Skip to content

Back-to-school tips for Bing Shopping Campaigns

Shopping for the back-to-school season has become a lot more complex since the golden days of the pencil, pad and paper.  Now it’s a mad dash to find the newest gadget, latest fashion and best offers. 

It’s no secret that the back-to-school season has big revenue potential for all retailers. To help advertisers make the best of the season, we at Bing Ads have come up with a set of new features and experiences along with some handy tips.

Image source: Microsoft internal data, click share, June 26, 2016 – October 15, 2016, U.S. only, all devices.



 

Early bird gets the worm

Right now is a great time to check if your Bing Shopping Campaigns are set up for success. Make sure that your feed data is current with minimum or no rejections and that all your products are being targeted.

Use our brand-new report in the Diagnostics section within Bing Merchant Center to see which offers are not being targeted.



Download the report in the Diagnostics section on the Store Summary page to see which offers currently do not have any bid associated with them and ensure that your Bing Shopping Campaigns are updated to include these offers.

This report provides valuable insight, and we encourage you to look at this data regularly to ensure that you’re harnessing the full potential of your feed. You can read more about it on our Help page.

Remember to be aggressive and attentive with bids during this time, as many advertisers want a slice of the same impression share that you want. 

To make decisions pertaining to bid changes easier for you, we’ve recently launched the Bid Landscape tool in the Product Groups grid. Use this data to make sure your bids are competitive and find additional insights to guide your bid adjustments. 
 


If you are still in doubt or not sure your bids will work for you, use the Enhanced CPC bid strategy for your Bing Shopping Campaigns to ensure that the bids are optimized at real-time serving. 
[Note: Enhanced CPC for Bing Shopping Campaigns is in pilot. Please work with your account manager if you’re interested in participating in the pilot.]

You can choose to set the Enhanced CPC bid strategy at the campaign or ad group levels, but not at an individual product group level. You can use your existing Bing Shopping Campaign reports to track performance by including the Bid Strategy Type column.

Read more about Enhanced CPC on our Help page.
 

 

The more the merrier: Introducing the new Bing shopping experience

With your campaigns optimized and in tip-top shape, rest assured that Bing Ads is doing everything possible to get them in front of the right audience.

Just as back-to-school shopping starts, we’re doing a series of tests for the release of a new Shopping Experience on Bing.com.

You can find more details about this experience, along with how to best take advantage of this additional volume, in this product news blog post.

 

Local Inventory Ads coming soon!

As with any shopping experience, we’re aware of the value of in-store traffic to a retailer. 

Image source: Trendsource, Back-to-School  2016 Consumer Insights Study, July 19, 2016.


To help drive more foot traffic to your store and increase sales, we’re exited to annouce that we’ll be launching Local Inventory Ads for Bing Shopping Campaigns soon — so stay tuned for more details!


Read more details on Local Inventory Ads setup and requirements on our Help page.

 

Help improve Bing Shopping Campaigns

Your feedback and requests help improve Bing Ads and Bing Shopping Campaigns. Please let us know how we can improve Bing Shopping Campaigns to help you do more and work less. We invite you to contact us via Twitter, suggest a feature in the Bing Ads Feature Suggestion Forum, or send us an email with your thoughts to: bingads-feedback@microsoft.com.
 

Looking for more insights on Back to School? Check out these additional insights on Back to School Advertising from Bing.