Create Bing Shopping product feeds

Bing shopping, formerly MSN Shopping, Windows Live Shopping, Live Search Products, and Windows Live Product Search is the newest iteration of Microsoft Advertising’s challenge to Google Shopping. Like Google Shopping, Bing’s Shopping feed is advertisements based on data feeds. With online shopping seeing growth year-over-year creating a Bing Shopping feed may be the extra edge your business needs to be seen in your market.


Generating a Bing shopping feed

Bing shopping is connected to the Microsoft Merchant Center and Bing product catalog, also known as a shopping feed. Bing shopping feeds function in the same way as a Google shopping feed. Allowing advertisers to display their items across the Bing search network. Currently, Bing shopping feed ads are displayed on the right-hand side of the search page in a column format. Each shopping feed ad is comprised of an image, price, product description, and company name. Bing shopping feeds allow advertisers to target their selected audience with a higher intent to buy than text ads.

Advantages of using Bing shopping feed ads

  • Better qualified leads Reach people at the precise moment they’re searching for your offering

  • **Broader presence **Your ads are displayed to people who are already looking for the products or services you have to offer You can choose who to display the ads to based on language, age, and geographical areas

  • Control and overview Bing shopping feed allows you to set a budget which means that you will never be charged more than what you are willing to pay. This is a great way of advertising which also saves you money.

  • Web analytics Bing shopping ads (Bing shopping feeds) provides you with reports on how your ads are performing. This report can be assessed and then appropriate changes to the ads can be made immediately

Where are my items displayed using a Bing product feed?

As stated above Bing shopping feed ads are displayed on the right-hand side of the whole Bing search network including Yahoo. Your ads have a chance of appearing when users search for your predetermined keywords as well as other factors, such as bid, relevance, and landing page. These keywords can be manually set in your merchant center or via an automation tool such as Channable to generate them from your imported data feed.

Bing shopping feed
Bing shopping feed search ads

Get your products on Bing Shopping

  1. Create a Channable account Creating an account takes seconds, just sign up with your name and email address.

  2. Import your data feed The Channable platform supports CSV, XML, Google Spreadsheets and Text files. In addition, 3rd party connection to eCommerce platforms are also available. Just select the way you would like to import your product feed. If you have a different type of file, don’t worry, just contact us and we will add it for you.

  3. Connect with Microsoft Advertising (Bing Ads) The first step of this process involves making sure that you create a Bing ads connection in feeds with Channable. If you have trouble with this step, just contact us with your Microsoft advertising account number and will enable it for you.

  4. Create rules to optimize your Bing product feed After you’ve added a new Bing product feed, the next step involves creating rules to optimize your content for the best results possible. This involves using our IF-THEN statements, which are designed to simplify modifying your data. Use these rules to create the perfect ads. You can do almost anything, for instance, excluding the products that you don’t want to advertise, combine fields to make the perfect heading line, and much more.

  5. Preview Bing shopping feed errors in the quality check This step of the process allows to preview your product feed and if there are any errors they will be shown so you can fix them before they’re sent.

  6. Activate and sit back Your product feed will be pushed straight into Bing shopping feed so you can relax!

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