Bing ads has introduced new extensions to its paid search text ad formats to allow for increased visibility on the search engine results page as well as additional ways searchers can contact businesses.
Last year Bing Ads released location extensions to its text ad formats, and now the search engine has announced that it has made enhancements to location extensions by allowing advertisers to display up to three locations. In addition, advertisers can provide click-to-directions based on their business address.
Another extension format that Bing has released is Call Extensions, which is similar to Google AdWords’ Click-to-Call Extensions. With Call Extensions, a clickable business phone number is added below a mobile search ad description to make it easier for searchers to call a business phone number. Searchers will be able to call the business directly after clicking on the phone number extension from the text ad. See screen shot below.
In addition to Call Extensions, Bing is introducing Call-Only ads. With this new ad format, a clickable business phone number is part of the default URL in the mobile search ad and a user will be prompted to call a business phone number rather than being directed to a web site. Call-Only ads are a good format choice for advertisers who do not have mobile-friendly websites and are able to field phone calls.