Product Ads and Bing Shopping Campaigns (BSC) are an amazing duo and they’ve both gotten better with a host of updates that we have made in October. The Bing Product Ads team is very excited to announce the launch of the five key new features below to help you shape your Shopping campaigns just in time for the Holiday Season. These new features can help you reach more users with minimum effort.
- Support for Used and Refurbished Products as part of your inventory
- Product Ads on Bing Mobile
- Beta! Share of Voice Reporting with Impression Share Metrics
- Catalog statuses available via Content API
- Bing Shopping Campaign availability in UK and Australia
If you sell pre-owned products, you’ll be happy to hear that we have recently launched support for Used and Refurbished products. This complements our existing support for New Products. For example, if a user searched on Bing for “refurbished Surface Pro” you wouldn’t specifically be able to target that query to show the refurbished Surface Pros that you had in your inventory, but now you can! And this is how it will show up on Bing:
If you are an existing Bing Product Ads customer, you can get started with just three simple steps:
o Use the “Condition” field to identify the appropriate condition of your products in the catalog feed file. For more information on catalog feed files, click here.
o Upload your product catalog of Used and Refurbished products.
2. Product Groups:
o Create Product Groups by using “Condition” as the attribute and choosing New, Refurbished or Used as the values.
o Differentiate bids for Used and Refurbished products from New products.
o Track performance for Used and Refurbished products using Product Partition and Product Dimension reports that you are already familiar with.
If you are new to Bing Product Ads, click here to get started now.
Product Ads allow you to showcase your products in an impactful ad format that includes custom images, pricing, and company name—and now this awesomeness is on your iOS and Android mobile phones. The best part is that all existing and new Shopping Campaigns are automatically opted-in to show on these mobile devices. Like mobile text ads, you can set the smartphone bid adjustment (-100 to +100) to meet your specific campaign needs.
You can use your existing Product targets or Product Partition reports to get details on the mobile performance.
[Reports > Product Partition Report / Product Dimension Report > Choose your Columns > Attributes > Device Type]
They say good things come in small packages, and you may initially see a small increase in your overall Product Ads volume from mobile traffic. We will continue to work on enhancing the mobile experience and increasing coverage over the coming months.
To help you optimize your Bing Shopping Campaigns, we are excited to announce the availability of Share of Voice reporting using Impression Share metrics. This metric represents the percentage of times your ads were actually shown in relation to the total number of chances your ads could have been shown, based on your product groups, offers, and campaign settings.
Here’s a quick look at the three impression share columns and Benchmark metrics that you will see in the Product Partition and Product Dimension Report in the Reports Tab. [Note this data is not available in the SOV report which is for Search & Content Ads]
Impression Share (IS): How many impressions your product ads received divided by the estimated number of impressions you were eligible to receive.
Insight: A high IS% means that your products ads have been show on most of the search traffic which you were eligible to reach based on your current BSC campaign setting.
Impression Share (IS) lost due to Rank: The percentage of eligible impressions that your product ads were missed because they were not the top candidates in the auction.
Insight: A high IS% lost due to rank means that other advertisers are more competitive when they participated in the same auction with you. To improve your likelihood of your ads being shown, you may need to improve the quality of your product data [offer feed] or increase your bid in accordance with the benchmark metrics.
Impression Share (IS) lost due to Budget: The percentage of eligible impressions that your Product ads are missed because you ran out of budget.
Insight: A high IS% lost due to budget means that you should think about increasing your budget to improve your impression share.
Benchmark Bid & Benchmark CTR: These bid and performance benchmark metrics for your product ads performance enable you to determine if your ads are performing below or above marketplace average.
We understand that it may not be your goal to appear each time your ads have the opportunity to show; however, the above metrics are a convenient way to assess shifts in the competitive landscape as well as ways to diagnose where you're losing Impression Share.
If you don’t see this right away - don’t worry! The feature has a limited release to ensure an optimal user experience once globally released – which is soon!
If you have been using Content API to manage your inventory on Bing Merchant Center, you will be very pleased to know that you will now be able to pull the status report for your catalogs that you submitted via the API. We hope that this will make your job of managing the product inventory easier and help you maintain a healthy state of offers on Bing.
More details on the API can be found here: MSDN Documentation
Bing Shopping Campaigns are now available in the UK and Australia. If you sell products across US, UK and Australia you can now use Product Ads and Bing Shopping Campaigns to target customers across all the three markets and get more volume just in time for the holiday season.
Please make note the 2 settings shown below – one on your Catalog setup and the other one on your Campaign Settings – and you’ll be ready to roll.
For more information on the International rollout and a step-by-step guide to begin, please click here.
We're always looking for feedback on how we can improve Bing Shopping Campaigns to help you do more and work less. We invite you to ping us on Twitter, suggest a feature on the Bing Ads Feature Suggestion Forum, or send us an email with your thoughts to: firstname.lastname@example.org.