What You Need To Know About Bing Product Ads

While Bing Product Ads are similar to Google Product Listing Ads on many fronts, Bing Product Ads use different terms than Google, do not feature a comparison page and additional different options for advertisers:

• • Only available in the US
  • Appear on the Yahoo Bing Network
  • Do not use a comparison page
  • Bing displays a maximum of 6 Product Ads at a time

 

How To Set Up Bing Conversion Tracking

Before you can leverage Bing Product Ads, you need to make sure you are able to track your Bing Ad performance.

Below are seven easy steps to help you set up Bing Conversion Tracking efficiently. 

Bing Conversion Tracking Requirements:

• Bing Ad Center login
• Custom JavaScript code (allows revenue to be tracked)

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Step 1: Tools> Campaign Analytics

Navigate to the Tools section and select Campaign Analytics within the Performance Analysis Tools section:

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Step 2: Create Goal

Select the account and click Create Goal:  

Make note if the client has more than one log in and select the correct account during this step.

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Step 3: Naming

Set the Goal Name and Conversion Step Name, then click Add Step:

These names are arbitrary, however, it is suggested using “Order,” “Conversion,” or “Revenue” to keep the names relevant.

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Step 4: Configure Revenue, Cost and Duration

There are three settings which need to be configured next:

• Revenue to Track: Always select “variable”
• Cost to Track: Select Tax & Shipping
• Number of Days: 30

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Step 5: Save

Click Save & Generate:

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Step 6: Check Out Page

Copy the code that appears and place it on the appropriate check out page:

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Step 7

Create custom JavaScript code.

 “Write a JavaScript function to return the transaction amount. Next, call the function from the tracking code generated for your webpage. The revenue totals based on these options will appear in your Conversion tracking reports.”- Bing

Most tracking codes have revenue variables where the retailer enters a code that corresponds to the order total, or subtotal. For example, in the Google AdWords code, the retailer would put the code for the order total in the conversion value field.

Unfortunately, Bing’s code does not work that way.  First, retailers must create a completely separate piece of code that pulls in the order total. Then, the Bing conversion tracker will pull data from that separate code and properly track revenue.

Once you have Bing Conversion Tracking set up, you’ll want to:

• Claim your domain and create a Bing Merchant Store
• Send your inventory to Bing using your Ad catalog
• Create a Bing Product Ad
• Follow Bing Product Ads best practices