Share
Most marketers advertise on Google Ads. With 90.48% of the market and 84.6 billion visits per month, it’s the go-to platform to find customers. But, what many advertisers are missing is that Bing shopping ads can get you higher ROAS despite the smaller market share and visits.
Bing Shopping Ads aren’t just a scaled-down version of Google’s platform—they cater to an older audience that has more spending capital and is increasingly open to purchase. This translates to a lower cost-per click and better eCommerce profit margins. For businesses that want to stand out without overspending, Bing’s combination of lower competition and targeted reach makes it a huge marketing opportunity.
Table of Contents
Why Choose Bing Shopping Ads for Your Business?
Bing Shopping Ads offer distinct advantages for small and medium-sized businesses, particularly those looking to maximize their ad spend while targeting a higher-spending audience. Here’s why these ads are worth considering:
- Lower Competition and Costs
One of the biggest challenges with Google Shopping Ads is the sheer number of advertisers, driving up listing placement costs and making it difficult to stand out. In contrast, Bing’s search network is much less saturated, which often results in:
- Lower Cost-per-Click (CPC): Businesses usually pay less per click compared to Google Ads.
- Microsoft Ads: Average CPC of $1.54
- Google Ads: Average CPC of $2.69
- Higher Visibility: Your ads are more likely to appear in top positions, ensuring better exposure.
- Access to a Unique Audience
Bing attracts a different demographic compared to other platforms:
- Older and Higher-Income Users: Bing’s audience includes more professionals and users aged 35 and older, often with greater purchasing power.
- Default Search Users: Many users stick to Bing as the default search engine on Windows devices, creating an untapped market.
- Enhanced Device and Network Targeting
Bing allows businesses to target users based on their device type, operating system, or specific geographic location. This precision can improve ad relevance and performance:
- A business selling mobile accessories might target users exclusively on smartphones or Microsoft tablets.
- Local retailers can focus on ads for customers in nearby regions.
- Seamless Campaign Import from Google
If you already run Google Shopping Ads, transitioning to Bing is straightforward. Microsoft Advertising offers a direct import tool, saving you the time and effort of setting up new campaigns from scratch. You can replicate your Google campaign structure and make necessary adjustments to suit Bing’s platform.
How to Set Up Bing Shopping Ads Step-by-Step
Getting started with Bing Shopping Ads is a straightforward process. By following these steps, you can create a campaign that’s optimized for success, even if you’re new to online advertising.
- Create a Microsoft Advertising Account
The first step is to set up an account on Microsoft Advertising:
- Visit ads.microsoft.com and sign up.
- If you already have a Microsoft account (e.g., Outlook or Hotmail), you can use that to speed up the process.
- Fill in your business information, such as your company name, currency, and time zone.
This account will be your hub for managing all ad campaigns and tracking performance.
- Set Up a Microsoft Merchant Center Account
To run Shopping Ads, you need a Merchant Center account to manage your product feed:
- In your Microsoft Advertising dashboard, navigate to “Tools” and select “Merchant Center.”
- Create a store by providing your business details, website URL, and contact information.
- Verify your website ownership by adding a meta tag to your site or using the UET (Universal Event Tracking)tag.
Once your store is verified, you’re ready to upload your product feed.
- Create and Upload a Product Feed
Your product feed is the backbone of your Shopping Ads campaign. It contains all the necessary details about your products, such as titles, descriptions, prices, and images. Here’s how to create it:
- For WooCommerce Users: Use the CTX Feed plugin to generate product feeds for Bing Shopping.
- For Shopify Users: Use apps like “ShoppingFeeder” or “AdNabu” to streamline the process.
- Upload the product feed file to your Merchant Center account and set up an update schedule to keep data current.
- Set Up Conversion Tracking
Tracking conversions is essential for measuring the success of your campaigns and it will steer the ad spend to the better performing products. Microsoft Advertising uses a Universal Event Tracking (UET) tag for this purpose:
- Go to the “Tools” menu in your Microsoft Advertising dashboard and select “UET Tags.”
- Select your preferred tracking tags We recommend the following:
- Dynamic remarketing tagging
- Purchase action conversion tracking
- Add to card (Lead) conversion tracking
- Begin checkout (Lead) conversion tracking
These tags allow you to track actions like purchases, add-to-carts, and page visits, giving you valuable insights into campaign performance.
- Launch Your First Bing Shopping Campaign
With your account and product feed ready, it’s time to create your campaign:
- Go to the “Campaigns” tab in Microsoft Advertising and click “Create Campaign.”
- Select the “Sell products from your catalog” option.
- Choose between Standard Shopping Campaigns (manual control) or Smart Shopping Campaigns (automated targeting and bidding).
- Set a daily budget, target ROAS, and ad schedule.
- Optimize Your Campaign Settings
- Device Targeting: Focus on devices most relevant to your audience (e.g., desktops for professional products, mobile for quick purchases).
- Ad Distribution: Limit ads to “Bing, Outlook, and Yahoo search networks” for better-quality traffic.
Bidding Strategy: Start with Maximize Clicks to drive traffic, then switch to Target ROAS once you gather performance data.
Get Started With A Free $500 Voucher From Couponer
Couponer helps businesses kickstart their advertising efforts. This app allows new advertisers to gain access to advertising credits and claim $500 in free ad credits to test and scale their campaigns.
Wait, how does this work?
Getting started with Couponer is simple:
- Sign Up: Create an account through Adcore and access the Couponer app.
- Connect Your Advertising Account: Link your Microsoft Ads account securely.
- Claim Your Coupon: Submit your application and receive your ad credits upon approval.
- Start Advertising: Use the credits to launch and refine your Bing Shopping Ads campaigns.
Take your advertising to the next level today—claim your $500 Microsoft Ads coupon with Couponer and start driving real results now! Click here to unlock your free ad credits and watch your business grow.
Conclusion
Bing Shopping Ads are a powerful and cost-effective tool for small and medium-sized businesses looking to expand their online presence. With lower competition, a unique audience demographic, and the potential for higher ROI, Bing offers an advertising platform that can rival and outdo Google in its effectiveness—especially for eCommerce businesses.
Make the most of your investment. Claim your $500 ad credit with Couponer and start driving traffic and conversions for your business today!
Additional Resources
Trending Articles
Get exclusive CMO tips that I only share with email subscribers.
Don't forget to share this article!
Back to top