What are the benefits of shopping campaigns?

What are the benefits of shopping campaigns?

Learn more about shopping campaigns and the benefits of using them.

Bing Ads provides three types of campaigns:

  • Search and content campaigns (US only): Used for text and content ads
  • Search campaigns (non-US only): Used for text ads
  • Shopping campaigns: Used for product ads

Each type of ad can only be created and contained in the appropriate campaign type. For example, you cannot add a product ad to a search and content campaign (US only) or search campaign (non-US only).

Shopping campaigns will eventually replace product ad campaigns. If you want to create new product ads, you must use shopping campaigns. This article will explain some of the advantages shopping campaigns have over product ad campaigns.

Background

To fully understand shopping campaigns, first make sure you understand Product ads and Bing Merchant Center catalogs. Products ads are created from products in your catalog and include custom images, promotional text, pricing, and seller details.

Shopping campaign benefits

Using shopping campaigns, you can create product ads that better promote your product over traditional text ads. Product ads use more space on the search results page, include eye-catching images, and have a better chance of enticing customers to visit your website.

As the new place for product ads, shopping campaigns offers several advantages over the older product ad campaigns.

  • No need for extensions: Product ad campaigns used Product Extensions to link your campaign to your catalog. With shopping campaigns, you no longer need to create a Product Extension. Instead, your catalog is automatically linked as a step in setting up your campaign.
  • Enhanced control over your campaign: Using the Campaign Priority setting available in shopping campaigns, you can give specify that certain campaigns should take precedence over others. Bing Ads will display ads from these higher priority campaigns instead of ads from other campaigns, regardless of bid.
  • Custom labels: Custom labels are new fields associated with each product that you can use in any way you want. For example, custom labels can be used to identify each product as a best seller, seasonal item, special offer or high-margin item. Custom labels can be particularly useful when creating product groups described below.
  • Product groups: Product groups replace product targets and offer a highly flexible way to organize your products based on a variety of characteristics. For example, you can create product groups based on brand, condition, or custom labels. Each ad group within a shopping campaign will be associated with a single product group. This allows you to create highly relevant ads for the items within that ad group. This article provides additional information about product groups.
  • Common promotional text: When you define the promotional text for an ad group, all ads within that group will use the same text.

When you're ready to start, this article explains how to begin using shopping campaigns.

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