What's available with Bing?
Unfortunately Bing is more limited than Google when it comes to ad extensions. There aren't as many, and in some cases you can't do as much. There are three official extensions: sitelinks, location extensions and call extensions. These are all very similar to Google's own versions. Additionally there are 'Rich Ads In Search', which are unique to Bing, and although not officially listed under extensions, perform a similar function. With these extensions there are plenty of opportunities to bulk out your ads.
Unlike Google, you can't add additional copy to your sitelinks – you can only use a headline. However, this is still great to have on your ad, particularly for ads that are using very brand focussed keywords where the user hasn't indicated what they're looking for from your company. You can set them at campaign or ad group level, and ad group level will override campaign level.
Potential sitelink options include 'contact us' links, product colours, product types, special offers and promotions, other recommended products, B2B and B2C options, log in pages, or links to any section of your site that might be interesting to potential clients.
The links shown are based on their relevancy to the ad, but you can also influence this by the order you add them to the campaign. The higher up the list, the greater likelihood that it will show. They'll also only show on banner ads, and for campaigns that are performing well, so bear this in mind when creating them.
Again, this is a very similar extension to the one offered by Google. It allows you to add your business locations to campaigns, and the location closest to the searcher will be shown. However, the searcher needs to be within 50 miles of one of your business locations for a location extension to be shown; otherwise they'll just get a standard ad.
As with Google, you can use your own phone number or utilise a call forwarding number, which allows you to track calls from that specific ad. This works well for some retailers, particularly B2B, but won't be relevant in every case. On mobiles, this also works as a click to call ad, and on desktop you can click to call using Skype.
Rich Ads In Search (RAIS)
Launched in 2011, this is an option unique to Bing/Yahoo, similar to Google's Image Extensions but with a very different look. It allows you to add two brand images to your ad - one small image (16x16px) on the left, and a larger one (80x60px) on the right.
There's also the option to add a short video (up to two minutes) instead of the larger image, which can really help increase interest in your ads. This is shown with a small play symbol.
When clicked, the video expands and is played on the search results page.
It's only available on Brand ad groups, and you have to be in the mainline position. You also have to set up a separate campaign in order to run this – contact your Bing account manager or the Bing help team. The bids for these need to be set higher than in your standard brand campaign, to ensure they get priority where possible.
We've previously seen some great results from
RAIS testing, which are worth taking a look at if you'd like to find out more.
Another one very similar to Google, with the same five star set up on the ads.
However, the requirements are much less stringent, as you only need 10 reviews on the recommended review sites over the past 12 months, rather than the 30 required to show your rating on Google. The rating is picked up automatically, so there's nothing you need to do other than encourage your customers to review you on the relevant sites. The list for Bing is more limited than Google, with ratings being pulled from just six sites: ResellerRatings.com, PriceGrabber.com, BizRate.com, Feefo, Trustpilot and Review Centre.
Something different to Google now: adding "Official Site" badges to your ads if it is indeed the official site.
This helps improve trust with searchers, improving CTR. You need to speak to your Bing account manager to get this set up, but that's minimal effort for a potential boost to your CTR.
Overall, Bing doesn't have quite as many extensions as Google. However, with lower levels of competition and the lower CPC, you can really use extensions to your advantage. You can increase your bids to reach the top spot to increase the number of times you're eligible to show extensions, which should provide a great boost to your clickthrough rates.