Marketers can now access Callout and Review Extensions at the ad group and campaign levels in Bing Ads. The new updates on the pay-per-click platform aim to drive click-through rates and “build trust” by making a website more visible to potential customers on the Bing Network.
Callout Extensions enable advertisers to implement customisable bullet points beneath their ads in order to showcase specific deals, products or services that they are offering. Each of these ads can display a maximum of four and a minimum of two callouts, which serve alongside ad extensions that are already being used.
To ensure that they remain relevant, callouts should not duplicate information that has already been included within an ad, and they are not clickable. Callouts are also free to use, and there can be up to 20 of these extensions associated with each campaign and ad group, according to an official blog post.
Review Extensions focus on building trust with web users by placing glowing reviews from trusted third-party sources in the section below an ad. For example, this could include an A+ or five-star rating. Marketers can display one review for each given ad, and like callouts, reviews can function alongside any other active ad extensions.
Bing Ads has updated its editorial guidelines for the two new extensions. It says that “reviews may only come from reliable, well-established and trusted sources” and that the origin of the review must not be misrepresented. Advertisers are also responsible for obtaining the necessary consent to include the original source in the ad copy.
Bing Ads users can set up Callout and Review Extensions by navigating to the Ad Extensions tab, which is located in the Bing Ads UI. Program Manager Joseph Damiani added: “On behalf of the whole Bing Ads team, we hope you enjoy the new extensions and look forward to delighting in your success!”
Bing has also been testing new ways to make keywords stand out in SERPs in recent days, using high-contrast bolding rather than its usual muted darker grey. It hasn’t confirmed whether the changes could eventually become permanent.
