Search Engine Marketing and Pay-Per-Click Advertising in the Yahoo Bing Network

 

Did you know? Search advertising for both Yahoo! and Bing networks is now booked through Microsoft Advertising adCenter.

Bing Ads is a search engine marketing and pay-per-click advertising service used by the Yahoo! and Bing search engines. BigCommerce allows you to generate and export ads based off your product database for import into your Bing Ad campaign. Note that this feature generates text ads (see the example ad at the end of the article) not a product shopping feed file.

Dynamic placeholders can be used in generating your ads to fetch data specific to each product, such as the product name, brand, description and price.

1. Go to MarketingYahoo Search Marketing.

2. For Create Ads For, select the specific categories that contain the products for which you want to create ads. Alternatively, you can choose to create ads for all products in your store.

Create Ads For: All Categories

3. Fill in the rest of the content for your ad:

  • Ad Headline — This is the top line and title of your ad. In most instances, you'll want to use a {PRODNAME} placeholder to make the headline specific.
  • Short Description — This line shows immediately below the title. The combined length of the short description and title should not exceed 63 characters.
  • Long DescriptionNo longer in use.
  • Ad Display URL — This does not have to match the destination exactly, but should not be deceptive either. For example, you may shorten http://yourstore.com/mens/hats/black-fedora to simply yourstore.com/black-fedora for display purposes.
  • Ad Destination URL — This is the actual URL the customer will be directed to when they click your ad. For product specific ads, you'll likely want to leave this set to the {PRODLINK} placeholders.
  • Maximum CPC — This is the maximum amount you are willing to spend per click-through (specified in US dollars) to display your ad on Bing and Yahoo! amongst their search results. Generally the higher your maximum CPC (cost per click), the higher on the page your ad will appear.

To the right of the ad content fields is Example Ad, which will show you an approximate preview of how the finished ad will look.

Example of Yahoo! and Bing search marketing ad.

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