Bing Ads is releasing some new features to help advertisers improve their campaigns through a series of enhanced feed management and optimization.
Overall, there are three major updates.
Focusing on Bing Shopping Campaign, the updates should give advertisers the flexibility they need in managing their campaigns.
Online Product Inventory Update Feed
The first is the inventory update feeds. Via FTP or manually, advertisers can upload an online product inventory update feed with availability and/or price changes as a supplement to their main product feed.
This supplemental feed means that advertisers don't need to upload a new main feed each time their products go on or off sale, run out or get restocked. This will help advertisers in keeping their product information fresh and updated at all times.
To do this, advertisers need to send Bing the appropriate data, and it'll update the data on their behalf. They can find more in-depth details about the feed and the samples on the Bing Ads Help center.
Advertisers need to use the main product feed to submit product data offers for at least every 30 days.
Scheduled Feed Download
Advertisers can designate the time of day daily, weekly or monthly to have Bing Ads download automatic feeds.
According to Bing on its blog post, it's a "hassle-free way to submit product data to Bing Merchant Center." Bing has made it flexible by providing scheduling capabilities so advertisers can have Bing download their product feed at anytime they want.
The options to download can be found along with the automatic download setting in Bing Merchant Center.
Search Term Report At Offer Level
With the update, advertisers can see which search queries triggered product ads a the product ID level with Product Search Term.
This report can show whether products are triggering for appropriate search terms. But in the blog post, Bing Ads also stated that the report can also help advertisers, guiding their product title optimization in ways they might not already be thinking about. One example is seasonal triggers:
So if advertisers are selling personalized photo frames and saw seasonal surges in search queries, they can respond to the surge in queries by delivering occasional offer in front of the product title they've been selling. They can change it seasonally to match what potential customers want.