Bing Shopping Campaigns in Beta for UK and Australia

Bing Shopping Campaigns (BSC) was launched in the US market on July 14 and, in August, we opened it to a few select advertisers in other markets. We are now pleased to announce that BSC has been launched in the UK and Australia as well! This launch marks the arrival of much awaited Product Ads capability in these two markets.

Why Product Ads

Product Ads are proven to be a highly engaging ad format that drives stronger performance than traditional text ads. With Product Ads, most customers are able to bring down their average cost per click, improve conversion rates, and significantly improve the ROI of their search spend.

How to get started

Setting up BSC consists of four simple steps. The first two are only required for the initial setup and the remaining two are ongoing campaign management activities.

bing shopping campaigns

Step 1: Claim your domain

Sign in to the Bing Webmaster tool to claim your domain by using your Microsoft Account credentials; this is the same information used to sign in to your Bing Ads account. The tool enables you to add your website and learn ways to verify ownership. You may need to seek help from your IT representative in order to complete this step.

Important: If you have not migrated your Bing Ads managed credentials to a Microsoft Account yet, please do so prior to logging in to the Bing Webmaster Tool. The same Microsoft Account should be used to login in to the Bing Webmaster Tool, as this account will be linked to both the website and the merchant store created in step 2.

Step 2: Create your store

Once you have added your website in the Bing Webmaster Tool and verified ownership, proceed to step 2. For this step, you need to sign in to the Bing Merchant Centre (BMC) store. The BMC store is a tool where the advertiser’s product catalogue is managed and housed. To go to BMC, log in to your Bing Ads account, click on Tools, and select Bing Merchant Centre as shown below. This opens the BMC store page.

bing shopping campaigns

From the BMC, you need to create a store by filling in a brief form as illustrated below. When creating the store, please keep in mind the following:

  • The Store name will be used in your ad creative to identify the Merchant; this name cannot be edited once the store is created.
  • The same URL added via the Bing Webmaster tool in step 1 should be used in the Destination URL box.
  • The Product ads box in the Display options section should be checked.


bing shopping campaigns

After you click Save, your request is sent to Microsoft Support for policy compliance review, which typically takes 1-2 business days. The requests will be rejected if the website does not comply with Bing Ads policy. The most common reason a store is rejected includes a login and/or checkout page of an advertiser’s website that is not set up as a secure page (i.e. http as opposed to https).  Make sure your website complies with this requirement. You can check the status of your request by visiting the Store Summary Tab in the BMC tool. You will also receive an automated email after your request is reviewed. If your store is rejected, changes can be made to meet the policy requirements and your request can be resubmitted. Once your store is approved, go to step 3.

If you already have a BMC store set up, you can use your current store & feed for Bing Shopping Campaigns by simply checking the Product Ads box, located in display options on the settings tab for your store.

Important: If you have not already linked your Bing Ads credentials to a Microsoft account, you should do so prior to logging in to Bing Ads. Use the same Microsoft account that was used in the domain verification workflow. This account will be used to match your domain verification to your product ads store.

Click here to learn more about this step.

Step 3: Upload Catalogue

Step 3 consists of uploading your product feed. First, create a catalogue in the BMC, which enables you to organize your feed data, group your product inventory and manage each group independently. One feed file for each product group should be created and uploaded into the catalogue. Depending upon the size of your inventory, many options are available for uploading the feed. Google Shopping Campaigns are also compatible, so it’s not necessary to create a different feed file for the BMC. Once you have uploaded the feed, monitor the progress in the Catalogue summary tab.

Visit the Bing Ads help pages to learn more about ways to create a feed file, a feed schema and product categories.


  • Several factors determine the time required to process your feed file. The first time usually takes 24 hours. If the feed file is large, it may take between 2-3 days to complete the processing. Updates to an existing feed e.g. price, availability etc. are processed much faster.
  • Your feed expires after 30 days, so ensure that you schedule a periodic refresh of the file.
  • If the feed file is missing one or more required product attributes, the entire feed will be rejected. Make sure the file contains a header row, as this is a common reason for rejection.
  • Additionally, your feed might get rejected if the URL included in your product feed does not direct to the item's page. If the link redirects the user to a page that differs from the product offering, it will get rejected.


Step 4: Create Bing Shopping Campaigns

After you have uploaded the feed and it has been processed, you can move to the next step: setting up your Bing Shopping Campaigns. For more information, chck out this blog post, which provides a detailed overview. You can also find performance and optimisation tips for BSC here.

What's next?

We will be expanding this offering into other Bing Ads markets over the next few months. Stay tuned to our blog for further announcements.

For more information on BSC or if you encounter any issues when setting up your Bing Shopping Campaigns, reach out to your Account Manager or Microsoft Support. We’d be happy to assist.

Questions? Comments?

As always feel free to ping us on Twitter, or if you have feedback related to specific features you'd like to see improved or added, visit our Feature Suggestion Forum to add or vote on your top priorities for upcoming releases.

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Bing Ads joins forces with adMarketplace

Here at Bing Ads, we are always looking to identify opportunities that will help extend advertiser reach for Bing Ads marketers—and strategic partnerships play a significant role. As part of this ongoing commitment, today we joined forces with adMarketplace, the largest independent search advertising marketplace, who will showcase Bing Ads across their network of digital search properties. This will allow Bing advertisers the ability to access publishers within adMarketplace, displaying keyword-targeted ads to millions of committed users outside of search engines.


adMarketplace is also working with Rodale—the world’s largest healthy lifestyle media company—to offer paid search advertising to its digital properties such as Men’s Health, Women’s Health, Runners’ World and Prevention, thus further enhancing the breadth of inventory within Bing Ads.   

This syndication deal with adMarketplace, among others expected to come to fruition later this year, represent one of the many ways we continue to grow advertiser value within the Bing Ads platform—by growing scale that connects our customers to the right publishers and audiences and delivers more ROI for their marketing campaigns. 

To read more about this partnership, please visit here.

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Preview the new Segmentation feature in Bing Ads (US Only)

Have you wanted deeper performance insights into your campaigns' data tables?  Have you been frustrated that you have had to go to the Reports workspace to get the data you need?  We're fixing that with Segmentation, a new feature that will let you slice and dice your data by attributes that matter most to you, like Time, Network, Device, or Top vs. Other.

Segmentation is currently available as a preview within the Bing Ads user interface for advertisers in the US. What this means is that if you'd like to have access to it, you need to let us know so we can enable it for your account (see info at the bottom on how to opt-in). Note that while this feature is in preview, we'll be collecting data and feedback to evaluate functionality prior to it being made more widely available to all Bing Ads markets; updates may be made to Segmentation while it's still in the preview phase.

How Segmentation works

To use Segmentation, click the Segment button in the toolbar above the table and select the attribute that you would like to apply to the data in your table.   

For example, segment your Impression, Click, and CTR data by Device Type to see what devices your audience is seeing your ad on. 

 bing ads segmentation

Each row in the table that has performance data will then be segmented by the attribute that you selected.

 bing ads segmentation

You can also download your segmented data directly from the tables into a .csv or Excel report to conveniently share with your clients, or use for further analysis. 

Start by clicking on the Download button to open up the download workflow.

 bing ads segmentation

Select the download format that you want and the segment, if any, you want exported with your data.  Click Download to get your file.

 bing ads segmentation

Get started today

We're getting ready to preview Segmentation for the holiday season and would love for you to participate.  We anticipate that this will be especially helpful for you during the holidays when you need the best insights to optimize your campaigns.

If you'd like to join the upcoming Segmentation preview, please send an email to

Questions? Comments?

As always, feel free to ping us on Twitter. You can also submit your ideas for how to improve Bing Ads at our Feature Suggestion Forum.

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Bing Ads Editor 10.9: Cleaning house and getting faster

bing ads editorBing Ads Editor has always been about enabling you to get things done efficiently. With that in mind, we are pleased to announce the release of version 10.9, which runs faster, while at the same time, consumes significantly less system resources.

Improved performance

For this latest release, our team worked hard on making Bing Ads Editor much faster and improved upon a number of common operations. Compared to previous versions of Editor, v10.9 offers the following improvements:

  • Displaying large accounts (example: 2 million keywords, 1million Ads) is more than 2x faster
  • Downloading large accounts (example: 2 million keywords, 1million Ads) is 30% faster
  • Switching between built-in views is 2x faster
  • Finding and replacing Ads is up to 4x faster
  • Switching between tabs is smoother


Less memory usage

Not only is Bing Ads Editor v10.9 faster, we have also reduced its memory consumption by 70% in comparison to the previous version. Thanks to this memory savings, you can run even more programs in parallel while working with Bing Ads Editor.

Removal of outdated features

Starting with this version, we will no longer support WAP (Wireless Application Protocol) ads. You can learn more about the changes to WAP mobile ads in this blog post.

With the release of Bing Shopping Campaign, we have stopped supporting product ads, product ad extensions, and product targets in Bing Ads Editor. Bing Shopping Campaign is not yet supported in Bing Ads Editor, but you can use Web UI/API to manage your Bing Shopping Campaigns. To learn more about Bing Shopping Campaigns, please see our launch announcement.

Note: If you need to use Product Ads, please install an older version of BAE (v10.8) from here.

Download Editor 10.9 now

This release is being rolled out to ensure an optimal user experience.  You’ll be prompted to upgrade to 10.9 when you launch Editor over the next few weeks, or can download it right away from the Bing Ads Editor download page.

Questions? Comments?

As always, feel free to ping us on Twitter. You can also submit your feature suggestions at our Feature Suggestion Forum.

Keep reading
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