Microsoft Multimedia Ads: The New Standard for Search (2026)

Google has "Gallery Ads" (which they killed). Microsoft has Multimedia Ads (MMA). These are huge visual banners that appear on the Right Rail of Bing Search results.

• The Kicker: Only ONE advertiser can show an MMA per page.
• The Strategy: If you bid on MMA, you block your competitors from showing one.

In this "Mega-Authority" guide, we cover:

1. The Format: Specs and appearance.
2. The Advantage: Visual domination.
3. The Setup: Creating your first MMA.
4. Auto-Generated: The trap.

Part 1: Why use MMA?

1. Exclusivity: "One Ad Per SERP." This is prime real estate.
2. Size: It looks like a display ad inside search results.
3. CTR: We typically see CTRs of 8% - 12% (vs 3% for text ads).

Part 2: Creation Specs

1. Aspect Ratio: 1.91:1 (Landscape) AND 1:1 (Square). You must upload both.
2. Headline: 30 Characters (Short and punchy).
3. Text: 90 Characters.
4. Action Button: "Shop Now", "Sign Up."

Part 3: Automated Extensions

Microsoft tries to be helpful by Auto-Creating MMAs using images scraped from your website.

• Problem: They often pick ugly low-res images or logos.
• Fix: Go to Automated Extensions settings and turn OFF "Multimedia Ads."
• Action: Always upload manual, high-quality creative.

Part 4: Bidding Adjustment

You can control MMA aggressively.

• Go to Settings -> Multimedia Ads.
• Bid Adjustment: Set to +20%.
• This ensures you win the "One Ad Per Page" slot more often than your competitors.

Part 5: Summary & Checklist

Your Action Plan:

1. Design a 1200x628 and 1200x1200 image for your top product.
2. Create a Multimedia Ad in your top "Brand" campaign.
3. Turn off Auto-Applied Multimedia Ads.
4. Set Bid Adjustment to +20%.

Win the visual war.