Create a shopping campaign

About Bing Shopping Campaigns in DoubleClick Search

To create and report on a Bing Shopping Campaign in DoubleClick Search (DS), you'll need to add a Bing Merchant Center store and a Google Merchant Center account to your DS advertiser. The Bing store and the Google account should contain the same products with the same values for some product attributes. The Bing Shopping Campaign will use the inventory data from the Bing Merchant Center store to advertise your products. DS will use the inventory data from Google Merchant Center for reporting on your Bing Shopping Campaign.

Note the following:
  • Bing Shopping Campaigns can target Australia, Canada, France, Germany, the United Kingdom, and the United States.
  • Bing Shopping Campaigns don't support marketplaces. Only one seller can sell an item. Contact your DS support representative for more information.

Create a Bing Shopping Campaign from an AdWords Shopping campaign

Because you're already creating and reporting on AdWords Shopping campaigns in DS, we expect you'll create parallel Bing Shopping Campaigns.

Note that you can use Bing's Google Import tool to port the contents of your Google Merchant Center into your Bing Merchant Center, thus simplifying the linking process. Using this tool saves you time and ensures consistency throughout the feeds.

Here's an overview of the process for setting up a Bing Shopping Campaign from an existing AdWords Shopping campaign.

  1. Send the same inventory feed to your Bing Merchant Center store that you use for your AdWords Shopping campaigns. The list of products should match exactly, specifying the same values for some product attributes such as Product Type.

  2. Link your Bing Merchant Center store to DS by adding the Bing Merchant Center store ID to the same inventory feed as the Google Merchant Center account.

  3. Create a Bing Shopping Campaign in DS. DS will traffic the Shopping campaigns to Bing Ads.

    Alternately, you can sync Bing Shopping Campaigns from the engine. (If you created a Shopping campaign in Bing Ads before you linked your Bing Merchant Center store to DS, select Fix all trafficking errors in active accounts when you sync the campaign into DS.)

Flow of inventory feed to Bing Merchant Center store and Google Merchant Center account to reporting on Bing Shopping campaign

Bing Shopping Campaigns use inventory data from Bing Merchant Center stores to advertise your products, but DS uses inventory data from Google Merchant Center for reporting.

If you're already using Bing Product Ads campaigns, we recommend converting them to shopping campaigns in Bing Ads. Learn how to convert your Product Ads campaigns to Bing Shopping campaigns in Bing Ads Help. After converting, be sure to add the same products to your Bing  Merchant Center store and Google Merchant Center account. Link the Bing Merchant Center store and Google Merchant Center account to DS.

 

Requirements for your inventory feeds

For each Bing Shopping Campaign, we recommend sending the same inventory feed to the Bing Merchant Center store and the Google Merchant Center account. In addition, you are required to specify the same values for some product attributes such as Product Type.

The feeds that you use to send data to your Bing Merchant Center store and Google Merchant Center account must meet these requirements:

  • Every product ID defined in the Bing Merchant Center feed must also be defined in the Google Merchant Center feed.

  • Products in the two feeds must have the same values for the following attributes:

    • Brand

    • Product type

    • Category

    • Custom label 0-4

    • Condition

 

Supported features

If your advertiser is linked with Google Analytics, you can view:

  • All Google Analytics metrics for ads
  • For product groups, you can view Google Analytics conversion metrics only (such as goal completions, goal value, revenue, and transactions). Other metrics, such as sessions and page views, are not available for product groups.

 

Unsupported features

DS doesn’t yet support the following features for shopping campaigns:

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