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Bing Ads Roll Out Their New Ad Extension

Bing ads rolled out its brand new ad extension earlier this month, known as action extensions. Action extensions are available globally in all supported languages.

This extension allows the user to highlight a clear call-to-action on their text ads to attract customers to immediately click and drive them to the user’s website. Advertisers who participated in the beta, might have already seen an average click-through-rate (CTR) increase of 20% when they served Action Extensions in their ads.

How Action ad extension works

From the Ad Extensions tab in the account, the Action Extensions option will appear at the very top of the drop down list of available extensions. If the users are not seeing the option quite yet, they should try giving it a couple of more days.

At the bottom of the Create Action Extensions window, users should select the “Add new” option. This would trigger the set up window.

How to add Action extension in Bing

Details about the Action extensions:

Like sitelinks, clicks on Action Extensions would also be charged the same cost-per-click (CPC) as clicks on the ad headline. Action Extensions could be shown with other ad extensions, including sitelinks. Action Extensions could also be associated at the account, campaign, or ad group level, where the lowest level takes precedence. There is a limit of 20 associations per level. The URL fields are all optional. If the URL is not provided for the Action Extension, Bing would use the ad’s URLs (or the URL at the keyword level, if provided) as the landing page when the call-to-action button is being clicked. Users could create Action Extensions via Bing Ads online, using the bulk account management tool, through the Bing Ads campaign management service API, or the bulk API.

70 pre-defined calls-to-action. Here’s where the users could select from one of 70 pre-defined Action Text options. There’s a helpful search box to help speed up the selection process.

URL parameters. You can opt to leave the Final URL and/or Mobile URL fields blank or set a distinct landing page just for the action extension. Note you can add tracking parameters in the URL options section to capture additional insights from clicks on the extensions.

Scheduling. You can also schedule these to show during certain days and hours. That means, you could opt to show different action extensions during hours of operation versus when your business is closed.

Account level associations. You can associate action extensions at the account, campaign or ad group level. The lowest level takes precedence, so if you have an action extension set at the campaign and ad group levels, the ad group extension will display.

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