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Create Microsoft Ads Sitelink Extension

create_microsoft_sitelink_extension

Add an extra clickable shortcut (sitelink) that appears beneath a Microsoft Ads (Bing) ad — helpful deep-links like "See Pricing", "Book a Demo", or "Contact Sales" with two short description lines. Sitelinks lift click-through rate by giving searchers alternate landing paths to the same advertiser.

            ALSO KNOWN AS: sitelink, site link, extra link, ad link, secondary link, deep link, additional link, jump link

            KEYWORDS: sitelink, site link, link, deep link, shortcut, microsoft ads, bing, extension, pricing link, demo link, contact link, landing page, CTR, click through

            WHEN TO USE:
            - "Add a sitelink to our Microsoft Ads / Bing library"
            - "Create a 'See Pricing' / 'Book a Demo' / 'Contact Sales' link extension for Bing"
            - "Register a new Microsoft Ads sitelink for the homepage redesign"

            WHEN NOT TO USE:
            - Want a non-clickable selling-point snippet ("Free Shipping", "24/7 Support") → use create_microsoft_callout_extension
            - Want a labeled list of offerings (e.g. "Brands: Nest, Nexus") → use create_microsoft_structured_snippet_extension
            - Same sitelink for Google Ads → use create_google_sitelink_extension (library entries are per-channel)
            - Anything for Facebook / LinkedIn / Reddit — ad extensions are a search-channel-only concept

            INPUTS (all required):
            - url:          destination the sitelink opens.
            - link_text:    visible link text (1-25 chars).
            - description1: first description line under the link (1-35 chars).
            - description2: second description line (1-35 chars).

            EXAMPLE:
            create_microsoft_sitelink_extension(
                url="https://example.com/pricing",
                link_text="See Pricing",
                description1="Plans for every team size",
                description2="Start free, upgrade anytime",
            )

            Returns the persisted extension (id, externalId, type=SITELINK, channel=MICROSOFT_ADS). A 400 usually means a character-limit was exceeded.

Input Schema

TableJSON Schema
NameRequiredDescriptionDefault
urlYesDestination URL the sitelink points to (non-blank).
link_textYesVisible link text. 1-25 characters.
description1YesFirst description line. 1-35 characters.
description2YesSecond description line. 1-35 characters.

Schema Changelog

Changes observed during successful MCP inspections.

  1. First observed

TDQS

A4/5.0
Behavior3/5

Does the description disclose side effects, auth requirements, rate limits, or destructive behavior?

Annotations already indicate this is a mutation (readOnlyHint false) and non-destructive (destructiveHint false). The description adds that it returns the persisted extension with id, externalId, type, and channel, and that a 400 error usually indicates a character-limit issue. However, it does not mention prerequisites, idempotency, or duplicate handling. The added behavioral context is useful but not exhaustive; given the annotations, a 3 is appropriate.

Agents need to know what a tool does to the world before calling it. Descriptions should go beyond structured annotations to explain consequences.

Conciseness3/5

Is the description appropriately sized, front-loaded, and free of redundancy?

The description is well-structured with clear headings (ALSO KNOWN AS, KEYWORDS, WHEN TO USE, INPUTS, EXAMPLE) and the core purpose is front-loaded. However, it is verbose: the KEYWORDS and alias sections are redundant with the main description and add noise. The WHEN NOT TO USE and EXAMPLE are valuable, but the overall length could be trimmed without losing critical information.

Shorter descriptions cost fewer tokens and are easier for agents to parse. Every sentence should earn its place.

Completeness4/5

Given the tool's complexity, does the description cover enough for an agent to succeed on first attempt?

The tool has no output schema, so the description correctly explains the return structure (persisted extension with id, externalId, type, channel) and error semantics (400 on char-limit). It also gives a concrete example. For a create tool with 4 required parameters, this is sufficient for an agent to call it correctly. The only minor gap is not explaining whether the sitelink is added to a library versus directly to a campaign, but that is not critical for invocation.

Complex tools with many parameters or behaviors need more documentation. Simple tools need less. This dimension scales expectations accordingly.

Parameters3/5

Does the description clarify parameter syntax, constraints, interactions, or defaults beyond what the schema provides?

Schema description coverage is 100% (all four parameters have descriptions with character limits). The description reiterates the char limits and adds context like 'destination the sitelink opens' and 'visible link text', but these are marginal over the schema. Since the schema already documents each parameter, the description adds little extra meaning, warranting a baseline 3.

Input schemas describe structure but not intent. Descriptions should explain non-obvious parameter relationships and valid value ranges.

Purpose5/5

Does the description clearly state what the tool does and how it differs from similar tools?

The description clearly states the action (add a sitelink) and the resource (Microsoft Ads/Bing ad), and it distinguishes from siblings by naming alternatives in WHEN NOT TO USE. It also provides aliases and keywords that help match user intent. This is a specific verb+resource definition that is not confused with other extension types.

Agents choose between tools based on descriptions. A clear purpose with a specific verb and resource helps agents select the right tool.

Usage Guidelines5/5

Does the description explain when to use this tool, when not to, or what alternatives exist?

It explicitly includes WHEN TO USE examples and WHEN NOT TO USE conditions, naming exact sibling tools (create_microsoft_callout_extension, create_microsoft_structured_snippet_extension, create_google_sitelink_extension) and the conditions that select them. This leaves no ambiguity about when to call this tool versus alternatives.

Agents often have multiple tools that could apply. Explicit usage guidance like "use X instead of Y when Z" prevents misuse.

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