How can you monitor and adjust bid adjustments for ad extensions in Bing Ads?

Monitoring and adjusting bid adjustments for ad extensions in Bing Ads (now Microsoft Ads) involves several steps to ensure that your extensions are performing optimally and contributing to your overall advertising goals. Here's how you can do it:

### 1. **Accessing Your Account and Campaigns**

1. **Sign In:** Log in to your Microsoft Ads account.
2. **Navigate to Campaigns:** Go to the **"Campaigns"** tab to access the list of your campaigns.

### 2. **Review Ad Extension Performance**

1. **Go to Ad Extensions:** Click on **"Ads & extensions"** in the left-hand navigation pane.
2. **View Extensions:** Select the type of ad extension you want to review (e.g., site links, callouts, structured snippets).

### 3. **Check Performance Metrics**

1. **Performance Data:** Review key performance metrics such as impressions, clicks, click-through rate (CTR), and conversion rates for each ad extension. This data helps you understand how well your ad extensions are performing.
2. **Filter and Sort:** Use filters and sorting options to drill down into specific extensions, campaigns, or time periods to get detailed insights.

### 4. **Adjust Bid Adjustments**

1. **Navigate to Bids:** Go to the **"Bidding"** section or the **"Keywords"** tab if you're adjusting bids for specific keywords that might affect ad extensions indirectly.
2. **Select Ad Extensions:** Click on the extension type you want to adjust, and find the specific extension you're interested in.
3. **Modify Bids:**
   - **Adjust Bid Adjustments:** For extensions like site links or callouts, you typically adjust bid modifiers based on the performance of the extension. Microsoft Ads doesn't allow direct bid adjustments for individual ad extensions; instead, you adjust the bid for the entire campaign or ad group.
   - **Update Bids:** Modify your bids at the campaign or ad group level to reflect your strategy. For example, if an ad extension is performing well in a specific region, you might increase the bid for that region to improve its prominence.

### 5. **Review and Set Up Ad Extension Targeting**

1. **Check Targeting Settings:** Ensure that the targeting settings (e.g., device, location, time) for your ad extensions align with your performance goals.
2. **Adjust Targeting:** Modify targeting settings if needed to better focus your extensions on the most profitable segments.

### 6. **Analyze and Optimize**

1. **Monitor Regularly:** Regularly review performance reports and metrics to track the effectiveness of your ad extensions.
2. **Make Data-Driven Decisions:** Use the data collected to make informed decisions about where to adjust bids and which extensions need optimization.

### 7. **Test and Iterate**

1. **A/B Testing:** Conduct A/B tests with different ad extensions or bid adjustments to see which combinations perform best.
2. **Refine Strategies:** Continuously refine your bidding and targeting strategies based on performance data and test results.

### Summary

To effectively monitor and adjust bid adjustments for ad extensions in Bing Ads, you need to regularly review performance metrics, adjust bids at the campaign or ad group level, and optimize targeting settings. By keeping a close eye on performance data and making informed adjustments, you can enhance the effectiveness of your ad extensions and improve overall ad performance.