With our article “Microsoft Advertising: An Overview of the Platform”, we aimed to present this advertising tool by highlighting its main features.
Among the various available functionalities, there are extensions, which are assets that are tasked with enriching an advertisement with additional information.
The use of extensions allows you to make your campaigns more attractive and, consequently, lower advertising costs.
Therefore, after analyzing the Google Ads extensions, let’s delve into those of Microsoft Advertising!
Microsoft Advertising: Types of Ad Extensions
On Microsoft Ads (or formerly Bing Ads), there are different types of extensions, each with a different function:
- Action Extension: Thanks to this asset, buttons are inserted that generate a specific CTA (call to action).
- Call Extension: As the name suggests, through this addition, it is possible to receive calls. Particularly useful for local businesses.
- Callout Extension: This extension allows you to insert additional (non-clickable) text in the descriptions of text ads. In short, callout serves to enrich an ad with extra information.
- Sitelink Extension: Sitelinks are additional hyperlinks present in a text ad, offering users the opportunity to visit specific pages of the website. They are therefore useful for highlighting certain sections, products, or services of a brand.
- Structured Snippet Extension: Like the callout extension, this is also inserted in the description of a text ad to show a series of items related to a particular category. For example, a brand selling courses could create the category courses in this way -> Courses: English course, French course, Spanish course, etc.
- Price Extension: Particularly useful for e-commerce that sells products or services.
- Promotion Extension: Like the previous one, the promotion extension is also suitable for brands that sell online, to highlight special offers.
- App Extension: This type of extension allows you to insert a quick link for downloading your application.
- Location Extension: Through this asset, Microsoft Ads allows advertisers to indicate the location of their business and a phone number, which is clickable from smartphones.
- Logo Extension: Thanks to this extension, a brand can accompany its logo with a text ad, making it more appealing and attractive.
- Review Extension: Before proceeding with a purchase, users often inform themselves online by reading testimonials and reviews. This type of extension serves to share in your ads what customers say.
- Image Extension: With the image extension, ads can include a graphic element alongside the text.
- Video Extension: Allows you to add engaging videos to ads, enhancing engagement and providing direct visual information to users, thus increasing conversion possibilities.
- Flyer Extension: An advertiser can upload their flyer to show it to potential customers searching for general queries like “weekly offers” or “weekly sales.”
- Filter Link Extensions: They are a mix between sitelinks and structured snippets. This extension allows you to add direct links to specific sections of a website, organized by categories such as price ranges or product types.
In conclusion, extensions are useful for enhancing an ad with additional information. Microsoft Advertising will then decide whether to show each created asset or not.
