Create sitelinks in Microsoft Advertising accounts using a bulksheet

If you want to add multiple sitelink extensions to more than one Microsoft Advertising account, you might consider using a bulksheet to complete the task. A Microsoft Advertising account can contain an unlimited number of sitelink extensions, but a maximum of 20 sitelinks can be inherited from the account or directly applied to campaigns and ad groups at a time.

Sitelink extensions that are configured to be inherited from the account are called account-level sitelinks. While all sitelink extensions are available at the account level, all might not be configured as account-level sitelinks.

You can use a bulksheet to only create (or edit) Microsoft Advertising sitelinks. That is, you can create Microsoft Advertising sitelink extensions and add them to an account by using a bulksheet, but you can't set up inheritance from the account level using a bulksheet. You are required to use the Search Ads 360 user interface to set the Microsoft Advertising account-level sitelink setting.

A bulksheet can also be used to create, edit, and apply sitelinks directly to a campaign or ad group. Ad groups automatically inherit sitelinks from a campaign without any additional configuration if sitelinks aren't directly applied to the ad group. Sitelinks that are directly applied to a campaign or ad group override inheritance from a higher level. Learn more about how to apply or remove Microsoft Advertising sitelink extensions by using a bulksheet.

Overview of process for creating sitelink extensions in an account

The overall process for creating sitelink extensions in a Microsoft Advertising account is as follows:

1. Download an editable report (bulksheet) that contains at least one sitelink 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 the new sitelinks.
   2. Add rows and enter information in the sitelinks columns for each new sitelink.
3. Upload the bulksheet.

• The process for using a bulksheet to edit sitelink extensions is similar to the process for creating sitelinks, except you don’t need to add a row tag ID. 
• You can't completely remove a sitelink extension from an account in Search Ads 360. You can only remove a Microsoft Advertising sitelink extension from an account in Microsoft Advertising.  

Download a report that contains Microsoft Advertising accounts and sitelinks

1. Navigate to the report of all Microsoft Advertising engine accounts in the advertiser.

   Steps for navigating to all Microsoft Advertising accounts

   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 the advertiser that contains the engine accounts.

   5. In the Account list, click All Microsoft Advertising accounts.

   6. Click Apply or press the Enter key.

   Search Ads 360 displays the list of Microsoft Advertising accounts and campaigns.

2. Click the Engine accounts tab.

3. Do either of the following:

   • Filter the list to include only the Microsoft Advertising accounts that you want to update.

   • Select the check boxes next to the Microsoft Advertising accounts that you want to update.

4. Above the reporting table, click the download icon .

5. In the Download report panel, in the Include types section, select the Sitelink Extensions (Microsoft Advertising) check box.
   It's not necessary to change any of the other pre-selected options. For example, leave Accounts check box selected.

6. Click the Download button.

Create sitelinks in Microsoft Advertising accounts

Complete the following steps to create sitelink extensions in Microsoft Advertising accounts.

If you want to create and apply sitelinks directly to campaigns and ad groups using a bulksheet, see these steps.

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 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.
   An account can contain up to active 20 sitelinks.

3. In each new sitelink row, in the Row tag column, specify a row tag ID.

4. To add the sitelinks to an account, in an engine account row, in the Sitelink extension column, add a row tag ID for each new sitelink, separated by a vertical bar |. For example, 00000000014504870| 00000000014504871| _Bing1SE_.

5. Save the bulksheet and then upload it into Search Ads 360.
6. Optional. In the Search Ads 360 user interface, configure the sitelink extensions to be inherited from the account level.

Edit sitelinks

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

Bulksheet columns for creating and editing sitelinks

Column name	Description
Row type	Specify the type of item, such as engine account 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.
Action	Enter create to create a new sitelink. Enter edit to edit a sitelink.
Row tag	Enter a temporary identifier (row tag ID) for a new sitelink. 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 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.
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.
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.
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 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	In an engine account row, enter the row tag ID for the new sitelink. 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, edit the value in this column. To remove an existing template, enter remove_content.
Bulksheet columns that you can ignore for Microsoft Advertising sitelinks
Sitelink text (read-only)	Leave this column blank because it isn't applicable for Microsoft Advertising. This column is used for Google Ads sitelinks.
Sitelinks	This column isn't applicable for Microsoft Advertising sitelinks. This column is used for Google Ads sitelinks.

Example

Here's an example of creating a sitelink and adding it to an account. (To save space, only some of the required columns are included here.)

Row Type	Action	Account	Sitelink extension	Row tag	Sitelink display text	Sitelink Description1	Sitelink Description2
sitelink	create	BingAcct		Bing1SE_	Learn  about sitelinks	Desc 1	Add with Desc1
engine account	edit	BingAcct	Bing1SE_