An ad is an individual online advertisement displayed to a potential customer. You'll often see ads referred to in the context of an ad group or a campaign. An ad group contains one or more ads and keywords, while a campaign contains one or more ad groups.
The expanded text ad consists of several parts:
|Ad part and character limit||Example (see above)|
|Ad title (supports three headlines, up to 30 characters each, separated by a space, vertical bar, and space (" | "))||Flowers for any occasion | Delivered right to your door!|
|Ad text (supports two descriptions, up to two 90 characters each)||Sustainably grown flowers on sale and ready to ship within 4 hours.|
|Display URL (Domain and subdomain automatically generated from your final URL, plus two customizable URL paths.)||www.contoso.com/Seattle/Flowers|
|Final URL (2,048 characters)||www.contoso.com/Floral/SeaWa/default.aspx|
When you create your ad, Microsoft Advertising shows you a preview of what your ad will look like on desktops, mobile devices, and tablets on Bing search results pages. This could change depending on how Bing formats your ads. Bing does experiment with ad formats to provide the best ad experience possible to customers.
Dynamic search ads look just like Expanded Text Ads, but they're automatically targeted to relevant search queries based on the content of your website, and are dynamically created to respond to these search queries. Using them will:
To learn more, see About dynamic search ads.
Products ads include custom images from your own product catalogs (created in Microsoft Merchant Center), plus specific promotional text, pricing, and seller details. For more information about Product ads, check out What are product ads?
For more information about Product ads, check out What are product ads?
Microsoft Audience Ads is a native advertising solution optimized for search advertisers. This feature enables advertisers to get additional high-quality traffic from non-search placements. Microsoft Audience Ads experiences, such as ads placed within articles, are engaging for users, integrate naturally into page content, and deliver visually rich ads for advertisers.
Microsoft Audience Ads appear on the Microsoft Audience Network. These ad placements are cross-device and include premium sites like MSN, Outlook.com, Microsoft Edge, and other partners (with more to come).
To learn more, see About Microsoft Audience Ads.
Bing Smart Search ads are similar to text ads on the BingAOL, and Yahoo search network sites, but formatted for the modern touch experience and displayed in the Windows 8.1 Smart Search results. When possible, these ads will include a preview of your landing page.
Microsoft Advertising in Windows 8.1 Smart Search are available in the United States, United Kingdom, and Canada (English). To learn more, see Microsoft Advertising in Bing Smart Search.
App Install Ads are similar to text ads but provide direct links to your apps with a button, sending customers directly to the applicable store to download the application. This is an ideal solution for advertisers wanting to manage and drive downloads of their apps, rather than website traffic.
App Install Ads automatically detect the customer’s mobile device and operating system, sending them to the corresponding Apple App Store or Google Play. You can also track conversions with the same conversion tracking partners as App Extensions: AppsFlyer, Kochava, Tune, Singular, Adjust, and Branch.
To learn more, see What is an App Install Ad?
Responsive search ads make creating ads easier by eliminating the need to figure out which headlines and descriptions work well together. You provide up to 15 headlines and 4 descriptions, and using these, Microsoft Advertising will mix and match the most optimal combinations to create effective ads for potential customers. The best performing ad combinations are automatically identified and reported to you, while the ineffective ads aren’t shown again. Adapting your ad’s content to match what potential customers are searching for can help to improve your campaign’s performance.