Create a shopping campaign

Create a Bing Shopping Campaign

Before you can create a Bing Shopping Campaign in DS, you should:

Create a Bing Shopping Campaign

  1. In DS, navigate to an Bing Ads engine account.
    Steps for navigating to an engine account
    1. In the left navigation panel, click All accounts.
      What if the left navigation pane isn't visible?

    2. Click the navigation bar to display navigation options.

    3. In the Agency list, click on the agency that contains the advertiser. You can search for an agency by name or scroll through the list.

    4. In the Advertiser list, click on the advertiser that contains the engine account.

    5. In the Account list, click on the engine account.

    6. Click Apply or press the Enter key.

    DoubleClick Search displays the engine account page.

  2. Click the Campaigns tab.
  3. Above the reporting table, click New▼ and then click Shopping campaign.
  4. In the campaign editor, name the campaign.
    Campaign names are case-sensitive in DoubleClick Search.
  5. Enter Bing Shopping Campaign settings.
  6. Click Save.
    The new campaign appears in the reporting table of existing campaigns.
  7. Click the campaign name to view the automatically created ad group.
    The ad group that DS creates for the shopping campaign appears in the ad groups reporting table and has the same name as the shopping campaign.
  8. Click the ad group name.
    The ad group contains a product group with all of the products from your inventory feed.
  9. Enter the Bing Ads ad group settings.

 

Settings for a Bing Shopping Campaign

Campaign

Budgets and Dates

Enter either a daily or monthly budget as you would for a manual campaign.

Shopping

Inventory account

The inventory list contains all the Google Merchant Center accounts that you have linked with DS. Be sure to select an account that includes a Bing Merchant Center store ID.

Country of sale

Currently, Bing Shopping Campaigns target the US only so you can only select the US as the country where the products in this campaign are sold.


This setting defines which products from your Merchant Center inventory are advertised in this campaign. It filters products based on the target country of the feed containing those products.

Campaign priority

If you have multiple shopping campaigns advertising the same product, this setting determines which campaign (and its associated bid) will be used when ads for these products show.
By default, all shopping campaigns are set to Low campaign priority. To change, select Medium or High, depending on how you choose to prioritize this campaign over other shopping campaigns with the same products.

Inventory filter

Use this setting to limit the products you want to advertise in your shopping campaign based on the Google Merchant Center product attributes you choose.
By default, the inventory filter is set to None - use all products in country of sale (recommended). To change, select Create custom filter.

  1. Select the attribute and corresponding value of the products you want to include in your shopping campaign.
  2. Add more as needed (up to 7 attribute filters).

Bid strategy

Bidding strategy

Choose a DS bid strategy to optimize keyword bids to display the products.

If you select a bid strategy with a conversions or revenue goal, it can also set or recommend mobile bid adjustments and, in a shopping campaign, can automatically subdivide or adapt product groups.

Automatically add product groups

DoubleClick Search (DS) can monitor your Merchant Center feed and automatically subdivide product groups by the product ID attribute using criteria that you define in a conversion goal or DoubleClick Search bid strategy. The goal specifies the Floodlight activities or Google Analytics goals that are relevant to your shopping campaign, and instructs DS to create new groups using one of the following criteria:

  • Create new groups for products that generate similar amounts of revenue

    (along with a similar number of clicks and conversion rate)

  • Create new groups for products that generate a similar number of conversions
    (along with a similar number of clicks)

Apply a bid strategy to the campaign

  1. Under Bid strategy, click the arrow to display the list, and then select one of the following settings:

    • Manual bidding
    • A specific bid strategy
    • Create new bid strategy
  2. Optional. Select the Mobile bid adjustments check box in the bid strategy settings:
    1. Under Mobile bid adjustments, select the Edit optimization settings check box.
    2. In the Bid strategy editor, select the Mobile bid adjustments check box.
    3. Click Save bid strategy.
    Bing Shopping Campaign Bid strategy settings in campaign editor. Mobile bid adjustments check box selected. And under Adaptive settings, Product groups check box selected.
    If you don't select the Mobile bid adjustments check box, the bid strategy will only recommend mobile bid adjustments.
  3. Optional. Let DS automatically subdivide product groups

    If you select a bid strategy with a conversions or revenue goal, DS can automatically create product groups for product IDs that receive a lot of traffic.

    1. Under Adaptive settings, select the Product groups check box. 
    2. If you want to receive an email message each time DS creates a new product group, select the Notify me by email when entities are created check box.
  4. If you're done making changes to the campaign's settings, click Save.

Campaign goal

If you select a DoubleClick Search manual bidding strategy, you can select a conversion goal for the campaign. A conversion goal sets or recommends mobile bid adjustments and, in a shopping campaign, can automatically subdivide or adapt product groups.

Automatically add product groups

DoubleClick Search (DS) can monitor your Merchant Center feed and automatically subdivide product groups by the product ID attribute using criteria that you define in a conversion goal or DoubleClick Search bid strategy. The goal specifies the Floodlight activities or Google Analytics goals that are relevant to your shopping campaign, and instructs DS to create new groups using one of the following criteria:

  • Create new groups for products that generate similar amounts of revenue

    (along with a similar number of clicks and conversion rate)

  • Create new groups for products that generate a similar number of conversions
    (along with a similar number of clicks)

Learn more about adaptive product groups.

Let the conversion goal set mobile bid adjustments and subdivide product groups

  1. Under Bidding strategy, click the arrow ▼ to display the list, and then select Manual bidding.
  2. Under Campaign goal, select or create a conversion goal.
  3. Under Bid adjustments, select the Mobile bid adjustments check box if you want the goal to set the bid adjustments.

    Bing Shopping Campaign Campaign goal section in campaign editor settings. Mobile bid adjustments check box selected and under Adaptive settings, Product groups and Notify me by email when entities are created check boxes are selected.
    If you don't select the check box, the conversion goal will only recommend mobile bid adjustments.
  4. To automatically add product groups from existing product groups, under Adaptive settings, select the Product groups check box.
  5. If you want to receive an email message each time DS creates a new product group, select the Notify me by email when entities are created check box.
  6. If you're done making changes to the campaign's settings, click Save.

Targeting

Targeting

Enter values for the geographic locations that you want to target or exclude with your shopping campaign. If you're targeting a location, you can also specify a bid adjustment.

You also have the option to specify bid adjustments to target mobile devices and tablets as you would for a Bing Ads manual campaign.

URL Template

URL Template

If you have set the Landing Page URL details for the engine account, you can set specify a URL template for the campaign.

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