Bing It On: Making the Migration to

Bing Shopping Campaigns

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Elizabeth Marsten, Director of PPC

» Point 1

Remove and improve content.

@ebkendo

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What are Bing Shopping Campaigns?

Powering Product Ads on Bing.com search engine results pages.

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What are Bing Shopping Campaigns?

Through product feeds uploaded into Bing Ads.

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When Does This Happen?

» Beta open now, through a rep

» General release anticipated early July

» No specific sunset date for Product Ads campaigns

We’re just getting started…

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Why Make the Transition?

» Campaign Priority Settings

Low, Medium, High

Quite simply: features and functionality

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Why Make the Transition?

» Create campaigns by product type, brand,

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Why Make the Transition?

» Granular structure over product groups and bids

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Why Make the Transition?

» More Granular Reporting

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Why Make the Transition?

» 29% Lower CPC

Than non-brand text ads

» 49% Higher Conversion Rate

Than non-brand text ads

» 540 Million Retail Searches

Monthly, Yahoo/Bing Network

And of course, cost and efficiency.

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The Difference Between Google & Bing

» Results on the Bing.com SERP

» Related searches

» Rich captions

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Getting Started on Migration

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How to Transition Current Campaigns

» Assuming that you are a current advertiser and do not

need to create a store in Bing Merchant Center

» If not, visit the Bing Ads Help Center for more on how

to create a storefront and send in product feeds

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How to Transition Current Campaigns

» If you’re currently running Product Ads Campaigns

there are two options:

Import from Google AdWords

Create new Shopping Campaigns from scratch and pause the old product

ads campaigns.

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How to Transition Current Campaigns

» Import from Google AdWords

Import from Google AdWords

Imports campaign structure, set campaign priority to medium or high to

make sure the new campaign takes priority over the old Product Ads

campaign

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How to Transition Current Campaigns

Sign into your Adwords

account

Choose the campaigns to

import

Choose the Bing Ads

account to import into

Set your import options

Import!

And of course, login to

Bing Ads to check that

everything went according

to plan

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How to Create a New Campaign

» Select “Shopping” when creating a new campaign

Name campaign appropriately

Set priority (medium or high)

Daily budget

Time zone

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How to Create a New Campaign

» Additional settings

Map product filters from your old Product Ads campaign to your new

Shopping campaign

Note that like AdWords Shopping Campaigns, “grouping” feature is retired

Image credit: Bing Ads

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How to Create a New Campaign

» Check your feed settings

If you did not import from AdWords and you’re building new campaigns in

Bing Ads, make sure that your feed header columns get updated.

Grouping, Label have seen the biggest changes

Take advantage of the expansion of Custom Labels, now up to 5!

Image credit: Bing Ads

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Tips & Tricks After the Transition is Made

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Some Best Practices

» Leave those legacy product ad campaigns running at

first, no matter which option you choose

» Import one or two Google AdWords campaigns, check

settings, import quality and for errors. Let those test

campaigns run and get some data before importing

the rest

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Some Best Practices

» Use those Custom Labels

» Go as deep as you can in category levels

» Don’t forget to use the “excluded” product group

» Use negative keywords. Regularly

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Some Best Practices

» Dimensions tab- use it! See Share of Voice reporting

» Set the catch all or all products bid under any product

group bids

» Don’t lowball new campaign bids at first

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Now What?

» Resources

Bing Ads Help Center

Bing Ads Blog Announcement

» My Favorite Blog Posts on Bing Ads Shopping

Search Engine Land (announcement style)

PPC Hero (vs. Google style)

SEER Interactive (helpful hints style)

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Questions?

@ebkendo

Thank You!