As Bing's search engine integrates OpenAI's DALL·E model with AI-generated image capabilities, Microsoft Advertising presents new opportunities for international marketers. Recent data shows an 8-fold increase in downloads and a 15.8% growth in page visits following Bing's upgrade. This analysis focuses on Microsoft Shopping Ads and Audience Ads, offering optimization strategies to enhance overseas business performance.
Shopping Ads: Precision Targeting for Higher Conversions
Similar to Google Shopping Ads, Microsoft's visual product listings display key information directly in search results, shortening purchase journeys and improving conversion rates. Two primary formats exist:
Core Components
- Bing Merchant Center (BMC): Serves as the product feed hub, functioning as a digital storefront with feeds acting as product catalogs.
- Microsoft Advertising UI: The campaign management platform where feed filtering at campaign and ad group levels enables precise product bidding control.
Implementation Process
- Establish a BMC Store (manual creation with domain verification or Google store import)
- Verify website domains (UET code verification recommended for data collection)
- Create or import product feeds
- Launch Shopping Campaigns/Groups/Product Groups
Standard Shopping Ads: Granular Optimization
This format allows detailed control through product group segmentation and bid adjustments. Recommended account structure:
- Campaigns: Broad categories (include one comprehensive campaign)
- Ad Groups: High-performing subcategories
- Product Groups: Top-performing products with competitive bids
Smart Shopping Ads: Automated Efficiency
Leveraging machine learning, this format automatically optimizes campaigns based on conversion goals, budgets, and geographic targets. Key requirements include:
- UET code installation with revenue tracking
- Conversion value reporting
- Bid strategies limited to maximize conversions/conversion value
Optimization Strategies
- Test high-ROI products, premium items, or underperforming standard campaign products
- Adjust ROAS targets gradually (10-15% increments) after machine learning stabilization
- Allow 2-4 weeks for campaign learning periods
Best Practices
- Use high-resolution product images with white backgrounds
- Include critical information in the first 35 characters of titles
- Enhance feeds with recommended attributes (Product Type, Brand, Custom Label)
- Utilize shopping extensions (Free Shipping, Promotions)
- Enable Automatic Item Updates for real-time inventory synchronization
- Monitor search terms and implement negative keywords
Audience Ads: Advanced Targeting for Potential Customers
Microsoft's native advertising appears across premium platforms including MSN, Outlook, Microsoft Edge, and partner sites, primarily as image-based placements with emerging video options.
Targeting Methods
- User Intent: Remarketing, In-market Audiences, Custom Audiences, Similar Audiences
- Demographics: Age/Gender, LinkedIn Profile (industry, job title, company)
- Geography/Device: Location and device-specific targeting
Audience Types
- Brand Awareness: In-Market Audiences, LinkedIn Profiles, Similar Audiences
- Performance: Remarketing (minimum 1,000 users), Product Audiences (minimum 300 users), Custom Match (CRM email lists)
Creative Formats
- Image-based (cross-platform compatible with Google/Facebook assets)
- Feed-based (utilizing existing product information)
Campaign Strategies
Brand Awareness:
- Target LinkedIn professional segments and in-market audiences
- Leverage top-performing creative from other platforms
- Focus on best-selling or promoted products
Performance Campaigns:
- Require proper UET implementation and sufficient audience data
- Segment by user behavior patterns
- Utilize dynamic remarketing for personalized approaches
Cross-Platform Integration
Microsoft Advertising supports one-click imports from Google Ads, Facebook Ads, and Pinterest Ads, with synchronization options for streamlined account management.