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Manage Microsoft Advertising sitelinks

Use a bulksheet to create or edit and apply Microsoft Advertising sitelink extensions

Apply or remove sitelinks from campaigns and ad groups
You can create sitelink extensions in a Microsoft Advertising account and configure them to be inherited by campaigns and ad groups rather than applying sitelinks directly to campaigns and ad groups. Learn more about sitelink inheritance in Microsoft Advertising campaigns.

The overall process for creating and applying Microsoft Advertising sitelink extensions to campaigns and ad groups is as follows:

  1. Download an editable report (bulksheet) that contains sitelinks that you can use as an example.
  2. In the downloaded bulksheet, create the sitelinks:
    1. Add a column and name it Row tag.
      You'll use the Row tag column to assign a temporary, row tag ID to new sitelinks.
    2. Add rows and enter information in the sitelinks columns for each new sitelink.
  3. Optional. Apply the sitelink extension to a campaign or ad group. 
    For new sitelinks paste the temporary row tag ID from the sitelink's Row tag column into the campaign or ad group row.
  4. Upload the bulksheet.

The process for editing and applying sitelink extensions to Microsoft Advertising campaigns or ad groups is similar to the process for creating sitelink extensions, except you don’t need to add a row tag ID.

To remove a sitelink using a bulksheet, remove the Engine ad extension ID from the engine account row.

Download a report that contains Microsoft Advertising campaigns, ad groups, and sitelinks

  1. Navigate to a Microsoft Advertising engine account.

    Steps for navigating to an engine account
    1. In the left navigation panel, click All accounts.
      What if the left navigation pane isn't visible?

    2. Click the navigation bar to display navigation options.

    3. In the "Agency" list, click on the agency that contains the advertiser. You can search for an agency by name or scroll through the list.

    4. In the "Advertiser" list, click on the advertiser that contains the engine account.

    5. In the "Account" list, click on the engine account.

    6. Click Apply or press the Enter key.

    Search Ads 360 displays the engine account page.

  2. Click the Extensions▼ tab and select Sitelink Extensions.

  3. Above the reporting table, click the download icon Download icon.

  4. In the Download report panel, under Include types, the Sitelink Extensions (Microsoft Advertising) check box is selected by default.

    If you want to apply sitelinks to campaigns or ad groups, select the Campaigns and Ad groups check boxes.

    • You only need to apply sitelink extensions directly to a campaign or ad group if you want to apply different sitelinks and override the account-level sitelinks or the campaign's sitelinks.

    • You are required to download all campaigns and ad groups. That is, you can't select campaigns or ad groups to include in the report.
  5. Select any of the other options that you want. However, it's not necessary to change the pre-selected options. For example, under Columns, don't change the Editable columns (for re-upload) selection.

  6. Click Download.

    Search Ads 360 generates the report and either downloads the file to your browser's download directory or sends an email, depending on the delivery option you selected.

    If you selected to download a report and the report is very large, it may take a while for Search Ads 360 to generate the report. You can still use Search Ads 360 while the report is generating. A status bar indicates the progress of the report generation. When it's complete, a Download link appears in the status bar. Click the link to download the report.

Create and apply Microsoft Advertising sitelink extensions to campaigns or ad groups

Complete the following steps to create and apply sitelink extensions directly to campaigns and ad groups using a bulksheet. Sitelink extensions that are directly applied to a campaign or to ad group override account-level sitelinks or the campaign's sitelinks.

In the downloaded report/bulksheet:

  1. Add a Row tag column to the bulksheet.

    You can insert the column before or after the other columns that are already in the bulksheet - the order of the columns doesn't matter.

  2. Add a row for each sitelink extension that you want to create:

    1. Copy an existing sitelink row to a blank row.
    2. Edit the information in the sitelink columns. For example, in the >Action column, replace edit with create.
  3. In each new sitelink row, in the Row tag column, specify a row tag ID.

  4. Add row tags and extension IDs to the campaign or ad group row in the Sitelink extension column to apply the sitelinks.
  5. Save the bulksheet and then upload it into Search Ads 360.


Bulksheet columns for creating and editing sitelink extensions

Enter the following information in a sitelink row unless otherwise noted.

Column name  Description 
Row type Specify the type of item, such as campaign, ad group, or sitelink, that you want to create or edit.
Account Enter the name of an account that you want to update.
Advertiser Enter the name of the advertiser.

Enter create to create a new sitelink extension.

Enter edit to edit a sitelink extension or campaign or ad group.

Row tag

In a sitelink extension row, enter a temporary identifier (row tag ID) for the sitelink extension. The identifier should be unique within the bulksheet, but because it is not stored in Search Ads 360, it can be reused in a different bulksheet to create other sitelinks.

The row tag ID can include alphanumeric characters and _(underscores), but cannot include wildcard characters such as @ or *. The row tag can start with upper or lower case letters or an _ (underscore). For example,

  • _BingSitelink_tag_4 is a valid row tag.
  • 4_BingSitelink_tag_@ is not a valid row tag.

To apply a new sitelink extension to a campaign or ad group, copy the row tag ID to the campaign's or ad group's Sitelink extension column. 


In a campaign or ad group row, enter the name of a campaign that want to apply a sitelink to.

Campaigns automatically inherit account-level sitelinks if sitelinks aren't directly applied to the campaign.

Ad group

In an ad group row, enter the name of an ad group that you want to apply a sitelink to.

Ad groups automatically inherit sitelinks from the campaign if sitelinks aren't directly applied to the ad group.

Engine ad extension ID

In a sitelink row, this column contains the numeric ID of a sitelink extension. This column should be blank for new sitelinks.

To apply an existing sitelink to a campaign or ad group, copy this ID (that Search Ads 360 has assigned to the extension) into the campaign's or ad group's Sitelink extension column. 

You can also find the ID in the Search Ads 360 user interface by adding the ID column to the Sitelinks (Updated) tab.
Extension start date
and Extension end date
In a sitelink row, optionally enter when you want the sitelink to be eligible to appear in ads. The format is yyyy-mm-dd (for example, 2018-08-15)
Sitelink display text (Required) In a sitelink row, enter the link text that you want to display in the ad.
Sitelink Description1 and
Sitelink Description2
In a sitelink row, optionally enter ad text in both columns or leave the columns blank.
Sitelink landing page URL

(Required) In a sitelink row, type the URL for the website that appears after the user clicks the link.

Be sure to start the URL with http or https. If you add a URL that doesn't start this way, you'll see an error when you try to upload the bulksheet.
Extension mobile preference

The default is All; enter Mobile in the sitelink row if you prefer that the sitelink extension appear on mobile devices.
If a campaign or ad group contains only sitelinks set to Mobile preferred (not recommended), the sitelink may also appear on desktop, laptop, and tablet computers.

You don't need to remove the existing values from the Extension ID or Sitelink clickserver URL column. When you specify create as the action, Search Ads 360 automatically generates a new sitelink ID and clickserver URL when you upload the bulksheet.
Sitelink extension

Do any of the following in a campaign or ad group row:

  • To apply a sitelink to a campaign or ad group, add the row tag ID for each new sitelink or enter the Engine ad extension ID for existing sitelinks. Separate each ID with a vertical bar ( | ). For example, 00000000014504870| 00000000014504871| _Bing1SE_
  • To remove an existing sitelink from a campaign or ad group, in the row for the campaign or ad group, remove the Engine ad extension ID from the Sitelink extension column. 
  • Specify (inherited) if you want the campaign or ad group to inherit sitelinks from a higher level. This is the default value. That is, campaigns and ad groups automatically inherit sitelinks from the higher level so you aren't required to specify inheritance. 
  • To replace the existing sitelinks for a campaign or ad group, include only the new row tags in the Sitelink extension column.

You can't disable sitelinks in Microsoft Advertising campaigns or ad groups. Microsoft Advertising campaigns and ad groups display sitelink extensions if they are applied to the campaign.

In a sitelink extension row, leave the Sitelink extension column blank.

Sitelink URL template

Optional. In a sitelink row, enter a Search Ads 360 URL template if you want to override a template specified at a higher level. 

To edit an existing URL template that has been directly applied to a sitelink extension, edit the value in this column.

To remove an existing template, enter remove_content.

Bulksheet columns that you can ignore for Microsoft Advertising sitelinks

Account level extension

Leave this column blank or don't change the default text which is usually true or false.

You can't use a bulksheet to specify the account-level status of a Microsoft Advertising sitelink. You are required to use the Search Ads 360 user interface to set the account-level status.

Sitelink text (read-only) Leave this column blank because it isn't applicable for Microsoft Advertising. This column is used for Google Ads sitelinks.
Sitelink destination URL (read-only) Don't make changes in this column because the column is read only.
Sitelink clickserver URL Leave this column blank.

Edit sitelinks using a bulksheet

  • Edit the information in the sitelink columns for existing sitelink extensions, but leave the Row tag column blank.

Here's an example of creating a sitelink and applying it to a campaign with an existing sitelink. (To save space, not all of the required columns are displayed here.)

Row Type  Action  Campaign  Sitelink extension Row Tag Sitelink display text Sitelink Description1 Sitelink landing page URL
sitelink create     _Bing1SE_ Learn more about sitelinks Desc 1 www.example.com
campaign edit Campaign #1 30502000013800 | _Bing1SE_        
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