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The Art and Science of Shopping Campaigns Webcast Q&A

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Today the questions you asked during The Art and Science of Shopping Campaigns webcast are being answered. This webcast (now available on-demand) explores how to go beyond data feed optimization and explore additional ways you can maximize the impact of your shopping campaigns.


Q: How much can be done with limited funds to manage a shopping campaign?
A: MJ DePalma: That depends on the product you sell and the competition for that product in the Bing Ads auction - there is definite opportunity that you can build on and track with Universal Event Tracking. You can set up business goals and know your return on investment.
A: Kirk Williams: In some ways, the initial tips I gave in segmenting by queries are even more appropriate to smaller advertisers because they allow the low-budget accounts to better control exactly where their products will appear in search engine results pages.
 
Q: Where are Bing Shopping Ads specifically being shown (outside of Bing search and image search)? Where else on Bing, AOL, Yahoo are the product ads embedded specifically?
A: Cady Condyles: Product Ads are shown on the Bing Network including Yahoo and AOL, besides on Bing; they are eligible on PC and mobile experiences.
 
Q: Wouldn't it be better to utilize ad groups over custom labels to organize the products in your account?
A: Kirk Williams: I don't think it must be either/or. I would say use ad groups with Custom Labels (or your normal category structure) to organize in the best way possible, and then get more granular within that campaign level of categorization with your ad groups.
 
Q: Why would you add a bid adjustment if you're using target and bid on a remarketing list?
A: Kirk Williams: You can utilize bid adjustments to help direct traffic even within a target & bid ad group based upon how far along a user is in the funnel. So, for instance, a cart abandonment visit is generally closer to converting than any person who hits any page, so I'll give higher bid modifiers on those audiences since they are more valuable to me.
 
Q: What are the major differences in functionality and performance you see between Google Shopping and Bing Shopping, for example keyword matching accuracy, cost-per-click bids, conversion rates, and volume?
A: Cady Condyles: Performance can vary by advertiser and product vertical on Bing Shopping when compared to Google Product Listing Ads. We encourage advertisers to provide robust product feeds, test different product titles and descriptions, leverage custom labels and bid priorities as a few ways to optimize your campaigns.
 
Q: Are you planning to expand shopping campaigns in new countries?
A: Cady Condyles: Bing Shopping Campaigns are available in the United States, United Kingdom, Australia, France & Germany with open betas that launched earlier this year in Canada & India. We don't have any additional country expansion plans that we can share now.
 
Q: What is the bid range for Enhanced Cost-per-Click (eCPC)?
A: Cady Condyles: The range for eCPC is +30% to -100%.
 
Q: Is it possible to mix Bing eCPC with DoubleClick automated bid strategies?
A: Cady Condyles: Yes. eCPC would work on the bid that is already set by the DoubleClick automated system in real time – so there wouldn’t be any conflict. This would be an additional optimization on top of the automated bid set by DoubleClick.
 
Q: What bid type do you find most appropriate to generate a profitable return on investment?
A: Cady Condyles: If you are concerned about managing bidding for profitability for Bing Shopping, eCPC could be a good option to test. This allows Bing to adjust your bids based on likelihood for conversion and the early results in the pilot have been positive for advertisers.
 
Q: What are the factors that trigger eCPC to raise the bids?
A: Cady Condyles: Bing Ads looks for patterns to identify searches that are most likely to result in a conversion. When we see a good opportunity, we increase your bid up to 30% to capitalize on it. On the other hand, if the patterns show that a conversion is less likely, we lower your bid. Up or down, this change will be made after we apply any bid adjustments you have set. If you haven't optimized your campaign yet, eCPC should reduce your cost per conversion and increase your total conversion count while respecting your current budget.
 
Q: What new shopping features is Bing most excited about?
A: Cady Condyles: The features for Bing Shopping that we are most excited about are Local Inventory Ads and the Shopping Tab. Both came from customer feedback and we're excited to see the results as these features roll out this summer!
 
Learn the Art of Advertiser Science
 
The Art of Advertiser Science is a monthly webcast series where you uncover the art and science behind running top digital marketing campaigns. You will get the latest Bing Ads research and expert insights as well as hear compelling customer stories. Together we will tackle complex concepts, tough questions and new discoveries that will hopefully inspire and empower you and your business to grow.