Bing Product Ads Are Here: Are You Ready?


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What are Bing Product Ads? Should you be advertising on Bing with your Products?

Learn about Bing's new product advertising program, how to set it up, and how it benefits online retailers from Bing & CPC Strategy.

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  • Mary: We’re excited to get started, but first some quick housecleaning before we begin.

    My name is Mary, and I’m the Content Director here at CPC Strategy. My job is to find, create and share useful content for you. So please feel free to reach out to me with any questions during or following the webinar. I am a bit chatty, and have an unhealthy relationship with both coffee and bacon, but I’m mostly harmless.

    We will be recording this webinar, so stay tuned for an email follow up later this week. Additionally, if you have any questions during the webinar, there will be a brief Q&A following the presentation. To ask questions, you can use the chat box to the right.

  • With over $35 milliion a year in managed ad spend, CPC Strategy is dedicated to creating order out of the chaos that is online search. Whether its optimizing PLAs for a higher ROI, or highlighting Google best practices for our readers, we are the knowledge source on Google Shopping, and we’re here to help.

    Our main goal is to provide you value- so please reach out with any questions, or areas of retail search that you’d like to read about and we’ll put Biff to work.

  • Our speaker today is Jeff Coleman, CPC Strategy Director of Account Management, and Google Shopping expert. Jeff has worked closely with retail search merchants for over 6 years, with extensive data feed and Google Shopping knowledge. As someone who has worked closely with Jeff for over two years, I can attest to both his impressive knowledge, and love of America.

  • 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.

    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 “Black Men’s 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 but 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 your self a favor and get them if you can.
  • 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 that you don’t already have the option to group products by.

    These can be used for things like more customized categorization, grouping products by price or margin, grouping by variant attributes like color, 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 that might look in the Bing Ads interface in a bit.
  • 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 our we used stainless steel appliances as our example so I’ll use Refrigerators & Stainless Steel Refrigerators as my example here. You can set 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 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”

  • This is 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.

    Also, 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.

    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.
  • This is probably the most important strategy tip I could give you. Please monitor your product performance. The most common problem we see when auditing product marketing campaigns is that retailers are not down-bidding their poorest performing products.

    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/visits 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 in stead.
  • Just as consumer habits vary by device and location, behavior also varies based on time of the day. Not all shopping hours (days, months,etc.) are created equally, and you don’t want to waste spend on times which don’t convert

    You want at least 60-90 days of data before making large scale adjustments
  • Bing Product Ads Are Here: Are You Ready?

    1. 1. Bing Product Ads Are Here: Are You Ready? CPC Strategy & Bing
    2. 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 | (619) 677-2453 | ?
    3. 3. About CPC Strategy We Drive Conversions by Matching Retail Inventory with Consumer Intent Services Include  Paid Search (PPC)  Product Listing Ads Management  Dynamic Remarketing  Shopping Feed Management | (619) 677-2453 |  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 Visit
    4. 4. Jeff Coleman Director of Retail Search  7+ years of CPC program expertise  Manages over $50,000 monthly ad spend  Google Analytics certified  Google AdWords certified  Runs our Google Shopping & CSE training program  New Dad Manages Over $50,000 in Ad Spend Speaker | (619) 677-2453 |
    5. 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 | (619) 677-2453 | Speaker
    6. 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 | (619) 677-2453 |
    7. 7. Contents  Bing Shopping  What Bing Product Ads Mean for Retailers Background On Bing | (619) 677-2453 |
    8. 8. Google Shopping Is Now Paid  Free  Feed-based  Campaign performance was based on your feed Bing Shopping | (619) 677-2453 |
    9. 9. 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 | (619) 677-2453 |
    10. 10. Intro to Bing Product Ads With Lindsay LaFran Lindsay LaFran SMB Planner, Sales Enablement Microsoft | (619) 677-2453 |
    11. 11. Contents  Please The Feed  Campaign Optimization Bing Product Ad Best Practices | (619) 677-2453 |
    12. 12. 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, ShippingWeight | (619) 677-2453 | Feed Optimization (Please The Feed)
    13. 13. 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. | (619) 677-2453 | Feed Optimization (Please The Feed)
    14. 14. Google Shopping Is Now Paid Using A Bingads_Label In Bing Ads | (619) 677-2453 | Feed Optimization (Please The Feed)
    15. 15. 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 | (619) 677-2453 |
    16. 16. Google Shopping Is Now PaidCampaign Optimization Structure | (619) 677-2453 | Bid
    17. 17. 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. | (619) 677-2453 | Campaign Optimization 1 2 3 4
    18. 18. 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 | (619) 677-2453 |
    19. 19. 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 | (619) 677-2453 |
    20. 20. 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 | (619) 677-2453 |
    21. 21. 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 | (619) 677-2453 |
    22. 22. 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 | (619) 677-2453 | Hop On The Bing Train Early On
    23. 23. Shoot Us An Email @CPCStrategy | (619) 677-2453 | Questions? Comments? Check Out Our Extensive Library Of Resources On Retail Search