The overall process for creating and applying Microsoft Advertising sitelink extensions to campaigns and ad groups is as follows:
- Download an editable report (bulksheet) that contains sitelinks that you can use as an example.
- In the downloaded bulksheet, create the sitelinks:
- 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.
- Add rows and enter information in the sitelinks columns for each new sitelink.
- Add a column and name it Row tag.
- 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.
- 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
Navigate to a Microsoft Advertising engine account.Steps for navigating to an engine account
Click the navigation bar to display navigation options.
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.
In the "Advertiser" list, click on the advertiser that contains the engine account.
In the "Account" list, click on the engine account.
Click Apply or press the Enter key.
Search Ads 360 displays the engine account page.
Click the Extensions▼ tab and select Sitelink Extensions.
Above the reporting table, click the download icon .
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.
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.
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
In the downloaded report/bulksheet:
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.
Add a row for each sitelink extension that you want to create:
- Copy an existing sitelink row to a blank row.
- Edit the information in the sitelink columns. For example, in the >Action column, replace edit with create.
In each new sitelink row, in the Row tag column, specify a row tag ID.
- Add row tags and extension IDs to the campaign or ad group row in the Sitelink extension column to apply the sitelinks.
- Save the bulksheet and then upload it into Search Ads 360.
Enter the following information in a sitelink row unless otherwise noted.
|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.
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,
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.
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 (e.g., 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
|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
|Extension mobile preference||
The default is All; enter Mobile in the sitelink row if you prefer that the sitelink extension appear on mobile devices.
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.
Do any of the following in a campaign or ad group row:
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_|