Manage Bing Ads sitelinks

About Bing Ads sitelinks in DoubleClick Search

Sitelinks are additional links in your ads that take customers to specific pages on your website. They make it easy to update and refresh seasonal and limited promotions: you can change sitelinks as often as you like to make your ads more timely for your current sales and marketing efforts.

You can apply, through inheritance or direct application, up to 20 sitelink extensions to one or more campaigns or ad groups. Bing Ads determines when to show sitelinks within an ad based on device, relevance, and the order in which you create the sitelink extensions. Learn more about sitelink extensions in Bing Ads Help.

Once you create a sitelink extension, you can't use DoubleClick Search (DS) to completely remove it from your Bing Ads account. Instead, you can sign into Bing Ads and remove the extension. From DS you can edit or remove or unapply the extension from campaigns and ad groups. The unapplied extension will remain in your account but will no longer appear in your ads. You can apply it to campaigns or ad groups again at a later time or leave it unused.

Sitelink extensions stand alone

Over 2017, if your account has already been migrated to Upgraded URLs, Bing Ads will automatically update (through a migration process) your sitelink extension bundles to individual sitelink extensions.

Post-migration, each sitelink that was part of a sitelink extension bundle will become an individual sitelink, including sitelinks that were duplicated in different bundles. This means that you may notice more than one of some sitelinks after your account is migrated to updated sitelinks.

Before and after the sitelink migration, you’ll be able to view performance data for your sitelink extensions. Pre-sitelink migration, metrics are reported per sitelink bundle. Post migration, metrics are reported for individual sitelinks. The pre-migration performance history is attributed to the individual sitelinks, and is also retained for the sitelink extension bundle as a whole. Learn more about how to display historical metrics for sitelink bundles.


Formerly, Bing Ads sitelinks were bundled together in a sitelink extension that could be managed and applied as a group to campaigns and ad groups.

Bing Ads sitelink extensions. Bundled sitelink extension on the left. Individual sitelink extensions on the right

Now, the sitelink migration process will update your sitelinks by separating the group into individual sitelinks, applying them to the same campaigns and ad groups, and removing the sitelink extension bundle.  

Sitelinks are inherited or applied to campaigns and ad groups

Here're a few things to know about sitelink inheritance:

  • Bing Ads sitelinks are created at the account level. This enables you to manage and edit your sitelinks in one place and specify where you want the the sitelinks to display. 
  • Even though all of the account's sitelinks are available at the account level, only the sitelinks that are set up to be inherited from the account are referred to as account-level sitelinks.
  • Sitelinks appear in ads because they are inherited by campaigns and ad groups or because the sitelinks are directly applied to the campaigns or ad groups.
  • Account-level sitelinks are automatically inherited if sitelinks aren’t directly applied to a campaign or ad group. If a sitelink is configured for inheritance, campaigns inherit the sitelink from the account. Ad groups inherit sitelinks from the campaign, regardless of the account-level setting.
  • You can apply a sitelink to a campaign or ad group to override inherited sitelinks or as another way to display different sitelinks in a campaign or ad group.
  • A campaign stops inheriting account-level sitelinks if you apply a sitelink directly to the campaign. The same is true for ad groups. If you apply a sitelink directly to an ad group, it stops inheriting sitelinks from the campaign.

Ready to get started?

  1. Create sitelink extensions:

  2. Report on performance. 
    Note that performance data is available for each individual sitelink extension and for the  pre-migration sitelink extension bundles.

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