Bing product ads

Making the Transition to Bing Shopping Campaigns

What are Bing Shopping Campaigns?

Bing Shopping Campaigns were rolled out to better manage Bing Product Ads campaigns that were initially launched to show product ads alongside text and organic listings on search engine results pages.

Bing Product Ads provide more space on the search results page including real-time, specific product information from your Bing Merchant Center store catalog.

Bing Product Ads are a feature parity with Google AdWords but with a couple of key differences. Google shows their PLA ad units on google.com search results, google.com/shopping results and on mobile devices, and includes a new, experimental, transactional feature: Purchases on Google.   For a complete history of Google Product Ads check out this presentation  I did for MozCon last year.

Bing Product Ads show on Bing.com search results pages, plus there is a free, bonus option of rich captions that include price and inventory data from the product feed that show in organic search results.

 

Bing shopping campaigns 2

Bing Product Ad with rich text

Another thing that both Google and Bing have in common is that they are powered by product feeds through a Merchant Center.

What’s New with Bing Shopping Campaigns?

In a nutshell: greater control, granularity and insights into performance, traffic and what’s working and what’s not.

  • Overall control that equals time management savings
  • Bidding granularity by product groups
  • Campaign priorities (assigning low, medium and high)
  • Deeper granularity to review and bid by product within the Bing Ads UI
  • Share of Voice reporting (benchmark reporting for impressions, clicks, CTR, CPC)
  • Custom Labels (up to 5 can be added within the feed)
  • Dimensions tab reporting with at a glance views of Category and Product Type levels, brand, item and store IDs
  • Import Google Shopping Campaigns directly into Bing Ads to save on time to migration
  • Grouping and Label attributes are being retired from the feed and as an option for segmentation

Additionally, Bing Ads has seen some great results for merchants on Product Ads:

  • 29% Lower CPC (than non-brand text ads)
  • 49% Higher conversion rate (than non-brand text ads)
  • 540 Million retail searches (monthly, Bing/Yahoo network)

As a side note, it is important to effectively manage your Bing Shopping Campaign product group units and their performance.  As of last week, you can now manage your Bing Shopping campaign directly within the Campaign Manager included with DemandStream.

Best Practices to Make the Transition

Since Bing Shopping Campaigns were built in parity to Google Shopping Campaigns, I recommend borrowing from the late 2014 transition (don’t worry if you didn’t save your notes, I’ll share mine below).

There a couple of different ways to make the transition:

  1. Import your AdWords shopping campaigns directly into Bing Ads
  2. Create new Shopping Campaigns and start from scratch
  3. Follow a hybrid, import your Google Shopping Campaigns with some modifications.

The CommerceHub DemandStream solution has a feature called Structure Assist that enables a hybrid of both methods – which is what I really recommend if you have a large, complex and/or very well broken out (multiple campaigns and product groups- such as in the 100’s) structure. Structure Assist is a powerful and intuitive wizard that enables you to rapidly build out multiple shopping campaigns, complete with ad groups, product groups, ads and bids. Currently supporting Google Shopping Campaigns, we plan to make Structure Assist widely available for Bing Shopping Campaigns in very early Q4.

That said, because Bing Ads doesn’t have the volume that Google does, you really don’t need to get extremely granular. In fact, if you do, you might actually be creating product groups that are too small to  achieve the volume you need to make decisions of statistical significance, in addition to not providing Bing with enough data to make good serving decisions.

Here are my top recommendations for a smooth transition:

  • Name your new campaigns accordingly – something like BSC – Name or Shopping – Name
  • Adjust your outgoing feed to include the new attributes (Custom Labels 0-4, and remove the Grouping and Label attributes)
  • Create/import your new Shopping Campaigns and run them concurrently with your old Product Ads campaigns
  • Set priority of the new campaigns as “high” and the old Product Ads campaigns as “low”
  • Turn the bids down lower on the old Product Ads campaigns, but not off
  • Set the bids in your new Shopping Campaign higher than anything in the old Product Ads campaigns)
  • Let both types of campaigns run until the new Shopping Campaign has started to pick up at least 80%+ of the traffic – once that happens, pause the old Product Ads campaigns
  • Your new campaigns may take up to 48hours start garnering traffic, so make sure not turn off Product Ads campaigns quite yet.
  • Set “all products” campaigns or product groups to the lowest bid overall
  • Don’t forget to utilize negative keywords in your new Shopping Campaigns

Personally, I’m excited for these new campaigns and am looking forward to increased functionality and control, traffic volume and eventually, more mobile traffic to product ad units. If you’d like to learn more about using Structure Assist with Bing Product Ads or other useful tips on getting started with DemandStream and Bing, check out our learning center,  give us a shout or find me on Twitter at @ebkendo.

Bing it on!