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How to Succeed with the New Bing Product Ads
How to Succeed with the New Bing Product Ads
How to Succeed with the New Bing Product Ads
How to Succeed with the New Bing Product Ads
How to Succeed with the New Bing Product Ads
How to Succeed with the New Bing Product Ads
How to Succeed with the New Bing Product Ads
How to Succeed with the New Bing Product Ads
How to Succeed with the New Bing Product Ads
How to Succeed with the New Bing Product Ads
How to Succeed with the New Bing Product Ads
How to Succeed with the New Bing Product Ads
How to Succeed with the New Bing Product Ads
How to Succeed with the New Bing Product Ads
How to Succeed with the New Bing Product Ads
How to Succeed with the New Bing Product Ads
How to Succeed with the New Bing Product Ads
How to Succeed with the New Bing Product Ads
How to Succeed with the New Bing Product Ads
How to Succeed with the New Bing Product Ads
How to Succeed with the New Bing Product Ads
How to Succeed with the New Bing Product Ads
How to Succeed with the New Bing Product Ads
How to Succeed with the New Bing Product Ads
How to Succeed with the New Bing Product Ads
How to Succeed with the New Bing Product Ads
How to Succeed with the New Bing Product Ads
How to Succeed with the New Bing Product Ads
How to Succeed with the New Bing Product Ads
How to Succeed with the New Bing Product Ads
How to Succeed with the New Bing Product Ads
How to Succeed with the New Bing Product Ads
How to Succeed with the New Bing Product Ads
How to Succeed with the New Bing Product Ads
How to Succeed with the New Bing Product Ads
How to Succeed with the New Bing Product Ads
How to Succeed with the New Bing Product Ads
How to Succeed with the New Bing Product Ads
How to Succeed with the New Bing Product Ads
How to Succeed with the New Bing Product Ads
How to Succeed with the New Bing Product Ads
How to Succeed with the New Bing Product Ads
How to Succeed with the New Bing Product Ads
How to Succeed with the New Bing Product Ads
How to Succeed with the New Bing Product Ads
How to Succeed with the New Bing Product Ads
How to Succeed with the New Bing Product Ads
How to Succeed with the New Bing Product Ads
How to Succeed with the New Bing Product Ads
How to Succeed with the New Bing Product Ads
How to Succeed with the New Bing Product Ads
How to Succeed with the New Bing Product Ads
How to Succeed with the New Bing Product Ads
How to Succeed with the New Bing Product Ads
How to Succeed with the New Bing Product Ads
How to Succeed with the New Bing Product Ads
How to Succeed with the New Bing Product Ads
How to Succeed with the New Bing Product Ads
How to Succeed with the New Bing Product Ads
How to Succeed with the New Bing Product Ads
How to Succeed with the New Bing Product Ads
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How to Succeed with the New Bing Product Ads

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CPC Strategy & Bing team up to deliver the definitive resource on Bing Product Ads, Bing's new online product advertising program for ecommerce merchants. …

CPC Strategy & Bing team up to deliver the definitive resource on Bing Product Ads, Bing's new online product advertising program for ecommerce merchants.

CPC's Jeff Coleman and Bing's Lindsay LaFran dive into how to set up Bing Product Ads, what it means for retail advertisers, and overall best practices and strategy.

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  • US retail ecommerce sales, excluding travel, will nearly double in size, from $225.5 billion in 2012 to $434.2 billion in 2017.90% of consumers will shop online this year. 189 Million consumers ages 14+ will browse, research, or compare products online via PC, smartphone, or tablet (US).82% of digital shoppers will make at least one purchase online this year. 156 Million consumers age 14+ bought online in 2013(US).Source:  US Retail Ecommerce: 2013 Forecast and Comparative Estimates,” eMarketer, April 11, 2013
  • Mobile is a shopping companion while consumers are in the store looking to buy – and 82% of smartphone shoppers use mobile search to make purchase decisions. In fact, consumers choose search as their top in-store resource. Cost-savings in particular are important to customers, with 53% making price comparisons on their mobile in-store. They’re also looking for where products are sold and promotional offers. Source: Mobile Search Helps 82% of In-Store Shoppers Make Purchase Decisions [Study], Search Engine Land, May 15, 2013http://searchenginewatch.com/article/2268444/Google-Mobile-Search-Helps-82-of-In-Store-Shoppers-Make-Purchase-Decisions-Study
  • Millions of searchers, billions of searches – all specifically for Retail.Source: comScore Search Categories Report (custom), US, June 2013
  • A Product Target tells Bing Ads what products you want to trigger your Product Ad. Think of a Product Target as your keywords for your Product Ads. Just like keywords for text ads, Product Targets will be compared to a customer’s search query or other input and potentially trigger an ad. Unlike keywords, where you can choose any word you want to add to your list, you choose Product Targets from your Bing Merchant catalog. You can select all products in your catalog, or narrow it down by brand, SKU, or other characteristics. Product TargetAt least one product target is needed in order to run Product Ads. Product Targets determine which products from Bing Merchant Center feed are chosen to serve a product ad. They can also be used to group products (SKUs) together for the purpose of:bidding differently on different sets of productsorganizing campaigns for tracking purposes
  • One domain per store.
  • As a part of your initial feed upload, rejections are expected. Initial feed processing can take up to 3 days. Editorial overrides need to be done for disapproved terms. (If you are selling toys and you have “water gun”, the term gun will likely be auto rejected. This will need to be removed and the feed re-uploaded, or have editorial override the terms. Overrides can take 1-2 weeks. In the Bing Merchant Center, advertisers can view their Product Ads Feed Rejection reports. These reports contain summary and detailed information on offers that rejected and the associated rejection reasons. The format of these reports is:1.       A summary section highlighting top rejection reasons.2.       A detailed “failures” section. This is a tab-separated table with two columns, Merchant Product ID [MPId] and Rejection Reason(s). Each line/row is for a unique offer with all its rejection reasons comma-concatenated and placed in the Reasons column.Product restrictions can be found here: http://advertise.bingads.microsoft.com/en-us/product-ads-pilot
  • First, we recommend all advertisers to create an ‘all products’ bucket with a lower bid than their least bidded product target specific bid. Then, we recommend that advertisers find similar qualities and characteristics to organize their campaigns in a way where bidding becomes strategic and scalable.Set up your Product Targets by grouping similar product IDs.Include terms specific to the product IDs you’ve grouped together. Setting up multiple targets that include the same parameters is not recommended unless you’re not able to implement narrow targets for some reason. Example: Not Recommended: Product target 1: nike, Womens, RunningProduct target 2: nikeRecommended: • Product target 1: nike, Womens, Running • Product target 2: nike, Mens, RunningCreate at least one Product Target that targets all products in the feed. This helps ensure that products don’t fall through the cracks. Set the bid for this Product Target lower than the bids set for the more specialized Product Targets. Create additional Product Targets that include specific brands, product types, or individual products that align with your business goals. Use different promotional text to highlight unique offers and key selling points that apply to all of the Product Targets in an ad group. Promotional text increases the ad real estate, can help differentiate the ad and capture attention, and has been shown to help increase click-through rates.Have a negative keywords strategy. Although Product Ads use Product Targets — rather than keywords — to determine which items appear for product-related search queries, you can use negative keywords to prevent your products from showing in response to irrelevant and/or poor-performing queries.
  • Currently flighting promotional text, so you may not see this on every ad.
  • Working to release a share of voice report in the coming months, as well as ad diagnostics and Ad preview.
  • Trusted stores, local stores, merchant ratings
  • http://advertise.bingads.microsoft.com/en-us/bing-rich-captionsAdvertisers who are interested in having their Rich Captions annotated can check the box entitled “Product Ads” when they upload their product feed.
  • Thanks guys. Before I get into our tips & tricks for optimizing a Bing Shopping campaign, I’ll briefly touch on the history of Bing Shopping so we have a little context for where we’re at today.
  • For the most part sending a feed to Bing Shopping has always been free (except for a brief period of time when Bing ran the Cashback program which operated on a revenue share). Any traffic your direct feed generated was free, which always sounds great in theory.But believe it or not there are some benefits to switching to a paid model.
  • First & foremost, retailers now have much more control over how their products rank & can actively promote their top converting items if they structure their campaign & bids accordingly.When Google Shopping first went paid there was a bit of a learning curve, but we’ve seen tremendous growth there since we were given the ability to promote the products we wanted & I anticipate the same type of growth path for Bing Shopping.
  • There are 2 main components to managing a Bing Product Ads campaign that Lindsay touched on earlier – feed optimizations & campaign level optimizations. And as is the case with any feed-based program these two components need to work together.
  • First off, make sure you’re sending your entire catalog. Bing’s minimum bid is $0.05 which would be cheap traffic for any retailer in any vertical. If your primary concern is ROI, start your campaign with a low bid, don’t start out restricting your feed because sometimes those little-searched products are the ones that can lead to profitable incremental sales over time. Finding those diamonds in the rough can be an important part of growing your campaign.Next, make sure you’re optimizing your titles/descriptions. Simple things like including the Brand name, Product Type, and Color/Size, or other variant info can have a big impact. Let’s say you were selling Nike Air Jordan’s. You could leave the title as “Air Jordan” and you’d probably still get some traffic. But your reach would be so much larger if your title read something like “Men’s Black Nike Air Jordan Basketball Shoes Size 10”. Those are all highly relevant terms that encompass a much larger range of searches.So make sure you’re not leaving money on the table by leaving relevant terms out of your titles/descriptions.Lastly, don’t forget about your part numbers. A lot of retailers ignore MPNs/UPCs but if you have the ability to get accurate MPNs AND UPCs please do so. Every product marketing channel wants them so do yourself a favor and get them if you can.
  • Transfer Your Old Google Shopping CampaignYour Bing Ads campaign setup will be very similar to the way a lot of your Google Shopping campaigns were structured unless you’ve switched to Google’s new Shopping Campaign type. Because Bing Ads uses a similar format, you can import your old Google Shopping campaign structure into Bing Ads. Keep in mind that you can NOT import the new Google Shopping campaign type, this is strictly for Google Shopping campaigns that use the Product Target format.However, unless you just went live on Google Shopping in the past couple months you should have an old Shopping campaign. You can still import that campaign even if it’s paused.One thing to keep in mind is that your Product Extensions will not transfer. The Product Extension is what links your Bing Ads campaign to the Bing Merchant Center Feed, so obviously this is going to be unique to bing & wouldn’t be in your Google campaign.If you import your campaign from AdWords, make sure you add a Product Extension to your campaign by going to the Ad Extensions section and selecting Product Extension.If you’ve already set up your Bing Catalog in the Bing Merchant Center, you should be able to select that catalog by clicking the “Create Ad Extension” button.
  • So you’ve got your feed set up, your labels are in the feed, now what? How do you structure your campaign? As a rule of thumb, your bid should increase as you get more specific. This is for 2 reasons.First of all your more general bids are going to encompass more products & 1 bid might not be appropriate for a large selection of products. Second, bid determines where a product will go if it applies to multiple targets. For example, your All Products target encompasses all the products in your feed. Then you have a product target targeting Refrigerators. Well a refrigerator could go in either the All Products or the Refrigerators product target. So how does Bing know where to put it? It’s based on bid.Since a refrigerator could go in either target, Bing will put that product in the target with the higher bid. If your All Products target bid is above your Refrigerators target bid, then your Refrigerators target won’t have any products in it because all of those products will be moved into the All Products target.
  • You’ll notice that we ranked Product Category or Type below Brand. How you prioritize Brands or Categories can vary by vertical and can even vary within verticals depending on how your customers find you.If your product mix is brand-centric, then you should focus on structuring your campaign according to brand. For example, if you sell small appliances, chances are your customers are searching for brands like Cuisinart or Kitchenaid. So it would make sense to target those brands.On the other hand if you sell Jewelry your customers might be looking for things like earrings or diamond rings, but not necessarily a particular brand. In that case your structure should be category-focused.The general rule of thumb is that your bids should get higher as you get more specific. So whether your 2nd tier is Brand or Category, those bids should be higher than your All Products bid and then your custom groupings should start out with higher bids than your Brands/Categories.If a particular category or brand or custom group turns out to have a poor ROI, you can always bring those products back into the more general group with the low bid, and focus on breaking out different groups of products that convert better.
  • Using the Bing Labels Effectively:Lindsay touched on this a bit earlier and I’ll get into more detail on these here.You can use Bing Labels & Bing Groupings to customize the segmentation of your products. I’m often asked how to use these effectively and the answer is going to vary by vertical & by retailer. But the rule of thumb is use these for something unique, something that you don’t already have the option to group products by. For example, don’t just throw the brand name in this column or copy in your Merchant Category. Bing already gives you the option of grouping products by Brand & Merchant Category, so don’t bother throwing those into your Bing Label.These can be used for things like segmenting out top sellers, grouping products by price or margin, grouping by variant attributes like color, size, etc. So for example, if you sell Appliances and you know that your Stainless Steel appliances tend to have the highest conversion rates, then you could add “stainless steel” as a Bing Label to separate out all your stainless steel appliances.We’ll go over how to structure that in your campaign in the next slide. The first step is figuring out how you might want to group your products & getting that data into the feed.
  • If you want to use Bing Ad Labels in your feed, you have to create new product targets to target those labels in your account. In the last slide we used stainless steel appliances as our example so I’ll use Refrigerators & Stainless Steel Refrigerators as my example here. You can group these products in 1 of 2 ways. You could have 1 Ad Group for your refrigerators with separate product targets or you could have separate ad groups altogether.I actually prefer to have separate ad groups altogether so I can see how all my product segments are performing directly in the Ad Group view, without having to drill down into each ad group, but it’s up to you.Regardless of which method you choose, you’ll need separate product targets. The product target is what tells Bing which products to pull in your feed. Your ad group name is actually irrelevant when it comes to which products are targeted – the ad group name is just a name you give it to help you know what products are there.In the first image you can see I have separate ad groups for Refrigerators & Stainless Steel Refrigerators. In the 2nd image you can see my product targets. My Refrigerators Ad Group has a product target that targets products with the Product Type “Refrigerators”My Stainless Steel Refrigerator Ad Group needs a more specific product target. Since this is just for “refrigerators” I have the product type = refrigerators target in there, but I also have a target for BingAds label= Stainless Steel. So this product target will only target products with both a product type of “refrigerators” and a label of “stainless steel”And remember, your bid determines which product target a product goes in. Technically, a Stainless Steel refrigerator qualifies for the general “refrigerator” target. So if you want to make sure your stainless steel refrigerators get put into the Stainless Steel Refrigerator target, you need to make sure that target has a higher bid.
  • Let’s talk a bit about poor performing products.This is probably the most important strategy tip I could give you. Please monitor your product performance. This is a product-based campaign, you need to manage it on the product level. The most common problem we see when auditing product marketing campaigns is that retailers are not down-bidding their poorest performing products.You can’t yet get product-level data through the Bing login (just like you couldn’t get that through Google either until very recently). However, you can get sales data on the product level through a 3rd party tracking platform. If you see products accruing a large amount of clicks with no sales, then you need to lower the bid on them. Not only are those products wasting your ad spend by attracting a large amount of unprofitable clicks, they’re potentially lowering your order volume by stealing visibility from products that might convert better instead.This is probably the most common thing that retailers are either not doing altogether, or are not doing properly. We almost never take over a campaign where retailers or other agencies are correctly implementing a product down-bid strategy & it can be an effective method for improving ROI.
  • Mobile TrafficAs I’m sure you’re all aware mobile traffic is the fastest growing segment of ecommerce with more people shopping on their phone every month. However, conversion rates on this traffic are notoriously low, especially if you don’t have a mobile-optimized site.If you don’t have a mobile optimized site then I have 2 recommendations for you. First, get one! I don’t care how great your site converts on desktops, I can guarantee you it’s not going to convert as well on tablets or smartphones as it would if you had a mobile-optimized site would and the percentage of people shopping on their phones is growing.Second, until you have a mobile-optimized site ready you should pause mobile & tablet traffic unless you’re strictly using a land-grab type of strategy where you want to take up as much space & acquire as much traffic as possible. Once you have a mobile site set up, turn it on but watch it closely. Direct conversions from mobile traffic can be low, but you’ll want to watch how overall sales, phone orders, etc. are impacted because we know that mobile traffic can influence a number of other order sources, including desktop orders since customers might be browsing on their phone then coming home to finish up their purchase on their computer.One cool unique feature about Bing Product Ads is that they let you turn off Desktop, Mobile, or Tablet traffic, which Google doesn’t allow. On Google you can only adjust Mobile, but Desktop & Tablet traffic are always enabled for every campaign. So with Bing, you could have a completely separate campaign targeting mobile devices. Just make sure to turn off Desktop targeting in your mobile campaign, and you’ll be able to set up a completely separate Mobile campaign with different bids according to how that traffic converts for you.
  • Make sure to pay attention to how you’re performing in different parts of the country. If you navigate to the “Dimensions” tab in any Bing campaign you can slice the data in a few different ways, and one of them is by Geographical Location.I typically start by looking at what states tend to convert the best for my clients & I’ll increase my bid in those states. Conversely if there are particular states that don’t convert well you can bid down on those.There are a few other ways you might use Geographic modifiers. If you only ship to states in the contiguous 48 states you should probably not be buying traffic in Hawaii or Alaska. If you have physical stores, consider bidding up in the cities/areas that your stores are located in to help build your brand locally & drive customers into your stores.
  • Just as consumer habits vary by device and location, behavior also varies based on time of the day. Not all shopping hours or days or months are created equally, and you don’t want to waste spend on times which don’t convert. For example, we tend to see that conversion rates drop during late night & early morning hours and follow a bell curve throughout the day. The times your conversion rates will rise & fall depend on your customer’s behavior so be sure to monitor your time of day performance.I typically use at least 60-90 days of data before making adjustments here to make sure I have a large enough sample size of data.
  • Bottom line is that Bing Product Ads is now giving you the opportunity to directly manage (and hopefully grow) your visibility on their platform much the same way Google did when they made their shopping program a paid program. And just like Google, Bing is starting the same process of learning when & where it makes sense to display these Product Ads.If you go through the leg work to get started now, get your products active, and build out a program that works for you, 2 things are going to happen. First, you’re going to go through your learning curve & growing pains early so you don’t have to figure everything out in Q4. Second, Bing is going to have half a year of historical performance to look back on. Every shopping engine needs to learn when & where to display your products. The longer you’re active, the more data they have on when customers are likely to click on your ads and the more likely you’ll be to show up for relevant searches.So our messaging now is the same as it was when Google first launched their paid program, the sooner the better.
  • Transcript

    • 1. Bing Product Ads Are Here: Are You Ready? CPC Strategy & Bing
    • 2. Webinar Housekeeping Webinar Recording & Questions  Stay tuned for webinar recording email  Q&A following the presentation  Chat box to the right Jon Gregoire Marketing & Communications Specialist @Jon_Gregs www.CPCStrategy.com | (619) 677-2453 | contact@cpcstrategy.com ?
    • 3. About CPC Strategy We Drive Conversions by Matching Retail Inventory with Consumer Intent. Services Include  Retail-focused Paid Search (PPC)  Product Listing Ads Management  Dynamic Remarketing  Product Feed Management www.CPCStrategy.com | (619) 677-2453 | contact@cpcstrategy.com  More than $35 million a year in managed ad spend  Founded in 2007  Over +250 active clients  Top 50 fastest growing companies in San Diego  Google Partner Visit CPCStrategy.com/packages
    • 4. Jeff Coleman Director of Retail Search jeff@cpcstrategy.com  7+ years of CPC program expertise  Google Analytics certified  Google AdWords certified  Runs our Google Shopping & CSE training program  New Dad Speaker www.CPCStrategy.com | (619) 677-2453 | contact@cpcstrategy.com
    • 5. Lindsay LaFran SMB Planner, Sales Enablement Microsoft  Involved in the earliest stages of new features on the Bing Ads platform  Manages pilot programs and product releases www.CPCStrategy.com | (619) 677-2453 | contact@cpcstrategy.com Speaker
    • 6. What We’ll Cover  Background on Bing Product Advertising  Deep Dive into Bing Product Ads  How to Get Started with BPA  Insider Best Practices  Open Q&A www.CPCStrategy.com | (619) 677-2453 | contact@cpcstrategy.com
    • 7. Intro to Bing Product Ads With Lindsay LaFran Lindsay LaFran SMB Planner, Sales Enablement Microsoft www.CPCStrategy.com | (619) 677-2453 | contact@cpcstrategy.com
    • 8. Product Ads for Bing Ads
    • 9. Lindsay LaFranSMB Planner, Sales Enablement at Bing Ads I work at the intersection of • Engineering • Sales and Service Teams • Bing Ads advertisers
    • 10. Today you’ll learn A little bit about Bing Why Product Ads rock How to get started with Product Ads Differences between Google Product Listing Ads and Bing Product Ads
    • 11. Most consumers shop and buy online 82 %of US digital shoppers made a purchase online last year. 90 %of US consumers browsed, researched or compared products online via PC, smartphone or tablet last year. Source: US Retail Ecommerce: 2013 Forecast and Comparative Estimates,” eMarke
    • 12. # 1 Product Ads surface the top information consumers are looking for while “showrooming,” putting the shopper closer to an online purchase. Source: Mobile Search Helps 82% of In-Store Shoppers Make Purchase Decisions [Study], Search Engi Consumers choose search as their top in- store resource
    • 13. The Yahoo Bing Network delivers significant traffic from online shopping Millio n 51 0 Millio n65 Source: comScore Search Categories Report (custom), U Monthly retail searches Monthly retail searchers
    • 14. 5.5Bmonthly searches The Yahoo Bing Network has
    • 15. 167 M One ad buy through Bing Ads reaches 167 million unique searchers on the Yahoo Bing Network.
    • 16. Today you’ll learn A little bit about Bing Why Product Ads rock How to get started with Product Ads Differences between Google Product Listing Ads and Bing Product Ads
    • 17. Product Ads put your brand closer to the moment of purchase Showcase your latest products in an engaging and impactful ad format. Products Ads include custom images from an advertiser’s own product catalog, plus promotional text, pricing and your company name.
    • 18. Product Ads give you more real estate on the search results page Product Ads can also show simultaneously with text ads even for the same merchant, giving advertisers even more real estate. Up to 8 Product Ads may show at once.
    • 19. Product Ads don’t need ad copy or keyword lists Product Ads pulls information from your feed to generate your ad – like image, price and brand name.
    • 20. Product Ads bidding is based on product, not keyword Instead of bidding on keywords, you’ll define and bid on Product Targets. Your Product Target can be as broad as all products in your catalog, or as specific as your brand or SKU. Product Target examples: All products Shoes Nike running shoes Nike running shoes over $100
    • 21. Today you’ll learn A little bit about Bing Why Product Ads rock How to get started with Product Ads Differences between Google Product Listing Ads and Bing Product Ads
    • 22. Campaig n Manage ment Feed Manage ment Product Ads Manageme nt Product Ads management – it’s simple
    • 23. I do not yet have MSA login I already have MSA login Go to Bing Webmaster Tools and claim your domain. This allows you to create your store. Set up your feed Create your Product Ad campaign Create an MSA login Create your store Getting started with Product Ads
    • 24. Go to Bing Webmaster Tools and claim your domain. This allows you to create your store.
    • 25. If you already have a store within the BMC, you should use that store. 1 2 Create your store
    • 26. Make sure your destination URL begins with http Make sure your store description has at least 32 characters Your Store Name is the Merchant Name that will appear in your ads – so name your store accordingly No adult items/adult advertisers at this time Find your store ID and info on the Store Settings tab – make sure Product Ads box is checked Create your store ALERTS
    • 27. Set up your feed Your ads are created from your feed – if there’s no feed, there are no ads. Click on Catalog Management to upload your feed.
    • 28. Set up your feed BEST PRACTICES Freshness matters. Change/update your feed at least every 30 days. Required fields and optional fields Bing Ads Label * Bing Ads Grouping * Merchant Category * Bing Category Describe products in a way that is relevant to the user: “cooler”, not “ice chest” Update sale prices Go to Catalog Management tab for feed reports
    • 29. Make sure the feed meets BMC requirements Use description field to highlight product details Make sure Product Title is descriptive and showing, not truncated (32 characters show) Fill in all fields in order for Bing to surface the most relevant products Editorial policy must be followed. Note that initially, you may get dissaprovals. Bingbot must be allowed to crawl your site or your products will Set up your feed ALERTS
    • 30. Common feed errors 3. Product restrictions 1. Missing required attributes Missing manufacturer. There’s a reason something might not be showing. In the Bing Merchant Center, advertisers can view their Product Ads Feed rejection reports, including common errors like these: 1.Editorial rejection A term you’re using is not allowed; remove that term or resolve with the editorial team 2.Image processing Theimage is currently beingadded to the Bing index and the offer will beavailable when it is done. 3. Missing fields Fields cannotbe empty.
    • 31. Create your Product Ad campaign: Campaign structure example All products Shoes Nike running shoes Nike running shoes over $50 Create at least one product target that targets all products. Group similar product IDs. [Nike, women’s, running] Create additional product targets that include specific brands or product types. The more specific your product targets are, the more control you have over which product serves.
    • 32. • Brand: Product’s Brand • Condition: New • Product Type: Merchant Category • BingAds label: Custom Value (multi value) • BingAds group: Custom Value • SKU: Parent / Style Identifier • ID: Product Identifier • Seller Name: All Products for broker Create your Product Ad campaign
    • 33. Wizard experience Manually rename “Ad Group 1” Must have at least one ad per ad group to serve Bidding on product should be as much or more as the same product targets in your text search ads 10k product target limit per ad group Create your Product Ad campaign
    • 34. Promo text: Is at the Ad Group level, so it applies to any product in that ad group Is a hover Is limited to 45 characters Has the same editorial policies as copy for text ads Create your Product Ad campaign
    • 35. Make sure your ad groups are specific so your promo copy applies to all of the products in that group Set up an “All Products” campaign as a catch-all Keep product campaigns separate from text campaigns Use different promotional text to highlight unique offers and key selling points that apply to all of the product targets in an ad group Create a negative keyword strategy Create your Product Ad campaign ALERTS
    • 36. Reporting Find all reports in the Reports tab
    • 37. Reporting SEARCH TERM REPORT PRODUCT TARGET REPORT OFFER REPORT Average Position and Quality Score do not apply to Product Ads. Granular level – what offers are performing well in this campaign? Which products are performing best? Which queries are surfacing your products?
    • 38. Reporting PRODUCT TARGET REPORTWhich products are performing best?
    • 39. Reporting OFFER REPORTGranular level – what offers are performing well in this campaign?
    • 40. Today you’ll learn A little bit about Bing Why Product Ads rock How to get started with Product Ads Differences between Google Product Listing Ads and Bing Product Ads
    • 41. Feed attributes available on Google, but not on Bing Google and Bing feed attribute differences • Additional image link • Product Variants (Item Group ID * Color * Material * Pattern *Size) • Apparel Products (Gender *AgeGroup *Color * Size) • Merchant Defined Multi-packs • Adult • Excluded Destination • Expiration Date • CustomLabels (When using Shopping Campaigns) • Product identifiers toidentify hand made,custom goods,vintage goods,etc. • Usedand refurbished goods • Country Specific Feed Attributes Google offers that BINGdoesnot: • Unit Prices (EU Countries and Switzerland only) • Energy Labels (EU Countries and Switzerland only) • Loyalty Points (Japan Only) • Multiple Installments (Brazil Only)
    • 42. Questions
    • 43. Appendix
    • 44. Rich Captions Paid listing – an ad. Product image shows. A Product Ad and Rich Caption can show simultaneously – potential for more real estate on the search results page. Free – not an ad product. No product image shows. Enhanced organic listings, include price, availability, etc. When you sign up for Product Ads you’ll notice there’s another option – Rich captions
    • 45. Pre- Product Ads:  Bing Shopping  What Bing Product Ads Mean for Retailers Background On Bing www.CPCStrategy.com | (619) 677-2453 | contact@cpcstrategy.com
    • 46. Google Shopping Is Now Paid  Free  Feed-based  Campaign performance was based on your feed Bing Shopping www.CPCStrategy.com | (619) 677-2453 | contact@cpcstrategy.com
    • 47. Google Shopping Is Now Paid What Does The New Product Ads Program Mean For Retailers?  More Campaign Control  More Volume  Pay-to-play = Higher Stakes  Proven Ad Format Background On Bing Product Ads www.CPCStrategy.com | (619) 677-2453 | contact@cpcstrategy.com
    • 48. Things to Keep in Mind for Product Ads:  Please The Feed  Campaign Optimization Bing Product Ad Best Practices www.CPCStrategy.com | (619) 677-2453 | contact@cpcstrategy.com
    • 49. Google Shopping Is Now Paid Follow Standard Feed Best Practices:  Send your whole catalog  Frequent submissions  Enhance product titles and descriptions  Brand Names  Type Of Product  Color, Size, or Other Variant Info Include As Many Fields As Possible  MPN, UPC, Availability (Stock), Condition, Product Type/Merchant , Category, Bing Category www.CPCStrategy.com | (619) 677-2453 | contact@cpcstrategy.com Feed Optimization
    • 50. Google Shopping Is Now Paid Save A Lot Of Work By Transferring Your PLA Campaign From Adwords  You have until August 2014 to transfer your traditional-format (non Shopping Campaigns) PLA campaign into Bing  Product Extensions do not transfer Campaign Optimization www.CPCStrategy.com | (619) 677-2453 | contact@cpcstrategy.com
    • 51. Google Shopping Is Now PaidCampaign Optimization Structure www.CPCStrategy.com | (619) 677-2453 | contact@cpcstrategy.com Bid
    • 52. Google Shopping Is Now Paid Structure 1st tier  All Products: Catch-all 2nd tier  Product Category or Type 3rd tier  Brand (if you’re a brand oriented retailer) 4th tier  Custom ex. best sellers, seasonal products, high AOV products, etc. www.CPCStrategy.com | (619) 677-2453 | contact@cpcstrategy.com Campaign Optimization 1 2 3 4
    • 53. Google Shopping Is Now Paid  Use the Bingads label column to create custom product targets If transferring your Google Merchant Center Feed, edit the label column before submitting to Bing. www.CPCStrategy.com | (619) 677-2453 | contact@cpcstrategy.com Feed Optimization (Please The Feed)
    • 54. Google Shopping Is Now Paid Using A Bingads_Label In Bing Ads www.CPCStrategy.com | (619) 677-2453 | contact@cpcstrategy.com Feed Optimization (Please The Feed)
    • 55. Google Shopping Is Now Paid Bid Modifications What Do You Do With The Underperformers?  Never cut or pause products within your Bing catalog  Identify underperformers reduce the bid Campaign Optimization www.CPCStrategy.com | (619) 677-2453 | contact@cpcstrategy.com
    • 56. Google Shopping Is Now Paid Mobile Traffic  If you don’t have a mobile -optimized website, you’ll probably want to pause smart phone traffic for now  Unlike PLAs, you can bid separately on tablet traffic Campaign Optimization www.CPCStrategy.com | (619) 677-2453 | contact@cpcstrategy.com
    • 57. Google Shopping Is Now Paid Geo-Targeting Start tracking Geographic performance as soon as you make the switch to the new Campaign - the State level is a perfect place to start Decide which regions to target based on your site, audience, and performance goals.  Consider segmenting for online and B&M locations.  Utilize mobile ads for customers close to stores  Avoid setting location to the entire US to limit click spend  Exclude areas which don’t improve ROI and CTR Geo-Bid Modifiers www.CPCStrategy.com | (619) 677-2453 | contact@cpcstrategy.com
    • 58. Google Shopping Is Now Paid What Time Do Your Visitors Shop The Most And Convert Highest? Create an Ad Schedule as soon as you make the switch. Break it out into six, 4-hour blocks :  i.e. Midnight - 4 AM, 4 AM - 8 AM, 8 AM - Noon, etc.  Consider running ads during peak times on off-days to measure and test performance  Modify spend and budget based on high converting days and times Remember to look at performance for individual campaigns, ads, and your campaign as a whole Day-Parting www.CPCStrategy.com | (619) 677-2453 | contact@cpcstrategy.com
    • 59. Bottom Line: Bing Product Ads can drive NEW orders for your business to a NEW audience  Take advantage of the program before there’s more competition  Retailers who know how the program works for them now will be better off in Q4  Transfer your PLA campaign by August so you don’t have to build it from scratch www.CPCStrategy.com | (619) 677-2453 | contact@cpcstrategy.com Hop On The Bing Train Early On
    • 60. CPCStrategy.com/Resources-Retail-Search Shoot Us An Email Contact@cpcstrategy.com @CPCStrategy www.CPCStrategy.com | (619) 677-2453 | contact@cpcstrategy.com Questions? Comments? Check Out Our Extensive Library Of Resources On Retail Search

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