It’s no secret that Product Listing Ads (PLAs) are growing significantly. With a 57% growth in spend in the 2016 holiday season vs. last year, PLAs continued to grow 22% year over year in Q1 2017. But, what might be a surprise is that a significant amount of that growth was from Bing. Bing Shopping Campaigns have been adopted by 28% of retail customers since Kenshoo launched support in Q1 2016. And spend has increased 20X year over year!
Bing Shopping Campaigns can drive incremental growth for advertisers. They are a great way to reach a wider audience with attention grabbing, mobile friendly ads. For instance, over the 2016 holiday season, Very.co.uk used a combination of audience segmentation along with Kenshoo’s portfolio optimization and budget forecasting across keywords and shopping campaigns. They drove a 104% lift in shopping revenue and a 32% increase in shopping ROI across Google and Bing. And they achieved an overall increase of 82% in revenue and 62% in ROI across search as a whole. You can read the full case study here.
If you’ve been hesitant to jump on the Bing Shopping Campaign bandwagon, it’s now easier than ever to scale to Bing with Kenshoo’s Shopping Campaign Mirroring. In just a couple of clicks, you can take your successful Google Shopping Campaigns and replicate them to Bing. You can also keep your campaigns synchronized so that you only need to maintain the original campaign. This allows you to automatically maintain high quality shopping campaigns on Bing over time and get better results without additional effort.
Once your shopping campaigns are in Kenshoo, you can:
Kenshoo is a Bing Elite Preferred Partner (#bingpartner). If you’re interested in exploring how Bing Shopping Campaigns can drive holiday sales for you, talk with your Kenshoo Client Success team, download the Scale Bing Shopping Campaigns overview, or contact us for more info!
Director of Product Marketing, Search