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John A. Lee | @john_a_lee
Managing Partner | Clix Marketing
So, You’re Telling Me You Still Ignore
Bing Product Listing Ad...
@john_a_lee #heroconf
www.clixmarketing.com
Who the Heck Is This Guy?
Managing Partner – Clix Marketing
Digital Advertisin...
@john_a_lee #heroconf
www.clixmarketing.com
Forced Participation Time!
#cruelandunusual
@john_a_lee #heroconf
www.clixmarketing.com
@john_a_lee #heroconf
www.clixmarketing.com
The Argument
MAKING THE CASE FOR BING PRODUCT LISTING ADS
@john_a_lee #heroconf
www.clixmarketing.com
But, There Just
Isn’t Enough
Volume…
March 2015
◦ Bing (Microsoft only) passed...
@john_a_lee #heroconf
www.clixmarketing.com
If 30% Market Share Doesn’t Sway You
@john_a_lee #heroconf
www.clixmarketing.com
The Product Feed
MAKING THE CASE FOR BING PRODUCT LISTING ADS
@john_a_lee #heroconf
www.clixmarketing.com
What Does My Product Feed Get Me?
Product Ads (PLA)
Rich Captions on
Organic L...
@john_a_lee #heroconf
www.clixmarketing.com
Bing Merchant Center
Bing’s version of Google Merchant Center.
Requires Bing W...
@john_a_lee #heroconf
www.clixmarketing.com
Create a Catalog
Where does your product feed live and how
will you share it w...
@john_a_lee #heroconf
www.clixmarketing.com
Feed Format
Required Attributes
◦ ID or MPID
◦ Title
◦ Brand
◦ Product URL
◦ P...
@john_a_lee #heroconf
www.clixmarketing.com
Where Will Your Feed Come From?
Product Feed Service or e-Commerce Platform El...
@john_a_lee #heroconf
www.clixmarketing.com
Approval Times New feeds can take up to 3 days to go live.
Updated product det...
@john_a_lee #heroconf
www.clixmarketing.com
The PLA Campaign
MAKING THE CASE FOR BING PRODUCT LISTING ADS
@john_a_lee #heroconf
www.clixmarketing.com
Creating Campaigns: Web UI
Set up via the web UI acts
as a safeguard so you do...
@john_a_lee #heroconf
www.clixmarketing.com
Creating Campaigns: Desktop Editor
So. Many. Steps.
Rare instance where the we...
@john_a_lee #heroconf
www.clixmarketing.com
Promotional
Copy
Improve your CTR now. Free shipping!
Do This!!!!
Or else your...
@john_a_lee #heroconf
www.clixmarketing.com
You Need Both – I Promise
PRODUCT EXTENSION PRODUCT TARGET
Product Extension i...
@john_a_lee #heroconf
www.clixmarketing.com
Bing PLA Reports
@john_a_lee #heroconf
www.clixmarketing.com
Product Offer Reports
Product (“offer”)
Level Reporting.
@john_a_lee #heroconf
www.clixmarketing.com
Product Target Report
Data Based on Your
PLA Campaign
Targeting Parameters
(wh...
@john_a_lee #heroconf
www.clixmarketing.com
Other Considerations
DEVICE
Bing’s PLA ads do serve on mobile devices.
Take ad...
@john_a_lee #heroconf
www.clixmarketing.com
Syndicated Partner Network is Great
But Only If You Do Your Job
@john_a_lee #heroconf
www.clixmarketing.com
Take More Than
Just a Blanket
Home With You!
Link to Bing Ads PLA Check List:
...
@john_a_lee #heroconf
www.clixmarketing.com
The Big News
MAKING THE CASE FOR BING PRODUCT LISTING ADS
@john_a_lee #heroconf
www.clixmarketing.com
Bing Shopping Campaigns (BSC)
OVERVIEW
Bing Shopping Campaigns (BSC) are a new...
@john_a_lee #heroconf
www.clixmarketing.com
Look Familiar?
@john_a_lee #heroconf
www.clixmarketing.com
Changes to Feed Attributes
Product Ads Feeds (current)
◦ ID
◦ Brand
◦ Conditio...
@john_a_lee #heroconf
www.clixmarketing.com
Bing Shopping Campaigns – Beta vs. Later
Initial Beta:
Greater control with en...
@john_a_lee #heroconf
www.clixmarketing.com
Thank You!
Have Questions?
Find me at #HeroConf and let’s talk!
@john_a_lee
jo...
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John A. Lee - The Case for Bing Ads PLA - HeroConf 2015

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John A. Lee - The Case for Bing Ads PLA - HeroConf 2015

  1. 1. John A. Lee | @john_a_lee Managing Partner | Clix Marketing So, You’re Telling Me You Still Ignore Bing Product Listing Ads? Time for a Check Up From the Neck Up
  2. 2. @john_a_lee #heroconf www.clixmarketing.com Who the Heck Is This Guy? Managing Partner – Clix Marketing Digital Advertising Geek ◦ Emphasis on “Geek” Prior Sentences Served: ◦ Hanapin Marketing ◦ Wordstream Writer: ◦ Search Engine Watch, ClickZ, Clix Marketing Blog, The SEM Post, Acquisio Blog, PPC Hero Speaker: ◦ SMX, SMX Social, SES / ClickZ Live, HeroConf, State of Search
  3. 3. @john_a_lee #heroconf www.clixmarketing.com Forced Participation Time! #cruelandunusual
  4. 4. @john_a_lee #heroconf www.clixmarketing.com
  5. 5. @john_a_lee #heroconf www.clixmarketing.com The Argument MAKING THE CASE FOR BING PRODUCT LISTING ADS
  6. 6. @john_a_lee #heroconf www.clixmarketing.com But, There Just Isn’t Enough Volume… March 2015 ◦ Bing (Microsoft only) passed 20% market share. ◦ Bing and Yahoo! (Search Alliance) passed 30% market share. April 2015 ◦ Bing and Yahoo! announce changes to the Search Alliance. ◦ Impact? Unknown, but likely minimal. The Rest of 2015 ◦ Bing is teeing up for a big year of potential search volume growth. ◦ Windows 10 will be a free upgrade and introduces deep integration with Bing (and therefore Bing Ads). ◦ New avenues for SERP and ad syndication – TBA.
  7. 7. @john_a_lee #heroconf www.clixmarketing.com If 30% Market Share Doesn’t Sway You
  8. 8. @john_a_lee #heroconf www.clixmarketing.com The Product Feed MAKING THE CASE FOR BING PRODUCT LISTING ADS
  9. 9. @john_a_lee #heroconf www.clixmarketing.com What Does My Product Feed Get Me? Product Ads (PLA) Rich Captions on Organic Listings (unique to Bing Ads)
  10. 10. @john_a_lee #heroconf www.clixmarketing.com Bing Merchant Center Bing’s version of Google Merchant Center. Requires Bing Webmaster Tools site verification. Choices: ◦ Product ads? ◦ Rich captions? ◦ Block aggregators? ◦ Are you the only one selling from your domain? Block aggregators. Save and wait for approval.
  11. 11. @john_a_lee #heroconf www.clixmarketing.com Create a Catalog Where does your product feed live and how will you share it with Bing Merchant Center? ◦ API management? ◦ Manual upload? ◦ FTP? ◦ Automatic download from URL?
  12. 12. @john_a_lee #heroconf www.clixmarketing.com Feed Format Required Attributes ◦ ID or MPID ◦ Title ◦ Brand ◦ Product URL ◦ Price ◦ Description ◦ Image URL ◦ Seller Name (only if you allow aggregators) (Highly) Suggested Attributes ◦ MPN ◦ UPC ◦ ISBN ◦ SKU ◦ GTIN ◦ Availability ◦ Condition ◦ Product Type/Merchant Category ◦ Bing Category ◦ Bingads_label ◦ Bingads_grouping ◦ Bingads_redirect Feed parameters in orange can be used as targets when creating Product Extensions and Product Targets.
  13. 13. @john_a_lee #heroconf www.clixmarketing.com Where Will Your Feed Come From? Product Feed Service or e-Commerce Platform Elbow Grease ◦ Download feed from Google Merchant Center. ◦ Add URL tags to track Bing Ads PLA performance. ◦ Adjust feed parameters to match Bing Merchant Center requirements. ◦ Upload manually or via FTP. ◦ …and yes. Been there, done that.
  14. 14. @john_a_lee #heroconf www.clixmarketing.com Approval Times New feeds can take up to 3 days to go live. Updated product details or new products can take up to 36 hours to go live. Price and availability updates can take up to 2 hours to go live. Your feed expires after 30 days. If your feed is expired, your product ads WILL NOT DISPLAY.
  15. 15. @john_a_lee #heroconf www.clixmarketing.com The PLA Campaign MAKING THE CASE FOR BING PRODUCT LISTING ADS
  16. 16. @john_a_lee #heroconf www.clixmarketing.com Creating Campaigns: Web UI Set up via the web UI acts as a safeguard so you don’t forget any details.
  17. 17. @john_a_lee #heroconf www.clixmarketing.com Creating Campaigns: Desktop Editor So. Many. Steps. Rare instance where the web UI wins out. However… ◦ When working in bulk, creating a large number of ad groups and product targets is simplified with the desktop editor.
  18. 18. @john_a_lee #heroconf www.clixmarketing.com Promotional Copy Improve your CTR now. Free shipping! Do This!!!! Or else your PLA ad will look like this!
  19. 19. @john_a_lee #heroconf www.clixmarketing.com You Need Both – I Promise PRODUCT EXTENSION PRODUCT TARGET Product Extension informs your ad group of which set of products to make available for targeting. Product Target is the biddable selection from your product feed. Brand, product, category, SKU, etc.
  20. 20. @john_a_lee #heroconf www.clixmarketing.com Bing PLA Reports
  21. 21. @john_a_lee #heroconf www.clixmarketing.com Product Offer Reports Product (“offer”) Level Reporting.
  22. 22. @john_a_lee #heroconf www.clixmarketing.com Product Target Report Data Based on Your PLA Campaign Targeting Parameters (what you bid on).
  23. 23. @john_a_lee #heroconf www.clixmarketing.com Other Considerations DEVICE Bing’s PLA ads do serve on mobile devices. Take advantage of the Unified Device Targeting bid modifiers. ◦ Mobile ◦ Increase up to 300% ◦ Decrease up to 100% ◦ Tablet ◦ Increase up to 300% ◦ Decrease up to 20% NETWORK Bing Ads has 2 network options: ◦ Bing and Yahoo! Search Only ◦ Bing Syndicated Partner Network PLA ads can be served on both. ◦ If you run on Syndicated Partner Network – do your home work and run placement reports!
  24. 24. @john_a_lee #heroconf www.clixmarketing.com Syndicated Partner Network is Great But Only If You Do Your Job
  25. 25. @john_a_lee #heroconf www.clixmarketing.com Take More Than Just a Blanket Home With You! Link to Bing Ads PLA Check List: bit.ly/Bing-PLA-Checklist
  26. 26. @john_a_lee #heroconf www.clixmarketing.com The Big News MAKING THE CASE FOR BING PRODUCT LISTING ADS
  27. 27. @john_a_lee #heroconf www.clixmarketing.com Bing Shopping Campaigns (BSC) OVERVIEW Bing Shopping Campaigns (BSC) are a new and improved way for advertisers to create and manage their product ads campaigns in Bing Ads. Allows customers to import Google Shopping campaigns and use the GSC feed format. In beta and will be available soon to a limited set of users. Broad launch is set for later this year. BENEFITS Bing Shopping Campaigns allow for greater advertiser control in campaign settings and enhanced targeting. Google Parity.
  28. 28. @john_a_lee #heroconf www.clixmarketing.com Look Familiar?
  29. 29. @john_a_lee #heroconf www.clixmarketing.com Changes to Feed Attributes Product Ads Feeds (current) ◦ ID ◦ Brand ◦ Condition ◦ Product type ◦ SKU ◦ Bing Ads group ◦ Bing Ads label Filter by up to 7 at the Extension Level Filter by up to 3 per Product Target Bing Shopping Feed (new) ◦ ID ◦ Brand ◦ Condition ◦ Product type ◦ Bing Category ◦ Custom Label 0 ◦ Custom Label 1 ◦ Custom Label 2 ◦ Custom Label 3 ◦ Custom Label 4 Filter by up to 7 at the Extension Level Filter by up to 7 Hierarchy Levels
  30. 30. @john_a_lee #heroconf www.clixmarketing.com Bing Shopping Campaigns – Beta vs. Later Initial Beta: Greater control with enhanced settings: Manage your campaigns with these new settings Campaign Priority: Set your campaign priority to give a specific, timely campaign preference despite bid amounts Only One Ad within an Ad Group: Use a single Promotional text for each Ad Group Product Groups replace Product Targets: A streamlined hierarchal structure organizes automatic product groups so each group has a unique set of offers. New feed elements: New custom labels + Category and merchant defined Product Type Hierarchical use of Google Category and Product Type feed attributes: This new functionality allows for targeting on individual offer values/attributes. Coming Soon: More actionable information: Get real-time feedback of your offers that match automatic product targets. No Separate Extension: Merchant account info is part of your Bing Shopping Campaign, easily managed in a settings tab Enhancements to Inline Reporting: Performance metrics will be associated with the item/product, not the auto target. Benchmark CTR, CPC & Impressions Data: Advertisers will be able impression share, or the number of impressions the ad received, as well as the estimated number of impressions the ad was eligible to receive – in the SOV report and inline in the UI Bid Simulator Tool: Allows advertisers to estimate the clicks, costs, and impressions ads would have received if you had used a different maximum CPC bid for a product group.
  31. 31. @john_a_lee #heroconf www.clixmarketing.com Thank You! Have Questions? Find me at #HeroConf and let’s talk! @john_a_lee john@clixmarketing.com www.clixmarketing.com

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