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Product & Inventory Feeds at Bing Shopping Campaigns

Google Adwords receives its fair share of coverage in the advertising technology media (most of it warranted), but brands would be wise not to ignore Bing Ads because that offering increasingly deserves some attention too.

Bing rolled out several new features for Shopping Campaigns, the most notable being some dramatic improvements to feed management and optimization initiatives.

Advertisers can now upload — via FTP or manually — an online product inventory update feed with availability and/or price changes as a supplement to the main product feed. This supplemental feed means advertisers (those in e-commerce in particular) don’t have to upload a new main feed every time products go on or off sale, run out or get restocked.

Bing also introduced a way to schedule downloads of the main product feed (with various frequency options including daily, weekly or monthly). The added flexibility will likely be well received by advertisers currently using Shopping Campaigns at Bing.

Bing Ads is also now providing a search term report at the offer level that will show which queries get matched to which products. The report will provide the exact queries that triggered Product Ads at the item ID level. Since advertisers don't actually bid on keywords when they run Shopping Campaigns at Bing, the new feature will make it possible to identify which queries are resulting in untargeted visitors and higher costs and the products being mapped to them.

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