How do ad extensions contribute to quality score in Bing Ads?

Ad extensions play a crucial role in contributing to Quality Score in Bing Ads (now known as Microsoft Advertising). Here's how ad extensions can impact Quality Score:

1. **Expected Click-Through Rate (CTR)**: Ad extensions can improve the expected CTR of your ads by making them more prominent and relevant. For example, sitelink extensions provide additional links to specific pages on your site, which can increase the relevance of your ad to a user's search intent. Higher expected CTR due to relevant ad extensions positively impacts your Quality Score.

2. **Ad Relevance**: Certain ad extensions, like callout extensions and structured snippets, can enhance the relevance of your ad by highlighting specific features, benefits, or product categories. This helps in matching your ad more closely to the user's search query, which is a key component of Quality Score.

3. **Landing Page Experience**: Some ad extensions, such as location extensions and call extensions, can directly impact landing page experience. When users click on these extensions, they are directed to relevant landing pages (e.g., store location pages or contact pages), which can improve overall user experience and satisfaction. A positive landing page experience contributes positively to Quality Score.

4. **Ad Format Impact**: Using ad extensions expands the format and size of your ads, making them more visually appealing and informative. This can lead to higher engagement from users, increasing CTR and overall ad performance metrics that influence Quality Score.

5. **Relevance to Search Queries**: Ad extensions allow you to provide additional information that directly relates to specific search queries. This helps in aligning your ad with the user's search intent, thereby improving relevance and potentially increasing CTR, which are both factors in Quality Score calculation.

In summary, ad extensions contribute to Quality Score in Bing Ads by improving expected CTR, enhancing ad relevance, optimizing landing page experience, and enriching ad formats. By utilizing relevant ad extensions effectively, advertisers can improve their overall Quality Score, which in turn can lead to better ad positions and potentially lower costs per click (CPC).