How To Set Up Bing Shopping Ads in 2024

In the huge e-commerce market in 2024, it’s not difficult for your products to be lost in the crowd. One platform that’s often neglected but is a significant source of potential, particularly for specific areas and segments, is Bing. Although they may not have the same popularity as Google’s however, they provide unique opportunities because of less competition and more efficient campaigns.
If you’re a digital marketing professional in charge of numerous client accounts or a proprietor of a small-sized company, the treasure trove which is Bing Shopping Ads awaits your exploration.

Bing Shopping Ads
Bing Shopping Ads

Table of Contents

  • What Are Bing Shopping Ads?
  • Why Use Bing Shopping Campaigns?
  • How to Set Up a Bing Shopping Campaign
  • Tips to Optimize Bing Shopping Ads Campaigns
  • Common Mistakes to Avoid
  • Frequently Asked Questions About Bing Shopping Ads
  • Wrap Up

What Are Bing Shopping Ads?

Bing Shopping Ads, which was introduced in 2013, is an advertising product that can place your goods directly within Bing search results. These ads are a type of product listing ads (PLA) displayed when people look for your items or similar ones that give a brief overview including pictures, price as well as store name among other relevant details.

When a user is on the verge of deciding to buy and search for something specific, they need a more detailed preview of what exactly you are offering them. This process can help you get more clicks which in turn will lead to higher chances of being visited by people who have already made up their minds about purchasing from you than any other kind of ad thus making it the most qualified lead generation tool out there.

Key Features of Bing Shopping Ads

  • Detail-rich: Show product image, price, and other necessary information instantly.
  • Targeted Audiences: Capture customers who are looking for your products directly.
  • Mobile-Optimized Display: Adapts for mobile searches so that you can get the attention of people who are always on the move.
  • Bing Merchant Center Integration: Manage your product catalog and campaigns from a single point of operation with ease.

Why Use Bing Shopping Campaigns?

Widening Your Outreach to a Varied Audience

Bing’s market share does not rival that of Google, but it has quite a large audience, especially among some groups of people and regions. It serves as the default search engine for Microsoft devices and is gaining popularity in professional settings. Therefore, Bing can connect with clients who do not make use of Google as their main search tool.

Leverage on Lower Competition

Shows that the competition for ad space on Bing is relatively low compared to Google. It, therefore, means that your ads will not be highly competitive thus increasing your conversion rates. Additionally, cost per click for some keywords is cheaper on Bing which can lead to more efficient use of your marketing budget.

Increased Ad Visibility and Click-Through Rates

Why do visuals outweigh text in this case study? How fast adoring public do see these ads too? Which types of ads should we compare it with for a better understanding of its carousel design and what it offers especially when it comes to showing products?

Alignment with E-commerce Business Models

Reflect your thinking about this point by outlining that if one is in the business of e-commerce then one cannot afford not to use bing shopping ads because designed specifically for retailers and e-commerce sites, shopping campaigns are a natural fit for businesses in this sector.

How to Create Bing Shopping Campaigns


By now, chances are that you’re thinking about the possible benefits, right? Well, it’s time to get down to the business and learn how to create your first Bing Shopping Campaign.

Step 1: Get Your Product Feed Ready

Make it a point to ensure that even before logging into Microsoft advertising, there’s a product feed that meets all of Bing’s necessities. The title, description, price, and image URL should be included in the feed for each product. The campaign is heavily reliant on this groundwork. Some of the things you need to consider when preparing your feed include:

  • Clarity in titles and descriptions as well as their relevance to keywords.
  • Use clear, high-quality images.
  • Prices should always be current while stock levels should be always filled up for replenishment whenever they are low.

Step 2: Make an Item Advertisement

Log in to your Bing Ads account and click “Import” to start. Then, choose “Product ads” and complete all necessary fields. This entails naming the campaign, setting the bid, and choosing the language as well as selecting where you want your items to be sold (country).

While you are creating an ad:

  • Put your products under relevant categories.
  • You should also use a language and currency that corresponds with your target audience.

Step 3: Arrange Your Product Groups

When you create product groups you can manage bids, and prioritize and segment your products based on custom labels or attributes of the item itself.

For you to have effective product groups:

  • Subdivide your products by season, price, or best-sellers by using custom labels.
  • Make sure that your bids align with the performance of your product while still being reasonable.

Step 4: Optimize Your Campaign

When your campaign is live, monitor its performance regularly. Use Bing’s analytics tools to determine which products are doing well and which are not.

Below are some optimization pointers:

  • Change the bids for products that are doing well at the top to increase visibility.
  • Stop or adjust bids for products that are not performing well.
  • Test different ad formats and placements to find the best-performing content.

Tips for Making Bing Shopping Ads Campaigns Better

Update product feeds regularly

It is necessary to keep your product feed updated with the correct inventory, prices, and availability information. Updating ads constantly will make sure they reflect the latest product information.

Improve the Titles and Descriptions of Products

The product titles and descriptions ought to be convincing enough to include relevant keywords that are frequently used to increase the chances of the products being found through search engines.

Use Negative Keywords

These are words or phrases which when used with ads about certain products would prevent such ads from being displayed during searches irrelevant to those products. This means one has to frequently check search term reports and add negative keywords for better targeting.

Experiment with Different Images

Remember that shopping ads rely heavily on visuals therefore different images can greatly affect their performance. Try various product pictures and identify the ones with the highest CTRs as well as conversion rates

Make use of insights driven by data

These will help you know when to adjust your bids, create product groups, or change targeting settings based on how individual items have performed before. Use Bing intelligence tools such as analytics and performance data for this purpose too

UTM Tracking Parameters Implementation

You may evaluate campaign results more accurately if you utilize UTM tracking parameters within Bing or other third-party platforms

Common Mistakes to Avoid

Ignoring Feed Quality

The foundation of your shopping campaigns is made up of your product feed. It can be very costly in terms of ad disapprovals and loss if you do not keep this accurate and up to date at all times. Review the feed regularly to ensure that it meets Bing’s guidelines

Errors in Conversion Tracking

Make sure your conversion tracking is done right. Marketing campaigns need to measure up with accurate data without which they cannot be optimized at all

Overlooking Search Term Reports

Always go through your search term reports frequently so that you can identify which terms trigger your ads. Utilize negative keywords to avoid showing your ads for irrelevant queries

Failure to Test Bids and Budgets

While Bing’s automated bidding strategies may offer some assistance, they are not foolproof. Regularly test different bids and budgets to establish which strategy is the most cost-effective for your products

Frequently Asked Questions About Bing Shopping Ads

How Long for Bing Shopping Ads to Show Results?

Your product offering, competition, and ad strategy will determine outcomes but generally start seeing performance soon after your ads go live.

Can You Do Bing Shopping Ads Without Microsoft Advertising?

No. Microsoft Advertising is what Bing Shopping Ads are managed and optimized through. 

Can I import my Google Shopping campaigns to Bing?

Although there is no direct import feature, it is possible to make Bing Shopping Campaigns by using the same product feed as your Google Shopping. However, you will still need to set up campaigns and ad groups on Bing Ads.

How can I track conversions from my Bing Shopping Ads?

Put a UET tag in your Bing Ads for conversion tracking from your Shopping Ads. Place the UET tag on your site and it will begin recording when users view specific pages or take actions that are valuable to you, such as making purchases or filling out lead forms.

Wrap Up

Getting started with Bing Shopping Ads may look hard at first, particularly if you are used to a more simple advertising platform. Nevertheless, the access to another market and the inexpensive cost of advertising make it worth it. Following the steps outlined in this blog post along with being aware of common mistakes will set you up for success when running your Bing Shopping Ads in 2024 onwards. Armed with these insights and some patience, you could soon start reaping benefits from an outstanding Bing Shopping Ad strategy.

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