Bing Product Ads setup

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. 

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 retial searches and 22% of retail paid clicks.

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)

 

Free Guidebook: How to succeed with Bing Product Ads

 


 

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

Learn how to set up Bing Product Ads:

Bing product ads setup


Get the latest digital marketing insights and trends delivered straight to your inbox.

*By submitting your Email Address, you are agreeing to all conditions of our Privacy Policy.

Shares
Share This