Bing Product Ads (Beta) and Rich Captions | Your Bing Ads

By August 29, 2013Bing Shopping

Bing Product Ads and Bing Rich Captions – Bing Steps Up Its Game

Two exciting new features are coming to Bing over the next few months, both of which can potentially impact your ecommerce sales, if you’re prepared for the changes. Both Bing Product Ads and Bing Rich Captions promise to increase the number of people who see your products. But how can you make sure you’re taking advantage of these offerings?

Bing Product Ads

Bing Product AdsBing has recently launched a Beta version of Product Ads, which will allow merchants to add detail to their listed ads, including price, images, and descriptions. In other words, merchants will have more opportunities to lure in their customers.

Bing Product Ads was at first believed to be ready for mass consumption earlier this summer, but it appears it’ll remain in Beta format (working with a handful of specific advertisers) through the next few months.

Regardless of its official launch date, Bing Product Ads is a welcomed addition to anyone who wants Google to have a bit more competition. But in order to take advantage of this new feature (when it does roll out to the masses), e-retailers need to have their Bing Merchant Center store account set up properly.

What to expect from Bing Product Ads

Bing Product Ads will run through Bing Merchant Center, just as Google Product Listing Ads run through Google Merchant Center. The product ads will feature a similar format to what you’ve grown accustomed to on Google, including a thumbnail image, price, link, and merchant information.

What do you need to do to prepare for Bing Product Ads?

If you haven’t done so already, it’s about time you set up your merchant account with Bing. But setting it up is just one step. You need to make sure that your product feeds are set up correctly (within both Google and Bing), in order to ensure that the product ad that’s displayed looks exactly the way you want it to.

It’s no secret that ads with images and easy-access information increase the likelihood of a click, which is why Bing’s Product Ads can be a great asset to your ecommerce strategy.

Bing Product Rich Captions

Bing Rich Captions

As if Products Ads wasn’t enough, Bing has also announced Bing Rich Captions, which is a free service that allows your product and pricing to appear in organic search results. The only way that your product information will be displayed in these searches is if you submit a feed to Bing. So long as the URLs of the feed match the search results for your products, your product will appear on Bing’s organic search results section.

In addition to needing to set up a feed, merchants must be domiciled in the US (having an EIN will suffice). You must make all your transactions in US Dollars, and you’ll need to send Bing a new file at least every 30 days, meaning you need to decide now how to set up this schedule.

You have to ensure that the price and availability data in your feed match the information on your website, or else you risk having your account disabled.

Product Restrictions

As a result of this new correlation between your data feed and rich captions, there are specific products that must be excluded from your feed, including:

  • Body parts/remains
  • Drugs/paraphernalia
  • Non-certified online pharmacies
  • Gaming or gambling
  • Illegal weapons
  • Multiple stores

Any adult content must be labeled as such in your feed.

Capitalize on Bing

Bing is really stepping up its game to contend with Google, and while the traffic numbers don’t compare, in the end it’s a game of return on investment. By setting up your feed accurately, you could attract a great deal of customers via Bing. But how you can you ensure your data feed is in order and ready to take advantage of Product Ads and Rich Captions? OperationROI can help. Call us at 1-888-277-5429 or fill out our contact form for more information.

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