In the summer of 2015, Bing launched Bing Ads Shopping Campaigns. Migrating means increased functionality and features, ease  of management and of course, continuing to be seen in shopping results. With 540 million retail searches happening a month on the Bing/Yahoo network and 29% lower CPC and 49% higher conversion rate than text ad counterparts, let’s face it – shopping ads are where it’s at. Elizabeth Marsten of CommerceHub shows you how to make the migration, pitfalls to avoid, and some tips to make the most of the transition.   Highlights include: *How to transition your current Bing Ads/product feed set up to Bing Ads Shopping Campaigns *New features/functionality available for Bing Ads shopping campaigns *Best practice tips to launching on the right path

1. Bing It On:
Making the Migration to
Bing Shopping Campaigns

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Elizabeth Marsten, Director of PPC
» Point 1
 Remove and improve content.
@ebkendo

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What are Bing Shopping Campaigns?
Powering Product Ads on Bing.com search engine results pages.

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What are Bing Shopping Campaigns?
Through product feeds uploaded into Bing Ads.

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When Does This Happen?
» Beta open now, through a rep
» General release anticipated early July
» No specific sunset date for Product Ads campaigns
We’re just getting started…

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Why Make the Transition?
» Campaign Priority Settings
 Low, Medium, High
Quite simply: features and functionality

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Why Make the Transition?
» Create campaigns by product type, brand,

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Why Make the Transition?
» Granular structure over product groups and bids

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Why Make the Transition?
» More Granular Reporting

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Why Make the Transition?
» 29% Lower CPC
 Than non-brand text ads
» 49% Higher Conversion Rate
 Than non-brand text ads
» 540 Million Retail Searches
 Monthly, Yahoo/Bing Network
And of course, cost and efficiency.

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The Difference Between Google & Bing
» Results on the Bing.com SERP
» Related searches
» Rich captions

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Getting Started on Migration

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How to Transition Current Campaigns
» Assuming that you are a current advertiser and do not
need to create a store in Bing Merchant Center
» If not, visit the Bing Ads Help Center for more on how
to create a storefront and send in product feeds

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How to Transition Current Campaigns
» If you’re currently running Product Ads Campaigns
there are two options:
 Import from Google AdWords
 Create new Shopping Campaigns from scratch and pause the old product
ads campaigns.

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How to Transition Current Campaigns
» Import from Google AdWords
 Import from Google AdWords
 Imports campaign structure, set campaign priority to medium or high to
make sure the new campaign takes priority over the old Product Ads
campaign

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How to Transition Current Campaigns
 Sign into your Adwords
account
 Choose the campaigns to
import
 Choose the Bing Ads
account to import into
 Set your import options
 Import!
 And of course, login to
Bing Ads to check that
everything went according
to plan

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How to Create a New Campaign
» Select “Shopping” when creating a new campaign
 Name campaign appropriately
 Set priority (medium or high)
 Daily budget
 Time zone

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How to Create a New Campaign
» Additional settings
 Map product filters from your old Product Ads campaign to your new
Shopping campaign
 Note that like AdWords Shopping Campaigns, “grouping” feature is retired
Image credit: Bing Ads

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How to Create a New Campaign
» Check your feed settings
 If you did not import from AdWords and you’re building new campaigns in
Bing Ads, make sure that your feed header columns get updated.
 Grouping, Label have seen the biggest changes
 Take advantage of the expansion of Custom Labels, now up to 5!
Image credit: Bing Ads

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Tips & Tricks After the Transition is Made

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Some Best Practices
» Leave those legacy product ad campaigns running at
first, no matter which option you choose
» Import one or two Google AdWords campaigns, check
settings, import quality and for errors. Let those test
campaigns run and get some data before importing
the rest

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Some Best Practices
» Use those Custom Labels
» Go as deep as you can in category levels
» Don’t forget to use the “excluded” product group
» Use negative keywords. Regularly

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Some Best Practices
» Dimensions tab- use it! See Share of Voice reporting
» Set the catch all or all products bid under any product
group bids
» Don’t lowball new campaign bids at first

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Now What?
» Resources
 Bing Ads Help Center
 Bing Ads Blog Announcement
» My Favorite Blog Posts on Bing Ads Shopping
 Search Engine Land (announcement style)
 PPC Hero (vs. Google style)
 SEER Interactive (helpful hints style)

25. Thank You!