Bing Ads Analyzes Product Feed, Matches It With Relevant Search Queries

The ability to see which search queries trigger product ads became one of the latest features to help marketers optimize ads in Bing Shopping campaigns.

The Bing Ads platform analyzes the product feed from Bing Merchant Center and matches it with queries it finds relevant to the product search. Previously, the search term report was only available at the campaign, ad group and keyword levels. Now it can identify the queries resulting in un-targeted visitors and higher costs, and the products that are being mapped to them.

The new features rolling out this week -- in addition to the nuances now available in the product search-term reporting -- include an online inventory update feed that lets marketers send Bing prices and availability updates in real-time. The product inventory update feed works with the main product feed used to submit product data offers at least every 30 days.

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The new feed reduces the processing time for frequently changing attributes like price and availability. Neha Mohan, program manager at Bing Shopping Campaigns, and Varsha Bolar, Bing Ads program manager, wrote in a blog post that the change will make feed management easier because marketers will only send updates for product offers that change.

To manage those feeds, marketers now have a tool to schedule automatic feed downloads. The Automatic feed download feature aims to reduce the hassle of submitting product data to Bing Merchant Center. Bing added a capability so marketers can have the platform automatically download the product feed at a scheduled time.

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