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Bing Shopping Campaigns (BSC) are a simple way for you to organise, manage, bid and report on Product Ads. To understand shopping campaigns, first make sure you understand how Product Ads are created from the content of your Bing Merchant Centre (BMC) catalogues, and include custom images, promotional text, pricing and seller details.

After reading this Study Guide, you will know how to:

  • Create a shopping campaign from scratch.
  • Claim your store domain using Universal Event Tracking (UET).
  • How to use the Google Merchant Centre (GMC) Import tool.
  • Import your shopping campaign from Google Ads.
  • Run your new shopping campaign in parallel with your existing Product Ad campaign.
  • Manage BSC in Bing Ads Editor.

Create product ads in a shopping campaign

If you are new to Bing Ads Product Ads or Google shopping campaigns, you will need to create a Bing Shopping Campaign (BSC) from scratch. Product Ads, which are created using shopping campaigns, are a great way to give your products more space on the search results page and make your ads more compelling to potential customers. Using Product Ads, you can enhance your ads with real-time, specific product information from your Bing Merchant Centre (BMC) store catalogue.

Complete each of the following steps to start using Product Ads.

Product ad steps

 

Claim domain

First, go to the Bing Webmaster Tools URL: http://www.bing.com/toolbox/webmaster and verify that you own your URL on the Bing Webmaster Tools website.

Sign in using the same Microsoft account that you use to sign in to Bing Ads. Click Profile and then fill out the About Me, Contact Preference and Alert Preference sections.

Under My Sites, enter your URL and click Add. Enter your URL info. Complete one of the three options listed and then click Verify. You will see the Dashboard page if your URL is verified.

Add a site

Create store

To create a store, click Tools in the upper right corner. Click Bing Merchant Centre. Click Create a store. Enter your store information.

Create a store

Upload catalogue/product feed file

To upload your catalogue, click Tools in the upper right corner. Click Bing Merchant Centre. Click the store that you want to update. Click the Catalogue Management tab.

If you are creating your first catalogue, enter your Catalogue name. If you are creating additional catalogues, click Create Catalogue and then enter your Catalogue name. Submit your feed file.

Your feed file is a text delimited file that has a different product item on each line. You create the text delimited file and then submit it to Bing Merchant Centre. After you have created and (optionally) tested a corresponding feed file, it can be submitted to the associated catalogue. There are three different ways to submit: manually, via FTP or automatically download from URL.

Bing Merchant Centre Store (BMC) Creation via Universal Event Tracking (UET)

If you have Universal Event Tracking (UET) enabled, you can use it to verify and create your store in Bing Merchant Centre (BMC). If you have UET tags enabled, for domain validation select Validated using UET tag. Once you select validate domain using UET tag, any matched domains will appear in the Destination URL field. Select the domain for your BMC store and continue the store creation process as usual.

Create a store

Note: The destination URL needs to match the root URL for landing product pages in the feed.

It is important to remember that you must have UET tags enabled on your site to use this method of store creation for BMC. To create a BMC store via a UET tag, you must have at least 50 UET events/tags fired within the last 30 days.

For recently added UET tags with at least 50 events fired from the website, it can take up to 48 hours for the domain to appear in BMC. Bing Ads will look up and verify that the UET tags are associated with the customer registered. Only if there is a match will the domain(s) appear in BMC.

Feed management

Bing Ads API allows you to switch to the Content API for management of your feeds or to FTP easily. For example, you can use the Content API to get information and status updates on your products and then use that to build product groups. Bing Ads API allows you to update pricing and inventory throughout the day, and the FTP allows you to upload the entire data feed once a day. You can update frequently changing attributes like price and availability within one hour.

You can upload a feed file if the feed file is smaller than 4MB. Get started by clicking the store name and then the Catalogue settings tab. Click Create catalogue. Enter the Catalogue info. Under Catalogue info, enter the Catalogue name, select the Location and proceed to set up the feed under Catalogue feed file type. You can select from three different feed types: Local product inventory, local product inventory update and local product feed.

Enter the Feed details. You can opt to automatically download file from URL, upload file using FTP or manually upload file. Click Save.

Note: Pre-order and out-of-stock offers are accepted in feeds. You can bid on these offers and provide the most updated information about product availability

How do I submit local product feeds?

Once you create your local products feed, you must submit your product information through Bing Merchant Centre. Click the store name and then the Catalogue management tab. Click Create catalogue.

Enter the Feed information. Enter the Feed name, select the Location and select the Feed type. You can select from three different feed types: Local product inventory, local product inventory update and local product feed.

Enter the Feed details. You can opt to automatically download file from URL, upload file using FTP or manually upload file. Click Save.

Learn more about the required and optional attributes of a product feed.

Update the feed file

Your catalogue expires after 30 days, which causes the products to stop publishing, so you need to update your feed file regularly. To keep your product information fresh, it is a good practice to upload your catalogue daily.

In Bing Ads, click Tools. Click Bing Merchant Centre. Click the store that you want to update. Click Catalogue Management tab. Click the catalogue that you want to update.

Catalogue Management

Click on the Catalogue settings tab. Use one of the three methods to submit your feed file. Click Finish.

Google feed

Bing Shopping supports the use of Google data feeds for Catalogue feed files. This way merchants won’t have to redo the work already done for Google’s Product Listing Ads.

Bing Merchant Centre will auto-detect the encoding format of Google-formatted feed files. The supported encoding types are:

  • UTF-8
  • UTF-16 (little endian and big endian)
  • UTF-32 (little endian and big endian)

Bing Merchant Centre will process Google-formatted files with the following file extensions:

  • .txt
  • .xml
  • .gz
  • .zip
  • .gzip
  • .tar.gz
  • .tgz

All Google-specified attributes are accepted by Bing. Bing’s requirements for these fields accommodate Google’s requirements (such as min/max lengths) for parity across both merchant centres. However, not all Google’s fields are used by Bing. BMC ignores those that are of no use at this time.

Read more about acceptable Google feed file attributes.

Create a Shopping Campaign

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

Create a Shopping Campaign

 

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 be only 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, to specify when and where you want your ads to show or not 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.

Google Merchant Centre (GMC) Import

If you already have Product Ads running in Google AdWords, you can save time and effort with the Google Merchant Centre (GMC) Import tool and get your ads in front of more customers through Bing Ads.

The GMC Import tool allows you to spend less time maintaining two separate feed files for Google AdWords and Bing Ads, as well as maintain up-to-date product offers by scheduling a regular sync from GMC to BMC.

It is important to remember that you must create your BMC store prior to using the GMC Import tool. The GMC Import tool will only import approved offers. Pending and disapproved offers in GMC will be skipped, and processing times for new offers take up to three days to process and up to 16 hours for existing offers. GMC Import can support 10M offers per market per GMC store.

Google account with a single GMC store

To get started, find Import from Google Merchant Centre within Bing Ads under Tools > Bing Merchant Centre > and click into the Store you wish to manage. Click the new Import tab. Sign in to your Google account.

Shopping settings

A second window will open, and you must choose the Google account associated with the GMC account you would like to sign in to.

Shopping settings

Select Allow to grant Bing Ads access to manage your product listings and accounts for Google Shopping.

Shopping settings

If the user’s Google Merchant Centre account has only one store, this store will be selected automatically, and the user will jump to the import options section. To import from GMC, you must first Create new catalogue within your BMC account.

Shopping settings

To create a new catalogue, enter the catalogue name and the target country and language.

Shopping settings

Select the Bing Ads catalogue(s) you would like to import into from GMC.

Shopping settings

With GMC, you can Schedule import to import product offers daily, weekly, monthly or now. You can also select the day of the week, time of day and time zone for the import.

Notification settings allow you to select notifications for none, only on failures or all imports, and Schedule name allows you to name the scheduled import.

Select the Find and replace string in URL box to include the string to update your Bing product offer tracking URLs.

Confirm the import destination and import source, and then click Import to initiate the import process.

Shopping settings

The Import summary provides an update on the GMC import progress.

Shopping settings

Under the Catalogue management tab, you can see all of your product catalogues and the method used to submit them. This view includes all GMC import catalogues, both completed and in progress. This also displays the date the catalogue was added and its expiration date.

Here you will see all of your product catalogues within your BMC (no matter how the feed was imported). You will also see the date the catalogue was added and the date it will expire if no feed is uploaded before then. 

By selecting a catalogue, we will be able to see its feed summary.

Shopping settings

Click into a GMC import catalogue file to see the Feed summary. The feed summary will show a summary view of the import - what's been published versus rejected. The feed summary will also show the import schedule as well as any feed file details.

  • Catalogue information with the number of published, rejected and pending offers.
  • Import schedules display the import status of any scheduled catalogue imports.
  • Feed file details including the date uploaded or imported and any rejected offers or warnings.

Shopping settings

Learn more about how to import a GMC store from a Google account that has multiple stores.

View scheduled imports & Import now option

Scheduled Imports page displays your import schedules. You can edit the import settings and delete, pause and activate these scheduled imports.

Once a schedule has been set, you can do a one-off import immediately. In the Import tab, go to the Scheduled Imports page, select the catalogue(s) to be imported, and click the Import selected catalogues now button.

Shopping settings

You can create find and replace URL strings for your scheduled imports on the Import Tab > Schedule Imports. Once the Find and replace URL box is selected, the find and replace URL fields will become visible.

Shopping settings

Importing your Google Shopping Campaigns

It is easy to import your existing Google Shopping Campaign. To begin, set up a new Shopping Campaign in your Bing Ads account. If you prefer to use an API to send your feed, access our Content API documentation here.

Use the same feed as you are using for Google Shopping Campaigns.

Importing your Google Shopping Campaigns into Bing Ads only imports your campaign structure – not your product feed itself, which you upload to the BMC.

Shopping settings

Click Import Campaigns, and then click Import from Google AdWords. If you have imported from Google AdWords in the past 90 days, you will see a table that shows you the Date/Time and Google Ads account that was imported.

Click Sign in to Google. Enter your Google AdWords sign-in information, and click Sign in.

Select the Google Ads campaigns you want to import, and then click Continue. Under Choose Import Options, do the following:

  • Choose the appropriate options for What to import, Bids and budgets, Landing page URLs, Tracking templates, Ad extensions and Bing Merchant Centre.
  • Choose if you want to delete ad groups and campaigns from Bing Ads that you have already deleted from Google Ads under Cleanup. Once you remove these campaigns or ad groups from Bing Ads, any associated ads or keywords will also be deleted. Note: Not everyone has this feature yet. If you don’t, don’t worry. It’s coming soon.

Optional: Under Schedule Imports, click When and then set the schedule you want, which can be Once, Daily, Weekly or Monthly. 

  • Click Import or if you want to set a schedule, click Schedule
  • Review the Import summary to see what entities were newly added or updated, or couldn't be imported (skipped). 
  • If you want to review the details of the campaigns and make changes, click View imported campaigns
  • If you want to sync multiple Google Ads accounts into the same Bing Ads, treat each Ad Words account as a separate import. It is recommended that you wait at least a 2-hour time difference between each import to ensure their completion.
Learn more about the key items to check after import.

BSC best practices

You can create product groups based on brand, condition or custom labels. Each ad group within a shopping campaign will be associated with a single product group. This allows you to create highly relevant ads for the items within that ad group. When you define the promotional text for an ad group, all ads within that group will use the same text.

Product groups are used to specify which products from your BMC catalogue should be included in a particular ad group.

Learn more about how to use product groups.

Custom labels are fields associated with each product that you can use in any way you want. For example, custom labels can be used to identify each product as a bestseller, seasonal item, special offer or high-margin item. Custom labels can be particularly useful when creating product groups described below.

Shopping settings

Campaign priority handles cases where the same Product Ad could be displayed from multiple campaigns, such as from your existing Product Ad campaign and your new shopping campaign. The ad from the campaign with the highest priority will take precedence over the same ads from other campaigns, regardless of bids. Generally, you want to ensure your shopping campaign has a higher priority than your Product Ads campaign.
Campaign priority can also be useful if you want to create campaigns around specific events, like sales or promotions, without changing bids across the campaigns.

  • Store ID: As you set up your shopping campaign, you will be asked to link your campaign to an existing store. Make sure to link your campaign to the correct store because you will not be able to change the store once you save your campaign. After that, the only way to link to a new store is to delete the campaign and start over.
  • Product filters: By default, all products in your Merchant Centre Store will be included in the campaign. Use product filters if you want to include only a subset of your products in the campaign.

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

Learn more about best practices for BSC and Product Ads.

Summary

Bing Shopping Campaigns (BSC) is designed to help you create, import, align, manage and edit your Product Ads. It is also meant to showcase retailers’ new, used or refurbished products with an image, price and company name.

One of the most important things to remember when using shopping campaigns and product ads is to use the same strategies you are already familiar with for your other ads. Techniques such as setting appropriate targeting, using negative keywords and regular monitoring are still important. So as you set up your shopping campaigns, don't forget all those best practices you already know.

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

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