Bing Ads Launches Call Extensions With Skype On All Devices

Long anticipated, Bing Ads has rolled out call extensions powered by fellow Microsoft entity, Skype.

The use of Skype uniquely allows Bing Ads call extensions to be delivered across all devices, including desktops.

Call extensions can be set up using the web UI, Bing Ads Editor or the new Bing Ads APIs.  They will also import directly from Google AdWords campaigns into Bing Ads. The set up options are very similar to AdWords, though there is the option to use a local or toll-free forwarding number.

As with the “directions” link that rolled out in Bing Ads location extensions last month in the US, call extension clicks are charged on a CPC basis. Important to note: In addition to the CPC charges, calls to forwarding phone numbers are charged $1.00.

Call extensions can be used together with location extensions. Location extensions can also include phone numbers, so how and when the phone numbers display depending on what options you choose can get confusing.  Bing Ads put together a matrix below (also available here) as a guide.

Click to call reporting includes impression, call and spend metrics at the campaign, ad group and extension level.

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About The Author

Ginny Marvin

Ginny Marvin was Third Door Media’s former Editor-in-Chief (October 2018 to December 2020), running the day-to-day editorial operations across all publications and overseeing paid media coverage. Ginny Marvin wrote about paid digital advertising and analytics news and trends for Search Engine Land, Marketing Land and MarTech Today. With more than 15 years of marketing experience, Ginny has held both in-house and agency management positions. She can be found on Twitter as @ginnymarvin.