Bing Shopping

Overview

Microsoft Advertising (formerly Bing Ads) powers shopping ads across Bing, MSN, Yahoo, and other Microsoft properties. This guide covers setting up feeds for Bing Shopping.

Creating a Bing Feed

1. Go to WooCommerce → Product Feeds Pro
2. Click Add New Feed
3. Select Bing Shopping as the feed type
4. Configure your settings
5. Click Generate Feed

The plugin generates feeds in the format Microsoft Advertising expects.

Required Fields

Field	Description	Source
id	Unique product ID (max 50 chars)	SKU or product ID
title	Product name (max 150 chars)	Product title
link	Product page URL	Permalink
price	Price with currency	Product price
description	Product details	Product description
image_link	Main product image	Featured image
shipping	Shipping information	WooCommerce settings

Recommended Fields

Field	Description
brand	Brand name
gtin	UPC, EAN, ISBN
mpn	Manufacturer part number
product_category	Bing product category
condition	new, refurbished, used
availability	in stock, out of stock, preorder
sale_price	Discounted price
sale_price_effective_date	Sale date range
additional_image_link	Extra product images

Microsoft Advertising Setup

Create a Merchant Center Store

1. Sign in to Microsoft Advertising
2. Go to Tools → Merchant Center
3. Click Create Store
4. Enter your store details:
   • Store name
   • Website URL
   • Contact email
5. Verify your website domain

Website Verification

Choose a verification method:

• UET tag: Add the Universal Event Tracking tag to your site
• Meta tag: Add a meta tag to your homepage
• CNAME record: Add a DNS record

Add Your Feed

1. In Merchant Center, go to Feeds
2. Click Create feed
3. Configure feed settings:
   • Feed name
   • Country/region
   • Language
   • Currency
4. Choose Scheduled fetch for input method
5. Paste your feed URL
6. Set fetch frequency
7. Click Create

Shopping Campaigns

Creating a Shopping Campaign

1. In Microsoft Advertising, click Create campaign
2. Select Shopping as the campaign type
3. Choose your Merchant Center store
4. Set your budget and bidding strategy
5. Create product groups
6. Launch

Product Groups

Organize products for different bids:

• By brand
• By category
• By price range
• By custom labels

Bid Strategies

Strategy	Best For
Manual CPC	Full control over bids
Enhanced CPC	Balance of control and automation
Maximize clicks	Traffic-focused campaigns
Target ROAS	Revenue-focused campaigns

Import from Google

If you already use Google Merchant Center, you can import:

1. In Microsoft Advertising, go to Import
2. Select Import from Google Ads
3. Connect your Google account
4. Choose what to import (campaigns, feeds, etc.)
5. Review and import

Your Google Shopping feed can work for Bing, but the plugin creates an optimized Bing-specific feed.

Bing vs Google Differences

Aspect	Bing	Google
Shipping	Required	Recommended
GTIN	Highly recommended	Required for known brands
Category	Optional but helpful	Strongly recommended
Audience	Different demographics	Larger but different

Bing often has lower CPCs and less competition, making it valuable for diversifying your advertising.

Feed Optimization

Title Best Practices

• Include brand, product type, key attributes
• Put important keywords first
• Keep under 150 characters
• Be specific and descriptive

Description Guidelines

• Unique, accurate descriptions
• Include key product details
• Avoid promotional language
• Max 5000 characters

Image Requirements

• Minimum 220x220 pixels
• Recommended 1200x1200
• No watermarks or promotional text
• Product should fill most of the image

Troubleshooting

Feed Processing Errors

Check Merchant Center for specific issues:

1. Go to Feeds → Your Feed
2. Review the processing report
3. Common errors:
   • Missing shipping information
   • Invalid URLs
   • Price/currency format issues

Products Disapproved

Check each product’s status:

• Policy violations
• Missing required attributes
• Quality issues

Low Impressions

• Ensure competitive bids
• Check product targeting
• Verify category mapping
• Review search term relevance