Bing Ads & Bing Product Ads: Fatal 1-2 Punch

By Tinuiti Team

May 14 2014

What’s the difference between Bing Product Ads and Bing Ads?

Bing Ads are a pay per click (PPC) advertising service run through Bing Search which display ads based on terms (keywords) online shoppers type into the Bing search box. Ads related to search queries appear across the Yahoo! Bing Network on search and other sites.

Bing Product Ads are a recent Bing advertising addition which act similar to Google Product Listing Ads. Bing Product Ads are PPC product ads which appear with images on search. Unlike Bing Ads, Bing Product Ads appear based on user intent but are not dictated by keywords.

Similarly, Bing Ads are managed with keywords, whereas Bing Product ads are managed and optimized on a product base for campaign structure and bidding within the Bing Advertising login.

Who should use Bing Product Ads?

Merchants looking for higher click thru on Bing
Merchant looking for more search traffic online
Mechants looking for higher online conversions
Merchants looking for higher conversions on Bing
larger brand presence online
Merchants looking for more volume on Bing
Merchants looking to get more bottom of the funnel traffic

Bing’s search network volume

65 million retail searches yearly
117 million retail clicks monthly
31 million retail searchers NOT on Google
22% of all paid retail clicks in the US
Higher search conversion rates than Google and Amazon (Q4 2013 study)

Bing Product Ads is often cited as Bing’s version of Google Product Listing Ads. Google Product Ads and AdWords ads work in conjunction to increase conversions, ROI and clicks for merchants on Google. Both advertising programs leverage product information but are tailored and managed in different ways which leverage user intent.

When Google Shopping paid ads first appeared many retailers were hesitant to jump on board, but those who did so early reaped the benefits of experience with the program and less competition out the gate.