How do ad extensions impact impression share in Bing Ads?

Ad extensions in Bing Ads (now known as Microsoft Ads) can have a positive impact on your impression share. Here's how they can influence it:

1. **Enhanced Ad Visibility**: Ad extensions make your ads more prominent by adding additional information such as site links, callouts, and structured snippets. This increased visibility can improve the likelihood of your ads being clicked, which can positively affect your overall performance and impression share.

2. **Improved Quality Score**: By providing more relevant information through ad extensions, your ads can become more relevant to users' searches. Higher relevance can lead to a better Quality Score, which can improve your ad position and potentially increase your impression share.

3. **Higher Click-Through Rate (CTR)**: Ad extensions often lead to a higher CTR because they provide users with more options and relevant details. A higher CTR can contribute to better ad performance and increased impression share, as it signals to Bing that your ads are engaging and useful.

4. **Competitive Edge**: Ads with extensions can stand out more than those without, potentially giving you a competitive edge over other advertisers who aren't using extensions or aren't using them effectively. This can help you capture a larger portion of the available impression share.

In summary, ad extensions can enhance your ads' visibility and relevance, leading to improved CTR and potentially better Quality Scores. This can positively impact your impression share by making your ads more competitive and engaging to users.