What are the differences between location extensions and callout extensions in Bing Ads?

In Bing Ads (now Microsoft Advertising), **location extensions** and **callout extensions** are two different types of ad extensions that serve distinct purposes and can enhance the effectiveness of your ads. Here's a breakdown of the differences between them:

### **1. Purpose and Functionality**

**Location Extensions:**
- **Purpose:** To provide users with location-specific information about your business, such as addresses, phone numbers, and store hours. They help potential customers find your physical locations and improve local relevance.
- **Functionality:** Displays your business address and a clickable link that opens a map showing the location. It may also include the distance from the user to the location and the phone number for direct calls.

**Callout Extensions:**
- **Purpose:** To highlight additional information about your business that might not fit into the main ad copy. Callout extensions are used to emphasize unique selling points, features, or offers.
- **Functionality:** Displays extra text alongside your ad copy. This text doesn't include clickable links and serves primarily to provide more information or highlight specific aspects of your product or service.

### **2. Content**

**Location Extensions:**
- **Content:** Includes specific location details such as:
  - Business address
  - Phone number
  - Distance from the user's location
  - Map link

**Callout Extensions:**
- **Content:** Includes additional text to complement the ad copy, such as:
  - Free shipping
  - 24/7 customer service
  - Price match guarantee
  - Special promotions or unique features

### **3. Display**

**Location Extensions:**
- **Display:** Appears with your ad when users are searching for local businesses or when the ad is relevant to the user's location. The extension usually shows a business address, phone number, and a map link. In some cases, it may also show the distance from the user's current location.

**Callout Extensions:**
- **Display:** Appears as additional lines of text below your main ad description. They are shown in a bulleted format and provide extra information that enhances the appeal of your ad.

### **4. Setup and Management**

**Location Extensions:**
- **Setup:** Requires you to link your Bing Ads account to your business's location data, often through Microsoft's business listings or via manual input of address details. You may need to verify the locations if they are not already listed.
- **Management:** Managed through the "Ads & extensions" tab in Microsoft Advertising, where you can add or edit location extensions.

**Callout Extensions:**
- **Setup:** Created and managed directly within Microsoft Advertising by adding specific callout texts to your campaigns or ad groups. You can create multiple callout extensions and assign them to different campaigns or ad groups.
- **Management:** Managed through the "Ads & extensions" tab where you can create, edit, or delete callout extensions as needed.

### **5. Benefits**

**Location Extensions:**
- **Benefits:** Helps drive foot traffic to physical locations, provides essential business information at a glance, and enhances local search visibility. Particularly useful for businesses with brick-and-mortar stores or multiple locations.

**Callout Extensions:**
- **Benefits:** Allows you to highlight additional features or benefits that set your business apart. Enhances the visibility and attractiveness of your ads by providing more information without taking up space in the main ad copy.

### **6. Reporting and Metrics**

**Location Extensions:**
- **Metrics:** Track metrics related to user interactions with your location information, such as clicks on the map link or calls made through the provided phone number. You can measure the effectiveness of driving foot traffic or inquiries to your business locations.

**Callout Extensions:**
- **Metrics:** Track the performance of the additional text in terms of its impact on ad clicks and engagement. Metrics might include impressions and click-through rates (CTR) associated with ads that include callout extensions.

By understanding these differences, you can effectively use both location extensions and callout extensions to enhance your Bing Ads campaigns and better meet your advertising objectives.