How do you create ad extensions for multiple languages or regions in Bing Ads?

Creating ad extensions for multiple languages or regions in Bing Ads (Microsoft Ads) involves setting up your extensions to be relevant and effective across different geographic locations and languages. Here's a step-by-step guide on how to do this:

### **1. **Setup for Multiple Languages**

#### **Step 1: Create Language-Specific Extensions**

1. **Access Ad Extensions:**
   - Sign in to your Bing Ads account.
   - Go to the **"Ads & extensions"** tab.

2. **Select Extension Type:**
   - Choose the type of ad extension you want to create (e.g., sitelink, callout, call, location).

3. **Create Extensions in Multiple Languages:**
   - **For Text Extensions (e.g., Callouts, Sitelinks):** Create separate extensions for each language you are targeting. For instance, if you are targeting English and Spanish speakers, create two versions of the extension with the content translated accordingly.
   - **For Call Extensions:** Ensure that the phone numbers and any related text are suitable for the language and region.

4. **Add Extensions to Campaigns:**
   - Assign the language-specific extensions to the relevant campaigns or ad groups. You can do this by selecting the campaigns or ad groups where these extensions should appear.

#### **Step 2: Use Language Settings**

1. **Configure Language Settings:**
   - Go to **"Campaigns"** or **"Ad groups"** where you want to apply the extensions.
   - Ensure that the language settings for each campaign or ad group match the language of the ad extensions you have created. This ensures that the correct extension is shown to users based on their language preferences.

2. **Verify Display:**
   - Review how the extensions appear in search results to ensure they are correctly displayed in the intended language.

### **2. Setup for Multiple Regions**

#### **Step 1: Create Region-Specific Extensions**

1. **Access Ad Extensions:**
   - Go to **"Ads & extensions"** in Bing Ads.

2. **Select Extension Type:**
   - Choose the type of ad extension you wish to create (e.g., location, call, promotion).

3. **Create Region-Specific Extensions:**
   - **For Location Extensions:** Set up location extensions specific to each region. For example, if you have different store locations or regional offices, create separate location extensions with accurate addresses and phone numbers.
   - **For Promotion Extensions:** Tailor promotions to different regions based on local offers or holidays.

4. **Add Extensions to Campaigns:**
   - Assign these region-specific extensions to the appropriate campaigns or ad groups. This ensures that users in the targeted regions see the relevant information.

#### **Step 2: Use Regional Targeting**

1. **Configure Regional Targeting:**
   - Navigate to **"Campaigns"** or **"Ad groups"** where you want to apply the extensions.
   - Set up targeting for each campaign or ad group to align with the specific region you are targeting. This includes setting location targeting to ensure that the ads and extensions are shown to users in those regions.

2. **Review and Adjust:**
   - Monitor the performance of your region-specific extensions and make adjustments as needed. Check metrics such as click-through rates (CTR) and conversion rates to ensure the extensions are effective.

### **3. Automate and Scale**

#### **Step 1: Use Bulk Uploads**

1. **Prepare Bulk Uploads:**
   - Create a bulk upload spreadsheet with separate columns for different languages and regions, including all relevant extension details.

2. **Upload Data:**
   - Go to **"Tools"** and select **"Import/Export"**.
   - Choose **"Import from file"** and upload your prepared spreadsheet. Ensure that the extensions are correctly assigned to the right campaigns and ad groups.

#### **Step 2: Utilize Ad Customizers**

1. **Create Ad Customizers:**
   - Set up ad customizers to dynamically adjust content based on user location or language. For example, use customizers to display localized promotions or product information.

2. **Apply to Campaigns:**
   - Apply these customizers to your ads to automatically adjust the content based on the user's language or region, enhancing relevance and engagement.

### **4. Monitor and Optimize**

1. **Monitor Performance:**
   - Regularly review the performance of your language and region-specific extensions using Bing Ads reporting tools. Analyze how each extension performs across different languages and regions.

2. **Optimize Extensions:**
   - Make data-driven adjustments to your ad extensions based on performance metrics. Update or refine extensions to better align with user preferences and regional requirements.

### **Summary**

Creating ad extensions for multiple languages and regions in Bing Ads involves setting up language-specific and region-specific extensions, using language and regional targeting settings, automating with bulk uploads and ad customizers, and continuously monitoring and optimizing performance. By carefully managing these elements, you can ensure that your ad extensions are effective and relevant to your target audience in different languages and regions.