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.
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 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)
- 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
Step 1: Tools> Campaign Analytics
Navigate to the Tools section and select Campaign Analytics within the Performance Analysis Tools section:
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:
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:
Step 6: Check Out Page
Copy the code that appears and place it on the appropriate check out page:
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