Enhance ads with automated extensions

Automated extensions show additional data to improve the visibility and performance of your ads.

Microsoft Advertising can enhance your ads with ad extensions and automated extensions (formerly known as annotations). Both enhancement options help to improve the visibility and performance of your ads by displaying extra information about your business. More clicks means more customer traffic. You can add ad extensions to your ads yourself, but automated extensions require no action on your end. Automated extensions are automatically applied to your ads if Microsoft Advertising determines that the automated extension can improve your ad performance.

Eligibility

All advertisers are eligible for automated extensions; however, they are not always guaranteed to show in the ads. If two competing ads have the same bid and quality, the ad with greater expected impact from ad extensions and automated extensions will generally appear in a higher ad position than the other.

Here's how they work

Automated extensions show data from any of the sources—your ad landing pages, ad copies, and domains your ad copy points to. Certain data, like reviews and ratings, may be offered from third-party providers.

Here are the different types of automated extensions available from Microsoft Advertising. Keep in mind that these are examples only and your ad might look a little different than those shown below.

Consumer ratingsexpando image

Consumer ratings

Display high Consumer ratings for your business to increase customers' confidence in your ad. Consumer ratings are reviews that are added to eligible ads. When customers select the link for these ratings, they're taken to a third-party review page. These ratings attract more clicks, increasing confidence in your ads, and create a more engaging customer experience.

ConsumerrRatings

We base ratings from the following sources:

  • ReviewCentre
  • ViewPoints
  • ShopperApproved
  • Bizrate
  • MrRebates

Eligible to serve on ads in the following markets:

Microsoft Search Network:

  • Australia
  • Canada
  • France
  • Germany
  • United Kingdom
  • United States

Devices: Desktop, Mobile, Tablet

Consumer sentiment

Show relevant reviews with positive comments about your business. Adding Consumer sentiments can increase customers’ trust in your website, as well as your click-through rates.

Consumer Sentiment

Eligible to serve on ads in the following markets:

Microsoft Search Network:

  • Australia
  • Canada
  • France
  • Germany
  • Switzerland
  • United Kingdom
  • United States

Devices: Mobile, Desktop

Dynamic ad enhancementsexpando image

Dynamic descriptions

Dynamic descriptions enrich your ads with Bing-generated descriptions that are relevant to customers' search queries, based on content from your ad's landing page. This can build consumer confidence in the relevance of your ad, which can help to increase clicks.

Dynamic Descriptions

Eligible to serve on ads in the following markets:

Microsoft Search Network:

  • Australia
  • Austria
  • Canada
  • Denmark
  • Finland
  • Germany
  • Ireland
  • Italy
  • Norway
  • Netherlands
  • Spain
  • Sweden
  • Switzerland
  • United Kingdom
  • United States

Devices: Desktop, Tablet

Events

Events are automatically included as a single line of text from current or timely event-related content highlighted on your website. For example, if you’re having a Mother’s Day special, you may see the Event extension highlighting that.

This non-clickable line of text encourages clicks by providing a quick glimpse of an event-related offer found on your website. Events may appear on the mainline or sidebar. Also, specific event date parameters are applied. For example, Bing will crawl for Valentine’s Day-related content from January 31 to February 14.

Events

Eligible to serve on ads in the following markets:

Microsoft Search Network:

  • Canada
  • United States

Devices: Desktop

Smart landing page title

Smart landing page title highlights specific products and brands that are featured on your website. This informs users of the variety of products and services your website has to offer. Bing scans the landing page of your website to see if it contains product categories, features, or brand names that match the content of the search terms. It can also leverage the landing page title.

Smart Landing Page Title

Eligible to serve on ads in the following markets:

Microsoft Search Network:

  • Australia
  • Canada
  • France
  • Germany
  • United Kingdom
  • United States

Devices: Desktop, Mobile, Tablet

Dynamic calloutsexpando image

Dynamic callouts

Dynamic callouts provide an extra snippet of text that highlights your website’s products or offers. Learn more about Callout extensions.

The non-clickable callout text is generated from copy highlighted on your website’s landing page, including key business details, highlighted services, and products offered. If you’re already using Callout extensions, Dynamic callouts will not show.

Dynamic callouts

Eligible to serve on ads in the following markets:

Microsoft Search Network:

  • Australia
  • Canada
  • United Kingdom
  • United States

Devices: Desktop

Automated promotions (text ads only)

The Automated promotion extension is available for text ads only. Automated promotion extensions use your product ads Merchant Promotions data to automatically generate a promotional message for relevant ads. Promotions may include a promotion title, offer code, or expiration details.

This extension is only available if you are enrolled in Merchant Promotions. It’s also important to know that only site-wide online promotions will be displayed and that product-level or local promotions will be included.

Promotions

Eligible to serve on ads in the following markets:

Microsoft Search Network:

  • Canada
  • United States

Devices: Desktop, Tablet

Dynamic partner data enhancementsexpando image

Marketing with purpose badge

Showcase additional information about your business and stand out from the competition with a Marketing with purpose badge. The Marketing with purpose badge leverages data from your ad copy, information on your landing page, and your Business attributes data to highlight key business values. Your Marketing with purpose badge will appear as an ad decoration to potential customers, which can improve your ad’s visibility. For instance, in the following example we chose “Carbon-neutral” as the Marketing with purpose badge for this ad.

Marketing with purpose badge

Get started with Business attributes:

  1. From the collapsible menu on the left, select All campaigns > Settings > Account level options.
  2. Under the Business attributes dropdown menu, select one or more attributes that apply to your business. Examples of Business attributes include:

    • Alcohol-free
    • Family-owned
    • Vegan
  3. Select Save.

Note: You can update your Business attributes settings at any time by selecting or canceling the selections as needed and then selecting Save.

Eligible to serve on ads in the following markets:

Microsoft Search Network:

  • United States
  • Canada

Devices: Desktop

Country of origin badge

Highlight your products' country of origin to potential customers to help differentiate your products from your competitors'.

Country of origin badge

Eligible to serve on ads in the following markets:

Microsoft Search Network:

  • United States

Devices: Desktop, Tablet

Deal badge

Highlight promotional aspects of your ad to increase customer engagement and drive more clicks. The Deal badge will only be eligible to serve during specified date ranges for various holidays or events.

Deal Badge

Eligible to serve on ads in the following markets:

Microsoft Search Network:

  • Canada
  • United States

Devices: Desktop, Tablet

Free Shipping for text ads

The Free Shipping for text ads badge is enabled when you offer free shipping for products or orders. This can help to increase traffic to your ads, as it encourages shoppers to click your ad.

Free Shipping

Eligible to serve on ads in the following markets:

Microsoft Search Network:

  • Australia
  • Canada
  • France
  • United Kingdom
  • United States

Devices: Desktop, Tablet

Facebook badge

Uses your brand's Facebook presence to build trust and encourage ad engagement.

Facebook Badge followers

Facebook Badge likes

Facebook Badge engagement

Eligible to serve on ads in the following markets:

Microsoft Search Network:

  • Canada
  • United States

Devices: Desktop, Tablet

Official Site badge

Build user confidence by affirming that your ad is for a brand's official website.

Official Site Badge

Eligible to serve on ads in the following markets:

Microsoft Search Network:

  • Canada
  • United States

Devices: Desktop, Tablet

Store Pickup badge

Highlight store pickup options to your shoppers.

In-store pickup

Curbside pickup

Eligible to serve on ads in the following markets:

Microsoft Search Network:

  • Canada
  • United States

Devices: Desktop, Tablet

Dynamic locationexpando image

Dynamic location map link

If you have multiple location extensions associated with an ad and the locations are near the user, Microsoft Advertising may automatically add a “locations nearby” link that takes the user to a map, which will open in the user’s browser, with your store locations marked on the map. Clicks on this automated extension will be charged like a click on the ad title.

Dynamic location map link

Eligible to serve on ads in the following markets:

Microsoft Search Network:

  • Canada
  • United States

Devices: Desktop, Tablet, Mobile

Dynamic multimedia extensionsexpando image

These automated extensions enhance ads with multimedia assets like images and videos.

Eligible to serve on ads in the following markets: More information coming soon.

Devices: More information coming soon.

Dynamic sitelinksexpando image

Dynamic ESL descriptions

Dynamic ESL description extensions automatically turn your Sitelink extensions (links that take people to specific pages on your website) to enhanced Sitelink extensions (descriptive text under each sitelink). Descriptions are generated from relevant text pulled from your sitelink’s landing page. Learn more about Sitelink extensions.

Dynamic ESL

Eligible to serve on ads in the following markets:

Microsoft Search Network:

  • Austria
  • Canada
  • Denmark
  • Finland
  • Ireland
  • Norway
  • United Kingdom
  • United States

Devices: Desktop, Tablet

Dynamic sitelinks

Display Dynamic sitelink extensions, which are links to other pages of your website, at the bottom of your ad. This gives customers another way to evaluate what your site has to offer. Learn more about Sitelink extensions.

Dynamic Sitelinks

Eligible to serve on ads in the following markets:

Microsoft Search Network:

  • Australia
  • Austria
  • Canada
  • Denmark
  • Finland
  • France
  • Germany
  • Ireland
  • Italy
  • Netherlands
  • Norway
  • Spain
  • Sweden
  • Switzerland
  • United States

Devices: Desktop, Mobile, Tablet

Automated dynamic product

Automated dynamic product extensions match the keyword of your text ad with your product ads catalog data, automatically showing relevant product offers with text ads. You must have an active Microsoft Shopping Campaign Network product feed for Automated dynamic product extensions to display and must not have Dynamic product extensions enabled.

Automated Dynamic product extensions

Eligible to serve on ads in the following markets:

Microsoft Search Network:

  • Canada
  • United States

Devices: Desktop, Tablet

Dynamic structured snippetsexpando image

Dynamic structured snippets

Enrich your ads by automatically adding relevant text based on your website’s landing pages with Dynamic structured snippets. This gives customers a look into what they’ll find on your website, while increasing confidence in the relevancy of your ad. Please note that Dynamic structured snippets may be clickable. Learn more about Structured snippet extensions.

Dynamic Structured Snippet

Eligible to serve on ads in the following markets:

Microsoft Search Network:

  • Austria
  • Canada
  • Denmark
  • Finland
  • Ireland
  • Norway
  • Switzerland
  • United States

Devices: Desktop

Longer ad headlinesexpando image

Longer ad headlines add additional information like your ad description, display URL, or search keywords to the ad title. The additional information can be added before or after your existing ad title with a separator like a hyphen. This longer title provides extra information about your ad and increases visibility and click-through rates. Please note that in some cases, Longer ad headlines could replace the ad's title content.

Eligible to serve on ads in the following markets:

  • Argentina
  • Australia*
  • Austria
  • Brazil
  • Canada*
  • Chile
  • Colombia
  • Denmark
  • Finland
  • France*
  • Germany
  • Hong Kong S.A.R.
  • India
  • Indonesia
  • Ireland
  • Italy
  • Malaysia
  • Mexico
  • Netherlands
  • Norway
  • Peru
  • Philippines
  • Singapore
  • Spain
  • Sweden
  • Switzerland
  • Taiwan
  • Thailand
  • United Kingdom*
  • United States*
  • Venezuela
  • Vietnam

Query Long Ad Title Extensions are only available in the countries indicated with *.

Devices: Desktop, Mobile, Tablet

Long ad title callout

Long ad title callout automatically scans for snippets in your extension copy that may be relevant to customers' queries and appends it to your title to make it longer.

LAT callout

Long ad title description

Long ad title description adds additional information, like your ad description, to the ad title.

LAT Description

Long ad title landing page phrases

Add dominant phrases or visual headings found on your website’s landing page to the title of your ad with Long ad title landing page phrases.

LAT Landing Page Phrase

Long ad title query

Long ad title query matches the customer’s exact search query to the ad title.

LAT Query

Long ad title URL

Long ad title URL adds your display URL before or after the ad title.

LAT URL
Previous Visitsexpando image

Previous Visits

Previous visits adds a line of text to your ad that shows customers how many times they have clicked through to your website over the last few months. This makes it easy for customers to recall their experience and encourage them to return to sites they know and trust.

Previous visits

Eligible to serve on ads in the following markets:

Microsoft Search Network:

  • Australia
  • Canada
  • France
  • Germany
  • India
  • United Kingdom
  • United States

Devices: Desktop, Mobile, Tablet

Visited links

Visited links can change the color of your ad title to show that customers recently visited your site.

Visted links preview screenshot

Eligible to serve on ads in the following markets:

Microsoft Search Network:

  • Australia
  • Canada
  • France
  • Germany
  • United Kingdom
  • United States

Devices: Desktop, Tablet

Top ads

Top ads calls out if your website has consistently received high engagement to increase your website’s credibility and trust with customers.

To be eligible for Top ads, your ad must receive a high click-through rate with a low occurrence of back-button clicks from customers. Because of constant changes in customer engagement, the thresholds for when your ad will show a Top Ad annotation is will vary.

Top Ads

Eligible to serve on ads in the following markets:

Microsoft Search Network:

  • Australia
  • Austria
  • Canada
  • Denmark
  • Finland
  • France
  • Germany
  • India
  • Ireland
  • Italy
  • Netherlands
  • Norway
  • Spain
  • Sweden
  • Switzerland
  • United Kingdom
  • United States

Devices: Desktop, Mobile, Tablet

Seller ratingsexpando image

Merchant ratings

Merchant rating displays your business rating and links to highly-rated reviews to show what people are saying about your business. Learn more

Merchant Ratings

We base ratings on a number of sources including:

  • Yahoo Shopping
  • Epinions
  • bizrate
  • Trustpilot
  • PriceGrabber
  • ViewPoints
  • Review Centre
  • Shopper Approved
  • eKomi
  • Feefo
  • Verified Reviews
  • Mr. Rebates
  • Ciao.co.uk
  • Shopzilla UK
  • Reviews.co.uk
  • Avis Verifies
  • Reevoo
  • Trusted Shop

Eligible to serve on ads in the following markets:

Microsoft Search Network:

  • Australia
  • Austria
  • Canada
  • Denmark
  • Finland
  • France
  • Germany
  • India
  • Ireland
  • Italy
  • Netherlands
  • Norway
  • New Zealand
  • Philippines
  • Spain
  • Sweden
  • Switzerland
  • Singapore
  • United Kingdom
  • United States

Devices: Desktop, Mobile, Tablet

Syndication-only decorations expando image

Automated buttons

Verizon Media and Bing syndication publishers may automatically add a button on top of the ad or on the right side of the ad. Clicks on this button will be charged like a click on the ad title. Here’s how different syndication publishers could handle this extension:

Green call-to-action button on the right side of the ad
Gray call-to-action button on the right side of the ad

Eligible to serve on ads in the following markets:

Microsoft Search Network:

  • All Bing markets

Devices: All devices

Notes
  • All clickable automated extensions will be charged for clicks, similar to ad headline clicks.
  • Opt-out is only available at the account level.
  • Choosing to opt out of an automated extension will opt out the account from all features under this extension.
  • Historical opt-outs will be honored at the automated extension level.
  • Reporting is available at the automated extension level, and not at each individual feature level.
  • Automated extensions may or may not appear in ads, depending on placement and predicted impact.
  • If you want to be included in the default opt-out list to be excluded from future automated extensions, notify your account manager or contact support.

How to opt out of automated extensions

If you don't want automated extensions to show up with your ads, learn about Opting out of Automated Extensions.

See more videos...