Product Ads Beta

1. Product AdsBeta High-impact, relevant ads

2. What are Product AdsBeta? Product AdsBetaallow you to display an image of your product and details about it in your ads on the Yahoo! Bing Network. This presentation walks you through getting started with Product AdsBeta.

3. Get started with Product AdsBeta Setting up a Bing Merchant Center account Creating or editing a store Creating a catalog Setting up a product feed

4. Setting up a Bing Merchant Center account Sign in to Bing Ads and select Tools in the upper right corner. Under Management Tools, select Bing Merchant Center.

5. Setting up a Bing Merchant Center account Create a store, or choose an existing store. Your store name will appear in your product ad as the merchant name. Duplicated stores will be rejected. If you have ever displayed products on Bing Shopping, you likely already have a Bing Merchant Center store. Creating or editing a store

6. Setting up a Bing Merchant Center account If you’re creating a new store, fill out the form, confirm that you’ve read the terms of use, and click Finish. Creating or editing a store If you have an existing Bing Cashback account, you can migrate your store or create a new one.

7. Setting up a Bing Merchant Center account You will be taken to the Store Summary page, where you’ll see your Store ID, Store name, and Store status. Creating or editing a store • Things to know: • You cannot change your Store name or Destination URL. • You can use the Store Summary page to edit your store settings.

8. Setting up a Bing Merchant Center account Check the box that says “Allow catalogs in Product Ads.” If you don’t do this, your product ads will not display. Creating or editing a store

9. Setting up a Bing Merchant Center account Create a catalog of products by uploading a product feed. Google feeds are accepted. Your product ads won’t go live until mid-August, but you can set up your feeds now. See the chart at the end of this presentation for feed best practices and required fields, including fields available in Google that are not available in Bing Ads. Creating a catalog

10. Setting up a Bing Merchant Center account When uploading your file, make sure to test your feed. If you see a message saying you have errors, check the test file report for details. Once you’ve successfully uploaded your feed without errors, click Save. Setting up a product feed

11. Setting up a Bing Merchant Center account Create your FTP user name and password under the FTP Settings tab, and click Save. FTP passwords must be at least six characters long, alphanumeric, and include a special character. Setting up a product feed

12. Setting up a Bing Merchant Center account Under the Tax tab, select the tax information for your products. It will default to“Not configured.” Click Save. Setting up a product feed

13. Setting up a Bing Merchant Center account Under the Shipping tab, select your shipping preferences. The default is “Not configured.” Click Save. Setting up a product feed

14. Get started with Product AdsBeta Creating product ads Creating your first product ad campaign Creating additional ad groups Creating a new Product Target Creating a new product ad

15. Creating product ads Once you finish setting up a store and catalog, you can create product ads in Bing Ads. To get started, click the Campaigns tab. Under Create Campaign, select Product ad campaign. Creating your first product ad campaign

16. Creating product ads Fill in your Campaign Settings as you would for a text-ad campaign. You can set your budget, language, and location settings here. Creating your first product ad campaign

17. Creating product ads Next, create a Product Extension — the store/feed from which your yourproduct information and image will be pulled. Once you’ve created an extension, it will appear here. Creating your first product ad campaign

18. Creating product ads After selecting the extension, you’ll create the product ad. You’ll only add promotional text here; the pricing, image, and other information are taken directly from your product feed, so chose text that’s relevant to your product target. There is a 45-character limit for promotional text. Creating your first product ad campaign

19. Creating product ads Select a bid for your product ad. You can inherit your ad-group bid, or use a custom bid. Select the products that you’d like included in your ad. You can select all products, or you can filter products by brand, condition, product type, Bing label, Bing group, or SKU. Click Save. Creating your first product ad campaign

20. Creating product ads After setting up your first Product ad campaign, you can add ad groups to it. To do this, select the campaign, and then click Create ad group. Name the ad group and set your language, location, and advanced location options. Under Ad Type, select Product Ad from the drop-down menu, and click Save. Creating additional ad groups

21. Creating product ads Set your bids, targeting options, schedule, ad distribution, and ad rotation. Click Save. Your ad group has been created. Now you can create ads (promotional text) and a Product Target. Creating additional ad groups

22. Creating product ads Click on the ad group you just created, and then click Product Target. Click Create, and then select a bid for your target. Select your choices for the Product Target and click Save. You’ll be able to select all products or filter products by up to three attributes: Brand, Condition, Product Type, Bing Ads Label, Bing Ads Group, SKU, ID, Seller Name. You cannot edit the products in your Product Target after saving. Creating a new Product Target

23. Creating product ads To create an ad, select Ads, and then Create New. Under Ad Type, select Product ad from the drop-down. Enter your promotional text related to the ad group and targets you just set,and click Save. Creating a new product ad

24. APPENDIX Bing Merchant Center uses a single, consolidated catalog format for all supported programs. There are two types of attributes: • General AttributesThese attributes apply to all supported Bing Merchant Center programs. • Product Ad-Specific AttributesThese attributes may be submitted as part of a consolidated catalog file, however, they will apply only to Product AdsBeta. These attributes start with the “bingads_” prefix, and are recommended.

25. Below are the required fields you will see in a catalog feed.Required fields include Id (MPID), Title, Brand, ProductURL, ImageURL, Description, and Price. Common issues that prevent advertisers from successfully publishing products include: Ensure you include all 7 required columns (products without all 7 will not display) Your catalog file must be only one of three file types: .txt, .zip, or txt.gz (we do not accept xml, xlsx, csv, etc) Open your catalog file in Notepad or Notepad++ and remove any extra tabs you have at the end of each row No $ sign in the price values and no lbs in shipping weights (only numbers limited to 2 decimal places) No quotations wrapping any value and no HTML code (copy the data from excel and paste it into a new notepad or notepad++ document to easily remove the quotations) Do not include invalid columns such as color Make sure you do not misspell the header row titles (no spaces before/after/between words) Submit a catalog in DOS/Windows formatting and UTF-8 encoding. No UNIX or MAC ANSI (use Notepad++ to check)

26. Catalog Attributes Quick Chart

27. Catalog Attributes Quick Chart (continued)

28. Catalog Attributes Quick Chart (continued)

29. Attributes Not Available in Bing Merchant Center Sale Price Sale Price Effective Date Additional Images Apparel Products Gender Age Group Product Variants Color Size Pattern Material Nearby Stores Merchant-defined multipacks Unit Prices Energy Labels Nearby Stores Loyalty Points Multiple Installments Unique Product identifiers Identifier exists These Google Merchant Center fields will not import Item Group ID We do not offer Used Refurbished Not in stock Multi Value Field Component Label Exact match in Bing (treat as single-value field) Adult Excluded Destination Expiration Date