Like AdWords Product Listing Ads (PLA), Bing’s version are powered by merchant product feeds. The ads display on the Yahoo Bing Network for commerce-related searches and feature a product image, title, price and merchant name.
Also similar to the Google process, advertisers first set up Bing Merchant Center Store accounts and upload their product catalogs. From there, advertisers can create a Product Ads campaign in Bing Ads. Advertisers already running PLA campaigns on AdWords can use the Import From Google AdWords function to bring their campaigns into Bing Ads.
Earlier this week Bing announced it is beta testing Mobile Product Ads for smartphones.