How To Set Up Microsoft Shopping Campaigns (Bing Shopping Ads) For E-Commerce Store On Shopify
Microsoft Shopping Ads (Bing Ads) can become an effective way to promote eCommerce projects and attract leads in addition to Google Shopping campaigns.
In this article, we will give you a step-by-step guide on how to set up Microsoft Shopping campaigns.
Microsoft Shopping campaigns are available in the following countries:
- United Kingdom
- What is the Microsoft Shopping Campaign
- Add your store to Microsoft Merchant Center
- Create a product feed on Shopify
- Upload your feed to the Microsoft Merchant Center
- Set Up Microsoft Shopping Campaigns
What Is a Microsoft Shopping Campaign?
Microsoft Shopping Ads are similar to Google Ads. The ad contains an image, ad copy, price, and additional information about the seller (rating, etc).
These ads visually stand out from regular search ads and organic search results. So the users can make a decision about a purchase before they visit your website.
Here’s what a Shopping ad campaign looks like on Bing:
We’ll run ads for your store, and you’ll be profitable in 60 days.
If you aren’t, then you’ll get the next month for free.
Add Your Store to Microsoft Merchant Center
Select the Tools section on the main page in the upper right corner and select the Merchant Center:
Select Create Store:
Specify the store name, select confirmation via the UET tag or Webmaster Tools, select or enter the store URL and enable automatic verification of the SSL certificate (if your URL contains https):
You must have at least 50 events recorded by the tag or the tag itself must be launched on the site within the last 30 days to confirm a store via a UET tag. In this case, the store confirmation can take up to 48 hours.
If the UET tag has just been created and has not accumulated enough data to create a store, you can confirm it with Bing Webmaster Tools http://www.bing.com/toolbox/webmaster
Log into Webmaster Tools with your existing Microsoft Ads account. In the Profile section, fill the information About Me, Contact Preference, and Alert Preference.
In My Sites section, enter the store URL and click Add. Add information about your website. Complete one of the proposed verification options and click Verify. The dashboard will be available once the URL is verified.
Create a Product Feed on Shopify
To create a product feed in Shopify, install and configure the Feed For Google Shopping app in your Shopify account:
The decision to choose this app was based on our experience with different applications. It is the best in terms of cost and functionality ratio. In addition to Microsoft Ads, this application is also useful for Google Merchant and Facebook Shopping Ads.
You can use any other suitable app.
You can also import a product feed from the Google Merchant Center.
Upload Your Feed to the Microsoft Merchant Center
Go to the Feed For Google Shopping app, then to the Integrations section, and link the account in the app to your Microsoft Ads account:
The feed will be uploaded to your Microsoft Merchant account and will be updated automatically:
If you are importing a feed from Google Merchant, go to Import -> New import and follow the instructions.
Set Up Microsoft Shopping Campaigns
You have two options for Shopping Campaigns on Microsoft Ads:
- Standard Shopping Campaign,
- Smart Shopping Campaign.
The first type of campaign will give you more control. The Smart Shopping Campaign will give you the chance to maximize the return by using automated bidding and targeting on Microsoft Search Network.
Set Up Standard Microsoft Shopping Campaigns
Go to the Campaigns page, click Create campaign:
Choose the goal for the campaign: Sell products from your catalog
Choose the kind of ads you want to run – Search Ads or Audience Ads
Set a campaign name, budget, bid strategy, check advanced settings.
Set a high priority for your Microsoft Shopping campaign, select your store, which products you will advertise (all or filtered)
Set the region, other necessary settings, and Save the campaign.
If you decided to advertise all products, you must divide them into product groups. Enable flexible bid management for each group based on information about the margin or ROAS. As a result, the advertising budget will be managed efficiently.
To divide products into groups, select an ad group, go to the Product groups section and click on the arrow next to All products button.
Select the parameter to divide the products. Then mark the categories you want and save:
We divided products by Category, Product type. Other parameters are available, for example, Brand, a manually created parameter (Custom label), and other.
Each category can be subdivided up to 7 times:
Set up different bid strategies for different products (based on their margin or ROAS). After collecting statistics, you can use the automatic Target ROAS strategy:
Set Up Microsoft Smart Shopping Campaigns (Bing Smart Shopping Ads)
Follow the same steps to create a campaign, but select the Smart Shopping campaign subtype.
Then set the same settings as for the Standard campaign.
An important point here: you may use only the automatic strategies in a Smart Campaign.
Choose the campaign strategy:
- optimized for the maximum number of conversions,
- optimized for maximum value.
Now review the shopping settings. Select your store, which products you will advertise, choose the correct country, enable local inventory ads if you have a local retail store.
For the next step find the country of your targeting, choose other settings if necessary and save the campaign.
Microsoft Shopping campaigns setup is similar to the Google Ads setup:
- Create a store in Microsoft Merchant Center
- Generate and upload a product feed
- Set up a Microsoft Standard or Smart Shopping campaign
- Divide products into categories
- Switch the campaign to an automatic strategy (or start from automatic strategy with Smart Shopping campaign)
By setting up Microsoft Shopping ads you can get more sales in addition to Google Shopping campaigns.
We hope you found this article interesting and helpful. You can audit and optimize your ad campaigns yourself or order our services.
If you have questions or want to share your experience on the topic, share it in comments, or use a contact form to send your question.
Performance Marketing Specialist working with PPC since 2016. Specializes in Google & Microsoft paid traffic for eCommerce & B2B projects. In love with analysis. When not launching effective PPC campaigns, she is reading about the latest eCommerce and data tracking trends.