Google Shopping has been an integral part of strategy for my eCommerce clients by driving Non-Brand equity and providing opportunity for continued expansion. In fact, I have a client where Google Shopping alone accounted for 58% of total revenue so far this year.
I wanted to continue to expand on the success of Shopping campaigns, so I imported my Google Shopping campaigns to Bing Shopping. I found Bing’s process to be a bit less intuitive than Google and couldn’t find a really good resource. The following steps outline the process to getting your Shopping campaigns set up on Bing so you can continue success with your Shopping campaigns.
Step 1: Access Bing Merchant Center.
Step 2: Create Store.
Step 3: Verify URL on Bing Webmaster Tools.
Step 4: Create Campaign.
Step 5: Create Product Extension.
If you forget to set the product extension or need to change it at any point, you can easily do so click Product Extensions from the drop down in the Ad Extensions view.
Step 6: Add Product Target.
I would recommend keeping this one to targeting “All Products” and then breaking our more granular ad groups. The “All Products” ad groups would never actually go live.
Step 7: Create Product Ad With Promotional Text.
Step 8: Create Ad Group(s).
Just as you would for any other campaign. Set your ad language and locations targeting/exclusions.
Step 9: Create Ad Group Ad.
Select product ad from the ad type drop down.Promotional text is optional but I would highly recommend to help boost CTR.
Step 10: Add Product Target.
This is where I would recommend breaking out your ad groups into specific product groupings. For example, one ad group may be designated for Gloves and another for Hats. You can also do this at the campaign level to better monitor budget.
10a: Filter Options.
10b: Once you set your filter preference, fill in the matching parameter and set your bid. Bing will tell you if there are any matching products found.
And that’s it! Now you can launch your Shopping campaigns and start collecting data on Bing. Some helpful pointers before you get started are listed below:
- Bing calls the product feed a “catalog.”
- Bing Merchant Center only accepts products that are currently in stock so remove out-of-stock products before uploading the catalog.
- Bing Catalog headers are slightly different from Google so pay careful attention to use the right headings.
- Files that are manually uploaded should be in .txt file format.
- Bing does not provide CTR and Avg CPC benchmark metrics, which is helpful when optimizing Google Shopping.
- Average Position and Quality Score metrics for Product Ads reported in the interface are not accurate and should be ignored.
- Bing Ads Editor is an easy alternative for getting Shopping campaigns/ad groups/product targets set up that follows the same process outlined above. One thing to note, however, is that you cannot create the Product Ad campaigns in the interface, though you can create ad groups, product targets and ads.