Bing Ads brings in the flexibility in managing feed updates, with a new ability "scheduling to automatic feed" downloads, alongwith more insights to optimize product titles using "offer-level search term report."
Online product inventory update feeds
For product attributes that you update frequently, like price, availability and sale price, you can easily make updates using the online product inventory update feed. This will help you keep your product information fresh at all times. You'll continue to use the main product feed to submit product data offers at least every 30 days.
With this new feed, you can reduce the processing time for frequently changing attributes. Also, feed management is easier because you'll be sending updates only for product offers that are changing.
Using Bing Merchant Center, advertisers can now upload online product inventory update feed — via FTP or manually — alongwith update to price or availability and or both. When the appropriate data is Bing will update it for you. "Start sending us update feeds, and have the latest data available for searchers in no time," Bing said.
Scheduled Feed Download
Advertisers also now have more flexibility for downloading product feed at whatever time works best for them as scheduling frequency of daily, weekly or monthly is now available to choose alongwith the automatic download setting in Bing Merchant Center. Once you designate the time, Bing Ads will automatically download the feed.
Search term report at product offer level
As the name suggests, the new report provides the exact queries that triggered product ads at the product item ID level. This report will will offer insights into which queries were triggering which ads.
Previously, the search term report was only available at the campaign, ad group and keyword levels.
Bing Ads points the following major benefits of this new report including:
- Easily pinpoint which queries are resulting in untargeted visitors and higher costs, and the products that are being mapped to them.
- Optimize product titles to be more relevant to search queries such as seasonal triggers— for example, "If you're selling personalized photo frames and you notice seasonal surges in search queries (for example, with Mother's Day approaching, you could see a surge in queries like Mother's Day gifts, Mother's Day photo frames), it would be beneficial for you to experiment with adding the occasion in front of the product title and change it seasonally to match what customers are searching for," Bing Ads explained.