Google vs Bing: Ad Extensions

In the PPC industry, it seems like not a day goes by without the release of something new. With Bing Ad’s latest release of Structure Snippets, I thought it would be a good time to take a look at how the current ad extension landscape of Google and Bing compare.

If you don’t already know, ad extensions are awesome because they allow you to provide more information to searches, make your ads more visible, and (best of all) they’re free. You’ll want to make sure you’re utilizing the extensions that make sense to support your overall advertising goals.

Let’s take a look at which ad extensions are available within each platform and at which levels in the account.

ad extensions

As you can see, most ad extensions exist within both platforms. The two exceptions are Price extensions, the newest release in Google, and Image extensions, which are only available in Bing.

Another difference between the platforms is where in the account the ad extensions can be applied. In Google, all extensions except for Call can be applied at the account level. Bing Ads does not have any account-level options, meaning you have to do a bit more work applying the extensions. For example, if you want to use the same Callout extensions across all campaigns in your Google account you can set this extension once at the account level. In Bing, you’ll have to assign the same call extensions to each campaign. This can be done pretty quickly in Bing Ad’s Editor.

If  you have extensions in Google that are not yet in Bing, use the Google Import feature to pull through all compatible extensions in a few seconds. (Note: Account-level extensions won’t import since it’s not compatible with Bing Ads.)

So, take a look at your accounts and make sure you’re utilizing ad extensions in both Google and Bing to boost ad performance.

Comments (3)

  1. Interesting table, Bethany. I also was surprised that Bing Keyword Planner shows more parameters per keyword than Google Planner: number of impressions, clicks, CTR and spent money. It useful information if we undestand how tu use it. My comparison is not such detailed as yours, but some interesting minds you’ll find there – https://kparser.com/bing-keyword-tool

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