Dive Brief:
- Bing is rolling out several new features for its Shopping Campaigns and ad products in anticipation of the holiday shopping season, according to Search Engine Land.
- Among the changes: Bing Product Ads are now available for all existing mobile Shopping Campaigns, campaigns now support both new and refurbished products, Impression Share metrics are launching in beta to show how often marketers' products are shown compared to their competitors, and Shopping Campaigns are out of beta in the U.K. and Australia.
Dive Insight:
In preparation for the holiday shopping season, Bing is bringing a number of new features to its Shopping Campaigns, including mobile ad inventory and support for new and refurbished products.
Bing is also launching Impression Share metrics in beta, including Benchmark Bid and Benchmark CTR. These are key performance indicators that give marketers competitive insights for their product ads to see how those ads are performing relative to the marketplace average.
The new Shopping Campaign features come just a couple of weeks after Bing announced retargeting on Shopping and Search text ad campaigns for the first time.
"When people look for products and services online, they rarely convert on their first visit," Kalyan Nanduru, Bing Ads senior program manager, wrote in a blog post about the new capability. "Instead we often find that people visit a site, then check out competitors and compare prices – and get distracted."
Bing’s retargeting capability is available on both Bing and Yahoo searches and is based on Bing Ads Universal Event Tracking.
