Bing implemented an actual product ads campaign type back in March 2014 that allows advertisers the flexibility to structure their campaigns – and thus their bids – in a similar fashion as the Google Shopping campaigns. The thing is, they aren’t quite as flexible and require a little bit of work to accomplish.

Before Getting Started

While some just use their Google Shopping feed as their Bing Shopping feed, we still recommend checking a few things first:

  • Make sure to review the Bing Shopping feed specs to ensure you get your column headers correct.
  • You can do it manually or use a feed management platform such as IM-Feed to accomplish this.
  • Once the headers are accurate you are ready to submit the feed to the Bing merchant center.
  • You can only have one data feed per account, but you can upload it multiple times a day if you have a business model that has constantly changing prices or your products are coming in and out of availability several times a day.
  • Bing does not support custom labels, additional images, and a handful of other categories that Google supports, however Bing supports Bing Ads Labels.

Building your Bing Shopping Campaign

1.  First you will need to create a Product Ad Campaign in Bing.
2.  Create a product extension.  You can name it anything so don’t worry about that.  We recommend starting with the “All Products” selected as we can segment it after the campaign is created.
3.  Head over to the “Product Targets” tab and click “Add product target”.
4.  From here, you can dictate which ad group you want the product target to be assigned to and what the parameters are.  You will have to select “Filtered products” to give the system the parameters For example, say we want to create a humidors ad group that connects all the humidor product types; we create a humidors ad group with product targets assigned to that ad group.
5.  Keep going until you have segmented your products as you see fit!
Because you will want to likely track performance on the product segmented level we recommend making a unique ad group for each target so you can pull in the ad group data through Analytics.

You can set custom bids for each target through the product targets tab as well, giving you flexibility with your bids to bring your strategy to market on Bing, just as you would with Google, but with a few additional hoops to jump through.