10 Microsoft Ad Extensions To Boost The Performance Of Your Campaigns

Introduction to Microsoft Ads

What’s the first thing you think of when you read “Paid Search”? If you’re like most people, the first thing that will probably come to mind is Google Ads, and rightfully so, but don’t be fooled into thinking that you can’t use other search engines for your Pay Per Click strategy to generate a good return on your investment. Microsoft Ads is a platform that works very similar to Google but also has a variety of advantages.

But this blog post isn’t one of the typical “Google Vs Microsoft Ads” articles that you’ve probably read before. Today we’re going to be discussing 10 Ad extensions you should be using to boost the performance of your campaigns on Bing.

What are Ad Extensions?

So before I discuss the different types of Ad extensions that are available on Microsoft Ads, let’s take some time to learn what ad extensions actually are and why we use them.

Ad extensions can be defined as an additional piece of information that helps expand your advertisement on the search engine result page (SERP). Ad extensions typically consist of additional text in various parts of the ad or even call to action buttons, e.g a button that will allow users to call a phone number instantly.

Adding these extensions helps you stand out from the competition and Microsoft has even stated that their ad extensions deliver increased visibility which translates to more clicks and therefore better ROI. Most of the Ad extensions that I’ll be going over today are also available on Google Ads but there are also a few powerful extensions that are currently unique to Microsoft.

The best thing about ad extensions? They’re absolutely free! You won’t be paying an additional penny for your clicks if you include extensions on your Ad, it really is a win-win.

Types of Microsoft Ads Extensions

1. Sitelink Extensions

With the site link extensions, you’re able to display up to six different links that take your customers to a unique landing page every time, this is a great way to promote different products or services that your customer was searching for and take them directly to the right section of your website. As an advertiser, you have the option to add up to two lines of description text under each site link, a great way to increase your Click-through rate (CTR).

2. Enhanced Sitelink Extensions

The more space your ad can take up on the search engine result page (SERP), the better. Adding an Enhanced site link extension increases the size of your Ad significantly as an attempt to increase CTR.

The enhanced site link extension will only be triggered for Ads at the very top of the page, so it’s a good idea to add this to your highest-performing campaigns.

3. Structured Snippet Extensions

The structured snippet allows you to add additional text to your ad copy to give you the opportunity to provide better and more detailed information on your product or service.

Microsoft allows you to add up to 20 associated structured snippets per account and ad group. But the extension may now always be shown to customers and the order of the snippets may vary.

4. Callout Extensions

On the surface, it may be possible to not understand the difference between a callout extension and the structured snippet extensions we discussed above.

Both extensions allow you to add additional pieces of text to your ad copy. So what’s different? Well with the callout extensions you’re not limited to only being able to add additional texts about your product or service.

This means that the callout extensions grant you much more freedom in terms of what you want to highlight with this additional space. For example, You can use the callout extension to highlight “Track Day Cover” or “Limited Mileage Discounts” rather than “Third Party Insurance”.

5. Location Extensions

If your campaign goal is to drive foot traffic to your physical store, then the location ad extension is something you should absolutely be using. This powerful feature allows searchers to see your store’s address within your ad copy and when the extension is clicked, it will launch Bing maps with your store’s address pre-populated.

Microsoft also has a really cool feature for this extension called “Get a ride”. If a user is searching on an iPhone and clicks the “Get a ride” link, it will automatically launch the Uber app with your address pre-populated. Of course, you can always cancel the ‘Get a ride’ feature if it’s something you’re not particularly interested in.

Alongside the address, advertisers can add a phone number for that particular location so customers or clients can call you by the click of a button if they’re using a smartphone.

6. Call Extensions

The functionality of this extension is somewhat similar to the aforementioned “Location Extension” as it allows customers and clients to call you directly from your Ad. Where it differs from the “Location Extension” is that the phone number you display does not have to be associated with a particular location.

Another cool feature of this extension is that it allows you to create your ads as call-only ads meaning that the only clickable link will prompt a call to your chosen number rather than a landing page.

7. Image Extensions

With the use of the image ad extension, advertisers are able to add a visual element to their Bing Adverts. This is one of the few extensions that are currently available only on Microsoft, although Google is not very far behind in releasing a similar image extension on Adwords.

With the image extension on Microsoft, advertisers are able to add up to four images per campaign or ad group. Each image is clickable and can have a unique URL. Image extensions entice users to click your ad if the image is related to their search thus increasing traffic while raising brand awareness.

8. App Extensions

This extension allows advertisers to promote their App across smartphones, tablets, and PCs. Users would be able to click the link and depending on their device, they will be taken to the correct app store. If you’re looking for a way to promote that new or existing app of yours, this extension could possibly be the best way to do it.

9. Review Extensions

Reviews on your business can have a significant impact on whether a potential customer/client decides to give you their business. The review ad extension allows advertisers to only display reviews of their choosing within their ad copy. Reviews have to be from a reputable third-party source such as BizRate and Price Grabber. You may paraphrase or use an exact quote.

10. Price Extensions

The Price extension allows you to immediately show the prices for your products within your Ad copy. Although, The extension may not be shown to users every time as they are only visible when you rank at the top of the page. Bing will ensure that you are promoting the right price by checking your landing page.


To put it simply, if you’re not utilizing the right extensions for your ads on Bing, you’re limiting your ability to generate clicks from your potential customers.

Try and test to see what works best for your campaigns! Or if you want to speak to a member of the Optimyzd to find out how we can skyrocket your Microsoft Ads performance, get in touch with us below.

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