Bing Product Ads Are Here

Scott Lambert

Yesterday saw the US launch of Bing’s new product ads, which make it easy to advertise particular products alongside images, seller details that are key to local search potential, and up to date information on price. Taking a similar approach to Google AdWords, Bing's product ads keep things simple for marketers by enabling them to copy data directly and have it fit straight into the system. Pictures can be added specially or Bing can be set to pull them directly from the seller’s catalog in a useful function that allows for easy updating as marketing campaign angles change.

The main difference between these ads and Google’s is that they are clearly displayed, with spacing around the images that really makes them stand out. Research into Google’s own recent updates on its main search page has shown that this is something users really respond to and find visually appealing. They can be categorized using BingAd Groups and tagged by location to target them at specific markets.

The ads will be visible on both Bing and Yahoo. Although together they are still not as big as Google, they reach around 600 million people a month.

Bing is now making it a habit of copying good ideas while its competitors focus on innovation, but this might not be a bad strategy. Although it used to be thought of by many users as unnecessary replication, Bing Maps is now widely considered better than Google Maps, especially when it comes to real time data. In other words, rather than trying to do things first, Bing is concentrating on doing them well, and its ads look as if they may take off in the same way. The ads have been in the pipeline for several months, going through extensive testing, and Bing says it intends to keep listening to feedback about them.

At present the new ads are only available via traditional computers, but a mobile version is currently at the beta testing stage and is said to be coming soon. Bing is also working on other changes to its mobile ads, including extensions, which means that when a user makes a local search, the nearest branch of a business will be highlighted along with details on how to find it. It is also adding call extensions, which are widely considered to be the single most effective way of making conversions.

Scott Lambert

Written by Scott Lambert

For 35 years, Scott has been at the forefront of digital transformation and how it is effectively applied in businesses and organizations to market, sell, and support customers and members more successfully and cost effectively. Scott is President and Co-Founder of Xcellimark, an award-winning digital marketing agency serving clients throughout the U.S., Canada, Central America, and Germany. Xcellimark helps businesses succeed through the implementation of its unique digital marketing and sales approach specifically designed to meet their specific goals and objectives. Scott’s marketing, sales, and operations experience have included key management positions at industry leaders including AT&T, iXL (now SapientRazorfish), eSchool Solutions (now TalentED), and BellSouth, where he led the product development, marketing efforts, and market launch of, the second public ISP developed in the U.S. Scott is the author of articles highlighted on leading online publishers such as LinkedIn, Business 2 Community, and he was recently featured by LinkedIn in the Entrepreneur magazine article on “No Time for Marketing? Hire a Freelancer.” His engaging personality and wealth of real-world and business experience make Scott a frequently requested speaker. Some of his engagements include being the featured speaker in a series of Orlando Business Journal seminars on Digital Marketing, speaking at the WSI London conference, and at international conferences in Belize. Scott has a Bachelor’s degree in Accounting from the University of Mississippi and a Master’s of Science in the Management of Technology from the Georgia Institute of Technology (Georgia Tech). Scott has been active in global mission efforts and is a board member of Global Teams, a Christian outreach organization. He lives in Winter Springs, FL with his wife Nancy and dog Sadie.

Topics: Local Search

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