Create a shopping campaign

About shopping campaigns in DoubleClick Search

Shopping campaigns generate shopping ads from data in an inventory feed, streamlining how you manage and bid on your products, report on the performance, and find opportunities to grow your traffic. When people search online for products, shopping ads make it easy to browse a wide selection and find high-quality imagery and relevant product information like brand and price.

Here's an example shopping ad on Google:
Shopping ad

Both AdWords and Bing Ads support shopping campaigns. While the steps for setting up shopping campaigns are a little different in AdWords and Bing Ads accounts, once you've gotten past those steps, campaign management and reporting in DoubleClick Search (DS) are pretty much the same.

How is the setup different?

The main difference in the setup process is this: Bing Shopping Campaigns use inventory data from Bing Merchant Center stores, but DS uses inventory data from Google Merchant Center for reporting. If you're managing Bing Shopping Campaigns from DS, you'll need to use the same (or near-identical) feed to provide consistent inventory data both to your Bing Merchant Center stores and Google Merchant Center accounts. Learn more.

Setup for Bing Shopping Campaigns:

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

AdWords Shopping campaigns use inventory data from Google Merchant Center:

Compare performance in cross-engine reports

Once you set up shopping campaigns in both engines, you can view and compare performance of all shopping campaigns at the advertiser level. For example, you can use a filter to compare ROI from similar product groups in different engines.

Compare performance across engines.

Was this article helpful?
How can we improve it?