Bring rich product information to consumers based on their search
Own More Real
images from an
advertiser’s own product catalog,
Appear in the mainline or sidebar
for searches relevant to product
Capture more real estate.
Use feeds to show ads for more
Product Ads set up
168Mconnect with the 168M million
searchers on the Yahoo Bing Network
Your ads are now
eligible to show on
Bing to searchers
looking for your
Create your Bing
Merchant Center Store
1. Upload your product
catalog to Bing
2. Create a Product Ads campaign –
or import your campaigns from
Google – and create your Product
Getting started and managementGetting strong and manage actively
Optimizing your data feed to get the most from your campaigns
Ensure your product feed file
is properly formatted.
Our crawling agent, bingbot,
must be allowed to crawl
your site or your products will not
Categorize your products so
customers can search and find.
Tax and shipping fields should
contain no text i.e. $ or N/A.
Use Unique Identifiers to help
differentiate products that may
only differ in size, color, etc. They
should be consistent between
Ensure your product’s stock
status is up to date (in stock or
out of stock).
Use a relevant product
description and title.
Use variant attributes – colors,
Use the SKU column to
differentiate your items in terms
of color and size.
Quality data in, quality results out
Nike running shoes
Nike running shoes
Setting up your campaigns
Create at least one Product
Target that targets all products.
Group similar product IDs.
[Nike, women’s, running]
Create additional Product Targets
that include specific brands or
The more specific your product targets are, the more control you have over which product serves.
Creating product target attributes
• Brand: Product’s Brand
• Condition: New
• Product Type: Merchant Category
• BingAds label: Custom Value (multi value)
• BingAds group: Custom Value
• SKU: Parent / Style Identifier
• ID: Product Identifier
• Seller Name: All Products for broker
Optimizing management to maximize results
Campaign set up
Create new campaigns
Create more than one ad per ad
Create at least one campaign
that targets all products in the
Budgeting and bidding
Allocate a similar budget to
Product Ads as keywords for
Continue to monitor the
difference in performance
between your text ads and
Product Ads over time.
Set your initial Product Target
bids to an amount that is equal
to or greater than your current
text ad bids.
Test different versions of
promotional text, alternative
images, and the granularity
of product targets.
Track performance using
including the new Product
Quality time in, quality results out
Building the foundation for tomorrow’s ad experiences
Bigger. Richer. More Useful.
More Engaging. More Valuable.
Retail Vertical Lead
Microsoft, Bing Ads
For more resources on Bing Product Ads, please visit:
or visit us during the show!