What are the steps for creating location extensions that include interactive maps or directions in Bing Ads?

Creating location extensions that include interactive maps or directions in Bing Ads (Microsoft Ads) involves leveraging features that allow users to find and navigate to your physical locations directly from the ad. While Bing Ads does not directly allow embedding interactive maps within the ad itself, it provides tools and features that help users access maps and directions effectively. Here are the steps to create and optimize location extensions to include interactive maps or directions:

### 1. **Set Up Your Bing Ads Account and Business Locations**

- **Sign In to Bing Ads**: Log in to your Bing Ads (Microsoft Ads) account. If you don't have an account, you will need to create one.
- **Business Information**: Ensure that you have accurate business location information in your account. This includes addresses, phone numbers, and any relevant details about your business locations.

### 2. **Add or Update Location Extensions**

- **Navigate to Extensions**: Go to the "Ads & Extensions" section in your Bing Ads dashboard.
- **Create or Edit Location Extensions**: Choose to create a new location extension or edit an existing one. Click on the "+" icon to add a new location extension.
- **Enter Location Information**: Enter the business address, phone number, and any additional details. Make sure the address is accurate, as this will be used to generate maps and directions.
  - **Example**: Provide the full address, including street number, street name, city, state, and ZIP code.

### 3. **Link to Bing Places for Business**

- **Claim Your Business**: If you haven't already, claim your business on Bing Places for Business. This is necessary for your location to appear correctly in search results and on maps.
- **Verify Business Details**: Ensure your business details are up-to-date and verified on Bing Places. This will help ensure that your location extension displays accurate map and direction information.

### 4. **Create Location Extensions in Bing Ads**

- **Select Campaign and Ad Group**: Choose the campaign and ad group where you want to apply the location extension.
- **Add Location Extension**: In the "Ads & Extensions" section, select "Location Extensions," then click "Add." Choose the appropriate location from your Bing Places account or manually enter location details.
- **Save and Apply**: Save your changes and apply the location extension to your chosen campaigns or ad groups.

### 5. **Customize Ad Copy for Local Intent**

- **Local Relevance**: Write ad copy that encourages users to visit your physical location. Include phrases like "Find us at [Address]" or "Visit our [City] location for exclusive offers."
- **Interactive Maps**: While you can't directly embed interactive maps in the ad, users who click on the address in your location extension will be directed to Bing Maps for directions.

### 6. **Monitor and Optimize**

- **Track Performance**: Monitor the performance of your location extensions using Bing Ads reporting tools. Track metrics such as clicks on location extensions and conversions related to physical visits.
- **Optimize Based on Data**: Make adjustments to your location extensions based on performance data. If certain locations are performing better, consider increasing their visibility or adding more relevant information.

### 7. **Test and Adjust**

- **A/B Testing**: Test different variations of your location extensions and ad copy to see which performs best. Adjust based on user engagement and effectiveness.
- **Feedback and Adjustments**: Use user feedback and performance data to make necessary adjustments to ensure the location extensions are effectively guiding users to your physical locations.

### Example Scenario

**Retail Store Ad**:
- **Ad Copy**: "Shop our [City] store at [Address] for exclusive deals!"
- **Location Extension**: Shows the store's address and a link to Bing Maps where users can get directions.
- **Interactive Map Access**: When users click on the address in the location extension, they are directed to Bing Maps for interactive directions.

By following these steps, you can effectively use location extensions to guide users to your physical locations and provide them with interactive maps and directions, enhancing their experience and increasing the likelihood of driving traffic to your store.