ResponsiveAd Data Object - Campaign Management

A responsive ad format for Audience ads in the Microsoft Audience Network.

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

Not everyone is enabled for Audience campaigns in the Microsoft Audience Network yet. If you don't, don't worry. It's coming soon.

Note

Duplicate responsive ads are allowed in the same ad group.

Syntax

<xs:complexType name="ResponsiveAd" xmlns:xs="http://www.w3.org/2001/XMLSchema">
  <xs:complexContent mixed="false">
    <xs:extension base="tns:Ad">
      <xs:sequence>
        <xs:element minOccurs="0" name="BusinessName" nillable="true" type="xs:string" />
        <xs:element minOccurs="0" name="CallToAction" nillable="true" type="tns:CallToAction" />
        <xs:element minOccurs="0" name="Headline" nillable="true" type="xs:string" />
        <xs:element minOccurs="0" name="Images" nillable="true" type="tns:ArrayOfAssetLink">
          <xs:annotation>
            <xs:appinfo>
              <DefaultValue EmitDefaultValue="false" xmlns="http://schemas.microsoft.com/2003/10/Serialization/" />
            </xs:appinfo>
          </xs:annotation>
        </xs:element>
        <xs:element minOccurs="0" name="LandscapeImageMediaId" nillable="true" type="xs:long" />
        <xs:element minOccurs="0" name="LandscapeLogoMediaId" nillable="true" type="xs:long" />
        <xs:element minOccurs="0" name="LongHeadline" nillable="true" type="xs:string" />
        <xs:element minOccurs="0" name="SquareImageMediaId" nillable="true" type="xs:long" />
        <xs:element minOccurs="0" name="SquareLogoMediaId" nillable="true" type="xs:long" />
        <xs:element minOccurs="0" name="Text" nillable="true" type="xs:string" />
      </xs:sequence>
    </xs:extension>
  </xs:complexContent>
</xs:complexType>

Elements

Element Description Data Type
BusinessName 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.
string
CallToAction A brief, punchy reason for customers to click your ad right now.

Add: Read-only
Update: Read-only
CallToAction
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 25 characters.

Add: Required
Update: Optional. If no value is set for the update, this setting is not changed.
string
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.

Include one or more AssetLink objects that each contain an ImageAsset with SubType and crop settings that match the desired aspect ratio. If this element is set (not null), then LandscapeImageMediaId and SquareImageMediaId are both ignored. For more information see the remarks below.

Add: Required if LandscapeImageMediaId is not set.
Update: Optional. If no value is set for the update, this setting is not changed.
AssetLink array
LandscapeImageMediaId 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 element. To confirm the effective aspect ratio with crop settings, use the Images element.

Although in Bing Ads API version 12 you can use the LandscapeImageMediaId and SquareImageMediaId, these elements are deprecated and will be removed in a future version. You have more flexibility and control of cropped images via the Images element.

Add: Required if Images is not set. If Images is set, this element is ignored.
Update: Optional. If Images is set, this element is ignored. If no value is set for the update, this setting is not changed.
long
LandscapeLogoMediaId This element is reserved for internal use, and will be removed from a future version of the Bing Ads API. long
LongHeadline 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: Optional. If no value is set for the update, this setting is not changed.
string
SquareImageMediaId 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 element. To confirm the effective aspect ratio with crop settings, use the Images element. If Images is set (not null), then LandscapeImageMediaId and SquareImageMediaId are both ignored.

Although in Bing Ads API version 12 you can use the LandscapeImageMediaId and SquareImageMediaId, these elements are deprecated and will be removed in a future version. You have more flexibility and control of cropped images via the Images element.

Add: Optional. If Images is set, this element is ignored. If you do not choose a square image asset for the ad, Microsoft Advertising will automatically create a new square image asset by cropping the LandscapeImageMediaId. For more information see the remarks below.
Update: Optional. If Images is set, this element 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 element, Microsoft Advertising will automatically create a new square image asset by cropping the LandscapeImageMediaId. If no value is set for the update, this setting is not changed.
long
SquareLogoMediaId This element is reserved for internal use, and will be removed from a future version of the Bing Ads API. long
Text 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 length of the string is limited to 90 characters.

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

Add: Optional
Update: Optional. If no value is set for the update, this setting is not changed.
string

The ResponsiveAd object has Inherited Elements.

Inherited Elements

Inherited Elements from Ad

The ResponsiveAd object derives from the Ad object, and inherits the following elements. The descriptions below are specific to ResponsiveAd, and might not apply to other objects that inherit the same elements from the Ad object.

Element Description Data Type
AdFormatPreference This element is not applicable for responsive ads. string
DevicePreference This element is not applicable for responsive ads. long
EditorialStatus The editorial review status of the ad, which indicates whether the ad is pending review, has been approved, or has been disapproved.

Add: Read-only
Update: Read-only
AdEditorialStatus
FinalAppUrls This element is not applicable for responsive ads. AppUrl array
FinalMobileUrls 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 FinalUrls and FinalMobileUrls; however, only the first item in each list is used for delivery. The service allows up to 10 for potential forward compatibility.
- Usage of '{' and '}' is only allowed to delineate tags, for example {lpurl}.
- Final URLs must each be a well-formed URL starting with either http:// or https://.
- If you specify FinalMobileUrls, you must also specify FinalUrls.
- You may not specify FinalMobileUrls if the device preference is set to mobile.

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

Add: Optional
Update: Optional
string array
FinalUrls 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 FinalUrls and FinalMobileUrls; however, only the first item in each list is used for delivery. The service allows up to 10 for potential forward compatibility.
- Usage of '{' and '}' is only allowed to delineate tags, for example {lpurl}.
- Final URLs must each be a well-formed URL starting with either http:// or https://.
- If you specify FinalMobileUrls, you must also specify FinalUrls.
- You may not specify FinalMobileUrls if the device preference is set to mobile. Also note that if this ad's TrackingUrlTemplate or UrlCustomParameters element are set, then at least one final URL is required.

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

Add: Required
Update: Optional
string array
FinalUrlSuffix 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.

This feature is only available for customers in the Final URL Suffix Phase 2 pilot (GetCustomerPilotFeatures returns 566). If you are not in the pilot this property will be ignored and no error will be returned. During calendar year 2019 this feature will be enabled for all customers.

Add: Optional
Update: Optional. If no value is set for the update, this setting is not changed.
string
ForwardCompatibilityMap The list of key and value strings for forward compatibility to avoid otherwise breaking changes when new elements are added in the current API version.

Forward compatibility changes will be noted here in future releases. There are currently no forward compatibility changes for this object.
KeyValuePairOfstringstring array
Id The unique Microsoft Advertising identifier of the ad.

Add: Read-only
Update: Required and Read-Only
long
Status The status of the ad.

You can set the ad status to Active or Paused.

Add: Optional
Update: Optional
AdStatus
TrackingUrlTemplate The tracking template to use as a default for all landing page URLs.

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 Hierarchy and 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 http://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
string
Type The type of the ad. This value is ResponsiveAd when you retrieve a responsive ad. For more information about ad types, see the Ad Data Object Remarks.

Add: Read-only
Update: Read-only
AdType
UrlCustomParameters Your custom collection of key and value parameters for URL tracking.

Microsoft Advertising will accept the first 3 CustomParameter objects that you include within the CustomParameters object, and any additional custom parameters will be ignored. Each CustomParameter includes Key and Value elements. For customers in the Custom Parameters Limit Increase Phase 2 pilot (GetCustomerPilotFeatures returns 565), 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. During calendar year 2019 the limit will be increased from 3 to 8 for all customers.

Add: Optional
Update: Optional. If no value is set for the update, this setting is not changed. Set the UrlCustomParameters element to null or empty to retain any existing custom parameters. To remove all custom parameters, set the Parameters element of the CustomParameters object to null or empty. To remove a subset of custom parameters, specify the custom parameters that you want to keep in the Parameters element of the CustomParameters object.
CustomParameters

Remarks

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. In the Images element include one or more AssetLink objects that each contain an ImageAsset with SubType set to one of the string values in the table below.

Sub Type Minimum dimensions in pixels
LandscapeImageMedia 703 width x 368 height
Aspect radio 1.91:1
SquareImageMedia 300 width x 300 height
Aspect radio 1:1
ImageMedia169X100 622 width x 368 height
Aspect radio 1.69:1
ImageMedia93X100 311 width x 333 height
Aspect radio 0.93:1
ImageMedia15X10 300 width x 200 height
Aspect radio 1.5:1
ImageMedia155X100 300 width x 194 height
Aspect radio 1.55:1
ImageMedia133X100 100 width x 75 height
Aspect radio 1.33:1
ImageMedia178X100 624 width x 350 height
Aspect radio 1.78:1
ImageMedia172X100 300 width x 174 height
Aspect radio 1.72:1

Note

Media for responsive ads are provisioned via the Image object using the AddMedia operation. You can use the GIF, JPEG, or PNG MIME types. Images with animation are not supported. Although you can only add media with a few aspect ratios via the AddMedia operation, you can use ImageAsset crop settings to determine the effective aspect ratio in the context of each responsive ad AssetLink. The aspect ratio of the stored image would be unchanged in the account level media library.

The maximum file size is 5 MB. The maximum width and height in pixels are 2592 and 2048 independently, and you must still maintain one of the supported aspect ratios. For example if the image asset with sub type LandscapeImageMedia is 2592 in width, then the height must be 1357.

You are only required to provide a landscape image asset. In the Images element include an AssetLink that contains one ImageAsset with SubType set to LandscapeImageMedia. The recommended dimensions for the LandscapeImageMedia 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 LandscapeImageMedia.

Given the GetAdsByAdGroupId response example below, 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 LandscapeImageMedia image asset sub type, all image assets are cropped except for the original landscape image.
  • Whether or not the landscape image has its own crop settings, Microsoft Advertising uses the true height of the landscape 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 landscape image (LandscapeImageMedia sub type) with 1.91:1 aspect ratio has width and height of 1200x628. Even if the landscape image 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 landscape image (again that would be 1200x628 in this example).
  • Although in Bing Ads API version 12 you could use the LandscapeImageMediaId and SquareImageMediaId, these elements are deprecated and will be removed in a future version. You have more flexibility and control of cropped images via the Images element.
<s:Envelope xmlns:s="http://schemas.xmlsoap.org/soap/envelope/">
	<s:Header>
		<h:TrackingId xmlns:h="https://bingads.microsoft.com/CampaignManagement/v12">3acf4989-d6a3-405f-9fd1-a2e8dd1b09f8</h:TrackingId>
	</s:Header>
	<s:Body>
		<GetAdsByAdGroupIdResponse xmlns="https://bingads.microsoft.com/CampaignManagement/v12">
			<Ads xmlns:i="http://www.w3.org/2001/XMLSchema-instance">
				<Ad i:type="ResponsiveAd">
					<AdFormatPreference i:nil="true"/>
					<DevicePreference>0</DevicePreference>
					<EditorialStatus>Inactive</EditorialStatus>
					<FinalAppUrls i:nil="true"/>
					<FinalMobileUrls xmlns:a="http://schemas.microsoft.com/2003/10/Serialization/Arrays">
						<a:string>http://mobile.contoso.com/womenshoesale</a:string>
					</FinalMobileUrls>
					<FinalUrls xmlns:a="http://schemas.microsoft.com/2003/10/Serialization/Arrays">
						<a:string>http://www.contoso.com/womenshoesale</a:string>
					</FinalUrls>
					<ForwardCompatibilityMap xmlns:a="http://schemas.datacontract.org/2004/07/System.Collections.Generic"/>
					<Id>9876543210000</Id>
					<Status>Active</Status>
					<TrackingUrlTemplate i:nil="true"/>
					<Type>ResponsiveAd</Type>
					<UrlCustomParameters i:nil="true"/>
					<BusinessName>Contoso</BusinessName>
					<CallToAction>AddToCart</CallToAction>
					<Headline>Fast &amp; Easy Setup</Headline>
					<Images>
						<AssetLink>
							<Asset i:type="ImageAsset">
								<Id>1234567890000</Id>
								<Name i:nil="true"/>
								<Type>ImageAsset</Type>
								<CropHeight i:nil="true"/>
								<CropWidth i:nil="true"/>
								<CropX i:nil="true"/>
								<CropY i:nil="true"/>
								<SubType>LandscapeImageMedia</SubType>
							</Asset>
							<AssetPerformanceLabel i:nil="true"/>
							<EditorialStatus i:nil="true"/>
							<PinnedField i:nil="true"/>
						</AssetLink>
						<AssetLink>
							<Asset i:type="ImageAsset">
								<Id>1234567890000</Id>
								<Name i:nil="true"/>
								<Type>ImageAsset</Type>
								<CropHeight>628</CropHeight>
								<CropWidth>628</CropWidth>
								<CropX>286</CropX>
								<CropY>0</CropY>
								<SubType>SquareImageMedia</SubType>
							</Asset>
							<AssetPerformanceLabel i:nil="true"/>
							<EditorialStatus i:nil="true"/>
							<PinnedField i:nil="true"/>
						</AssetLink>
						<AssetLink>
							<Asset i:type="ImageAsset">
								<Id>1234567890000</Id>
								<Name i:nil="true"/>
								<Type>ImageAsset</Type>
								<CropHeight>628</CropHeight>
								<CropWidth>1061</CropWidth>
								<CropX>70</CropX>
								<CropY>0</CropY>
								<SubType>ImageMedia169X100</SubType>
							</Asset>
							<AssetPerformanceLabel i:nil="true"/>
							<EditorialStatus i:nil="true"/>
							<PinnedField i:nil="true"/>
						</AssetLink>
						<AssetLink>
							<Asset i:type="ImageAsset">
								<Id>1234567890000</Id>
								<Name i:nil="true"/>
								<Type>ImageAsset</Type>
								<CropHeight>628</CropHeight>
								<CropWidth>584</CropWidth>
								<CropX>308</CropX>
								<CropY>0</CropY>
								<SubType>ImageMedia93X100</SubType>
							</Asset>
							<AssetPerformanceLabel i:nil="true"/>
							<EditorialStatus i:nil="true"/>
							<PinnedField i:nil="true"/>
						</AssetLink>
						<AssetLink>
							<Asset i:type="ImageAsset">
								<Id>1234567890000</Id>
								<Name i:nil="true"/>
								<Type>ImageAsset</Type>
								<CropHeight>628</CropHeight>
								<CropWidth>942</CropWidth>
								<CropX>129</CropX>
								<CropY>0</CropY>
								<SubType>ImageMedia15X10</SubType>
							</Asset>
							<AssetPerformanceLabel i:nil="true"/>
							<EditorialStatus i:nil="true"/>
							<PinnedField i:nil="true"/>
						</AssetLink>
						<AssetLink>
							<Asset i:type="ImageAsset">
								<Id>1234567890000</Id>
								<Name i:nil="true"/>
								<Type>ImageAsset</Type>
								<CropHeight>628</CropHeight>
								<CropWidth>973</CropWidth>
								<CropX>114</CropX>
								<CropY>0</CropY>
								<SubType>ImageMedia155X100</SubType>
							</Asset>
							<AssetPerformanceLabel i:nil="true"/>
							<EditorialStatus i:nil="true"/>
							<PinnedField i:nil="true"/>
						</AssetLink>
						<AssetLink>
							<Asset i:type="ImageAsset">
								<Id>1234567890000</Id>
								<Name i:nil="true"/>
								<Type>ImageAsset</Type>
								<CropHeight>628</CropHeight>
								<CropWidth>835</CropWidth>
								<CropX>183</CropX>
								<CropY>0</CropY>
								<SubType>ImageMedia133X100</SubType>
							</Asset>
							<AssetPerformanceLabel i:nil="true"/>
							<EditorialStatus i:nil="true"/>
							<PinnedField i:nil="true"/>
						</AssetLink>
						<AssetLink>
							<Asset i:type="ImageAsset">
								<Id>1234567890000</Id>
								<Name i:nil="true"/>
								<Type>ImageAsset</Type>
								<CropHeight>628</CropHeight>
								<CropWidth>1118</CropWidth>
								<CropX>41</CropX>
								<CropY>0</CropY>
								<SubType>ImageMedia178X100</SubType>
							</Asset>
							<AssetPerformanceLabel i:nil="true"/>
							<EditorialStatus i:nil="true"/>
							<PinnedField i:nil="true"/>
						</AssetLink>
						<AssetLink>
							<Asset i:type="ImageAsset">
								<Id>1234567890000</Id>
								<Name i:nil="true"/>
								<Type>ImageAsset</Type>
								<CropHeight>628</CropHeight>
								<CropWidth>1080</CropWidth>
								<CropX>60</CropX>
								<CropY>0</CropY>
								<SubType>ImageMedia172X100</SubType>
							</Asset>
							<AssetPerformanceLabel i:nil="true"/>
							<EditorialStatus i:nil="true"/>
							<PinnedField i:nil="true"/>
						</AssetLink>
					</Images>
					<LandscapeImageMediaId>1234567890000</LandscapeImageMediaId>
					<LandscapeLogoMediaId i:nil="true"/>
					<LongHeadline>Find New Customers &amp; Increase Sales!</LongHeadline>
					<SquareImageMediaId>1234567890000</SquareImageMediaId>
					<SquareLogoMediaId i:nil="true"/>
					<Text>Find New Customers &amp; Increase Sales! Start Advertising on Contoso Today.</Text>
				</Ad>
			</Ads>
		</GetAdsByAdGroupIdResponse>
	</s:Body>
</s:Envelope>

Requirements

Service: CampaignManagementService.svc v12
Namespace: https://bingads.microsoft.com/CampaignManagement/v12