Structuring Your Bing Product Ads Campaign

By Tinuiti Team

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:



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.

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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