Bing Product Ads SMX Advanced 2014
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Bing Product Ads SMX Advanced 2014

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Bing Ads Product Ads from SMX Advanced June 2014 in Seattle, WA. Learn about Product Ads, best practices, early returns and how to get started.

Bing Ads Product Ads from SMX Advanced June 2014 in Seattle, WA. Learn about Product Ads, best practices, early returns and how to get started.

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  • Me in front of a brick wall? Seinfeld
  • Actually 20% of Google, doing better than most

Bing Product Ads SMX Advanced 2014 Bing Product Ads SMX Advanced 2014 Presentation Transcript

  • SMX Advanced 2014 ELIZABETH MARSTEN PORTENT, INC. Bing Ads PLAs: Extended Edition #smx#14B @ebkendo
  • ELIZABETH MARSTEN (ME) • VP of Search Marketing • PPC, SEO, Social, Content • @ebkendo • http://bitly.com/bundles/ebkendo/5 • That’s what “kendo” is 2 #smx#14B @ebkendo
  • WELCOME TO SEATTLE! 3 #smx#14B @ebkendo
  • SO…BING ADS PLAS… #smx#14B @ebkendo
  • 2X4S AND PAINT 5 #smx#14B @ebkendo
  • CONFERENCE COMIC RELIEF ? 6 #smx#14B @ebkendo
  • CALLING UP REINFORCEMENTS 7 #smx#14B @ebkendo Sam Owen Hanapin Marketing Heather Cooan Clix Marketing Logan Durant Exclusive Concepts
  • THE SAME #smx#14B @ebkendo
  • REQUIRED ATTRIBUTES • Merchant Product ID • Product Title & Brand • Price • Description • Image URL & Destination URL 9 #smx#14B @ebkendo
  • FUNCTIONALITY 10 #smx#14B @ebkendo • Export a feed • Adjust the feed • Test feed submission tool • Promotional Text • Webmaster Tools
  • ALREADY OUT OF DATE? • Bing Ads Label • Bing Ads Grouping • Bing Ads Redirect 11 #smx#14B @ebkendo
  • BUT DIFFERENT #smx#14B @ebkendo
  • MERCHANT CENTER • Inside of Bing Ads! • No auto-tagging,* UTM code fun • Bingbot must be able to crawl your site • Can take longer for feed approval 13 #smx#14B @ebkendo
  • DISAPPROVED ITEMS 14 #smx#14B @ebkendo
  • SWINGER? 15 #smx#14B @ebkendo
  • SIGN IN TRICKINESS 16 #smx#14B @ebkendo • Have to use a Microsoft Account (MSA) • Compatibility issues with Bing Editor • Compatibility issues with 3rd party tools
  • UNDER YAHOO MANAGEMENT? 17 #smx#14B @ebkendo You might want to be transferred to Bing management. Not required though. Besides, we got an estimate of 3 weeks for one client.
  • Can I have some numbers… please? #smx#14B @ebkendo
  • 30 DAY NUMBERS 19 #smx#14B @ebkendo Clicks Impr. CTR CPC Cost Conv. Cost/Co nv. CR 4,657 261,785 1.78% .43 $2,021 41 $49.31 0.88% Clicks Impr. CTR CPC Cost Conv. Cost/Co nv. CR 394 51,260 0.77% $1.48 $581 6 $96.94 1.52% AdWords PLAs Bing Ads PLAs
  • ALL RIGHT, I’M SOLD. NOW WHAT? #smx#14B @ebkendo
  • Negative Keywords Don’t forget them. #smx#14B @ebkendo
  • Average Position Metric Doesn’t really mean anything. #smx#14B @ebkendo
  • Product Target Bid Go higher, not lower. #smx#14B @ebkendo
  • All Products Target Use it, lowest bid. #smx#14B @ebkendo
  • Keep a General Structure Not worth expansion yet. #smx#14B @ebkendo
  • Single SKU Product Targets Need a crazy high traffic space. #smx#14B @ebkendo
  • Tech Support Through a form or rep. #smx#14B @ebkendo
  • TRACKING #smx#14B @ebkendo
  • TRACKING 29 #smx#14B @ebkendo • UTM Codes • Bing Ads Campaign Analytics • SuperMetrics • GA Dashboards/Annotations • Destination URL
  • RICH CAPTIONS #smx#14B @ebkendo
  • IT’S FREE! 31 #smx#14B @ebkendo
  • WHY NOT? 32 #smx#14B @ebkendo • Submit feed through Bing Ads • Same feed requirements • Add UTM tracking (but…) • Can’t separate out the traffic yet • Make that GA annotation
  • SEOS WILL LOVE YOU 33 #smx#14B @ebkendo
  • SO, IS IT WORTH IT? #smx#14B @ebkendo NEW
  • Yes. Absolutely. But… #smx#14B @ebkendo NEW
  • SOME CAVEATS 36 #smx#14B @ebkendo • Keep it simple • Frame it as a “test” or experiment • Expect lower volume • Expect similar or lower CPC/CPAs to Google PLAs NEW
  • It’s a simple channel with good ROI. #smx#14B @ebkendo NEW
  • Don’t expect a lot of support or features to roll out in the near future. #smx#14B @ebkendo NEW
  • THE END ... I”LL SEE YOU AT QUESTIONS TIME @ebkendo #smx#14B