Restructuring Bing Shopping for Higher ROAS

Revamping Tradesy's Bing Shopping Campaigns for Greater Efficiency

The Challenge

Tradesy’s Bing Shopping campaigns lacked structure, leading to inefficient bidding and suboptimal budget allocation. Product listings were not segmented properly, making it difficult to prioritize high-converting items. Additionally, maintaining profitability while scaling spend on Bing posed a challenge due to the platform’s smaller audience size compared to Google.

The Solution

To improve performance, Tradesy implemented a three-layer funnel approach to better categorize search intent and allocate budget more effectively:

1 Top Funnel: Captured non-brand, broad searches to attract new customers at a controlled CPC.

2 Middle Funnel: Focused on high-intent product searches, such as designer brand names, to drive conversions.

3 Brand Funnel: Targeted Tradesy-specific searches to ensure visibility for high-intent buyers.

By restructuring and consolidating campaigns, Tradesy improved bid efficiency, reducing wasted spend and reallocating budget toward high-performing product categories. Smart Shopping automation was also introduced, allowing Bing’s AI-driven bidding strategies to optimize ad placements in real time.

The Results

A well-structured campaign funnel is essential for maximizing efficiency in Shopping ads. Consolidation and segmentation allow for better budget distribution, ensuring high-intent searches receive the most aggressive bidding. Leveraging automation enhances scalability without sacrificing profitability.

• GMV increased by 137% YoY

• ROAS improved to 6.78 (25% higher YoY).