Ad Extensions Exclusive to Microsoft

In many ways, Microsoft Ads and Google Ads are a lot alike.  I believe Microsoft’s attempt to keep the platforms so exceedingly similar in form, appearance and naming convention has a lot to do with getting more users to adopt its platform who are using Google Ads already.  This makes for a low learning curve and easy adoption on behalf of those who are looking to expand their marketing efforts. However, I would say that Microsoft has the lead in terms of types and varieties of ad extensions (not assets, they are still called extensions within Microsoft). If you are running Microsoft Ads from imported Google campaigns, I recommend you take advantage of these exclusive additional ad extension opportunities. 

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Action Extensions:

Action Extensions are clickable CTA buttons that appear directly in Microsoft Ad search results.  Clicking the button can direct users to a page within your website.  The text on the CTA button comes from a list of pre-defined actions.  As of this writing, it is available in multiple languages and contains 71 pre-defined options ranging from “Act Now” to “Watch Now.”  The example Microsoft gives on their support page utilizes the phrase “Browse.”

Filter Link Extensions:

At first glance, Filter Link Extensions appear just like Structured Snippet Extensions in Google Ads, though there are some differences. While Microsoft Ads also offers Structured Snippet Extensions, Filter Link Extensions are inherently different because the values that appear after the categorized headers are clickable and can link to different pages on your website.  Essentially, Filter Link Extensions are like a compact version of sitelinks.  Here is an example of what Filter Link Extensions would look like in a Microsoft SERP.  The subtypes listed after Price, Deals and Flowers are all clickable links that direct to the appropriate pages.

Flyer Extensions:

While not suitable for every business, Flyer Extensions are particularly useful for those companies that consistently promote their sale products via flyer and have a version of their flyer on their website.  Ads that have a flyer extension automatically become eligible to serve on queries like “weekly deals” or “weekly sales.”  When the flyer extension is clicked upon, the user is directed to the flyer’s page on your website. 

Review Extensions:

This will be a familiar one for those who have been working within Google Ads for quite some time.  Unlike Google, Microsoft never deprecated the Review Extension format.  Review Extensions allow you to share a review about your product or service from a reputable third party source (Note: You must use Microsoft’s supported review partners, found here, in order to quote the review in a Review Extension). Each campaign and ad group can have up to 20 review extensions. Clicking on a review extension will send the user to the third party review source.

Video Extensions:

Video Extensions allow you to add a video thumbnail that appears to the right hand side of your ad. When users click on the thumbnail image, the video will play in a full screen overlay alongside text you add to the extension.  Unlike Google, who allows you to utilize a YouTube link, Microsoft requires you to upload your video in MPEG-2, MP4 or MOV format. Videos have a maximum file size of 10GB.

Ultimately, while the experience of managing campaigns in Microsoft Ads may feel familiar to Google Ads users, the platform distinguishes itself by offering a unique suite of ad extensions. Action, Filter Link, Flyer, Review, and Video Extensions provide additional opportunities for marketers to enhance their search ads, engage users in new ways, and drive stronger performance. For those expanding their campaigns to Microsoft Ads, leveraging these exclusive extensions is a key strategy for maximizing ad visibility and achieving a competitive edge.

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