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Bing Product Ads (Bing Shopping)

How do I set up a feed for Bing Product Ads (Bing Shopping)?

Use the instructions below to set up a Bing Product Ads (Bing Shopping Campaign) feed for your store. If you have multiple stores, you can manage them all from within one Bing Ads account. (Bing Ads was previously known as Microsoft Adcenter. Bing Rich Captions appear to be no longer supported.)

  1. Sign up for Bing Ads at Bing Ads.
    • Bing Shopping Merchant Portal is a sub-account of Microsoft Bing Ads
    • You will be required to enter a credit card, but you will not be charged anything unless you set up pay-per-click ad campaigns.
  2. Log in to Bing Ads
  3. A payment method must be registered under Accounts and Billing.
  4. Go to Tools > Bing Merchant Center
  5. Click the Create Store button.
  6. Enter your Store Name, Destination URL, and Store Description. Check the boxes to enable Product ads and/or Rich captions. (Do not check the Block aggregators checkbox.) Click the Save button.
  7. Click on the Catalog Management tab
  8. Click the Create Catalog button and enter the following settings:
    • Catalog name: Enter your store name
    • Enable Publishing: Checked
    • Enable API Management: Unchecked
      Note: Do not check this box or else the feed will not work.
    • Location: United States
    • How to submit catalog file: Upload file using FTP
    • File name: bingshopping
    • Offer Count: None
    • Click the Save button
  9. On the FTP Settings tab, enter an FTP login and password and click "Save".
    • You must define your own FTP login and password. We suggest that you use your store name as the login. The password must contain at least one number and one symbol, e.g. password1$
    • Make a note of the login/password, because you will need to enter that into the feed settings on our site.
    • The FTP login will not work until Bing approves your account.
  10. Log into our site and click My Account > Add Feed.
  11. Enter your Store Name, select the Bing Rich Captions/PLA Template, and click Create Feed.
  12. Continue to Modify Settings, and configure the Source parameters.
  13. Enter the FTP Username and FTP Password from the FTP Settings tab in your Bing Merchant account. Set the submission frequency to Daily. Click Update to save the settings.
  14. Run a submission task to perform your first upload.

How long does it take to get listed?

Prior to publication through Bing Ads all initial feeds must undergo and pass an editorial review. This process may take up to three weeks. Accurate MPN/UPC data may speed up the process.

You will receive an email from Bing Ads once they activate your account. You will need to set up a Bing Shopping Campaign with a daily budget and bid.

Contacting Bing Ads Support

Please use the Bing Ads Support Form if you have any questions about the status of your listings.

Bing Product Categories - What are they and how do I set them?
  1. Go to My Account > Manage Feed > Taxonomy Search on our site.
  2. Look up an appropriate category for your products.
  3. Go to My Account > Manage Feed > Define Fields on our site.
  4. Click Edit next to the product_category field.
  5. Enter the category into the Default Value box.
  6. Click Update to save the settings.
  7. Resubmit the feed from the Tasks > Submit a Task menu item.

Alternatively, you can add a custom field to your store catalog called "bing-product-category", and fill in the appropriate category there. You can also subscribe to our Categorization Service.

Checking the status of a Bing Shopping data feed

Use the following steps to check the status of your Bing Shopping data feed listings.

Verifying Feed Submissions

  1. Log in to Bing Ads.
  2. Go to Tools > Bing Merchant Center.
  3. Click on your Store Name.
  4. Click on the Store Summary tab.
  5. The Product Overview graph will show you approved/disapproved listings. Look at the Store info > Status for any error messages. It should say Approved.
  6. Look at the Store reports section for any downloadable reports. (For example, a report will be generated if the uploaded file name does not match the catalog file name.)
  7. Click the FTP Settings tab.
  8. Verify that the FTP account status is Active.
  9. Click on the Catalog Management tab.
  10. Next to your Catalog Name, the Status column should the list number of items inserted successfully.
  11. Click on your Catalog Name.
  12. In the Recent files section, look for daily uploads with a status of Product catalog received and OK.
  13. In the Product offers section, you will see the number of offers published and not published, or a message like Feed processing will be completed shortly.
  14. If there are rejected offers, click the Download details link next to the rejected item count to get a spreadsheet of item errors. You can get additional information by downloading the other reports.

Viewing your Items in Bing Search Results

  1. Go to Bing Search and search by one of your product titles.
  2. If Product Ads are working, you will see your ads in the display ad areas of the search results. Note that your Product ads campaign must be active, account funded, bid sufficiently high, daily budget not exhausted, etc., in order for the ads to display.

Contacting Bing Shopping

Currently, Bing only offers chat and phone support, both of which are accessible via the Bing Ads website.

Bing Shopping FTP Error "User cannot log in" or "Password required"

You may sporadically receive one of the following emails from our system:

Error logging in to FTP server ''. Check your credentials. E_WARNING: ftp_login(): User cannot log in.
Error logging in to FTP server ''. Check your credentials. E_WARNING: ftp_login(): Password required for username.

If your Bing feed had been working fine previously, then this problem is caused by Bing's FTP server.

To resolve the issue, please send the following email to

My Adcenter Account ID is X0999999. I am receiving sporadic FTP errors for my FTP uploads using Aten Software's data feed system. It is a one-time error that states either "Password required for username" or "User cannot log in". Please investigate.

You can find your Adcenter Account ID by logging into Bing Ads and looking in the Account drop-down, as shown below.

Where To Find your Microsoft Bing Ads Account ID

Your data feed will continue running daily and the error should go away on the next submission. By sending the email above, you will notify Bing that there is a problem and assist us with obtaining a permanent resolution.

If you have never set up your Bing Ads account, please refer to our Bing Setup Instructions.

What are the advantages of Bing Shopping?

Online retailers can get excited about the new Bing Shopping program by Microsoft. It is free to submit your product listings to them.

Bing Shopping has gone through numerous incarnations, including Jellyfish, MSN Live ProductUpload, and Bing Cashback. It should become a major shopping venue as Microsoft aggressively promotes it.

What are the links for Bing Shopping?

Bing has created a new Merchant Self-Service Portal.

Difference between Bing Rich Captions and Product Listing Ads

Bing Rich Captions and Bing Product Listing Ads are two different programs.

Bing Rich Captions are free. By submitting a feed, Bing will display your product price, stock status, etc. next to your organic search results.

Bing Product Listing Ads (PLA) are pay-per-click ads that appear to the side of the organic results as advertisements. The ads will display your product image, price, description, etc.

The feeds we submit to Bing work for either program. At this time, Bing PLA are in beta, and you may not be able to sign up until the program opens to the public. Check with Bing Ads regarding that.

Both programs are opt-in only. You opt-in by checking a checkbox in your Bing Merchant Account when you set up your account.

How to give another user access to your Bing Ads account
  1. Log into Bing Ads
  2. Click your user name in the top-right, and select Accounts & Billing.
  3. Click the Users tab.
  4. Click the Invite User button.
  5. Enter the following information:
    • First Name: Aten
    • Last Name: Software
    • Email: email address
    • Product Language: English - United States
    • Account Role: Standard User
    • Click Allow access to all current and future accounts
  6. Click the Send button.