URL options

• Set your schedule to launch the campaign and save the changes

7. Image Extension

Image Extensions allow you to attach a quality image to your ad. They create high-quality visual advertisements and can display products, services, or branding quickly.

This works especially well with items exhibited by businesses, such as retail, real estate, or hotels. It allows you to post multiple images for variation, and analytics will help you determine the best ones.

Steps to set up Image Extension:

• Navigate to the extension on the Dashboard.

• Select Image Extension from the extension list.

• Create and add new image ad extension

• Add Name (35 characters max)

• Next, add image alt text, which features when customers hover over the image on search results pages (90 characters max).

• Then, Final URL and Mobile URL

• Enable Layout Eligibility (Single Image Extension, Multi-Image Extension)

• Upload your high-quality images you want to feature in your ad (min. image dimensions of 703 x 368 pixels).

• Save the extension.

8. Location Extension

Location Extensions show your business address, a map, or distance in the ad. Used by stores and local services, these make it easy for users to find where you are.

Bing connects with Bing Places for Business to get accurate location data. This extension helps drive in-person visits and enables tracking of which locations get the most attention.

How to create a Location Extension:

• Go to Extensions at the account or campaign level.

• Choose Location Extension from the comprehensive list.

• Then, create and add new location extension

• Enter business name and phone number

• Enter all the required details to set up the ad campaign, like Country/Region, Address, City, State, and Zip Code.

• Save changes and you are ready to go.

9. Logo Extension

Extensions are also used to add your logo to search ads. This creates awareness and makes the brand immediately identifiable.

The ad stands out with a logo, which helps in gaining trust and provides a business with a consistent appearance on the search page. You can track where logos help most and fine-tune your branding.

Here are easy steps to set up a Logo Extension:

• Go to Extensions at the account or campaign level.

• Choose Logo Extension.

• Create and add new logo extension to setting up a ad campaign

• Upload a high-resolution business logo.

• Write your Business and domain name

• Save changes to complete setup.

10. Price Extension

Price Extensions feature the price of products or services during the ad campaign. Therefore, users are aware of what you are offering before they click. It is beneficial to present various prices and choices, particularly in the case of eCommerce or SaaS brands.

You can include as many items as you wish in a single ad, each with its own title, price, and link. Price clarity creates confidence and attracts the right audience.

Below are easy ways to set up a Price Extension:

• Go to Extensions and choose Price Extension from the list.

• Create and add new price extension to take a step ahead in your ad setup.

• Fill in all the required items like Header, Description, Price qualifier, Currency, Price, Unit and Final URL.

• Add the Price extension URL to set the tracking and redirect information for your ad campaign.

• Select the days and hours to schedule. 

• Save changes.
  

11. Promotion Extension

Promotion Extensions display sales or discounts directly on the advertisement itself. These are particularly effective with such events as holidays, clearances, or new launches.

You can include information such as the discount price, promotion code, and the duration of the promotion, and attach it to the name of a special occasion.

Here are easy steps to set up a Promotion Ad Extension:

• Navigate to Extensions at the account or campaign level.

• Select Promotion Extension.

• Create and add a new Promotion Extension

• Choose the occasion during which you are willing to run your advertisement

• Next, select the Displayed start date and Displayed end date 

• Next, add the name of the product and service you are offering under the item dialog box. 

• Moving forward, add the Final URL (link to the landing page where you want customers to land) and mobile URL (an optional landing page only for the mobile version)

• Select the promotion type from the options, such as monetary discount, percent discount, upto monetary discount, or up to percent discount. Once done, then add the amount or percent upto which you are willing to offer a discount on a product/service.

For Example

If you are offering a flat 20% discount on t-shirts, you can select the discount option and mention “20% Off.”

If you want to boost the visibility of your online store, you can check the complete SEO checklist here.

• Next, select the promotional details.

• Save changes.

12. Review Extension

Review Extensions enable the brands to include third-party reviews or ratings next to their advertisements. Publishing authentic customer reviews creates a feeling of trust and reveals what other people believe about your company.

You can add star ratings, brief quotes, or even a link to the entire review. This may be a major attraction to new customers seeking signatures of trust.

Key Details:

• Combining the text of the review and the source name cannot exceed 67 characters.
• Ensure that the review is written by a credible third-party review (not your own website).
• If you want to refer to an original review, you should either quote it directly (with quotation marks) or paraphrase it accurately.
• You should clearly identify the source (publication or website), such as Trustpilot, Yelp, or Clutch.
• If you want to add extra authenticity to your review, you can add a verified URL.

Example:

“Great customer service and fast ”delivery”—Trustpilot

If you want to seamlessly list your business on Bing Places, we have covered the best practices here. Read here.

How to set a Review Extension:

• Head to Extensions at the account or campaign level.

• Select Review Extension.

• Create and add new Review Extension

• Write review content that you want to feature below your ad, which is paraphrased or quoted from a reputable third-party source. There is a combined limit of 67 characters for the review text and review source. So add accordingly.

• Next, add the source name and the source URL from which you took the review. If you are extracting a review from Clutch, you can add a source like clutch.com. 

• Save your setup.

13. Sitelink Extension

Sitelink Extensions let ads offer extra clickable links below the main copy. This lets users skip straight to helpful pages like new items, contact forms, or category listings.

By offering more routes into your website, you improve user experience and drive visits to high-value sections. Bing allows short custom descriptions for each link, increasing relevance.

Creating a Sitelink Extension:

• Go to Extensions at the account or campaign level.

• Select Sitelink Extension.

• Next, create and add new sitelink extension.

• Enter link text, URL, and an optional short description.

• Next, enable the device preference and add the required URLs.

• Click Save to complete the setup.

14. Structured Snippet Extension

Structured Snippet Extensions highlight specific offers, services, or product types in a tidy format. These provide an overview of what the business is about, but they lack clickable links.

They assist users in viewing existing categories, such as Brands, Features, or Services, making the ads more visually informative.

How to use a Structured Snippet Extension:

• Head to Extensions at the account or campaign level.

• Select Structured Snippet Extension from the list.

• Then, create and add a new structured snippet extension. 

• Select a category of products or services you want to highlight in your ads.

• Next, add the values

• Save to complete campaign setup.

15. Video Extension

Video Extensions are short videos included in the ad, and brands can use them to showcase a demo, brand message, or product feature.

This has the potential to increase interaction and clicks because the users react to dynamic and moving content. It is performance-tracking in nature to ensure that the marketers can improve the returns of every campaign.

Several technical requirements must be met for a video extension.

• The duration must be between 6 and 120 seconds.
• The recommended file formats are MPEG-2, MP4, or MOV. Input file formats for Azure Media Services v3 are supported.
• An acceptable aspect ratio is between 16:9 and 9:16, for example 1:1.
• A minimum resolution of 120 x 120 pixels is required.
• The resolution should be at least 720 x 720 pixels and preferably higher.
• There is a 10 GB maximum file size for video files.

Steps to set up a Video Extension:

• Go to Extensions for your desired campaign.

• Select Video Extension from the list.

• Create and add new extension

• Add the name of the video extension, which will not be displayed on your ad.

• Upload the video via direct file or URL. 

• Next, upload the thumbnail file or URL.

• Then, some required details like Alt Text, Display Text, Action and other URL options.

• Save the changes to complete the setup.
  

Benefits of Using Bing Ad Extensions in Marketing Campaigns

With Bing Ad Extensions, campaigns will perform better, appear more visible, and engage more consumers. They enable advertisers to enhance their search results by highlighting offers, adding rich information, and creating a compelling presence. 

Ad extensions have the potential to increase conversions if they are implemented correctly, as well as provide measurable ROI insights. Here are a few of the key benefits:

1. Enhanced Click-Through Rates (CTR)

Adding details like deals, prices, or links grabs users’ attention. Ads with extensions show higher click rates since they draw eyes with extra features.

For example, using a Promotion Extension such as “20% Off” encourages users to act right away.

2. Improved Ad Visibility

Extensions increase the space an ad takes up in search results. This makes ads harder to miss, reducing the likelihood that users will skip over them. Example: A Sitelink Extension can offer direct links to top products, inviting more clicks.

3. Stronger Brand Recognition

Logo and Image Extensions help people remember a brand. When a trusted logo appears next to the ad, viewers connect the offer to the right business. For example, a big retailer using its logo will make the ad easier to recognize.

4. Increased Conversions

Extensions give users prompt access to necessary info—deal details, prices, reviews—so they choose faster and with more confidence.

As an example, a Price Extension with real costs will ensure that visitors will only visit when they are interested, minimizing bounces.

5. Better Ad Relevance

Extensions will enable marketers to target ads more effectively. Structured Snippet or Callout Extensions indicate features or solutions that are applicable to the user needs.

As a reference, a software advertisement with snippets like “Free Trial” and “Cloud Backup” presents the information in an understandable form.

6. Competitive Advantage

Ads with rich extensions look more interesting and useful than basic text-only versions from rivals. This can increase the share of impressions and set a brand apart.

For example, showing a product video through a Video Extension helps users visualize the offer, which plain ads cannot do.

7. Improved Ad Rank and Quality Score

Bing incorporates extensions in ad positioning. Proper extensions can enhance ad placement even though you do not need to increase your bid and can have more exposure on the same amount of money.

Examples: Adding Sitelinks, Promotions, and Calls will help you have a more relevant ad within the Bing system and increase your overall scores.

Want to advertise your business on Bing but struggling with the right guidance? Read our blog here, and you will find all the required guidance under one roof.

Google Ad Extensions vs. Bing Ad Extensions

Ad Extension Type	Available in Google Ads	Available in Bing Ads
Action Extension	❌	✔️
App Extension	✔️	✔️
Call Extension	✔️	✔️
Callout Extension	✔️	✔️
Filter Link Extension	❌	✔️
Flyer Extension	❌	✔️
Image Extension	✔️	✔️
Location Extension	✔️	✔️
Logo Extension	❌	✔️
Price Extension	✔️	✔️
Promotion Extension	✔️	✔️
Review Extension	❌	✔️
Sitelink Extension	✔️	✔️
Structured Snippet Extension	✔️	✔️
Video Extension	✔️	✔️

Manual Extensions vs. Automated Extensions in Bing Ads

When running Bing Ad campaigns, advertisers have the option to choose between manual extensions and automated extensions. Ads appear differently, and you have a greater degree of control over content depending on which one you choose.

Manual Extensions

Manual extensions can be created, customized, and managed directly within the Bing Ads dashboard. By managing specific elements of your campaign, you can determine what will appear, such as sitelinks, calls, or promotions.

This is the perfect option for brands that require complete creative control and want to keep their message consistent.

Pros:

• Complete control over message and design
• Suitable for seasonal offers and branded campaigns
• Testing creative combinations is easier

Cons:

• Updates and monitoring are required frequently
• Time-consuming to manage

Automated Extensions

Automated extensions in Bing Ads are AI-powered features that automatically add elements to your ads, so advertisers don’t need to manually set them up. This approach is useful for advertisers managing multiple campaigns with limited resources or looking for quick optimization.

Pros:

• Reduces setup time
• Based on performance, adapts automatically
• Dynamic relevance improves click-through rates

Cons

• Creativity and branding are limited
• The tone of automated text may not always reflect the campaign’s goals.

Here’s an example of Automated Extension:

If you want to know everything about automated and Manual extensions, read our detailed blog on this. 

Bing Ad Campaign Success Stories: How Hustle Marketers Deliver Big?

Do you still have questions about Bing Microsoft Ads, formerly known as Bing Ads? While many marketers underestimate Bing, it can be highly effective with the right strategy. With well-optimized Bing campaigns, Hustle Marketers helps top brands reach their target audience, boost conversions, and track ROI. Here’s a glimpse of our work in action.

ArmorProxy

At Hustle Marketers, Ishant Sharma helped ArmorProxy, a commercial and residential epoxy coating manufacturer, achieve impressive results with a highly targeted Bing Ads campaign. With an ad spend of just $11,300, the campaign generated $1,691,000 in revenue, achieving a staggering 1,495.78% return on ad spend and 298 conversions. Utilizing audience targeting, ad creatives, and bid strategies, Hustle Marketers turned Bing Ads into an effective growth channel, proving that even the Microsoft platform can generate massive results.

Custom Checks for Businesses: Discreet Success, Measurable Growth

Hustle Marketers created an advertising campaign for Custom Checks customized to the business owner. With a spend of $11,875.59, the campaign achieved 239 conversions and delivered a 304.65% return on advertising spend, demonstrating its efficiency and effectiveness. With minimal brand exposure, Hustle Marketers delivered meaningful leads, showing the potential of Bing Ads campaigns to boost client growth.

Conclusion

Bing Ad Extensions are a vital component of modern digital marketing campaigns. They can enhance ad visibility, boost click-through rates, increase conversions, and boost brand recognition.

At Hustle Marketers, Ishant Sharma focuses on data-driven, creative, and strategic marketing approaches to achieve maximum return on investment. We have driven results for brands like ArmorPoxy, resulting in measurable growth through promotions, price cuts, and visual enhancements.

Whether you are a SaaS business, an eCommerce retailer, or a service provider, Ishant offers versatile solutions to maximize campaigns, engage targeted audiences, and accomplish marketing goals. Contact us today to schedule a consultation with Ishant Sharma to plan your Bing Ad Campaign successfully and drive results.