How to Use Bing Shopping Ads

by | Jul 24, 2015 | Blog, Ecommerce, Magento Performance, Marketing, News, SEO | 0 comments

At Web 2 Market, we’re crazy about Magento. But we’re especially crazy about our clients and helping their e-commerce businesses thrive. That’s why we’re taking this opportunity to tell you about this inexpensive advertising opportunity using Bing Shopping Ads.

bing shopping ads

Bing Product Search

Seems like merchants are always looking to sell more. But they frequently overlook easy and free ways to promote their products. Another example is Bing Product Search. While Google is the 800 pound gorilla, Bing generates sizeable traffic and is growing. It only takes a couple hours to set up an account, generate a product feed, and start generating traffic and sales.  Therefore, you will sell more if you add Bing Product Search to your tool set. Here’s an example of how search results look in Bing.  Most noteworthy, notice the product ads to the right of the organic search results.


In this post, we’ll walk through the process of setting up a feed from your site to Bing.  Next, we’ll optimize the display within the search results, and configure the account within Bing. We’ll explain the differences between free and paid advertising options.  Finally, we’ll also let you know what you can’t submit to Bing Product Search.

First Create a Feed to Submit to Bing Shopping Ads

The first step is to create a feed to submit to Bing. The feed is a CSV file that includes the product data they’re looking for. If you’ve got only a few products, you can use Excel to create the file using the format found here.

But, if you’re like most merchants, you’ll have hundreds or thousands of products.  In addition, you’ll also want to automate the process so daily updates happen automatically. If that’s the case, use a 3rd party extension. Here are a couple good ones: (for AbleCommerce) (for Magento)

Once you or your developer has installed the plugin/extension, you’ll be ready to submit the feed file. The next step is to configure your Bing account to accept the feed file (if you don’t yet have a Bing account, create it here.)

How to Create a New Product Ad Campaign

After creating a feed to submit to Bing and configuring your Bing Shopping Ads account, you are ready to create a new product ad campaign. To create a campaign, follow these steps:

1. First of all, create a new Product Ad Campaign.


2. You’ll be prompted to create a store.


3. Select your store.


4. From within your Store settings, add a description and check the Product Ads and Rich Captions check boxes and save.


5. From within Catalog Settings, note the Source URL. This file location on your site will also need to match the location of the feed file.  This was created by the extension/plugin installed in the step above.


6. Next return to the Campaigns tab within Bing Shopping Ads. Choose Create Campaign and Product Ad Campaign again. There are many options you can select as you create campaigns, but for your first campaign, let’s keep it simple. Fill in a Campaign Name, Extension name (like All Web 2 Market Extensions, for all our products), some minimal bid, and Promotional Text (e.g. Excellent Magento Extensions!). Finally, click Save, and you’re done!


7. Finally, an optional piece is to get your products displaying, and highlighted, within the organic results. Here’s an example:


Note the blue text, price, and availability listed within the organic results. Getting this seems pretty easy: Just install the free extension found here. That’ll give Bing the extra data it needs to highlight your products in the organic results.

Items Bing Product Search Will Not Accept

Finally, there are some products Bing won’t accept:

  • alcohol
  • Also Deceptive products and services
  • Drugs and related paraphernalia
  • Also, fireworks and explosives
  • feeding
  • In addition, tobacco and electronic cigarettes
  • Finally, weapons, knives, firearms, and ammunition

Bing Product Search is Worth the Effort

It’s a couple hours of work, but once in place, your product ad campaign will run and keep generating traffic and sales. There’s no time like the present to take advantage of this advertising opportunity! Finally, if you need help setting this up on your Magento site, contact our Magento and AbleCommerce experts today.  We’ll help you set up Bing Product Search for your business, because you want to sell more!


Web 2 Market Digital Marketing Case Study

American Technical Publishers (“ATP”) is an industry leader in textbook publishing for career and technical training. Founded in 1898, the company sells worldwide through its website on the domain and by phone order. As ATP improved its product...

How to GDPR prepare your online store?

GDPR or General Data Protection Regulation is an updated version of the 1995 Data Protection Directive. With the advance of the different ways we go on the internet, a more defined law was in demand. The GDPR is drawn to protect the rights of all the European Union...

Learn how eCommerce with Magento helps expand Online Business

Online shopping is a billion dollar industry. And Magento has cornered the eCommerce market with more than 250,000 online stores in America alone. The reputation is because of the Magento program’s ability to fit any online business. All that stops you from standing...

Magento website templates – How the right template can boost sales?

Magento is an out of the box eCommerce software. And it also has a free Community version which is the most popular. Because of the way Magento is set up, no two online stores look and feel the same. The uniqueness comes from the way the store is designed using...

Hosting for Magento – How to find the right hosting for eCommerce stores?

Magento is a huge program to host. Without a great hosting partner, the Mage program loses all its benefits. Coded on the PHP framework, Magento is a very popular program that comes without a host. The one click out of the box store is easy to install. However it is...

eCommerce Magento theme – How to choose the right theme for your online store

eCommerce Magento theme involves different ways to go about it. Magento is an open source program which comes with a theme and a blank theme file which can be worked on. This helps online stores to add unique features to their store. For example, you can create blocks...

Magento site – What are the basic features for an online store

Magento is a huge program that is popular among eCommerce owners. All you need is to install Magento and set up the store. This out of the box solution even allows people to customize the store. However the customization should be undertaken by an experienced person....

Free Magento templates for Community and Enterprise stores

Magento has changed the eCommerce industry by providing the out of the box store solution. No matter what type of products you sell, Magento fits. Most business owners are however not very in tune with how to setup their eCommerce store. This includes finding the...

Magento Free templates – Tips to choosing the right store template

Magento offers a lot of potential for eCommerce store owners. It is open source, and provides an out of the box easy solution. This means the store is flexible to design and code according to your requirements. The very first thing that most store owners look for is a...

Design Magento – Three design tips for every online store owner

Magento is a very popular eCommerce program with online store owners. The way you can design Magento stores is unique. This of course leads to creating your very own branded store. There are however some things to consider when designing your store. Let’s look at just...