Meet Bing Ads Product Ads


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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.

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Meet Bing Ads Product Ads

  1. 1. Introducing Product Ads for Bing Ads
  2. 2. Most consumers shop and buy online 82%90% Source: US Retail Ecommerce: 2013 Forecast and Comparative Estimates,” eMarketer, April 11, 2013 of US digital shoppers made a purchase online last year. of US consumers browsed, researched or compared products online via PC, smartphone or tablet last year.
  3. 3. ExperiencingShoppingEvaluating Decision to Change/Buy Open to Possibility With search playing an important role in the Retail Consumer Decision Journey Consumers see digital and physical retail channels as connected. For customers searching for information, a rich ad format like Product Ads delivers key information to help them move through the path to purchase.
  4. 4. Search delivers the information consumers want most while shopping #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 Engine Land, May 15, 2013 73% find where products are sold 72% make price comparisons 63% find promotional offers Consumers choose search as their top in-store resource
  5. 5. The Yahoo Bing Network delivers significant traffic from online shopping Source: comScore Search Categories Report (custom), US, June 2013 Million510 Million65 This search volume is significant and can be captured with Product Ads on Bing Ads. Let’s take a journey to learn more. Monthly retail searches Monthly retail searchers
  6. 6. The Bing Ads team has been hard at work creating an engaging new ad format that delivers strong performance…
  7. 7. Meet Product Ads
  8. 8. I: Product Ads Overview Product benefits Product overview How it works Pricing Bidding II: Getting started Creating your store Product feeds & attributes III: Best Practices Campaigns | Product feeds | Product targets | Budgeting & bidding | Tracking success
  9. 9. Meet Product Ads Product Ads put the searcher closer to a purchase decision Product Ads allow advertisers to showcase their 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.
  10. 10. A visually engaging ad format “I want to stand out and show potential customers relevant images of the products I’m selling online.” Showcase your products and stand out by sharing images of the products you’re selling online.
  11. 11. More prominence on the search results page “I want my product to grab attention.” A Product Ad can take up more space on the search results page than a text ad, attracting attention and offering broader reach. Product Ads can also show simultaneously with text ads even for the same merchant, giving advertisers even more real estate.
  12. 12. Drive strong performance “I have a limited marketing budget and need my advertising dollars to deliver results.” On other platforms, advertisers have seen a 45% greater click- through rate on average for product ad formats than text ads.1 Shoppers know what they’re clicking on. 1Ignition One Digital Marketing Report, Q4 2013 Product Image Product Name Store name Price
  13. 13. Easy to manage “I’m busy – I need to free up time so I can focus on my business. Efficiency and scalability are key.” Product Ads can save you time. Advertisers don’t need to write ad copy and build keyword lists for each product. Product Ads pulls information from your feed to generate your ad – like image, price and brand name.
  14. 14. Easy to import Google Product Listing Ads campaigns “I need to be efficient – I’m already advertising with Google Product Listing Ads.” It’s easy to import Product Listing Ads campaigns into your Bing Ads account.* *Extensions must be added manually
  15. 15. Product Ads // how it looks Product Ads appear in the mainline or sidebar for searches relevant to product inventory and offers that are active with budget in our system. A Product Ad and text ad from the same merchant may show simultaneously. Up to 6 Product Ads may show at once.
  16. 16. Product Ads // overview How do Product Ads work? Product Ads pull product information1 - like image, price or store name - right from your Bing Merchant Center account so you can display product images and details in your ads. No keyword creation or ad copy writing required! 1You must refresh your Bing Merchant Center product data every 30 days
  17. 17. Product Ads // pricing How much do Product Ads cost? Like other text ads, you only pay for the clicks you receive – cost-per-click.
  18. 18. Product Ads // bidding Instead of bidding on keywords, you’ll define and bid on Product Targets. In order for your ads to show, you must choose Product Targets using attributes from your Bing Merchant catalog. Your Product Target can be as broad as all products in your catalog, or as specific as your brand, SKU or color. Product Target examples: All products Shoes Nike running shoes Nike running shoes over $100
  19. 19. Get up and running in 3 easy steps 1. Create your Bing Merchant Center Store 2. Upload your product catalog to Bing 3. Create a Product Ads campaign – or import your campaigns from Google – and create your Product Targets connect with the 168M million searchers on the Yahoo Bing Network Your ads are now eligible to show on Bing to searchers looking for your product 168M
  20. 20. I: Product Ads Overview Product benefits Product overview How it works Pricing Bidding II: Getting started Creating your store Product feeds & attributes III: Best Practices Campaigns | Product feeds | Product targets | Budgeting & bidding | Tracking success
  21. 21. Getting started // Product Ads management Campaign Management Feed Management Product Ads Management
  22. 22. Getting started // access the Bing Merchant Center 1 2
  23. 23. Getting started // create your store 1 2
  24. 24. Getting started // overview of the Bing Merchant Center Alerts and news about your Bing Merchant feed account. See your store settings. Manage catalog feed and view product errors. Manage product feed FTP settings. Set up tax for your store. Setup shipping settings for store.
  25. 25. Getting started // product attributes • 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
  26. 26. Getting started // create relevant Promotion Text Targeted Promotion Text can help improve click-through rate for your Bing Product Ads. Product Ad: Free Gift with Nike Purchase
  27. 27. Getting started // product feed required attributes Minimum required product feed attributes □ Merchant Product ID (MPID) □ Product Title □ Product URL □ Price □ Description □ Image URL Brand
  28. 28. Getting started // product feed additional attributes Highly recommended product feed attributes to include □ MPN □ UPC □ IBSN □ SKU □ GTIN □ Availability (stock status) □ Condition □ Merchant category □ Bing category □ Tax □ Shipping □ Shipping weight □ Bing ads label □ Bing ads grouping □ Bing ads redirect
  29. 29. Getting started // common feed errors 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: 3. Product restrictions The product is not allowed. 2. Indexing errors The image is currently being added to the Bing index and the offer will be available when it is done. 1. Missing required attributes Missing manufacturer.
  30. 30. I: Product Ads Overview Product benefits Product overview How it works Pricing Bidding II: Getting started Creating your store Product feeds & attributes III: Best Practices Campaigns | Product feeds | Product targets | Budgeting & bidding | Tracking success
  31. 31. Campaign structure example The more specific your product targets are, the more control you have over which product serves. 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.
  32. 32. Best practices // Product Feeds 1 Populate as many attributes as possible for each product offer. The more information you make available, the more likely your Product Ads are to be displayed for relevant queries. 2 Use high-quality images. Images must be 220x220 pixels or larger. 3 Refresh your feed on a daily basis. This keeps it accurate. 4 Continue to test new images of the same product to determine which image performs best. Your picture matters - ensure your image is easily recognizable to your customers. Continue to test and optimize images that show the product in the most relevant way for your customers.
  33. 33. Best practices // campaigns 1 Create new campaigns for your Product Ads. Instead of adding Product Ads to existing campaigns, create new campaigns to ensure that performance statistics for each can be isolated. 2 Create more than one ad per ad group. Create multiple ads with different promotional text to identify which ads are most successful. 3 Create at least one campaign that targets all products in the feed. This gives advertisers the ability to continually gain insights about products in the feed that may deserve attention but aren’t currently captured by other product targets.
  34. 34. Best practices // Product Targets 1 Create at least one Product Target that targets all products in the feed. This helps ensure that all products have an opportunity to show if corresponding queries are present and helps to identify products that may not have already been selected to have their own bids within their own product targets. 2 Create additional Product Targets. Beyond the ‘all-inclusive product’ target, include specific brands, product types, or individual products that align with your business goals. 3 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. 4 Create a negative keywords strategy. Use negative keywords to prevent your products from showing in response to irrelevant and/or poor-performing queries.
  35. 35. Best practices // budgeting and bidding 1 Initially, allocate a similar budget to your Product Ads as you would to keywords for the same products. Some advertisers have found that allocating 30% of their total budget to Product Ads is a good starting point. 2 Continue to monitor the difference in performance between your text ads and Product Ads over time. Optimize bids, Product Targets, and budgets accordingly. 3 Set your initial Product Target bids to an amount that is equal to or greater than your current text ad bids. When new keywords are introduced into the marketplace for text ads, they need to have a high enough CPC to be shown in the space. Product Ads need the same. 4 Monitor the performance of your Product Targets and adjust bids based on performance. You may want to place higher bids on the best- performing products to gain impression share and maximize the return on your investment.
  36. 36. Best practices // tracking success 1 Test different versions of promotional text, alternative images, and the granularity of product targets. Just like with text ads, testing is key to long-term success. You may find that more granular product targets, based on product or business goal, perform better. Because SKUs have different margins, return on investment, etc, breaking things down can help you gain more out of your campaigns. 2 Track performance using performance reports, including the new Product Ads report. You can also use the Product Target destination URL for dynamic tracking. Destination URLs per Product Target are similar to destination URLs per keyword.
  37. 37. Optimizing your data feed Quality data in, quality results out 1. Data validation □ Ensure your product feed file is properly formatted. □ Our crawling agent, bingbot,must be allowed to crawl your site or your products will not display. 2. Product discoverability □ Categorize your products so customers can search and find. □ Tax and shipping fields should contain no text i.e. $ or N/A. □ Use Unique Identifiers to help differentiate products that may only differ in size, color, etc. They should be consistent between data feeds. 3. Conversion □ Ensure your product’s stock status is up to date (in stock or out of stock). □ Use a relevant product description and title. □ Use variant attributes – colors, sizes, etc. □ Use the SKU column to differentiate your items in terms of color and size.
  38. 38. Appendix
  39. 39. Product Ads // Bing Ads v. Google AdWords Product Ads features and functionality* Bing Google Getting started Store sign-up through User Interface [in Bing, this is the Bing Merchant Center] Importing Importing of Google Product Listings Ads campaigns into Bing Ads N/A Capability to import Google Product offers feed format into Bing Merchant Center N/A Campaigns Linking Merchant Center & Bing Ads accounts for Product Ads campaign creation User Interface (UI) Support for Product Ads Campaign creation Editor support for Product Ads Campaign creation Add Promotion Text for a Product Ad within a campaign Setting up Product Targets based on pre-defined list of fields – Product Type, Brand, Condition, SKU, ID, Seller name, BingAds_group and BingAds_label Submit Product Offers through Merchant Center for Product Ads Support various CSE feed formats for product offers, including the Bing Merchant formats Reporting Campaign Performance reporting at Product Target level Offer level reporting API support API support for reporting API Support to enable Merchant Center store and feed management Coming soon! API support for Product Ads Campaign creation International International market availability Coming soon! *Includes Bing Product Ads naming conventions; Google may have different naming conventions for specific features and functionality.
  40. 40. Rich Captions When you sign up for Product Ads you’ll notice there’s another option – 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.