When Product Ads were introduced on the Yahoo Bing Network, many of the search advertisers under Mercent’s
management were...
Tips for optimizing performance
Mercent shared insight into their strategy for getting better results
with Product Ads:
•	...
Upcoming SlideShare
Loading in …5
×

Product Ads case study: A more efficient way to advertise

1,766 views

Published on

Learn how one e-commerce marketing company’s customers found Product Ads to be a more efficient way to advertise, helping them achieve lower costs and generate more sales than with text ads. Plus, don’t miss their top tips for optimizing performance with Product Ads.

Bing Ads Product Ads allow advertisers to showcase their latest products in an engaging and impactful ad format, putting the searcher closer to a purchase decision. Learn more about how you can stand out by sharing images of the products you’re selling online.

Published in: Marketing
2 Comments
2 Likes
Statistics
Notes
  • Myself Goutam Bagchi Executive Consultant Of Questkon Consultancy Service & Business Services .I am an educated person residing at Malda TownMaldah, West Bengal, India .Myself have complete the B.com/LLB Degree and having 27 years Sales & Marketing Experience in FMCG/Pharmaceuticals/OTC/Dairy/Petroleum Coke/Cosmetics Products Sales and Franchisee and Channel Development in Various Company in India. Being The Executive Consultant of Questkon Consultancy Services & Business Services I have develop several Blog, Questkon Consultancy Services Channel on You Tube,and Questkon Consultancy Services & Business Services Channel on You Tube,Member of Various Organization & Community. Ilkie this page
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Myself Goutam Bagchi Executive Consultant Of Questkon Consultancy Service & Business Services .I am an educated person residing at Malda TownMaldah, West Bengal, India .Myself have complete the B.com/LLB Degree and having 27 years Sales & Marketing Experience in FMCG/Pharmaceuticals/OTC/Dairy/Petroleum Coke/Cosmetics Products Sales and Franchisee and Channel Development in Various Company in India. Being The Executive Consultant of Questkon Consultancy Services & Business Services I have develop several Blog, Questkon Consultancy Services Channel on You Tube,and Questkon Consultancy Services & Business Services Channel on You Tube,Member of Various Organization & Community
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
No Downloads
Views
Total views
1,766
On SlideShare
0
From Embeds
0
Number of Embeds
185
Actions
Shares
0
Downloads
12
Comments
2
Likes
2
Embeds 0
No embeds

No notes for slide

Product Ads case study: A more efficient way to advertise

  1. 1. When Product Ads were introduced on the Yahoo Bing Network, many of the search advertisers under Mercent’s management were involved in the beta test. By creating and delivering millions of customized ads, Mercent’s proprietary technology helps brand-name retailers such as the Home Shopping Network and GUESS? reach online shoppers through both paid search and display advertising campaigns. Product Ads case study Easily create richer ads- directly from your product catalogs Product Ads include an image, description, and price of a product on the top and right sides of the search engine results page, where they gain maximum attention. Retailers don’t need to write copy or create keywords, because Product Ads automatically pull content from their existing product catalogs. Lower cost-per-click, higher conversion Based on data from the first quarter of 2014, Mercent customers using Product Ads enjoyed lower costs per click, higher conversions, and a better overall return on investment versus non-trademarked text ads on the Yahoo Bing Network: COST PER CLICK (CPC) 29% lower COST PER ORDER (CPO) 52% lower RETURN ON AD SPEND (ROAS) 98% higher CONVERSION RATE (CR) 49% higher “With Product Ads, our customers experienced Return on Ad Spend that was almost double what they received for non- trademark text ads. Product Ads proved to be a more efficient way to advertise: the cost-per-click is lower and the conversion rate is higher.” Anthony Guarino Director of Shopping Partnerships, Mercent Microsoft partnered with Mercent to compare Product Ads to text ads on the Yahoo Bing Network, [4 advertisers involved in the study], Q1 2014.
  2. 2. Tips for optimizing performance Mercent shared insight into their strategy for getting better results with Product Ads: • Structure campaigns carefully and accurately. Because Product Ads are built dynamically from product catalog data, ensure that this data is up-to-date and that campaigns use logical combinations of brands, categories, price bands, and other criteria. “We recommend starting broad and gradually building out layers of hierarchy, ensuring that granular product targets—narrowly defined subsets of your catalog—have substantially higher bids than broader groupings to direct traffic to more specific targets,” Guarino says. • Focus on data quantity as well as quality. “It goes without saying that product data needs to be accurate; you need to know that you have a certain model of blue women’s running shoes in stock before you feature them,” Guarino says. But it’s also important to list more product attributes than less, to help Bing discover your products. If someone is searching for a men’s lightweight trail-running shoe in size 6, you want all those attributes in your Product Ad data feed. You should also update your product feeds at least daily to ensure that prices and inventory status are up-to-date. If pricing or offer data is incorrect, customers will have a bad shopping experience, which erodes brand trust. • Align product ad strategy with overall retail objectives. Retailers should use margin data to inform their campaign structure and bid strategy: keep in mind the brands, categories and individual products that yield high margin and give them additional weight. They can designate product targets based on margin contribution to steer the program toward overall profitability. Additionally, ensure that Product Ad messaging is consistent with other marketing messages. A tool like Mercent Retail can schedule and automate ad copy changes to reflect your promotion calendars. LEARN MORE: bingads.com/productads CONNECT WITH US TODAY: Product Ads are continually evolving, and we expect customer returns to only grow stronger. Product Ads give retailers an exciting new way to surface their products in a noisy marketing environment. Anthony Guarino Director of Shopping Partnerships, Mercent Product Ads case study

×