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2010 is coming to a close. The last quarter has been hectic for Bing Shopping as the shopping engine continues to transition merchants from the old merchant center to Microsoft's adCenter (more info on the migration here).
The 2011 Bing Shopping forecast shows calmer seas. Now with your products activated you should turn your ship towards hungry fish...in other words, focus on optimizing your data feed to get more traffic.
1. Optimize your MerchantCategory column.
The category taxonomy here, which is the same as Bing Cashback's old taxonomy, is what you should be using to populate your Merchant Category column.
Be as specific as possible to help Bing Shopping funnel the most qualified traffic to your webstore.
2. Audit your data feed headers and feed file name.
Bing Shopping has very strict requirements for data feed headers and the file name you are submitting. Make sure they are accurate as detailed in Bing Shopping's Merchant Integration Guide.
3. Include a BingCategory, or B_Category column.
This column is required and should have one of the following top level categories inserted for all products:
"Arts & Crafts, Baby & Nursery, Beauty & Fragrance, Books
& Magazines, Cameras & Optics, Car & Garage, Clothing
& Shoes, Collectibles & Memorabilia, Computing, Electronics,
Flowers, Gourmet Food & Chocolate, Health & Wellness, Home
Furnishings, Jewelry & Watches, Kitchen & Housewares, Lawn
& Garden, Miscellaneous, Movies, Music, Musical Instruments,
Office Products, Pet Supplies, Software, Sports & Outdoors,
Tools & Hardware, Toys, Travel, Vehicles, Video Games"
4. Upgrade your titles and descriptions.
There are certain enhancements you can make to this data to improve your products' findability. Put yourself in your shopper's shoes, what keywords can you input into your product names and descriptions to gain the most qualified leads?
Hint: If you use a third party tracking pixel you can drill down to discover what keywords shoppers are using to find your products. But be careful, there's a fine line between adding relevant keywords and increasing qualified traffic vs. adding broad keywords and increasing unqualified traffic.
The more specific you can get with your titles and descriptions the better.
5. Use the Bing Shopping contact us form to communicate with Bing Shopping.
This one's self explanatory, and can be found here:
I hope you've enjoyed these tips. It's been a pleasure helping you all through this somewhat frustrating transition to Microsoft's adCenter. If you are having trouble with migration feel free to ping me directly or contact Bing Shopping through the link above.
If you have any specific questions about optimizing your data feed or enhancing your traffic feel free to ping me at firstname.lastname@example.org.
For the most up-to-date and comprehensive comparison shopping news and optimization tips on the net, visit the CPC Strategy blog.
Happy Holidays from CPC Strategy.
Excellent tips, we weren't live for days until we realized the file name was wrong.