Bing to Improve Merchant Center

Bing is enhancing its Bing Merchant Center (BMC), which is used for creating the stores and catalog feeds that provide information for Shopping Campaigns and Product Ads.

To make it easier to manage feed programs, Bing will accept all valid Unicode, rather than just alphanumeric, characters in the ID column. In addition, only ” > ” with spaces will be accepted as a valid delimiter. Other changes beyond the feed format include:

  • BMC displays catalog-level details, though there has never been a way to see a holistic picture of the status of all items. A new graph will change that; each of the four colors represents whether an item is actively being processed and served, rejected, expired or awaiting review. There will also be graphs for the total number of impressions received and the total number of clicks received by all your ads within a store in the past 30 days.
  • Whereas only the last-uploaded feed and corresponding reports were available in the past, Bing advertisers will be able to access the last five catalog feeds and corresponding reports. With expanded historical data, marketers can analyze their data more carefully, seeing dips and spikes in impressions and clicks over a longer period. 
  • It will soon be possible to provide product data via both Content API and FTP upload/Manual Upload/Automatic Download methods, rather than having to choose just one. Doing both, marketers can upload full catalog feeds and then use Content API to provide individual product level updates, allowing for easier management of items’ changing prices and availability.

The changes to BMC will be rolled out over the next few weeks.

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