How do callout extensions differ from other types of ad extensions in Bing Ads?

Callout extensions are one of several types of ad extensions in Bing Ads (Microsoft Ads), each designed to enhance the visibility and effectiveness of your ads. Here's a breakdown of how callout extensions differ from other ad extensions:

### **1. Purpose and Function**

- **Callout Extensions:**
  - **Purpose:** Callout extensions are used to highlight additional information about your business that doesn't fit into the standard ad copy. They provide extra details that can enhance the attractiveness of your ad and convey key selling points.
  - **Function:** They appear as extra lines of text below your ad description, allowing you to showcase unique selling points, promotions, or important features of your products or services. They do not include clickable links.

- **Other Ad Extensions:**
  - **Sitelink Extensions:** These provide additional clickable links to specific pages on your website, such as product categories, special offers, or customer service. They help direct users to more relevant sections of your site.
  - **Call Extensions:** These add a phone number to your ad, allowing users to call your business directly from the search results. They are particularly useful for businesses that want to encourage phone inquiries.
  - **Location Extensions:** These display your business address and location information. They help users find your physical location and can include a map or directions.
  - **Structured Snippets:** These provide a structured list of specific features or aspects of your products or services, such as types of services offered or product categories. They appear as a separate line below the description.
  - **Price Extensions:** These show prices for specific products or services directly in your ad. They include links to pages where users can learn more about the products or services listed.
  - **Promotion Extensions:** These highlight specific promotions, sales, or discounts, with details like the discount percentage and promotion duration. They are designed to attract attention to time-sensitive offers.
  - **App Extensions:** These include a link to download your mobile app, encouraging users to install or open your app directly from the search results.

### **2. Display and Format**

- **Callout Extensions:**
  - **Format:** Callout extensions consist of additional text snippets that appear directly below your ad copy. Each callout can be up to 25 characters long, and you can add multiple callouts (typically up to four) to an ad.
  - **Display:** They are shown in a line or lines below your main ad text, enhancing the ad's overall visibility and providing more information without making the ad cluttered.

- **Other Ad Extensions:**
  - **Sitelink Extensions:** Display as additional links beneath the main ad text, with each link accompanied by a brief description.
  - **Call Extensions:** Display as a clickable phone number in the ad, allowing users to call directly.
  - **Location Extensions:** Show the business address and a map pin, often accompanied by directions or other location-related information.
  - **Structured Snippets:** Display as a single line of text with a list of attributes or features, such as "Services: Free Shipping, 24/7 Support."
  - **Price Extensions:** Show a price list with links to specific product or service pages.
  - **Promotion Extensions:** Feature promotional text such as "20% Off Summer Sale" with a link to the relevant offer page.
  - **App Extensions:** Include a link or button to download or open your mobile app.

### **3. Clickability and Interaction**

- **Callout Extensions:**
  - **Non-Clickable:** Callout extensions are purely informational and do not have clickable links. They serve to provide additional context and details about your business.

- **Other Ad Extensions:**
  - **Clickable Links:** Many other ad extensions (e.g., sitelinks, call extensions, price extensions) include clickable links that direct users to specific pages on your website or allow them to perform actions such as making a phone call or downloading an app.

### **4. Use Cases and Benefits**

- **Callout Extensions:**
  - **Use Cases:** Best used for emphasizing key selling points or additional features of your business that don't fit in the main ad copy. Useful for promoting benefits like "Free Shipping," "24/7 Customer Service," or "No Minimum Order."
  - **Benefits:** They help increase ad visibility and highlight unique aspects of your business. They can improve the ad's performance by making it more informative and appealing without requiring user interaction.

- **Other Ad Extensions:**
  - **Sitelink Extensions:** Improve navigation and user experience by providing direct links to relevant pages.
  - **Call Extensions:** Facilitate direct contact with your business.
  - **Location Extensions:** Help users find your physical location and increase foot traffic.
  - **Structured Snippets:** Provide detailed information in a structured format.
  - **Price Extensions:** Display specific prices, which can help users make informed decisions.
  - **Promotion Extensions:** Highlight special offers to attract users looking for deals.
  - **App Extensions:** Drive app installations and engagement.

### **5. Management and Configuration**

- **Callout Extensions:**
  - **Configuration:** Callout extensions are managed through the Bing Ads interface where you can add, edit, and remove callouts for each campaign or ad group.

- **Other Ad Extensions:**
  - **Configuration:** Different ad extensions have specific setup processes. For example, sitelink extensions require adding URLs and descriptions, call extensions need phone numbers, and location extensions require business address details.

### **Summary**

Callout extensions differ from other ad extensions in Bing Ads primarily in their purpose, format, and functionality. They provide additional text to enhance your ad's visibility and highlight key business features but do not include clickable links. In contrast, other ad extensions offer interactive elements like clickable links, phone numbers, or location details to drive user actions and provide additional context. Using a combination of ad extensions, including callout extensions, can improve the effectiveness of your campaigns by delivering a comprehensive and engaging ad experience.