Product ads, which are created using shopping campaigns, are a great way to give your ads more space on the search results page and make those ads more compelling to potential customers. Using product ads, you can enhance your ads with real-time, specific product information from your Microsoft Merchant Center store feed.
Complete each of the following steps to start using product ads.
You must claim your domain before you can build a Microsoft Merchant Center store. If you've already added a Universal Event Tracking (UET) tag to your domain for conversion tracking and remarketing, you can use that UET tag to validate your domain. See Verify and claim your website's URL for more details. Otherwise, read on to learn more about domain validation via Bing Webmaster Tools.
For additional information on verifying your URL, take a look at these detailed instructions.
For the following steps, make sure to sign in to Microsoft Advertising with the Microsoft account that you used to verify your URL on the Bing Webmaster Tools website. Don't use a Microsoft account yet? Learn how to sign into Microsoft Advertising.
These steps are slightly summarized. Here's detailed information about creating and uploading your feed.
After creating a new feed and submitting a feed file, it can take up to 3 business days for your feed file to process.
The final step is to create some product groups. Take a look at this article for more information.
If you are not yet enabled for shopping campaigns, don't worry! You can still create product ads. Follow all of the same steps in this article. When you get to this very last step, simply click Product ad campaign instead of Shopping campaign.
Campaign priority can also be useful if you want to create campaigns around specific events, like sales or promotions, without changing bids across the campaigns.