Types of Bing Ad Extensions
In Microsoft Advertising (formerly Bing Ads), ad extensions help you add extra information to your ads—such as links, phone numbers, offers, and highlights.
Ad extensions make your ads:
- Bigger and more visible
- More informative
- More clickable (higher CTR)
- More trustworthy
In simple words:
Ad extensions improve ad performance without increasing CPC directly.
Why Bing Ad Extensions Are Important
Using ad extensions helps you:
- Increase click-through rate (CTR)
- Improve ad relevance & quality
- Occupy more space on the search results page
- Give users more reasons to click
- Get better results from the same budget
Ads with extensions usually perform better than ads without them.
Main Types of Bing Ad Extensions
Microsoft Advertising offers several types of ad extensions.
Below are the most important and commonly used ones.
1. Sitelink Extensions
Sitelink extensions add extra clickable links below your main ad.
What You Can Add:
- Links to important pages (Services, Pricing, Contact, About)
Example:
- Services
- Pricing
- Contact Us
- Free Consultation
Best For:
- Increasing CTR
- Driving traffic to specific pages
2. Call Extensions
Call extensions display your phone number directly in the ad.
How It Works:
- Users can click to call your business
- Works best on mobile & desktop
Best For:
- Lead generation
- Local businesses
- Service-based businesses
3. Callout Extensions
Callout extensions highlight key benefits or USPs.
Example Callouts:
- 24/7 Support
- Free Consultation
- No Hidden Charges
- Trusted Experts
Best For:
- Showing advantages
- Building trust
- Improving ad visibility
4. Structured Snippet Extensions
Structured snippets show specific aspects of your business.
Example Headers:
- Services: SEO, PPC, Web Design
- Brands: Apple, Samsung, Sony
- Locations: Chennai, Bangalore, Coimbatore
Best For:
- Giving detailed info
- Service or product-based businesses
5. Location Extensions
Location extensions show your business address and map location.
How It Helps:
- Drives store visits
- Builds local trust
- Works with Bing Maps
Best For:
- Local businesses
- Physical stores
- Offices & clinics
6. Image Extensions
Image extensions allow images to appear with your search ads.
Image Types:
- Product images
- Service visuals
- Brand creatives
Best For:
- Higher engagement
- Standing out visually
- Brand awareness campaigns
7. Price Extensions
Price extensions show pricing for products or services.
Example:
- SEO Services – From ₹5,000
- Website Design – ₹9,999
- AC Service – ₹799
Best For:
- Pre-qualifying users
- Transparent pricing
- Reducing low-quality clicks
8. Promotion Extensions
Promotion extensions highlight special offers or discounts.
Example:
- 20% Off This Week
- New Year Offer
- Festival Discount
Best For:
- Sales campaigns
- Seasonal promotions
- Limited-time offers
9. App Extensions
App extensions promote your mobile app.
How It Works:
- Shows app download link
- Directs users to app store
Best For:
- App installs
- Mobile-first businesses
Best Practices for Bing Ad Extensions
- Use multiple extensions together
- Keep text short & clear
- Update offers regularly
- Match extensions with campaign goal
- Don’t add irrelevant extensions
Common Mistakes to Avoid ❌
- Not using extensions at all
- Using generic or duplicate text
- Forgetting to update expired promotions
- Adding extensions without tracking performance
Real-Life Example
Example: Local Service Business
Extensions Used:
- Call Extension
- Sitelinks (Services, Contact)
- Callouts (Free Quote, 24/7 Support)
Result:
- Higher CTR
- More calls
- Better lead quality