Bing Ads launches new action extensions to highlight calls-to-action

Actions extensions take a page from display and social media ads with prominent calls-to-action.

Chat with SearchBot

Bing Ads has taken the wrapper off a brand new ad extension. Action extensions launched globally in all supported languages Wednesday and are available on desktop and mobile devices.

What they look like. The action extensions feature one of 70 pre-defined calls-to-action.

Bing Ads Action Extension Mobile

On mobile, the action extension appears with a related icon below the ad. It can also display below other extensions such as sitelinks.

 

Bing Ads Action Extension Desktop

On desktop, action extensions appear as a button to the right of the ad copy.

More details. You can associate action extensions at the account, campaign or ad group level, with the lowest level taking precedence. You’re limited to 20 action extensions per level.

Action extensions are supported in the web UI, the web bulk account management tool, the Bing Ads campaign management service API and the bulk API.

You have the option of setting a URL for an action extension. If you leave the field blank, Bing Ads will use the ad’s URLs (or the URL at the keyword level, if provided) as the landing page for the extension.

Action extension clicks are charged the same as headline clicks.

Why you should care. Action extensions take a page from display and social media ads that feature prominent calls-to-action. You won’t find this ad extension in Google. Its only available in Bing Ads. It will be interesting to see how these impact click-through and conversion rates.


Opinions expressed in this article are those of the guest author and not necessarily Search Engine Land. Staff authors are listed here.


About the author

Ginny Marvin
Contributor
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, MarTech 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.

Get the must-read newsletter for search marketers.