Just in time for the holiday season, Bing Ads’ has announced a series of updates to Shopping campaigns and Product ads.
Additionally, Bing also started a pilot of a new feature that will let advertisers on its search advertising platform to add weekly flyers as an extension to text ads.
Here is an overview of the enhancements announced.
Automatic Item Update
A Bing Shopping Campaigns feature is designed to help advertisers in keeping their product catalogs up to date.
Automatic Item Update automatically syncs Bing Merchant Center feeds to a site’s price and product availability microdata when the site is out of product inventory or a price change happens.
Key benefits of Automatic Item Update include keep product offers up to date to serve all the time and drive customers to in-stock product offers.
Bing allows to automatically update product offers in the Merchant Center with the following information:
- Price only
- Product availability only
- Both price and product availability
Here is an overview of automatic item update:
Bing Ads’ advises to regularly update feed file automatically or via FTP or manually.
Automatic Item Update cannot be used to substitute updating data feed.
Multiple Images in Product Ads
Product ads now support multiple images along with larger product images to give users a better perspective of products.
Advertisers are now allowed to add up to 10 more images per offer in their product offer feeds.
In total, the update gives advertisers an ability to use up to 11 images in product ads (one main image plus 10 more images).
This feature is now available on Bing Ads PC traffic. It will soon available on mobile as well.
Here is an example image of multiple images:
Bing has now begun to show product descriptions on the Shopping page as seen in the example above.
Bing says advertisers must give correct and useful descriptions for each of their products. This will help visitors on Bing.com in learning more about products.
An example image of product description display:
In case of incorrect information of any kind, a warning will appear in Bing Merchant Center. Here are some example descriptions that may trigger this warning:
- Product title passed as a description
- Placeholder text such as “Coming Soon”
Additionally, Bing will also be utilizing attributes like color and size to help the user find out more about products.
Currently, ratings on product ads are shown to only ads that have rating and review data available.
Bing is now expanding this coverage to give a more authentic rating and review content through the partnership with Bazaarvoice.
This will help Bing to tell merchants about poorly formed product descriptions.
Bing Ads Flyers
Flyers a new pilot project aims to help advertisers promote their weekly flyers of the latest and best deals to consumers using Bing Ads.
Flyers can appear as:
- A flyer extension in text ads
- A flyer product ad on the Bing search page on retailer specific queries such as “Retailer + weekly Ads” or “retailer + Black Friday/Cyber Monday”
- A flyer product ad carousel on generic queries such as “weekly deals” or “weekly sales”
These visual extensions are shown in conjunction with text ads either as a Flyer Carousel or Flyer Product Ad.
See the example images of Flyers below:
The Flyer Extension will need to include the Bing Merchant Center store during setup.
Some important points about Flyers:
- User clicks on the Flyers will be directed to the destination URL and charged a cost per click.
- Standard performance reports are available, including impressions, clicks, click-through rate, spend, and average cost per click. Use the ad extension by ad and ad extension by keyword reports.
- Flyer Extensions work in combination with other ad extensions.
This a pilot feature that is now only available to advertisers in the U.S. It’s not open to non-managed customers.
“The Flyer Extension is now available on Bing Ads, and the Flyer Carousel page and Flyer Product Ad on the Bing search page are coming soon,” says Bing.
In order to take part, advertisers will have to contact their Bing Ads account team.