The best way to arrange Microsoft Bing ecommerce enterprise procuring campaigns

While Google tops the search engines, it isn't the only player in the game.

Bing holds 11.22% of the global search engine market share. That doesn't seem like much compared to 72.94% on Google – but with more than a third of US desktop searches from Bing (and AOL and Yahoo with Bing support), it's pretty big.

For ecommerce businesses, this makes Microsoft Shopping Campaigns (formerly known as Bing Shopping Campaigns) a great opportunity to grow your bottom line.

NOTE: Bing now refers to all platforms associated with their Shopping ads under the name Microsoft. What used to be called the "Bing Merchant Center" is now the "Microsoft Merchant Center".

Not all Bing is created equal to Google, but that could be a good thing

Long story short, your paid media strategy deserves diversification, and Bing is the place to go to find it.


Because Bing has unique demographics, you may not be able to target Google Ads.

More than 70% of Bing users are over 35 years old. At the same time, nearly 40% of Bing users have a six-figure annual household income. The company reports that a good chunk of its user base is in the South Atlantic region of the United States (which includes various states from Delaware to Florida, as well as Washington DC) – but they also have strongholds in North America, Latin America, China, and More.

If you are looking for high earners in a specific region, Bing could be your gateway to a lucrative e-commerce market.

Bing has a few other advantages, such as:

  • Affordable cost per click: The Bing competition is significantly lower than with Google. A ReportGarden study divides the average cost-per-click for Bing ads to just $ 7.99, while the average cost-per-click for Google ads is more than $ 20. Of course, that depends on the industry – but a price increase of 250% cannot be overlooked.
  • User-friendly design: You don't have to be a digital marketer to use Bing Shopping (although you may feel like one after you set it up). You can easily create ecommerce advertising campaigns across platforms (including Google) to reach a wider audience.
  • Targeted differentiation: In Bing, you can target the device (desktop, smartphone, or tablet), operating system, time zone, and more. (Google allows similar targeting, but the options are far more limited.)
  • One in with great sites: AOL and Yahoo both use Bing to power their search engines. This benefit gives Bing Shopping marketers more than 700 million monthly visitors to these two websites alone. Additionally, Amazon's Alexa is currently using Bing for web search.

In conjunction with Google Ads, Bing can diversify its paid media campaigns for all types of e-commerce products.

For more information on paid shopping and product campaigns, check out this video and the eCommerce Unlocked series on my YouTube channel:

How does Bing Shopping work?

When a user searches for a branded or non-branded keyword on Bing, they get a grid of purchase results from various ecommerce platforms, usually from big ecommerce giants like Amazon and small businesses with compelling offers and inventory.

When location tracking is enabled for the user, Bing refines the results by adding products that they can find locally.

Bing Shopping Campaign Ad Example - Setting up Microsoft Bing Shopping Campaigns for Ecommerce Businesses

Bing "hiking shoes" search query

Depending on your layout, these ads may appear as a vertical grid on the right side of the SERP.

As an ecommerce marketer, you can get valuable property above the fold with your Bing shopping campaigns.

And it can only put you in touch with a whole new audience while you're at it.

How to set up your Bing shopping campaigns

First things first, create your Microsoft Merchant Center account.

You can do this by signing in to your Microsoft Ads account (formerly known as Bing Ads), clicking the Microsoft Merchant Center button, and creating an account. You need to verify your business with a destination url, which can take up to 48 hours.

Set up a Microsoft purchasing account

Then follow the steps below.

Create an up-to-date shopping catalog

Your products live in a shopping catalog (or shopping feed). You can either import your existing shopping feed from Google Merchant Center or create a brand new one. You can upload new catalogs to your Microsoft Merchant Center.

Import ecommerce product feeds into Microsoft Bing Merchant Center account

When creating a new feed, don't forget to set up all of your product attributes.

There are mandatory product attributes (such as title, link, price, description, product identifiers, etc.), but there are also some optional ones (such as color, gender, material, and size).

Add as much as you can because this information will help you connect to users in your target audience. This will help improve your conversion rates – which is always good.

Create a target audience

Creating a custom audience lets Microsoft and Bing know who you want to reach. The goal is to create a narrow audience so you don't waste advertising spend on people outside of your target audience.

Go to Shared Library in your Microsoft Advertising account. Under the Audience heading, click Show Audiences. This section allows you to set your ad's action plan once it goes live.

Create a campaign

In your Microsoft Merchant Center, click Create campaign. Then click sell products.

You adjust your campaign settings, e.g. B. setting priority levels for each of your Bing shopping campaigns.

The priority levels can be high, medium, or low. The higher priority campaigns have priority. So, prioritize your important campaigns with a higher budget while keeping your runners-up on medium or low priority.

Organize your product groups

You can organize based on various attributes that you have assigned to each product. This feature helps with targeting.

Activate the automatic article update

This option ensures that your ad prices always reflect the prices of your website and that you are not promoting products that you have already sold. A new consumer is not going to give your business a second look if prices are wrong or you are promoting out-of-stock items.

Instant updates will also help you avoid wasting your budget.

Use custom labels to optimize audience targeting

Go to the "Labels" in your product feed in your campaign editor. You can organize campaigns, keywords, ad groups, and ads the way it works for you.

While this won't directly affect your Bing ads, it will help you better analyze your campaigns and improve future targeting. This can fuel future campaigns and help you optimize existing ones.

Do you need a practical guide? Microsoft has a training course for newbies.

Tips and plugins to optimize your Bing campaigns

Why settle for an average when your ecommerce store can run the Bing shopping game?

Try these tips and tricks to optimize your Bing advertising campaigns and maximize your advertising costs. You can also view my free PDF of Bing Ads resources.

Import Google Ads into Bing Shopping Campaigns

It might seem magical, but you can import your shopping campaigns into Bing directly from Google Ads.

All you need to do is make sure your website is set up on an ecommerce platform (think Shopify and the like). Then make sure your Google Ads Shopping feed and campaign are active.

Once you've created and verified your Microsoft Merchant Center store, you can import your campaign using Microsoft's Google Merchant Center (GMC) import tool.

Import the Google Shopping Campaign into the Microsoft Bing Shopping Campaign

Then, check the option that allows you to sync the two platforms to keep everything up to date.

Universal event tracking

Universal Event Tracking (UET) is a Microsoft tool that enables you to track sales and conversions that come straight from your Bing shopping campaigns.

Events are consumer actions such as clicks, add to cart, and purchases. You can keep track of which events matter most to you and follow the consumer's journey from start to finish.

This tracking can help you understand how much revenue you can attribute to your Bing ads. The process involves applying a UET event tag and short web coding to record conversions instantly.

Use Microsoft's guide to implementing UET for your Bing shopping campaigns.

Microsoft Ad Extensions

Microsoft has developed a number of ad extensions for Bing Shopping Campaigns to help businesses of all types (including your ecommerce customers).

What are my favorite extensions for ecommerce businesses?

Well since you asked:

  • Sitelink extensions: Sitelinks are a cool tool that take ecommerce customers straight to the right page. On the street it is said that you cannot actively control these on Google. Take advantage of this in Bing ads.
  • Image extensions: Add relevant images to your Bing ad using image extensions.
  • Check extensions: See average ratings for your ecommerce products right on the ad.
  • Price extensions: List your competitive price to attract consumers from the SERP.
  • Promotion extensions: Add a call-to-action to your campaign that is clear, concise, and action-oriented.

Shopify e-commerce store integration

If you run your ecommerce store with Shopify, you can integrate it directly with Bing Shopping.

Use the Shopify app to streamline analytics and keep all of your data in one easily accessible place.

Shopify is especially useful for ecommerce teams who want to share information about Bing shopping campaigns. Regardless of how many people you have by your side, there is no doubt that this is beneficial for Shopify store owners.

Set up Bing remarketing audiences

Remarketing is a process that allows you to target customers based on their previous web actions.

Note that if you import Google Shopping feeds into your Microsoft Merchant Center, you will not be able to import your remarketing data. Whether you're importing campaigns or starting from scratch, you'll need to set up remarketing audiences manually.

Start with your existing audiences on your Microsoft Advertising platform.

You also want to make sure that you have UET tags set up and encoded into your website. This labeling makes sense because you are basing it on the customer's previous actions. So you need to keep track of them.

On the Audience page, click Build Remarketing List.

From there, create a tag and configure the settings as you wish. And whatever you do, don't forget to save!

Use local inventory displays For shop windows

Bing's local feature is pretty cool. It shows your ads for localized product inquiries, including cities, states, or phrases like "near me".

If your ecommerce business also has a local storefront, set up local inventory displays to maximize reach.

All you need to do is provide the physical location of your store, upload and submit product information, keep your inventory up to date, and activate your Microsoft shopping campaigns.


There's no denying that Google is doing well, but ecommerce advertisers should also consider Bing campaigns.

Adding Bing shopping campaigns to your marketing repertoire is an easy way to diversify your paid advertising.

Is Your Ecommerce Business Ready For An Adventure In The World Of Bing Shopping?