This document discusses the reports needed to optimize Bing Shopping Campaign performance. It recommends using the Dimensions reporting tab in the Bing Ads UI to view key performance indicators at the item ID level. The document also recommends using the Product Dimension report within the Bing Ads reports feature to view line item details and metrics for each item ID, which allows identifying top and poor performing products. Additionally, it suggests using the Search Term report to find search terms driving success and identify terms to exclude with negative keywords.

1. Bing Shopping Campaigns:
Reports You Need To Drive Optimal
Performance
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2. Who am I?
About me…
 Bing Product Ads Expert at Microsoft
 Been in the industry for 8+ years
 Originally from the East Coast
 Data Feeds are the future
 @RParkDataFeed
Richard Park
Bing Product Ads Expert

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4. What are product ads?
Elements of a Product Ad
SERP dominance
Bing
Shopping UI
Reporting
BSC Reports
Agenda
1. 2. 3.
Search Term
3.

5. Utilize the Dimensions reporting tab in
Bing Ads UI.
Bing Shopping UI Reporting

6. Utilize the Dimensions reporting tab in
Bing Ads UI.
Bing Shopping UI Reporting

7. Utilize the Dimensions reporting tab in
Bing Ads UI.
Bing Shopping UI Reporting
Use the drop down to select specific Shopping level of
Reporting:
• Shopping: Category
• Shopping: Product Type
• Shopping: Brand
• Shopping: Item ID
• Shopping Store ID

8. Select the level of reporting on the drop down:
Best Practice:
“Shopping: Item ID” will give you most granular reporting –
providing KPIs at the item ID level.
Bing Shopping UI Reporting
*For conversion and CPA data implement UET conversion tags
Use the Item ID level reporting to filter through items
based on your business goals.
• Export and filter KPIs
• Identify and adjust bids based on item level KPIs
• Identifying items you may want to exclude
• Insight into other feed attributes such as brand and
category performance

9. Select the “Reports” tab at the top navigation
Reports
Two types of BSC reports:
• Product Partition
• Product Dimension
Bing Shopping Reports

10. Select the “Reports” tab at the top navigation
Reports
Two types of BSC reports:
• Product Partition
• Product Dimension
Bing Shopping Reports

11. Product Partition and Dimension Report:
• Partition Report - Report overview of the Product Group structure and break out w/KPIs
• Dimensions Report - Line item detail report of each item ID w/KPIs (Best report for optimization to
understand which items are performing/non-performing)
Choose your report type along with your General Settings
Under Choose your columns > Select the necessary attributes under the "Attributes" tab. For Product
Dimension you will want to add the following to be safe:
- Brand
- Category 1 - 5 Level
- Condition
- Custom Label 0 - 4
- Product Type 1 - 5 Level
Bing Shopping Reports

12. Product Partition and Dimension Report:
• Now click into the "Performance Statistics"
tab and add the following columns for more
insights
- Impression Share lost to Budget (%)
- Impression Share lost to Rank (%)
- Benchmark Bid
- Benchmark CTR (%)
- Impression Share (%)
• You can also filter by Device Type under
"Filter"
• Run the Reports!
Bing Shopping Reports

13. Product Partition and Dimension Report:
• Now click into the "Performance Statistics"
tab and add the following columns for more
insights
- Impression Share lost to Budget (%)
- Impression Share lost to Rank (%)
- Benchmark Bid
- Benchmark CTR (%)
- Impression Share (%)
• You can also filter by Device Type under
"Filter"
• Run the Reports!
Bing Shopping Reports

14. Product Partition and Dimension Report:
Use the optional Share of Voice columns (Impression Share % and Benchmark Bids) within the Product
Partition and Dimensions Reports to learn more about how to optimize.
Benchmark bid is a great way to see what the general bids are in the participating advertisers in the same
auctions as well Impression Share % to determine how they're ranking.
Bing Shopping Reports
*Hid specific columns in the dimension report to show the additional attributes for SOV reporting

15. Additional information:
Benchmark Bid – the general bid of participating advertisers in the same auction.
Impression share % – advertiser’s impression share for impressions generated through the Bing Ads
Network.
Impression share lost to budget % – percentage of impressions the advertiser lost out on the Bing Ads
Network due to insufficient budget.
Impression share lost to rank % – the percentage of impressions the advertiser lost out on the Bing Ads
Network due to low ad rank – BSC has no avg. position, it’s based off of showing on the SERP or not.
Benchmark CTR % - the general click thru rate of participating advertisers in the same auction.
Bing Shopping Reports

16. Utilize the “Search Term” report within the reports tab
Search Term Report
• Run a search term report > summary (unit of time)
• Compare both shopping and paid search campaigns to identify search terms that are performing well –
use those search term(s) to implement into your product title/description.
• Use the report to also identify terms that should be negated with negative keywords.

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