Bing and the Retail Shopping Experience


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Smx West 2014 Session #Smx #32B - Power Boosting Sales With PLAs presentation Bing And The Retail Shopping Experience By Brittney Thomas @Brittstermizzou Of Microsoft

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Bing and the Retail Shopping Experience

  1. 1. #SMX#SMX The retail experience starts here Brittney Thomas Retail Vertical Lead Microsoft, Bing Ads
  2. 2. #SMX Video Here.
  3. 3. #SMX Consumer First Advertising
  4. 4. #SMX#SMX Bring rich product information to consumers based on their search Save Time Drive Strong Performance Own More Real Estate Visually Engage Users
  5. 5. #SMX images from an advertiser’s own product catalog, Appear in the mainline or sidebar for searches relevant to product inventory. Capture more real estate. Use feeds to show ads for more queries, quicker. Contoso Contoso Contoso Contoso Contoso
  6. 6. #SMX Product Ads set up 168Mconnect 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 Create your Bing Merchant Center Store 1. Upload your product catalog to Bing 2. Create a Product Ads campaign – or import your campaigns from Google – and create your Product Targets 3.
  7. 7. #SMX Campaign Management Feed Management Product Ads Management Getting started and managementGetting strong and manage actively
  8. 8. #SMX Product feed required attributes Minimum required product feed attributes Merchant Product ID (MPID) Product Title Product URL Price Description Image URL Brand
  9. 9. #SMX Product feed additional attributes Highly recommended attributes to include MPN UPC IBSN SKU GTIN Availability (stock status) Condition Merchant category Bing category Shipping Shipping weight Bing ads label Bing ads grouping Bing ads redirect Tax
  10. 10. #SMX Optimizing your data feed to get the most from your campaigns 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. 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. 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. Quality data in, quality results out
  11. 11. #SMX all products shoes Nike running shoes Nike running shoes over $50 Setting up your campaigns 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. #SMX
  12. 12. #SMX Creating product target 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
  13. 13. #SMX Optimizing management to maximize results Campaign set up Create new campaigns Create more than one ad per ad group Create at least one campaign that targets all products in the feed Budgeting and bidding Allocate a similar budget to Product Ads as keywords for like products. Continue to monitor the difference in performance between your text ads and Product Ads over time. Set your initial Product Target bids to an amount that is equal to or greater than your current text ad bids. Optimization Test different versions of promotional text, alternative images, and the granularity of product targets. Track performance using performance reports, including the new Product Ads report. Iterate Quality time in, quality results out
  14. 14. #SMX Building the foundation for tomorrow’s ad experiences Bigger. Richer. More Useful. More Engaging. More Valuable.
  15. 15. #SMX Thank you Brittney Thomas Retail Vertical Lead Microsoft, Bing Ads @BingAds http://www.linkedin/in/brittneythomas For more resources on Bing Product Ads, please visit: or visit us during the show! #SMX
  16. 16. #SMX#SMX