What are the guidelines for creating custom ad extensions in Bing Ads?

Creating custom ad extensions in Bing Ads allows you to provide additional information and enhance your ad visibility. Ad extensions can include things like site links, callouts, structured snippets, and more. Here are the guidelines to follow when creating custom ad extensions in Bing Ads:

### **General Guidelines for All Ad Extensions**

1. **Relevance**:
   - Ensure the ad extension content is relevant to the ad copy and the keywords being targeted.
   - The extension should provide useful information that complements the ad and meets user expectations.

2. **Accuracy**:
   - Verify that all information in the extensions, such as phone numbers, addresses, and promotional details, is accurate and up-to-date.
   - Incorrect or outdated information can lead to a poor user experience and lost opportunities.

3. **Clarity and Conciseness**:
   - Use clear and concise language in your ad extensions.
   - Avoid jargon or overly complex terms that may confuse users.

4. **Compliance**:
   - Adhere to Bing Ads' advertising policies and guidelines, which include rules around prohibited content, promotional claims, and legal requirements.
   - Familiarize yourself with Bing Ads' editorial guidelines to ensure compliance.

### **Specific Guidelines for Different Types of Ad Extensions**

1. **Sitelink Extensions**:
   - **Descriptive Text**: Use descriptive and actionable text for the sitelinks to guide users effectively.
   - **Avoid Duplication**: Ensure that sitelinks are unique and not repetitive of other sitelinks or ad copy content.

2. **Callout Extensions**:
   - **Highlight Key Features**: Use callouts to emphasize unique selling points or important information such as free shipping, 24/7 customer service, or special offers.
   - **Character Limits**: Follow the character limits (typically 25 characters per callout) to ensure text displays correctly.

3. **Structured Snippets**:
   - **Categories**: Choose appropriate categories (e.g., amenities, brands, products) that fit your business and provide specific details.
   - **Format**: Use the snippet format correctly, including headers and values, to ensure clarity.

4. **Price Extensions**:
   - **Accuracy**: Provide accurate pricing and ensure that the prices are up-to-date.
   - **Clear Information**: Clearly list the products or services associated with the prices to avoid confusion.

5. **Promotion Extensions**:
   - **Time Sensitivity**: Include start and end dates for promotions to manage expectations and avoid displaying expired offers.
   - **Relevance**: Ensure the promotion is relevant to the targeted audience and aligns with your overall ad messaging.

6. **Location Extensions**:
   - **Correct Addresses**: Ensure all location details are correct and reflect your actual business locations.
   - **Business Hours**: Include accurate business hours to assist users in planning their visits.

7. **Call Extensions**:
   - **Phone Numbers**: Provide a valid phone number where customers can reach you.
   - **Mobile Optimization**: Ensure that phone numbers are formatted correctly for mobile devices and that they are clickable for easy dialing.

8. **Image Extensions**:
   - **High Quality**: Use high-resolution images that are visually appealing and relevant to your ad content.
   - **Compliance**: Adhere to Bing Ads' specifications for image dimensions and file formats.

### **Implementation Tips**

- **Regular Updates**: Periodically review and update ad extensions to reflect changes in promotions, product offerings, or business details.
- **A/B Testing**: Experiment with different extensions to determine which versions perform best in terms of click-through rates and conversion rates.
- **Monitor Performance**: Use Bing Ads' analytics tools to track the performance of your ad extensions and make data-driven adjustments as needed.

By following these guidelines, you can create effective custom ad extensions that enhance your ad campaigns, improve user engagement, and drive better results.