If you are an experienced PPC marketer, you’ve likely run quite a few Shopping Campaigns on Google Ads – am I right?
Shopping Campaigns on Google have evolved quite rapidly over the last few months, especially with the introduction of Google’s Smart Shopping Campaigns which focus on an algorithmic bid and audience overlays. If you find yourself loving the new shopping features and experience available on Google – maybe you’ll want to consider Microsoft Shopping Ads as a complementary program. Though lesser-known, and not as widely used, Microsoft Ads (formerly Bing), also offers Shopping Campaigns. Search volume on Bing is much less naturally, but many advertisers are seeing success using Product Ads through Microsoft Ad’s Shopping Campaigns. And, they have a new feature, making it all the more exciting to test.
On Thursday, June 25, 2020, Bing announced that they are allowing Product Ads to show on their visual search feature, allowing users to upload an image or provide an image URL in order to search for an item. Once the visual search is executed, if it is an eligible item, Bing will show clickable Product Ad result from retailers, along with organic results. The images and information are powered by a retailer’s product feed, just like with traditional Product Ads. Through the Bing interface, users will also be able to search for visually similar items in a “Goes Well With” section.
Here’s an example of visual search showing Product Ads:
As of now, the ability to show Product Ads on visual search is only available for clothing and shoe retailers. If you fit the bill, try searching for a handful of your items using visual search. If your Product Ads aren’t showing up, your Shopping Campaigns likely need more optimization, and we can help! If you haven’t yet tested Shopping Campaigns within Microsoft Ads, we can help with that too. Reach out to learn more about our PPC services and how we’re driving success for e-commerce clients via Shopping Campaigns on both Google Ads and Microsoft Ads.