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Bing Shopping Campaigns are a simple way for you to organize, manage, bid and report on Product Ads.

Remember, that Bing Product Ads showcase your products in a visually engaging and impactful ad format. Elements of a Product Ad include the product image, title, price, and store name. We know it’s easier to communicate with consumers by showing a product rather than just describing it. Visuals put a searcher closer to a purchase decision.

After reading this training, you will know how to:

  • Create a store in the Bing Merchant Center.
  • Upload your catalog to the Bing Merchant Center.
  • Create a Shopping Campaign in Bing Ads UI.
  • Use Reports to optimize your ads.

Create your store

The first thing you’ll want to do is build your own store within the Bing Merchant Center. To get started, link your online store (or site) to Bing Ads. 

You can verify the domain of your ownership in the Bing Webmaster Tools UI 3 different ways:

  • Placing an XML file on your web server.
  • Placement of <meta> tag into the default page.
  • Adding CNAME record to DNS.

The next step is creating a product catalog.  This is essentially a file (.txt, compressed .txt, csv, or XML) that contains all of your product inventory information.  This file will be uploaded to the Bing Merchant Center and linked through to Bing Ads in order to make your products available to relevant keyword searches. 

Now it’s time to time to physically load this to your Bing Ads Merchant Center account.  There are again 3 ways of importing your product feed, primarily dependent upon the size of the file: 

  1. Automatic downloading: refreshed every 24 hours.
  2. FTP upload: good for large uploads of inventory.
  3. A manual upload: perfect for small changes.

Upload your catalog

You’ve claimed your domain, created a product catalog, and created your store. Now it’s time to upload your catalog.

Click Tools in the upper right corner. Click Bing Merchant Center. Click the store that you want to update. Click the Catalog Management tab.

If you are creating your first catalog, enter your Catalog name. If you are creating additional catalogs, click Create Catalog and then enter your Catalog name.

Submit your file. For more information, here's some detailed information about your options on this step.

Read more detailed information about uploading your catalog.

Create a Bing Shopping Campaign

From the Campaign page, click Create Campaign, then click Shopping campaign. You will be prompted to add your product extensions and campaign targeting parameters.

Campaign settings

 

Determine how you want to structure your Bing Shopping campaigns based on your product catalogue – remember, you have ONE store.

Use product FILTERS to choose what the campaign will target. (These product targets will apply a bid to those specific filters.) 

Shopping settings

You can apply typical bid, targeting, advanced settings.  For example, you may wish your Summer Sale campaign to only be applied geographically to southern regions having better weather.  Or, you may still wish to adjust ad scheduling to show at particular times of day.

In Campaign Settings, you can adjust the Time zone and Location, where you can specify want your ads to show as well as where you don't want them to show.

Note: Once you set the time zone, you cannot change it, but you can create a new campaign with a different time zone, and then import your current ads and keywords into the new campaign.

Campaign priority & product filters

Campaign priority can be set at high, medium or low and will prioritize which Bing Shopping campaign to run when multiple campaigns are advertising the same product. Product filters narrow the campaign to specific products in your feed.

A Product Target tells Bing Ads what products you want to trigger your Product Ad. You can select all products in your catalog or narrow it down by brand, condition, product type, SKU, or other characteristics.

If you want to import AdWords shopping campaigns, you use the same process as you would a standard search campaign. Click Import Campaigns, then click Import from Google AdWords. Sign in to Google and select the shopping campaigns you want to import. For more information on the import process, read How to import a campaign from Google AdWords or other programs.

Remember, to optimize product feeds no matter the priority or filter, make sure to take the following actions:

  • Upload your feed at least every 30 days
  • Use high quality images
  • Put relevant keywords in product title and description
  • Have competitive pricing, use unique identifiers
  • Create custom labels

Understanding and using product groups

Product groups are used to specify which products from your Bing Merchant Center catalog should be included in a particular ad group.

After you create a shopping campaign, Bing Ads creates a default ad group. That ad group includes a product group containing all of the products in your Bing Merchant Center catalog feed. However, you don't typically want an ad group to contain all products. With product groups you can narrow down that default group to a customized list of specific products.

You can use the following attributes from your catalog feed to choose the specific products you want to include in any particular product group.

  • Category (up to five for each offer)
  • Brand
  • Condition
  • Item ID (also known as Merchant Product Identifier)
  • Product type
  • Custom label (up to five for each offer)

You can use multiple attributes to narrow your group even further. For example, you can create a product group based on brand and condition.

Content API

Bing Ads Content API for Product Ads is the most efficient way to manage your products in Bing Merchant Center (BMC). It allows advertisers to upload products to their Bing Merchant Center store and create an application to interact directly with the BMC to manage large or complex data feeds.

Whether you prefer to automate every part of your workflow or just create a hook into your inventory management system, the Content API allows you to send updates as soon as your inventory changes.

Using Reports

Let’s say you have products in your catalog that are not receiving impressions. Bing Ads Shopping Campaigns has built two different specific reports to monitor and solve this potential problem. Both can be created from the Reports page.

These two report types, called Share of Voice (SOV) reporting metric types – will show your average cost-per-click against the benchmark bid, which will help you adjust your bid to ensure placement and impressions.

  • A Partition report is an overview of the product group structure and how it is broken out with KPIs. 
  • A Dimensions report is a line item detail report of each item ID with KPIs. 

Make sure to include the SOV attributes in the report:

  • Impression share lost to budget (%)
  • Impression share lost to rank (%)
  • Benchmark bid 
  • Benchmark CTR (%)
  • Impression share (%)

Note: Bing Ads Editor supports Shopping Campaigns. If you ever need to edit or make changes to your Shopping campaign, such as campaign priority or product group filters, simply click on the campaign name in the left panel, then click the Settings tab.

Summary

Bing Shopping Campaigns is designed to help you organize, manage, bid on and report on your Product Ads. It’s also meant to showcase retailers’ new, used or refurbished products with an image, price and company name.

Best practices include refreshing budgets and feeds, and making applicable updates on your Bing product ads. Remember not to exclude any offers in the product groups.

Thanks for reading this training on Bing Shopping and Bing Product Ads. Continue your training or take the Bing Ads Accredited Professional exam to become accredited.

Please note all features in this training may not be available in your market.