The Product Ads feature lets you create ad campaigns that advertise the products found in a customer’s Bing Merchant Center store. A product ad is similar to a text ad except that the delivery engine generates the ad’s contents based on the product details that it finds in the Bing Merchant Center store. A product ad includes details about the product, an image, and optional promotional text.
For information about related programming elements, see Campaign Management Service Reference.
To create a product ads campaign, follow these steps.
Set up the customer’s Bing Merchant Center store. In the Bing Ads web application, click Tools and then under Management Tools, click Bing Merchant Center. Provide the requested store details. For information about setting up your store, see Bing Shopping – Submitting a feed to us directly.
Create a product ad extension and associate it with a campaign. You can associate the extension with one or more campaigns; however, a campaign can be associated with only one product ad extension. For information about creating ad extensions and associating them with campaigns, see Ad Extensions.
You should create a specific campaign for product ads. Don’t include product ads in your campaigns running text or mobile ads.
Unlike other ad extensions that add additional information to a text ad for example, a location ad extension that adds an address and phone number to the text ad, the purpose of the product ad extension is to identify the Bing Merchant Center store that contains the products that you want the campaign to advertise – a product ad extension does not add any information to a text ad. In addition to identifying the store, the extension can also filter the store’s products, so that only a subset of the products is advertised.
Add one or more product targets to the campaign’s ad group. This is similar to adding keywords to an ad group for text ads. The product target specifies a bid value and optional product filter. For information about how the product target filter and the product ad extension’s filter work together, see Specifying Product Filters.
After you complete these steps, the delivery engine can begin serving product ads for the products that it finds in the customer’s Bing Merchant Center store. The ad group does not need to specify keywords in order for product ads to get served; keywords are used to serve text ads, not product ads.
If the user’s search query has product intent, the delivery engine searches the customer’s Bing Merchant Center store for products that matches the query. If it finds a product, and the product meets the conditions of the product filters specified in the product extension and product targets, the delivery engine generates a product ad using the product details from the store. If the ad group contains both product ads and text ads, the delivery engine determines which ad gets served.
To use this feature, the customer must be a member of the Product Ad pilot program. To determine whether a customer is in the pilot, call the GetCustomerPilotFeature operation. The operation returns the IDs of the pilots that the customer belongs to. The customer is in the Product Ad pilot if the list contains ID 70.
Specifying Product Filters
Both the campaign level product ad extensions and ad group level product targets can specify product condition filters. The filters determine which products from the customer’s Bing Merchant Center store can be served as product ads. Both filters are optional. If you do not specify any filters, the delivery engine can serve all products in the customer’s Bing Merchant Center store as product ads.
If you specify product filters in the product ad extension and product target, the delivery engine selects the product if it matches all of the conditions specified in the product target and it matches all of the conditions specified in any one of the product condition collections specified in the product ad extension.
For each product ad extension, you can specify a maximum of 10 collections of product conditions. A ProductConditionCollection is a list of product conditions. Each collection can specify up to eight product conditions. For a list of conditions that you can specify, see ProductCondition.
For each product target, you can specify a maximum of three product conditions.
If the store contains different product types, such as shoes, clothes, and cameras, and you want to run a camera campaign, you can filter by product type (camera) and brand via product ad extension at the campaign level and then filter by SKU (pixels) and condition (new) via product target at the ad group level.
Conditions may be returned by Bing Ads services in a different order from the order that you submitted.
Creating Product Targets
In order for product ads to serve, you must add product targets to the campaign’s ad group. To add a product target to an ad group, call the AddAdGroupCriterions operation. The operation takes a list of BiddableAdGroupCriterion objects. Each product target identifies the ad group that it applies to, a bid value, and an optional product conditions filter. For information about using filters, see Specifying Product Filters.
The number of ad group product targets that you add to the ad group directly impacts the number of keywords that you can add to the ad group, and vice versa. The maximum combination of keywords and product targets that you can add to an ad group is 10,000.
Updating a Product Target
To update a product target, call the UpdateAdGroupCriterions operation. The operation updates only those properties that are not set to NULL.
As an alternative to creating a BiddableAdGroupCriterion object and specifying the fields that you want to update, you can call the GetAdGroupCriterionsByIds operation to get the product target’s current contents, update the BiddableAdGroupCriterion as appropriate, and then call the UpdateAdGroupCriterions operation to overwrite the complete record.
Getting a Product Target
To get an ad group’s product targets, call the GetAdGroupCriterionsByAdGroupId operation. You must set the CriterionTypeFilter element to Product.
To get a list of the product targets by IDs, call the GetAdGroupCriterionsByIds operation.
Pausing and Resuming Product Targets
Product ads are effectively paused if all product targets are paused.
Creating a Product Ad
You must add at least one ProductAd to the corresponding ad group. A ProductAd is not used directly for delivered ad copy. Instead, the delivery engine generates product ads from the product details that it finds in the customer’s Bing Merchant Center store. The primary purpose of the ProductAd object is to:
Provide promotional text that the delivery engine adds to the product ads that it generates. For example, if the promotional text is set to “Free shipping on $99 purchases”, the delivery engine will set the product ad’s description to “Free shipping on $99 purchases.”
Capture performance metrics such as clicks and impressions for product ads. For more information about reporting for product targets, see Product Target Report.
To create a product ad, instantiate a ProductAd object and set the promotional text as appropriate. If you do not want to add promotional text to your ads, set PromotionalText to null or an empty string. Next, call the AddAds operation to add the product ad to an ad group.
To update, delete, and get product ads, call the following operations.
To pause or resume a ProductAd, set its Status element to Paused or Active respectively. Note that pausing a ProductAd does not affect the delivery of product ads. To stop serving product ads, you must pause all of the product targets in the ad group. For more information see, Pausing and Resuming Product Targets.
Product Target Report
The product target report can be used to get performance metrics about your product ads campaigns by AdGroupCriterionId. Use the ProductTargetPerformanceReportRequest object and ProductTargetPerformanceReportColumn value set, and optionally filter with the ProductTargetPerformanceReportFilter object.
To get performance-based reporting for product targets, the corresponding ad group must contain at least one ProductAd object. For more information about creating product ads, see Creating a Product Ad.