With the Bing Product Ads (BPA) program now a little over 2 weeks old, the focus for retail advertisers now moves from campaign setup to campaign optimization and testing best practices.

Of course, if you’re not a BPA early adopter then you’ll probably want to get the setup process covered first.

Optimal ad group structure is a debate that carries over from Google Product Listing Ads into the Bing Ads login. Bing’s new program, which is very similar to the traditional-style PLA format (pre-Shopping Campaigns), will carry on many of the structural best practices that worked well for PLAs.

Ad Group Structure

Bing has a couple suggestions of their own right off the bat:

  • Group products by type or feature
  • Product Targets based on brands, product categories, or products that align with your business goals will often perform better than more specific ones like SKU-level Product Targets.
  • At the very least, create a Product Target that contains all of your products (All Products) to act as a catch-all and ensure that every product is being bid on. Typically this bid will be lower than any other Product Target bid.



This is a simplified representation of a sound way to structure your Product Ads campaign.

Let’s run through the above graphic. It’s important to keep in mind that creating product targets around brands, product categories, and custom labels should be data-driven. Identifying your top brands and products is also a key step early on when structuring your campaign.

  • All Products: Self explanatory, ; it contains all of your products so that you know your entire catalog has an opportunity to drive clicks.
  • Category or Type: This 2nd tier group should warrant the next highest bid. It pulls from either the B_Category or ProductType (both optional) columns in your feed.
  • Brand: These are important to include if you’re a retailer who carries a lot of brands or have a brand-drive inventory. Brands are more specific and targeted than product categories, so typically these receive the next highest bid.
  • Custom: This highest tier of product targets can range widely from high AOV products, seasonal products, best sellers, etc.

The first 3 tiers are fundamental pillars of a campaign while the 4th tier requires more sophistication and may require several months of data to come in before creating. As a side note, I would advise against breaking out your campaigns with all SKU-level product targets. Doing so with a large feed can make campaign management unwieldy.

Need more info on Bing? Check out our upcoming Webinar (with Bing) and Guide:

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