Expanded Text Ad Record - Bulk

Article
03/20/2023

Defines an expanded text ad that can be downloaded and uploaded in a bulk file.

This ad format works seamlessly on mobile, tablet and desktop devices so you can focus more on crafting your longer ad copy and optimizing your ad text to better engage your customers before they click your ad.

Note

Upgrade your expanded text ads to responsive search ads by February 1, 2023. After this date, you will no longer be able to create new or edit existing expanded text ads. For more information, see About responsive search ads.
Existing expanded text ads will continue to serve, and you'll be able to view reports on their performance.
You'll still be able to pause, enable, or remove your expanded text ads. Otherwise, attempts to add or update expanded text ads will result in a CampaignServiceAdTypeInvalid error.
Learn more about this change.

Note

Expanded text ads can only be created in Search campaigns where the Ad Group Type is set to "SearchStandard". If the Ad Group Type is set to "SearchDynamic", then the ad group does not support expanded text ads.

You can download all Expanded Text Ad records in the account by including the DownloadEntity value of ExpandedTextAds 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 expanded text ad if a valid Parent Id value is provided.

Type,Status,Id,Parent Id,Campaign,Ad Group,Client Id,Modified Time,Title,Text,Text Part 2,Display Url,Destination Url,Promotion,Device Preference,Ad Format Preference,Name,App Platform,App Id,Final Url,Mobile Final Url,Tracking Template,Final Url Suffix,Custom Parameter,Title Part 1,Title Part 2,Title Part 3,Path 1,Path 2
Format Version,,,,,,,,,,,,,,,,6.0,,,,,,,,,,,,,
Expanded Text Ad,Active,,-1111,ParentCampaignNameGoesHere,AdGroupNameGoesHere,ClientIdGoesHere,,,Find New Customers & Increase Sales!,Start Advertising on Contoso Today.,,,,,False,,,,https://www.contoso.com/womenshoesale,https://mobile.contoso.com/womenshoesale,,,{_promoCode}=PROMO1; {_season}=summer,Contoso,Quick & Easy Setup,Seemless Integration,seattle,shoe sale

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 BulkExpandedTextAd 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 BulkExpandedTextAd
var bulkExpandedTextAd = new BulkExpandedTextAd
{
    // '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 
    // ExpandedTextAd object of the Campaign Management service.
    ExpandedTextAd = new ExpandedTextAd
    {
        // 'Ad Format Preference' column header in the Bulk file
        AdFormatPreference = "All",
        // '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"
        },
        // 'Id' column header in the Bulk file
        Id = null,
        // 'Path 1' column header in the Bulk file
        Path1 = "seattle",
        // 'Path 2' column header in the Bulk file
        Path2 = "shoe sale",
        // 'Status' column header in the Bulk file
        Status = AdStatus.Active,
        // 'Text' column header in the Bulk file
        Text = "Find New Customers & Increase Sales!",
        // 'Text Part 2' column header in the Bulk file
        TextPart2 = "Start Advertising on Contoso Today.",
        // 'Title Part 1' column header in the Bulk file
        TitlePart1 = "Contoso",
        // 'Title Part 2' column header in the Bulk file
        TitlePart2 = "Quick & Easy Setup",
        // 'Title Part 3' column header in the Bulk file
        TitlePart3 = "Seemless Integration",
        // '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(bulkExpandedTextAd);

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

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

For an Expanded Text Ad record, the following attribute fields are available in the Bulk File Schema. The combination of the Final Urls, Path 1, Path2, Text, Text Part 2, Title Part 1, Title Part 2, and Title Part 3 fields make the expanded text ad unique.

Ad Format Preference
Ad Group
Campaign
Client Id
Custom Parameter
Domain
Editorial Appeal Status
Editorial Location
Editorial Reason Code
Editorial Status
Editorial Term
Final Url
Final Url Suffix
Id
Mobile Final Url
Modified Time
Parent Id
Path 1
Path 2
Publisher Countries
Status
Text
Text Part 2
Title Part 1
Title Part 2
Title Part 3
Tracking Template

Ad Format Preference

The Ad Format Preference field is used to indicate whether or not you prefer the ad copy to be shown to users as a search or audience ad. Search ads tend to be written as a call to action, whereas audience ads should be written in more of an informational style. While you have the option to use expanded text ads as audience ads, designating an ad as Audience ads preferred format allows you to optimize its messaging for native delivery.

Important

You must define at least one expanded text ad per ad group that does not prefer audience ads, otherwise the ad copy of all expanded text ads will be eligible for both search and audience ads.

Possible values are Audience Ad and All. If set to All, the ad will be eligible for both search and audience ad formats. If set to Audience Ad, the ad will only be eligible for the audience ad format.

Add: Optional. If you do not set this field when creating an expanded text ad, by default the ad format preference will be set to All.
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. If you set this field to delete_value, the ad format preference will effectively be set to the default value i.e. All.
Delete: Read-only

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.

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

Domain

The URL that will be displayed instead of the final URL. The final URL will still be used for the landing page URL.

Reserved for limited pilot usage e.g. pharmaceutical customers.

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

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

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
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.

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 Expanded Text 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

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.

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.

Path 1

The first part of the optional path that will be appended to the domain portion of your display URL. The domain portion of your display URL e.g. https://www.contoso.com will be generated from the domain of your Final URL (Final Url field). Then if you have specified a value for Path 1 it will be appended to the display URL. If you have also specified a value for Path 2, then it will also be appended to the display URL after Path 1. For example if your Final Url contains https://www.contoso.com, Path 1 is set to subdirectory1, and Path 2 is set to subdirectory2, then the URL displayed will be https://www.contoso.com/subdirectory1/subdirectory2.

The path can contain IF and countdown functions. Regardless of the total length of all unsubstituted countdown parameters, the final displayed countdown will always use 8 characters out of the total characters available. For more details see Countdown Customizers.

The path can contain dynamic parameters such as {MatchType}. For a list of supported parameters, see the Microsoft Advertising help article What tracking or URL parameters can I use?.

The maximum input length is 1,000 characters if you include dynamic text strings. No more than 15 final (not dynamic text) characters can be input. The ad will fail to display or the default text will be used if the length of the final URL domain and the paths combined exceed 67 characters.

For languages with double-width characters e.g. Traditional Chinese the maximum input length is 1,000 characters if you include dynamic text strings. No more than 7 final (not dynamic text) characters can be input. The ad will fail to display or the default text will be used if the length of the final URL domain and the paths combined exceed 33 characters. The double-width characters are determined by the characters you use instead of the character set of the campaign or ad group language settings. Double-width characters include Korean, Japanese and Chinese languages characters as well as Emojis.

The path cannot contain the forward slash (/) or newline (\n) characters.

If the path includes a space, it will be replaced with an underscore (_) when the ad is shown.

Path 2

The second part of the optional path that will be appended to the domain portion of your display URL. The domain portion of your display URL e.g. https://www.contoso.com will be generated from the domain of your Final URL (Final Url field). Then if you have specified a value for Path 1 it will be appended to the display URL. If you have also specified a value for Path 2, then it will also be appended to the display URL after Path 1. For example if your Final Url contains https://www.contoso.com, Path 1 is set to subdirectory1, and Path 2 is set to subdirectory2, then the URL displayed will be https://www.contoso.com/subdirectory1/subdirectory2.

You can only specify Path 2 if Path 1 is also set.

The path can contain dynamic parameters such as {MatchType}. For a list of supported parameters, see the Microsoft Advertising help article What tracking or URL parameters can I use?.

The path cannot contain the forward slash (/) or newline (\n) characters.

If the path includes a space, it will be replaced with an underscore (_) when the ad is shown.

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.

Text

The first part of the ad description that can show in your ad.

To maximize impressions across all ad formats the description might not always be shown in your ad.

The text must contain at least one word. For efficient use of resources we recommend that you use dynamic text strings such as {keyword} instead of creating new ad copy for each keyword. For more information, see the Microsoft Advertising help article Automatically customize your ads with dynamic text parameters.

The text can contain IF and countdown functions. Regardless of the total length of all unsubstituted countdown parameters, the final displayed countdown will always use 8 characters out of the total characters available. For more details see Countdown Customizers.

The maximum input length is 1,000 characters if you include dynamic text strings. No more than 90 final (not dynamic text) characters can be input. The ad will fail to display or the default text will be used if the length of both text parts exceed 180 characters after dynamic text substitution occurs.

For languages with double-width characters e.g. Traditional Chinese the maximum input length is 500 characters if you include dynamic text strings. No more than 45 final (not dynamic text) characters can be input. The ad will fail to display or the default text will be used if the length of both text parts exceed 90 characters after dynamic text substitution occurs. The double-width characters are determined by the characters you use instead of the character set of the campaign or ad group language settings. Double-width characters include Korean, Japanese and Chinese languages characters as well as Emojis.

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

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

Text Part 2

The second part of the ad description that can show in your ad.

To maximize impressions across all ad formats the description might not always be shown in your ad.

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

Title Part 1

The first part of the ad title. The three title parts will be automatically separated by a space, vertical bar, and space (" | ") when the ad is shown.

Each part of the title must contain at least one word. For efficient use of resources we recommend that you use dynamic text strings such as {keyword} instead of creating new ad copy for each keyword. For more information, see the Microsoft Advertising help article Automatically customize your ads with dynamic text parameters.

The title can contain IF and countdown functions. Regardless of the total length of all unsubstituted countdown parameters, the final displayed countdown will always use 8 characters out of the total characters available. For more details see Countdown Customizers.

The maximum input length is 1,000 characters if you include dynamic text strings. No more than 30 final (not dynamic text) characters can be input. The ad will fail to display or the default text will be used if the length of all three title parts exceed 90 characters after dynamic text substitution occurs.

For languages with double-width characters e.g. Traditional Chinese the maximum input length is 500 characters if you include dynamic text strings. No more than 15 final (not dynamic text) characters can be input. The ad will fail to display or the default text will be used if the length of all three title parts exceed 45 characters after dynamic text substitution occurs. The double-width characters are determined by the characters you use instead of the character set of the campaign or ad group language settings. Double-width characters include Korean, Japanese and Chinese languages characters as well as Emojis.

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

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

Title Part 2

The second part of the ad title. The three title parts will be automatically separated by a space, vertical bar, and space (" | ") when the ad is shown.

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

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

Title Part 3

The third part of the ad title. The three title parts will be automatically separated by a space, vertical bar, and space (" | ") when the ad is shown.

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

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.

Expanded Text Ad Record - Bulk

Ad Format Preference

Ad Group

Campaign

Client Id

Custom Parameter

Domain

Editorial Appeal Status

Editorial Location

Editorial Reason Code

Editorial Status

Editorial Term

Final Url

Final Url Suffix

Id

Mobile Final Url

Modified Time

Parent Id

Path 1

Path 2

Publisher Countries

Status

Text

Text Part 2

Title Part 1

Title Part 2

Title Part 3

Tracking Template

Feedback

Additional resources