In March of 2014, Bing announced Bing Product Ads, a new ad program which highlights product display ads in Bing search for all US advertisers.

Bing Product Ads are eerily similar to Google Product Listing Ads, and offer merchant similar opportunities for clicks and conversions on Bing search.

FREE GUIDE: How to Succeed with Bing Product Ads

Below are some of the major elements of Bing Product Ads you should be familiar with, and how they relate to Google Product Listing Ads. In the following article we cover:

  • What are Bing Product Ads?
  • Bing Product Ads vs. Google Product Listing Ads
  • How to Set Up Bing Conversion Tracking

 

What Are Bing Product Ads?

Should you create Bing Product Ads and how can you get started?

Bing Product Ads are CPC ads which appear on Bing search and highlight product information to the right of search with images. Bing Product Ads also utilize Yahoo Bing Network traffic which includes 65 million retail searches and 22% of retail paid clicks.

Here is an example of a Bing Product Ad:

Bing Product Ads in search

 

Bing Product Ads vs. Google Product Listing Ads

Both Bing Product Ads and Google Product Listing Ads are opportunities for merchant to leverage products on search. Here are some of the major elements of both Product Ads programs which are the same:

    • Appear to the right of search results
    • Feature product images
    • Link to a merchant’s site
    • Features inventory images and related information
    • Features advertiser information, pricing and promotional text (optional)
    • Highlights products to Bing searchers
    • Charge advertisers a fee for every click- a cost per click (CPC)

     

Bing product ads vs. PLAs
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)

Step 1: Tools> Campaign Analytics

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

bing-product-ads-analysis-tools


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.


Step 3: Naming

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

bing-product-ads-goal-settings

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


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


Step 5: Save

Click Save & Generate:

bing-product-ads-save


Step 6: Check Out Page

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


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

 

 

The Google Shopping Guide: 2017 Edition

Next-Level Implementations in 2017 for Advertisers on Google
 

About the AuthorMary Weinstein is the Director of Content at CPC Strategy, and an expert in Retail Search, Google Shopping and Digital Marketing. A NY native, Mary spends her time educating online merchants, hiking and drinking copious amounts of coffee. You can also find her work on SEW, SEMRush, MOZ and Practical Ecommerce. See all posts by this author here.