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Responsive Ad Record - Bulk

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Defines a responsive ad that can be downloaded and uploaded in a bulk file.

Responsive ads automatically adjust to accommodate the sizes and shapes of audience ad formats. These ads work best with informative text rather than calls to action.

Note

This feature is currently available in the United States, Canada, the United Kingdom, and Australia. If you advertise in the United States, Canada, the United Kingdom, or Australia and want to opt in to audience ads, contact support.

Note

Duplicate responsive ads are allowed in the same ad group.

You can download all Responsive Ad records in the account by including the DownloadEntity value of ResponsiveAds in the DownloadCampaignsByAccountIds or DownloadCampaignsByCampaignIds service request. Additionally the download request must include the EntityData scope. For more details about the Bulk service including best practices, see Bulk Download and Upload.

The following Bulk CSV example would add a new responsive ad if a valid Parent Id value is provided.

Type,Status,Id,Parent Id,Campaign,Ad Group,Sync Time,Client Id,Modified Time,Tracking Template,Final Url Suffix,Custom Parameter,Final Url,Mobile Final Url,Text,Business Name,Device Preference,Ad Format Preference,Name,Call To Action,Headline,Long Headline,Images
Format Version,,,,,,,,,,,,,,,,,,6.0,,,,
Responsive Ad,Active,,-1111,ParentCampaignNameGoesHere,AdGroupNameGoesHere,ClientIdGoesHere,,,,{_promoCode}=PROMO1; {_season}=summer,,https://www.contoso.com/womenshoesale,https://mobile.contoso.com/womenshoesale,Find New Customers & Increase Sales! Start Advertising on Contoso Today.,Contoso,,,,,Short Headline Here,Long Headline Here,"[{""id"":1234567890000,""subType"":""LandscapeImageMedia""}]"

If you are using the Bing Ads SDKs for .NET, Java, or Python, you can save time using the BulkServiceManager to upload and download the BulkResponsiveAd object, instead of calling the service operations directly and writing custom code to parse each field in the bulk file.

var uploadEntities = new List<BulkEntity>();

// Map properties in the Bulk file to the BulkResponsiveAd
var bulkResponsiveAd = new BulkResponsiveAd
{
    // 'Parent Id' column header in the Bulk file
    AdGroupId = adGroupIdKey,
    // 'Ad Group' column header in the Bulk file
    AdGroupName = "AdGroupNameGoesHere",
    // 'Campaign' column header in the Bulk file
    CampaignName = "ParentCampaignNameGoesHere",
    // 'Client Id' column header in the Bulk file
    ClientId = "ClientIdGoesHere",

    // Map properties in the Bulk file to the 
    // ResponsiveAd object of the Campaign Management service.
    ResponsiveAd = new ResponsiveAd
    {
        // 'Call To Action' column header in the Bulk file
        CallToAction = CallToAction.AddToCart,
        // 'Mobile Final Url' column header in the Bulk file
        FinalMobileUrls = new[] {
            // Each Url is delimited by a semicolon (;) in the Bulk file
            "https://mobile.contoso.com/womenshoesale"
        },
        // 'Final Url' column header in the Bulk file
        FinalUrls = new[] {
            // Each Url is delimited by a semicolon (;) in the Bulk file
            "https://www.contoso.com/womenshoesale"
        },
        // 'Headline' column header in the Bulk file
        Headline = "Short Headline Here",
        // 'Id' column header in the Bulk file
        Id = null,
        // 'Images' column header in the Bulk file
        Images = new[]
        {
            // Each AssetLink is represented as a JSON list item in the Bulk file.
            new AssetLink
            {
                Asset = new ImageAsset
                {
                    CropHeight = null,
                    CropWidth = null,
                    CropX = null,
                    CropY = null,
                    Id = landscapeImageMediaId,
                    SubType = "LandscapeImageMedia"
                },
            },
        },
        // 'Long Headline' column header in the Bulk file
        LongHeadlineString = "Long Headline Here",
        // 'Status' column header in the Bulk file
        Status = AdStatus.Active,
        // 'Text' column header in the Bulk file
        Text = "Find New Customers & Increase Sales! Start Advertising on Contoso Today.",
        // 'Tracking Template' column header in the Bulk file
        TrackingUrlTemplate = null,
        // 'Custom Parameter' column header in the Bulk file
        UrlCustomParameters = new CustomParameters
        {
            // Each custom parameter is delimited by a semicolon (;) in the Bulk file
            Parameters = new[] {
                new CustomParameter(){
                    Key = "promoCode",
                    Value = "PROMO1"
                },
                new CustomParameter(){
                    Key = "season",
                    Value = "summer"
                },
            }
        },
    },
};

uploadEntities.Add(bulkResponsiveAd);

var entityUploadParameters = new EntityUploadParameters
{
    Entities = uploadEntities,
    ResponseMode = ResponseMode.ErrorsAndResults,
    ResultFileDirectory = FileDirectory,
    ResultFileName = DownloadFileName,
    OverwriteResultFile = true,
};

var uploadResultEntities = (await BulkServiceManager.UploadEntitiesAsync(entityUploadParameters)).ToList();

For a Responsive Ad record, the following attribute fields are available in the Bulk File Schema.

Ad Group

The name of the ad group that contains the ad.

Add: Read-only and Required
Update: Read-only and Required
Delete: Read-only and Required

Note

For add, update, and delete, you must specify either the Parent Id or Ad Group field.

Business Name

The name of the business.

Depending on your audience ad's placement, your business's name may appear in your ad.

The length of the string is limited to 25 characters.

Add: Required
Update: Optional. If no value is set for the update, this setting is not changed.
Delete: Read-only

Call To Action

A brief, punchy reason for customers to click your ad right now.

Here are the call to actions available for search multimedia ads:

Call to action
Act Now
Apply Now
Bet Now
Bid Now
Book a car
Book Hotel
Book Now
Build Now
Buy Now
Chat Now
Compare
Contact Us
Dealers
Directions
Donate
Download
Email Now
Enroll Now
File Now
Find Job
Find Store
Free Play
Free Quote
Free trial
Get Coupon
Get Deals
Get Demo
Get Now
Get offer
Get Quote
Go To demo
Join Now
Learn More
Listen Now
Log In
Order Now
Play Game
Play Now
Post Job
Register
Renew now
Rent a car
Rent now
Reorder
Reserve
Save now
Schedule
See demo
See menu
See models
See offer
See offers
See sale
Sell now
Shop now
Showtimes
Sign in
Sign up
Start now
Subscribe
Test drive
Try now
View cars
View demo
View plans
Visit store
Vote now
Watch
Watch more
Watch now

Add: Not applicable for audience ads.
Update: Read-only
Delete: Read-only

Call To Action Langauge

The language that the call to action will be served in.

The call to action will always be served in this language, regardless of the campaign's language settings.

Here are the call to action languages available for search multimedia ads:

Call to action
Language.Albanian
Language.Arabic
Language.Bosnian
Language.Bulgarian
Language.Croatian
Language.Czech
Language.Danish
Language.Dutch
Language.English
Language.Estonian
Language.Finnish
Language.French
Language.German
Language.Greek
Language.Hebrew
Language.Hungarian
Language.Icelandic
Language.Italian
Language.Japanese
Language.Latvian
Language.Lithuanian
Language.Macedonian
Language.Maltese
Language.Norwegian
Language.Polish
Language.Portuguese
Language.Romanian
Language.Russian
Language.Serbian
Language.Slovak
Language.Slovenian
Language.Spanish
Language.Swedish
Language.TraditionalChinese
Language.Turkish

Add: Not applicable for audience ads; Required for multimedia ads.
Update: Optional. If no value is set for the update, this setting is not changed.
Delete: Read-only

Campaign

The name of the campaign that contains the ad group and ad.

Add: Read-only
Update: Read-only
Delete: Read-only

Client Id

Used to associate records in the bulk upload file with records in the results file. The value of this field is not used or stored by the server; it is simply copied from the uploaded record to the corresponding result record. It may be any valid string to up 100 in length.

Add: Optional
Update: Optional
Delete: Read-only

Custom Parameter

Your custom collection of key and value parameters for URL tracking.

In a bulk file, the list of custom parameters are formatted as follows.

  • Format each custom parameter pair as Key=Value, for example {_promoCode}=PROMO1.

  • Microsoft Advertising will accept the first 8 custom parameter key and value pairs that you include, and if you include more than 8 custom parameters an error will be returned. Each key and value pair are delimited by a semicolon and space ("; "), for example {_promoCode}=PROMO1; {_season}=summer.

  • A Key cannot contain a semicolon. If a Value contains a semicolon it must be escaped as '\;'. Additionally if the Value contains a backslash it must also be escaped as '\'.

  • The Key cannot exceed 16 UTF-8 bytes, and the Value cannot exceed 250 UTF-8 bytes. The Key is required and the Value is optional. The maximum size of the Key does not include the braces and underscore i.e., '{', '_', and '}'.

    Note

    With the Bulk service the Key must be formatted with surrounding braces and a leading underscore, for example if the Key is promoCode, it must be formatted as {_promoCode}. With the Campaign Management service you cannot specify the surrounding braces and underscore.

Add: Optional
Update: Optional. If no value is set for the update, this setting is not changed. To remove all custom parameters, set this field to delete_value. The delete_value keyword removes the previous setting. To remove a subset of custom parameters, specify the custom parameters that you want to keep and omit any that you do not want to keep. The new set of custom parameters will replace any previous custom parameter set.
Delete: Read-only

Descriptions

Depending on your audience ad's placement, this text will appear below or adjacent to your ad's long or short headline.

You have more character space to work with in the ad text than in the headline. So once the imagery and headline have a potential customer's attention, the ad text needs to convince them to click it. What sets your product or service apart?

The text must contain at least one word.

The upper limit of descriptions is 5. The length of the string is limited to 90 characters. The data format of headlines are included in the example JSON below.

[{
	"text": "Contoso",
},
{
	"text": "Quick & Easy Setup"
},
{
	"text": "Seamless Integration"
}]

Add: Required for audience ads and multimedia ads. Not applicable for video ads. Update: Optional. If no value is set for the update, this setting is not changed. Delete: Read-only

Editorial Appeal Status

Determines whether you can appeal the issues found by the editorial review.

Possible values are described in the table below.

Value Description
Appealable The editorial issue is appealable.
AppealPending The editorial issue is appealable and an appeal has been submitted.
NotAppealable The editorial issue is not appealable.

Add: Read-only
Update: Read-only
Delete: Read-only

Editorial Location

The component or property of the ad that failed editorial review.

Add: Read-only
Update: Read-only
Delete: Read-only

Editorial Reason Code

A code that identifies the reason for the failure. For a list of possible reason codes, see Editorial Reason Codes.

Add: Read-only
Update: Read-only
Delete: Read-only

Editorial Status

The editorial status of the ad.

Possible values are described in the table below.

Value Description
Active The ad passed editorial review.
ActiveLimited The ad passed editorial review in one or more markets, and one or more elements of the ad is undergoing editorial review in another market. For example the ad passed editorial review for Canada and is still pending review in the United States.
Disapproved The ad failed editorial review.
Inactive One or more elements of the ad is undergoing editorial review.

Add: Read-only
Update: Read-only
Delete: Read-only

Editorial Term

The term that failed editorial review.

This field will not be set if a combination of terms caused the failure or if the failure was based on a policy violation.

Add: Read-only
Update: Read-only
Delete: Read-only

Final Url

The landing page URL.

The domain portion of the URL in combination with the path 1 and path 2 strings cannot exceed 67 characters.

The following validation rules apply to Final URLs and Final Mobile URLs.

  • The length of the URL is limited to 2,048 characters. The HTTP or HTTPS protocol string does count towards the 2,048 character limit.

  • You may specify up to 10 items for both Final URLs and Final Mobile URLs; however, only the first item in each list is used for delivery. The service allows up to 10 for potential forward compatibility.

  • Each URL is delimited by a semicolon and space ("; ").

  • Usage of '{' and '}' is only allowed to delineate tags, for example "{lpurl}".

  • Each URL must be a well-formed URL starting with either http:// or https://.

  • If you specify Final Mobile URLs, you must also specify Final Url.

Also note that if the Tracking Template or Custom Parameter fields are set, then at least one Final URL is required.

Note

This URL is used only if the keyword does not specify a final URL.

Add: Required
Update: Optional. If no value is set for the update, this setting is not changed.
Delete: Read-only

Final Url Suffix

The final URL suffix can include tracking parameters that will be appended to the end of your landing page URL. We recommend placing tracking parameters that your landing page requires in a final URL suffix so that your customers are always sent to your landing page. For more details and validation rules see Final URL Suffix in the technical guides.

Add: Optional
Update: Optional. If no value is set for the update, this setting is not changed. If you set this field to the delete_value string, the prior setting is removed.
Delete: Read-only
k

Headline

This is one of two possible headlines that could appear in your video ads.

Because video ads are responsive, we require multiple headlines so they can flexibly serve across a variety of publishers and placements.

The length of the string is limited to 30 characters.

Add: Required for video ads. Not applicable for multimedia ads and audience ads. Update: Optional. Deprecated for multimedia and audience ads. Use Headlines instead.
Delete: Read-only

Headlines

Because audience ads are responsive, we require multiple headlines so they can flexibly serve across a variety of publishers and placements.

The upperlimit of headlines is 15. And the length of each headline is limited to 30 characters. The data format of headlines are included in the example JSON below.

[{
	"text": "Contoso",
},
{
	"text": "Quick & Easy Setup"
},
{
	"text": "Seamless Integration"
}]

Add: Required for multimedia ads and audience ads. Not applicable for video ads. Update: Optional. If no value is set for the update, this setting is not changed.
Delete: Read-only

Id

The system-generated identifier of the ad.

Add: Optional. You must either leave this field empty, or specify a negative identifier. A negative identifier set for the ad can then be referenced in the Parent Id field of dependent record types such as Responsive Ad Label. This is recommended if you are adding new ads and new dependent records in the same Bulk file. For more information, see Bulk File Schema Reference Keys.
Update: Read-only and Required
Delete: Read-only and Required

Images

Because audience ads are responsive, you can create multiple image assets with different sizes and aspect ratios so they can flexibly display across a variety of publishers and placements.

Note

As of now, the SubType OriginalImage replaces the role of LandscapeImageMedia as the default image for ResponsiveAd of Audience Campaign.

You are only required to provide an OriginalImage asset i.e., this field must contain one image asset with subType set to OriginalImage. The recommended dimensions for the OriginalImage are 1200 width x 628 height. Optionally you can include additional asset links, i.e., one image asset for each supported sub type. For any image asset sub types that you do not explicitly set, Microsoft Advertising will automatically create image asset links by cropping the OriginalImage.

Note

If this field is set (not empty), then Landscape Image Media Id and Square Image Media Id are both ignored.

The image assets are represented in the bulk file as a JSON string. Nine images are included in the example JSON below, and only the OriginalImage subType is not cropped. The id is a property of the asset, whereas the cropHeight, cropWidth, cropX, cropY, and subType are properties of the asset link i.e., the relationship between the asset and the ad. For more details see cropHeight, cropWidth, cropX, cropY, id, and subType below.

[{
	"id": 1234567890000,
	"subType": "OriginalImage"
},
{
	"id": 1234567890000,
	"subType": "LandscapeLogoMedia",
	"cropX": 0,
	"cropY": 0,
	"cropWidth": 512,
	"cropHeight": 128
},
{
	"id": 1234567890000,
	"subType": "SquareLogoMedia",
	"cropX": 0,
	"cropY": 0,
	"cropWidth": 128,
	"cropHeight": 128
},
{
	"id": 1234567890000,
	"subType": "SquareImageMedia",
	"cropX": 286,
	"cropY": 0,
	"cropWidth": 628,
	"cropHeight": 628
},
{
	"id": 1234567890000,
	"subType": "ImageMedia169X100",
	"cropX": 70,
	"cropY": 0,
	"cropWidth": 1061,
	"cropHeight": 628
},
{
	"id": 1234567890000,
	"subType": "ImageMedia93X100",
	"cropX": 308,
	"cropY": 0,
	"cropWidth": 584,
	"cropHeight": 628
},
{
	"id": 1234567890000,
	"subType": "ImageMedia15X10",
	"cropX": 129,
	"cropY": 0,
	"cropWidth": 942,
	"cropHeight": 628
},
{
	"id": 1234567890000,
	"subType": "ImageMedia155X100",
	"cropX": 114,
	"cropY": 0,
	"cropWidth": 973,
	"cropHeight": 628
},
{
	"id": 1234567890000,
	"subType": "ImageMedia133X100",
	"cropX": 183,
	"cropY": 0,
	"cropWidth": 835,
	"cropHeight": 628
},
{
	"id": 1234567890000,
	"subType": "ImageMedia178X100",
	"cropX": 41,
	"cropY": 0,
	"cropWidth": 1118,
	"cropHeight": 628
},
{
	"id": 1234567890000,
	"subType": "ImageMedia172X100",
	"cropX": 60,
	"cropY": 0,
	"cropWidth": 1080,
	"cropHeight": 628
}]

Note

In the comma separated bulk file you'll need to surround the list of asset links, each attribute key, and each attribute string value with an extra set of double quotes e.g., the above JSON string would be written as "[{""id"":1234567890000,""subType"":""OriginalImage""},{""id"":1234567890000,""subType"":""LandscapeLogoMedia"",""cropX"":0,""cropY"":0,""cropWidth"":512,""cropHeight"":128},{""id"":1234567890000,""subType"":""SquareLogoMedia"",""cropX"":0,""cropY"":0,""cropWidth"":128,""cropHeight"":128},{""id"":1234567890000,""subType"":""SquareImageMedia"",""cropX"":286,""cropY"":0,""cropWidth"":628,""cropHeight"":628},{""id"":1234567890000,""subType"":""ImageMedia169X100"",""cropX"":70,""cropY"":0,""cropWidth"":1061,""cropHeight"":628},{""id"":1234567890000,""subType"":""ImageMedia93X100"",""cropX"":308,""cropY"":0,""cropWidth"":584,""cropHeight"":628},{""id"":1234567890000,""subType"":""ImageMedia15X10"",""cropX"":129,""cropY"":0,""cropWidth"":942,""cropHeight"":628},{""id"":1234567890000,""subType"":""ImageMedia155X100"",""cropX"":114,""cropY"":0,""cropWidth"":973,""cropHeight"":628},{""id"":1234567890000,""subType"":""ImageMedia133X100"",""cropX"":183,""cropY"":0,""cropWidth"":835,""cropHeight"":628},{""id"":1234567890000,""subType"":""ImageMedia178X100"",""cropX"":41,""cropY"":0,""cropWidth"":1118,""cropHeight"":628},{""id"":1234567890000,""subType"":""ImageMedia172X100"",""cropX"":60,""cropY"":0,""cropWidth"":1080,""cropHeight"":628}]".

Given the upload response JSON example above, please take note of the following:

  • The same image asset identifier (e.g., 1234567890000) is used for all auto-generated image asset sub types. Whether or not you let Microsoft Advertising automatically generate the cropped images, the Id does not need to be unique among the image assets linked to the same ad.
  • Because the ad in this example was created without crop settings for the OriginalImage image asset sub type, all image assets are cropped except for the OriginalImage associated image.
  • Whether or not the OriginalImage has its own crop settings, Microsoft Advertising uses the true height of the OriginalImage associated image for all of the default crop settings. In this example the crop height for all system-generated image assets is 628, and we can infer that the OriginalImage (OriginalImage sub type) with 1.91:1 aspect ratio has width and height of 1200x628. Even if the OriginalImage asset link had been created with crop settings e.g., 703x368, the crop settings of the auto-generated image assets are based on the full dimensions of the OriginalImage (again that would be 1200x628 in this example).
  • Although in Bing Ads API version 12 you could use the Landscape Image Media Id and Square Image Media Id, these fields are deprecated and will be removed in a future version. You have more flexibility and control of cropped images via the Images field.

cropHeight

The number of pixels to use from the image asset source, starting from the cropY position and moving upwards.

cropWidth

The number of pixels to use from the image asset source, starting from the cropX position and moving to the right.

cropX

Starting from the lower left corner of image asset source, this is the number of pixels to skip to the right on the x-axis before applying the cropWidth.

cropY

Starting from the lower left corner of image asset source, this is the number of pixels to skip upwards on the y-axis before applying the cropHeight.

id

The id attribute is a unique Microsoft Advertising identifier for the asset in a Microsoft Advertising account.

The same image asset identifier can be used multiple times in the same ad for different aspect ratios, and can also be used by multiple ads in the same Microsoft Advertising account. The identifier of image asset with SubType set to LandscapeImageMedia is used for all auto-generated image asset sub types within the same ad. Whether or not you let Microsoft Advertising automatically generate the cropped images, the Id does not need to be unique among the image assets linked to the same ad.

You can create images for responsive ads via the Image bulk record. Then you can use the returned media identifier as the image asset ID. The aspect ratio of the image that you added must be supported for the image asset subType.

subType

The subType attribute represents the aspect ratio for this image asset.

The true aspect ratio of the Image that is stored in the account level media library can vary, so long as the resulting dimensions result in the expected aspect ratio per sub type. If you do not specify crop settings, the service will automatically crop up to the maximum possible area from the center of the image. For example, given a 1000x1000 pixel image, for the 1.91:1 aspect ratio, the auto crop setting will be cropWidth=1000, cropHeight=524, cropX=0, and cropY=238.

The sub type must be set to "Logo" if the image is associated with an ad as a "LandscapeLogoMedia" or "SquareLogoMedia".

The possible sub type values include OriginalImage, LandscapeLogoMedia, SquareLogoMedia, LandscapeImageMedia, SquareImageMedia, ImageMedia4x1, ImageMedia1x2, ImageMedia169X100, ImageMedia201X100, ImageMedia120X100, ImageMedia200X100, ImageMedia124X100, and ImageMedia153X100. New sub types might be added in the future, so you should not take any dependency on a fixed set of values.

Sub Type Aspect ratio Minimum dimensions in pixels
OriginalImage N/A 703 width x 368 height
LandscapeLogoMedia 4:1 512 width x 128 height
SquareLogoMedia 1:1 128 width x 128 height
LandscapeImageMedia 1.91:1 300 width x 157 height
SquareImageMedia 1:1 114 width x 114 height
ImageMedia4x1 4:1 608 width x 152 height
ImageMedia1x2 1:2 470 width x 940 height
ImageMedia201X100 2.01:1 612 width x 304 height
ImageMedia120X100 1.2:1 300 width x 250 height
ImageMedia200X100 2:1 200 width x 100 height
ImageMedia169X100 1.69:1 628 width x 372 height
ImageMedia124X100 1.24:1 104 width x 84 height
ImageMedia153X100 1.53:1 306 width x 200 height

Add: Required if Landscape Image Media Id is empty. Only the id and subType are required for each asset link.
Update: Optional. To retain all of the existing asset links, set or leave this field empty. If you set this field, any images that were previously linked to this ad will be replaced. If you set this field, only the id and subType are required for each asset link.
Delete: Read-only

Impression Tracking Urls

The URLs for 1x1 impression tracking pixels. Each pixel will report Microsoft Audience Network impressions to your third-party ad reporting tool.

You can include up to 2 impression tracking URLs for each responsive ad. Each URL is delimited by a semicolon and space ("; ").

Each URL must be accessible. The length of the URL is limited to 2,048 characters. The HTTP or HTTPS protocol string does count towards the 2,048 character limit.

For each Microsoft Audience Network impression, Microsoft will ping the URL to enable impression tracking in your third party ad reporting tool. Advanced-level user tracking such as conversion tracking or tracking based on cookies or IP addresses is not supported.

Add: Optional
Update: Optional. If no value is set for the update, this setting is not changed. If you set this field to the delete_value string, the prior setting is removed.
Delete: Read-only

Landscape Image Media Id

The identifier of the image asset used for landscape images with 1.91:1 aspect ratio that could appear in your audience ads.

The aspect ratio of the stored image media can vary, so long as the image asset crop settings result in the supported aspect ratio for this field. To confirm the effective aspect ratio with crop settings, use the Images field.

Note

Although in Bing Ads API version 12 you can use the Landscape Image Media Id and SquareImageMediaId, these fields are deprecated and will be removed in a future version. You have more flexibility and control of cropped images via the Images field.

Add: Required if Images is not set. If Images is set, this field is ignored.
Update: Optional. If Images is set, this field is ignored. If no value is set for the update, this setting is not changed.
Delete: Read-only

Landscape Logo Media Id

This field is reserved for internal use, and will be removed from a future version of the Bing Ads API.

Add: Optional
Update: Optional. If no value is set for the update, this setting is not changed.
Delete: Read-only

Long Headline

This is one of two possible headlines that could appear in your audience ads.

Because audience ads are responsive, we require multiple headlines so they can flexibly serve across a variety of publishers and placements.

The length of the string is limited to 90 characters.

Add: Required
Update: Deprecated. Use Long Headlines instead.
Delete: Read-only

Long Headlines

Because audience ads are responsive, we require multiple headlines so they can flexibly serve across a variety of publishers and placements.

The upperlimit of long headlines is 5. And the length of each headline is limited to 90 characters. The data format of long headlines are included in the example JSON below.

[{
	"text": "Contoso",
},
{
	"text": "Quick & Easy Setup"
},
{
	"text": "Seamless Integration"
}]

Add: Required for multimedia ads and audience ads. Not applicable for video ads. Update: Optional. If no value is set for the update, this setting is not changed.
Delete: Read-only

Long Headline String

Headlines are the most prominent text that appears in your ad, so you should make the most out of the available characters. Because audience ads are responsive, we require multiple headlines so they can flexibly serve across a variety of publishers and placements.

The length of each headline is limited to 90 characters. The data format of long headlines are included in the example JSON below.

[{
	"text": "Contoso",
},
{
	"text": "Quick & Easy Setup"
},
{
	"text": "Seamless Integration"
}]

Add: Required for audience ads and video ads. Not applicable for multimedia ads. Update: Optional. If no value is set for the update, this setting is not changed.
Delete: Read-only

Mobile Final Url

The mobile landing page URL.

The following validation rules apply to Final URLs and Final Mobile URLs.

  • The length of the URL is limited to 2,048 characters. The HTTP or HTTPS protocol string does count towards the 2,048 character limit.

  • You may specify up to 10 items for both Final URLs and Final Mobile URLs; however, only the first item in each list is used for delivery. The service allows up to 10 for potential forward compatibility.

  • Each URL is delimited by a semicolon and space ("; ").

  • Usage of '{' and '}' is only allowed to delineate tags, for example "{lpurl}".

  • Each URL must be a well-formed URL starting with either http:// or https://.

  • If you specify Final Mobile URLs, you must also specify Final Url.

Note

This URL is used only if the keyword does not specify a Mobile Final Url.

Add: Optional
Update: Optional. If no value is set for the update, this setting is not changed. If you set this field to the delete_value string, the prior setting is removed.
Delete: Read-only

Modified Time

The date and time that the entity was last updated. The value is in Coordinated Universal Time (UTC).

Note

The date and time value reflects the date and time at the server, not the client. For information about the format of the date and time, see the dateTime entry in Primitive XML Data Types.

Add: Read-only
Update: Read-only
Delete: Read-only

Parent Id

The system-generated identifier of the ad group that contains the ad.

This bulk field maps to the Id field of the Ad Group record.

Add: Read-only and Required. You must either specify an existing ad group identifier, or specify a negative identifier that is equal to the Id field of the parent Ad Group record. This is recommended if you are adding new ads to a new ad group in the same Bulk file. For more information, see Bulk File Schema Reference Keys.
Update: Read-only
Delete: Read-only

Note

For add, update, and delete, you must specify either the Parent Id or Ad Group field.

Publisher Countries

The list of publisher countries or regions whose editorial guidelines do not allow the specified term.

In a bulk file, the list of publisher countries or regions are delimited with a semicolon (;).

Add: Read-only
Update: Read-only
Delete: Read-only

Status

The status of the ad.

Possible values are Active, Paused, or Deleted.

Add: Optional. The default value is Active.
Update: Optional. If no value is set for the update, this setting is not changed.
Delete: Required. The Status must be set to Deleted.

Square Image Media Id

The identifier of the image asset used for square images with 1:1 aspect ratio that could appear in your audience ads.

The aspect ratio of the stored image media can vary, so long as the image asset crop settings result in the supported aspect ratio for this field. To confirm the effective aspect ratio with crop settings, use the Images field.

Note

Although in Bing Ads API version 12 you can use the Landscape Image Media Id and SquareImageMediaId, these fields are deprecated and will be removed in a future version. You have more flexibility and control of cropped images via the Images field.

Add: Optional. If Images is set, this field is ignored and Microsoft Advertising will automatically create a new square image asset by cropping the LandscapeImageMedia image asset. If Images is not set, and if you do not set this field, Microsoft Advertising will automatically create a new square image asset by cropping the Landscape Image Media Id.
Update: Optional. If Images is set, this field is ignored and Microsoft Advertising will automatically create a new square image asset by cropping the LandscapeImageMedia image asset. If Images is not set, and if you do not set this field, Microsoft Advertising will automatically create a new square image asset by cropping the Landscape Image Media Id. If no value is set for the update, this setting is not changed.
Delete: Read-only

Square Logo Media Id

This field is reserved for internal use, and will be removed from a future version of the Bing Ads API.

Add: Optional
Update: Optional. If no value is set for the update, this setting is not changed.
Delete: Read-only

Text

Depending on your video ad's placement, this text will appear below or adjacent to your ad's long or short headline.

You have more character space to work with in the ad text than in the headline. So once the imagery and headline have a potential customer's attention, the ad text needs to convince them to click it. What sets your product or service apart?

The text must contain at least one word.

The length of the string is limited to 90 characters.

The text cannot contain the newline (\n) character.

Add: Required for video ads. Not applicable for audience ads or multimedia ads. Update: Optional for video ads. Use Descriptions instead for audience ads or multimedia ads (deprecated).
Delete: Read-only

Tracking Template

The tracking template to use as a default for the URL specified with FinalUrls.

The following validation rules apply to tracking templates. For more details about supported templates and parameters, see the Microsoft Advertising help article What tracking or URL parameters can I use?

  • Tracking templates defined for lower level entities e.g. ads override those set for higher level entities e.g. campaign. For more information, see Entity Limits.

  • The length of the tracking template is limited to 2,048 characters. The HTTP or HTTPS protocol string does count towards the 2,048 character limit.

  • The tracking template must be a well-formed URL beginning with one of the following: http://, https://, {lpurl}, or {unescapedlpurl}.

  • Microsoft Advertising does not validate whether custom parameters exist. If you use custom parameters in your tracking template and they do not exist, then the landing page URL will include the key and value placeholders of your custom parameters without substitution. For example, if your tracking template is https://tracker.example.com/?season={_season}&promocode={_promocode}&u={lpurl}, and neither {_season} or {_promocode} are defined at the campaign, ad group, criterion, keyword, or ad level, then the landing page URL will be the same.

Add: Optional
Update: Optional. If no value is set for the update, this setting is not changed. If you set this field to the delete_value string, the prior setting is removed.
Delete: Read-only