Bing Product Ads Campaigns Setup in Plain English

Google has done quite well with their Shopping Campaigns and now Bing has introduced their Product Ads campaign.  It pulls from your data feed and allows people to see your products (and hopefully buy) them on Bing.

There is alot of documentation on the actual setting up of the data feed so you can get your products in Bing Shopping.  Here are links to the videos:



However, their setup of the actual campaign leaves alot to be desired.  They do have a video on this, so go to this link (http://goo.gl/Is9zWf, get confused and come back to this post ; ).  So this post is on how to set things up better than just dumping everything in a big bucket of products.  Hopefully this will explain things in a language that is hopefully more understandable than Bing’s help section, which I found confusing.

Benefits:   Its good to segment out your products.  For example if you sell shoes, you may separate mens shoes, womens shoes, etc.  Then you can go back and see if each segment is performing and bid up/down, change ad text etc. etc. depending.  

Once you get your feed up and running:  You can leave it as a big bucket of all your items.  BUt its better to think it through and set it up, breaking it down in a way that makes sense to you so that you can see how things are performing and adjust over time.  Below is how to do this.  Bing’s Product Ads Campaigns’ terminology is confusing.  So in the steps below, Bings confusing terms are in bold, explained in plain language along with info and strategy.

Top Level:  Your Bing Account

Next Level:  Product Ad Campaign

In Product Ad Campaign:  AKA:  Choose what feed you want to pull from.

Next Level:  Ad groups

In Ad Groups:  

Product Targets:  AKA:  Choose group of products you want to show in each ad group.

Product Ads:  AKA:  Create ad for each ad group.

How to set things up

1.  Create a Product Ad campaign:  Video here:  http://goo.gl/Is9zWf

2.  Create a Product Extension: .  This basically tells the campaign which data feed to use for this campaign.  If you only have one store and one feed, this is what you’ll use.  If you have more than one store or feed you’ll need to decide.  


  • Created at the campaign level

  • Each campaign can use only 1 product extension (or feed).  AKA you can only use one feed per campaign.  But you can use the same feed in more than one campaign if you want.  

  • You can set up filters to tell Bing what types of products you want to show in your campaign by using the Filtered Products instead of All Products.  However, if you do this at the campaign level, all the ad groups you make will follow this filter.  

Strategy:  A better strategy might be to use All Products and then create ad groups and then in each ad group use filters.  More on this later.

So Product Extensions in plain English =choose your data feed.  

3.  Create a ad group(s) in your Product ad campaign.  

Strategy:  You might name it something you want to segment out so you can track how it does vs. other products.  Think through what you offer and create a few ad groups first and name them accordingly.  For example if you sold smartphones it might be:   Ad group #1- Apple Iphones Ad group #2- Samsung Smartphones, etc.  

4.  For each ad group create a Product Target:  A Product Target is basically a grouping of your products.  You define the group by Brand, Product Type, etc.  So click on your ad group then click on Product Targets>Create Product Target.  Choose Filtered products.  Depending on what product you want to show in this ad group, choose from the drop down Brand, Product Type etc.  


  • These are created at the ad group level.  

  • You might have to try a few times to get that green check and Matching Products Found.

  • You can set your bid up or down depending on perhaps how profitable/important the items are to your business.  

  • Remember to first create the ad groups and name them in a way that makes sense to you, then create the Product Targets for each group.

  • Its possible that your filters may not match your products.  If this is the case either update your filters or your product catalog so that they do.


From our example above, if we wanted to show Apple iPhone products in our Apple iPhone ad group, we might select from the dropdown Brand and type in Apple, click apply.  Bing will search your feed and if it matches you’ll see the green check and Matching Products found.  Repeat for your other ad groups you created, segmenting out your items in a way that will make sense to you later so you can see how they do.  

So Product Targets in plain English = Choose which group of products to show in each of your ad groups.

5.  Create a Product Ad:  A Product ad is some ad text that can make your ad stand out from the crowd.   To do this:  In your ad group click Create Ad.  Ad type:   Product Ad.  In the Promotional Text area, write some good ad copy that will make the user click on your ad.  Click save.


  • Any promotional text will apply to all products in the ad group.  

  • Promo text is limited to 45 characters.

  • Promo text has the same editorial policies as regular text ads.


  • Make sure your promo text applies to the ad group.  For example, if you’ve created an ad group targeting iPhone cases, your promo text might be:  “Quality iPhone Cases in All Colors”.

  • Use your promo text to highlight unique offers (Free Shipping) etc.  

So Product Ads in plain English = Ad text that may show with you ads.  

Overall Notes with Bonuses:

1.  You don’t have to do any of the above.  Product ads pulls info from your feed to generate the image, price, brand.  You can leave everything in a big bucket if you want.  You don’t have to create promotional text, etc.

2.  Before you the above steps, think through how you want to segment your products.  Do it in a way so that at a glance you can see what’s doing the best, what’s not.

3.  After time has passed, check your performance.  You may want to big higher for really awesome performing products.  Bid lower for others, create new segments etc.  

Be sure to create one Product Target that targets all products, to make sure you don’t leave anything out.  

4.  Find your reports in the Reports tab to see performance.  


Search Term:  What queries are people using to find your products.  Find negative keywords here.  

Product Target:  Which products are performing the best?

Offer Reports:  What offers are working best?

5.  Get creative:  Are your product seasonal?  Brand specific.   Break them up for maximum results.

Bonus!  Bing Product ads doesn’t have you bid on keywords, like search campaigns.  However, it DOES support negative keywords.  So, you can drop in as many negatives that you want.  For example if you sell garden hose, but not garden hose reels, you can add the keyword “reel” or “reels” or both as a negative.  This will make your campaign perform better and you also won’t pay for clicks for things you don’t sell.

Bonus #2:  Make more than one Product Ad Promotion in each Ad Group.  In this way you can see which does best and improve over time.

Hopefully the above will help to have you get the most of your Bing Products Ads campaigns.  What do you think?


Mobile/Desktop URLs In Adwords Enhanced Campaigns: How To


There's been alot of pluses and minuses to Google's new Enhanced Campaigns.  

One of the major problems is what if you have two different URLs one for people on desktop, sending them to your regular site and one for mobile, sending them to a mobile site or mobile optimized page?  

Before you'd just copy your desktop campaign, set it to mobile only and change all the destination URLs to send people to your mobile site.  But now that mobile, tablet and desktop are all in the same campaign how can you send the mobile people to the mobile page and the desktop people to the desktop page?

Yes, you can create new ads and set the device preference to "mobile", which is correct.  But what if you have hundreds of ad groups with thousands of ads.  Copy each ad in each ad group and then setting them to mobile optimized could take forever.  Well, there is an answer!

Thankfully, there's Adwords Editor, Google's desktop PPC management tool.  If you haven't started using this, start now.  This is what you'll be using to make the changes en masse.  Here's how to do it:

Setting up Ads for Mobile-Optimized Page using Adwords Editor

Basic Steps:

  • Duplicate all the ads in your Campaigns/Ad Groups you want to set to mobile.
  • Set these new ads all to mobile-preferred and edit the Destination URL.

To do this en mass within Adwords Editor:

  • Go to the "Ads" tab for your entire account
  • Select all ads you want to be mobile preferred ("Edit" > "Select All")
  • Click "Edit" > "Replace text in selected Items"
  • Put something generic next to 'Find Text' (e.g. "a"). You can put this same letter next to 'Replace Text'. 
    • Make sure to uncheck "Match Case" and check "Duplicate Matching Items..."
    • This will essentially duplicate all your ads in their existing campaigns and ad groups!
    • Click "Find Matches" > "Duplicate and Replace All" 
    • Sort these newly created ads by "All Local Unposted Changes", or clicking on the 'Changed Status' column (there will be a + sign next to all the new ads) 
    • Highlight all the newly created ads and change the Device Preference to "Mobile", and the Destination URLs en masse.
    • Upload your changes- done!

    Everyone who saved about a months worth fr work on this owes me a coffee!  ; )

    Figuring Out Time Zones in PPC Campaigns Part 2

    In Part One I showed how to know how to adjust Adwords campaign scheduling for time zones in the U.S.   But what if your client says:  "Can you show my ads in other countries, but ONLY during their 9am-5pm business hours?"  

    Granted, its pretty straightforward to show your ads in other countries.   Simply go into your campaign setting in Adwords, click settings tab and select the countries you want to show up in.  You can also show your ads to only English speaking people in those countries.  

    But only showing the ads during a specific time?  That's a little more involved, but no impossible.  Here's a real life example:

    I had to show the campaigns in ads in the following countries:  UK, India, S. Africa, Australia, Italy.  English speaking people only, 9am-5pm local time in each country.

    1.  Use Adwords Editor and copy the campaigns you want to show in other countries.  This awesome tool allows you to make many changes to your Adwords account.  

    2.  Change the name of the campaigns.  For instance if you campaign is Mens Shoes you might add Mens Shoes-UK so you know what country you're targeting.  

    3.  Upload the campaigns to Adwords.  

    4.  Figure out what 9-5 is in each country.  For little countries like UK, it has only one time zone.  Even bigger countries like India have one.  You may have to do a search for "India time zones" to see if they country you're targeting has one or more time zones, like the U.S. has 4, not sure about AK or HI.  For instance I found that Australia has more than one.  So I found the cities at each end of Australia (Perth to the west and Brisbane to the far East of the continent).

    5.  Important!  You can't just make a campaign in Australia and put the scheduling at 9am-5pm.  That won't work because Adwords uses YOUR time zone as the basis.  So you have to use your time zone and then figure our what that time is in the country you want to run ads in.  For example, 9am-5pm in Chicago is 3pm-11pm in the UK.  

    How to do this:  Use a cool tool to see what your time zone is in that country.  Here's a cool one:  http://www.worldtimebuddy.com/

    Go to that page, put in the city your Adwords time zone is set to.  Look in your billing section of Adwords to find this out.  So for example for Chicago, if that's where you're Adwords time zone was set, enter it as a city.  Then enter the city you want to find the time in.   Let's do Mumbai, India.  Then drag the little green box on 9am-5pm for Chicago.  You'll see that it shows what 9am-5pm is in Mumbai...

    world time buddy.JPG

    Write this down.  Repeat for all the countries you want to target.  

    Here's what I got for the countries I wanted to show the client's ads in at only 9am-5pm their time:

    Australia:  10pm-11am

    UK:  3p-11pm

    Italy:  4p-2a

    India:  8:30pm-4:30am

    S. Africa:  5p-3am

    Now in Adwords, go to your newly uploaded campaigns for your countries for each country.  So for UK I'd go to Settings, Advanced Settings, Ad Scheduling, Edit.  I see that I have down that 9am-5pm the clients Adwords account time is 3p-11pm in the UK.  That's what I'd put down then click save.  

    That's it!  Too Easy!  That's why they pay us the big bucks.  ; )

    Did this help you?  Hope so!

    How to Setup Up Microsoft AdCenter to Manage Clients Part 3

    How to Setup Up Microsoft AdCenter to Manage Clients Part - Client Mangers and Users

    In the previous two posts I showed how to 1.  Set up a main Microsoft AdCenter account to manage your clients with and 2.  How to invite a client to have their Microsoft AdCenter account managed by you. 

    In part 3 you'll see how to set up users under that main account and assign them to manage your clients.  Note:  Even if you're the only person who will be managing the account you must set it up this way to have it work correctly. 

    As we talked about before, Adwords has come a long way as far as being able to easily create an umbrella account where you can manage clients' account all in one place.  Microsoft AdCenter has made many strides recently in trying be easier to use so people will use their PPC platform. 

    One source of frustration is how to set things up correctly so you can manage clients' accounts like Adwords MCC.  So, how do you do this?  To be honest, It took quite a bit of phone calls to Microsoft's AdCenter team, getting a person who actually knew what they were talking about and more to get this to work.  It's kind of convoluted, so much so that I actually wrote it down as I wouldn't remember it later.

    So below is a brief, step by step account of how to do this.  Of course, Microsoft may change how they do things but this is the latest.  In the comments, please ask questions if you find something's not clear.

    What you need to do:

    1.  Set up a master account in MS AdCenter like yourbusinessname as the id & get a password. You're not using this to actually do any PPC, this is just a "shell acount".

    2.  You need then create users that will be assigned to an account to manage it.  They won't need their own Microsoft AdCenter accounts. 

    Here's how to do this:  In AdCenter:  

    1. Accounts & Billing>Users>Create a User Profile>Account Roles>Client Admin>Select the Account(s) that you will manage.  Important:  Set the user who is a client manager as the following type of user:  Client Admin.  You'd think it would be Advertiser Campaign Manager since that's what you're doing but its not.  See this picture: 
    2. Wait for the email verification.  When it comes, enter email verification code in, select password.  Sign into MS Adcenter.  You'll then see the accounts you'll have access to.  Select that account and you're in.

    That's basically it.  Part 4 will show how to import your clients Adwords campaigns into Microsoft AdCenter. 

    Did this help you?  Do you need clarification on this?  If so, please leave a comment below. 

    Google Adwords Click Through Rate. What is it and how does it work?

    Part 1 in a 3 Part Series

    When it comes to advertising on Google Adwords, everyone wants to pay less for each click, yet still rank high enough that you get great traffic to your site so that visitors can buy things, use your service etc. 

    By now most advertisers know that just bidding the most for a keyword is not the way to reach number one and definitely not the way to stay profitable.  Google uses a quality based bidding system, specifically Quality Score and Click Through Rate.

    Have you ever been puzzled at just how Google calculates Click Through Rate (CTR), Quality Score (QS) and how it affects where your ad shows?  This is the first in the three part series.  There's alot of good information here that will save you alot of headaches.  In this post, we'll give a basic idea of how CTR is calculated here.  A bit on how to use this information will come in a future post.

    Click Through Rate.  How Much Do People Like your Ad?

    Google Adwords uses click through rate as one of the factors to establish quality score.  Quality score in turn accounts for how much you'll spend on each click and where your ad will show vs. your competitors ads, whether #1, 3, 4, etc.  How do you calculate Click through rate (CTR)?  It is the amount of times your ad was clicked on divided by the total amount of times your ad was shown (impressions) to searchers.

    CTR calcuation:  clicks divided by impressions. 

    For example:

    1000 clicks divided by 10000 impressions = 0.10 or 10 % CTR

    500 clicks divided by 10000 impressions = 0.50 or 5 % CTR

    100 clicks divided by 10000 impressions = 0.01 or 1 % CTR

    As you can see all three ads showed up 10000 times (or 10000 impressions).  The more clicks, the higher the CTR, which is what you want.  Why?  CTR is one of the main factors in having great Quality Score.  And because  Google Adwords rewards those who have the best CTR with better quality score it is best to focus on getting that CTR up and not just upping your bids

    Check out Google's simple video below to see this visually:

    Click Through rate is a piece of the pie in Adwords but an important metric for success.  How does it relate to Quality Score?  And how can you use quality score to lower your cost per click, raise your ranking in the Adwords results and get people to your site profitably?  Next month we'll have a on the often mysterious topic of Quality Score:  

    Understanding Adwords Part 2:  Google Adwords Quality Score. Decoding it (Somewhat)

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