Which ad extensions do you find most effective in Bing Ads?

The most effective ad extensions in Bing Ads can vary depending on the specific goals of a campaign, the business type, and user intent. However, some ad extensions consistently stand out as highly effective for improving visibility, engagement, and conversions. Below are the most effective extensions that I typically find useful in Bing Ads campaigns:

1. Sitelink Extensions
Effectiveness: High

Why It's Effective: Sitelinks are one of the most powerful ad extensions because they give you more real estate on the search results page. By offering additional links to specific pages (e.g., product categories, promotions, or special offers), sitelinks help direct users to the most relevant content, increasing engagement and potentially driving higher click-through rates (CTR) and conversions.

Best For: Ecommerce businesses, lead generation, or any business with multiple offerings or services.

2. Callout Extensions
Effectiveness: High

Why It's Effective: Callout Extensions are simple, concise messages that appear beneath your main ad copy. They're effective for highlighting key benefits or features of your products or services (e.g., "Free Shipping," "24/7 Support," "No Hidden Fees"). This extra information boosts the visibility of your ad and can help persuade users to click.

Best For: Retailers, service-based businesses, or any business with clear value propositions that can be succinctly expressed.

3. Location Extensions
Effectiveness: High

Why It's Effective: Location Extensions are essential for businesses with a physical presence. They show your business's location, phone number, and other relevant details directly in your ads. This is especially helpful for users searching for local businesses or services. By providing direct access to location and contact information, it increases the likelihood of in-store visits or phone calls.

Best For: Local businesses, stores, or service-based businesses with a physical location.

4. Call Extensions
Effectiveness: High

Why It's Effective: Call Extensions are great for businesses that want to drive phone calls directly from the ad. By showing a clickable phone number, users can quickly contact the business without needing to visit the website first. This is particularly effective for service-oriented businesses or businesses where customers prefer talking over the phone (e.g., legal services, healthcare).

Best For: Local service businesses, professionals (lawyers, doctors), or any business where phone calls are a primary mode of contact.

5. Structured Snippets
Effectiveness: Moderate to High

Why It's Effective: Structured Snippets allow you to display additional details about your products, services, or offerings in a structured format (e.g., listing product categories, types of services, or features). These snippets help clarify what your business offers, and when done right, they can provide clarity to users, improving ad relevance.

Best For: Businesses with many categories, services, or features (e.g., product-based businesses, service providers with multiple offerings).

6. Price Extensions
Effectiveness: Moderate to High

Why It's Effective: Price Extensions allow you to showcase specific products or services along with their prices, directly in your ad. This is especially useful for users who are comparison shopping or looking for the best deal. Price Extensions can improve CTR and help users make quicker decisions by providing more information upfront.

Best For: Ecommerce businesses, subscription-based services, or businesses with clear, fixed pricing structures.

7. Promotion Extensions
Effectiveness: High (Seasonal)

Why It's Effective: Promotion Extensions are great for highlighting special offers, sales, or discounts. If you're running a limited-time promotion or seasonal offer, this extension can create urgency and drive more clicks by directly showcasing the offer in the ad. It's a great way to boost CTR during sales periods or around special events (e.g., Black Friday, Holiday Sales).

Best For: Ecommerce businesses, seasonal promotions, or businesses running limited-time discounts.

8. App Extensions
Effectiveness: Moderate

Why It's Effective: App Extensions allow users to download your mobile app directly from the ad. If you have a mobile app that enhances your business's user experience or offers additional features, app extensions are an effective way to drive app installs.

Best For: Businesses with a mobile app or those focusing on app installs as part of their growth strategy.

9. Review Extensions
Effectiveness: Moderate

Why It's Effective: Review Extensions display third-party reviews or ratings for your business, helping to build trust and credibility with potential customers. Positive reviews and ratings can act as social proof, encouraging users to click on your ad. It's important to use credible sources for the reviews (e.g., industry-specific reviews or well-known review platforms).

Best For: Businesses with high-quality ratings or notable industry recognition.

Which Extensions to Prioritize Based on Business Needs
For Local Businesses:

Location Extensions

Call Extensions

Sitelink Extensions (for highlighting specific local services or store details)

For E-commerce and Retail:

Sitelink Extensions

Price Extensions

Promotion Extensions

Callout Extensions

For Service-Based Businesses:

Call Extensions

Location Extensions

Sitelink Extensions

Callout Extensions (for highlighting specific service offerings)

For Lead Generation:

Sitelink Extensions

Call Extensions

Message Extensions (if applicable)

Callout Extensions (to emphasize free consultations or offers)

Optimizing Your Ad Extensions
While these extensions are effective, the key is optimization. Here's how to make them even more impactful:

Test different variations of callout text, sitelink titles, and descriptions to identify the most effective messaging.

Monitor performance regularly and adjust ad extensions based on CTR and conversion data.

Update extensions based on seasonal promotions, product changes, or new offers to keep ads fresh and relevant.

Conclusion
The most effective ad extensions in Bing Ads depend on your business objectives and audience, but generally, Sitelink Extensions, Callout Extensions, and Call Extensions are among the top performers. Location, Price, and Promotion Extensions are also highly effective, especially for businesses with specific needs like local engagement, pricing clarity, or time-sensitive offers.

By regularly testing and optimizing your ad extensions, you can drive higher engagement, improve your CTR, and increase your campaign ROI.