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Welcome to the help center for DoubleClick Search, a platform for managing search marketing campaigns.  While the help center is available to the public, access to the DoubleClick Search product is available only to subscribing customers who are signed in. To subscribe or find out more, contact our sales team.

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 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 Bing Ads sitelinks 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.  

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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