Create a shopping campaign
About Bing Shopping Campaigns in Search Ads 360
To create and report on a Bing Shopping Campaign in Search Ads 360, you'll need to add a Bing Merchant Center store and a Google Merchant Center account to your Search Ads 360 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. Search Ads 360 will use the inventory data from Google Merchant Center for reporting on your Bing Shopping Campaign.
- 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 Search Ads 360 support representative for more information.
Create a Bing Shopping Campaign from a Google Ads Shopping campaign
Because you're already creating and reporting on Shopping campaigns in Search Ads 360, we expect you'll create parallel Bing Shopping Campaigns.
Here's an overview of the process for setting up a Bing Shopping Campaign from an existing Shopping campaign.
Send the same inventory feed to your Bing Merchant Center store that you use for your Shopping campaigns. The list of products should match exactly, specifying the same values for some product attributes such as Product Type.
Link your Bing Merchant Center store to Search Ads 360 by adding the Bing Merchant Center store ID to the same inventory feed as the Google Merchant Center account.
Create a Bing Shopping Campaign in Search Ads 360. Search Ads 360 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 Search Ads 360, select Fix all trafficking errors in active accounts when you sync the campaign into Search Ads 360.)
Bing Shopping Campaigns use inventory data from Bing Merchant Center stores to advertise your products, but Search Ads 360 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 Search Ads 360.
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:
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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.
Search Ads 360 doesn’t yet support the following features for shopping campaigns:
- Benchmark stats from Google Ads (benchmark CPC, CTR)
- Labels on product groups or products
- Product groups or products in Campaign Manager reports