Posted on Jan 28, 2021

Find out how to take advantage of this popular paid advertising platform

For online businesses, it’s important to make the most of paid advertising platforms to increase monthly sales and drive revenue, as well as to secure your place against the online competition.


Bing Shopping provides advertisers with an excellent opportunity to boost their business success. However, it’s important to understand exactly how to use this platform if you want to see the best results. Whether you’re a start-up business or you’re just late to joining the world of Bing Shopping, we’re here to help.


We have put together a useful guide, consisting of all the information you need on Bing Shopping including what it is, how it works and why you should be using it for your online business in 2021 and beyond.


What is Bing Shopping?

Before we delve into our top tips and tricks for using Bing Shopping, it’s important to understand the basics of what this platform is, including what it can offer your business.


Bing Shopping was originally launched in 2007, formerly called MSN Shopping or Windows Live Shopping. 10 years later, the platform was relaunched using a paid model where merchants pay to list their products on the service using Bing Ads Product Ads.


Like Google Shopping, Bing Shopping allows businesses to advertise their products on the Bing Search Network. Here, advertisers can display high-quality images of their products as well as display pricing information. This is a more visually appealing way to advertise your products online as opposed to regular text ads.


Like with any form of paid advertising online, you must invest a certain amount into each shopping campaign to ensure your products are appearing in this online shopping environment.


bing shopping


How Does it Work?

Once you have integrated your products to the merchant centre and added your payment details to have them appear in the Bing Shopping area, Bing will display your adverts in the form of a thumbnail image featuring the product name and its price. These adverts will either appear at the top of the page above the organic search results, or on the right-hand side of the results page.


Bing charges you for Product Ads on a PPC (pay-per-click) basis. This means you only pay when a user clicks on your ad. Once on your website, you have the chance to convert the visitor into a customer through the likes of engaging webpage content.


bing shopping results


Why Ecommerce Businesses Should Use Bing Shopping

As previously mentioned, Bing Shopping can be a key player in terms of your business’s online success. This is because it can put your products right in front of the eyes of potential buyers which increases your online exposure and the opportunity for more revenue and sales.


Imagine you are an online clothing retailer and you’ve listed a Bing Shopping ad for a green jumper. A user who is interested in purchasing a green jumper will search for this on the platform and look at the shopping options available to them.


If they see your shopping ad and they are not already looking to buy from a particular clothing retailer, they may choose to carry out their purchase on your website. Not only will this result in some revenue being generated, but it could also mark the beginning of a new customer relationship with your business.


There is a range of benefits you can expect to see from Bing Shopping ads. For example:

  • Higher volumes of traffic – in general, advertisers see a higher CTR (click-through-rate) for shopping ads as opposed to text ads in relation to shopping-related searches.
  • Higher quality of traffic – because users performing shopping-related searches are in buying mode, by looking at a picture of a product that appeals most to them, low-quality leads will be weeded out.
  • Easier campaign management – since Bing Shopping ads feature the products in your Merchant Centre feed, you’ll be able to manage your products and campaigns directly in the Bing interface with ease.
  • Less competition – because there are fewer users on Bing, there is less competition for you to deal with in comparison to Google. This means lower CPCs (cost per clicks) which, in turn, can result in a more impressive ROI (return on investment). This is especially the case for businesses advertising in the home services sector, with an average CPA of $21.68.


While there are always debates around Google ads Vs Bing Ads and which is best, there are always benefits to both platforms. For example, according to Bing, their network also includes 137 million unique searchers with a total of 6 billion monthly searches taking place on Bing. While this is not as many as Google, the leads are often of high quality.


bing shopping


How to Set Up a Microsoft Bing Shopping Merchant Centre

Now you’re up to scratch with all the information you need to know about Bing Shopping, you can now work on creating you Bing Shopping Merchant Centre to begin advertising your products.


To ensure you set up your account correctly, we’ve created a simple, step by step guide for you to follow.


Part one: verifying ownership of your domain

  1. Ensure you have a Microsoft account login.
  2. Using these credentials, log in to Bing webmaster tools.
  3. Enter the site that product ads will point to and click “Add”.
  4. Next, enter your business profile information and click “Save”.
  5. Finally, you need to verify your business. You can select one of three verifying options.


Part two: setting up your store

  1. On the top menu, once you have logged in, click on the “Tools” option.
  2. From here, you can then click “Create Store”.
  3. Fill in all the required fields about your store, such as its name and website URL.
  4. Once you have done this, your Merchant Centre will be ready.


Please note that once you have created your store and you want to list your catalogue on Bing, it will either be auto-approved, auto-rejected or queued for a manual review. The review can take up to 5 days, but you will receive an email when an approval decision has been made.


Are you Looking for Help with your Paid Advertising?

Navigating paid advertising online can be complicated if you aren’t familiar with the environment. At Diginius, we have a team of highly skilled PPC experts who have worked on a wide range of PPC management projects to deliver tangible results. We are also a Microsoft/Bing partner, providing us with fantastic insights into this platform to get you the best results.


For more information on how we can help you, please get in touch with a member of the Diginius team today.

Interested in seeing our Diginius Insight software in action?

To request an online demo, please give us a call on +44 (0) 207 267 9322. Or use the form below and a member of our customer growth team will get in touch.