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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.

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Bing Product Ads SMX Advanced 2014

  1. 1. SMX Advanced 2014 ELIZABETH MARSTEN PORTENT, INC. Bing Ads PLAs: Extended Edition #smx#14B @ebkendo
  2. 2. 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
  3. 3. WELCOME TO SEATTLE! 3 #smx#14B @ebkendo
  4. 4. SO…BING ADS PLAS… #smx#14B @ebkendo
  5. 5. 2X4S AND PAINT 5 #smx#14B @ebkendo
  6. 6. CONFERENCE COMIC RELIEF ? 6 #smx#14B @ebkendo
  7. 7. CALLING UP REINFORCEMENTS 7 #smx#14B @ebkendo Sam Owen Hanapin Marketing Heather Cooan Clix Marketing Logan Durant Exclusive Concepts
  8. 8. THE SAME #smx#14B @ebkendo
  9. 9. REQUIRED ATTRIBUTES • Merchant Product ID • Product Title & Brand • Price • Description • Image URL & Destination URL 9 #smx#14B @ebkendo
  10. 10. FUNCTIONALITY 10 #smx#14B @ebkendo • Export a feed • Adjust the feed • Test feed submission tool • Promotional Text • Webmaster Tools
  11. 11. ALREADY OUT OF DATE? • Bing Ads Label • Bing Ads Grouping • Bing Ads Redirect 11 #smx#14B @ebkendo
  12. 12. BUT DIFFERENT #smx#14B @ebkendo
  13. 13. 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
  14. 14. DISAPPROVED ITEMS 14 #smx#14B @ebkendo
  15. 15. SWINGER? 15 #smx#14B @ebkendo
  16. 16. 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
  17. 17. 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.
  18. 18. Can I have some numbers… please? #smx#14B @ebkendo
  19. 19. 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
  20. 20. ALL RIGHT, I’M SOLD. NOW WHAT? #smx#14B @ebkendo
  21. 21. Negative Keywords Don’t forget them. #smx#14B @ebkendo
  22. 22. Average Position Metric Doesn’t really mean anything. #smx#14B @ebkendo
  23. 23. Product Target Bid Go higher, not lower. #smx#14B @ebkendo
  24. 24. All Products Target Use it, lowest bid. #smx#14B @ebkendo
  25. 25. Keep a General Structure Not worth expansion yet. #smx#14B @ebkendo
  26. 26. Single SKU Product Targets Need a crazy high traffic space. #smx#14B @ebkendo
  27. 27. Tech Support Through a form or rep. #smx#14B @ebkendo
  28. 28. TRACKING #smx#14B @ebkendo
  29. 29. TRACKING 29 #smx#14B @ebkendo • UTM Codes • Bing Ads Campaign Analytics • SuperMetrics • GA Dashboards/Annotations • Destination URL
  30. 30. RICH CAPTIONS #smx#14B @ebkendo
  31. 31. IT’S FREE! 31 #smx#14B @ebkendo
  32. 32. 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
  33. 33. SEOS WILL LOVE YOU 33 #smx#14B @ebkendo
  34. 34. SO, IS IT WORTH IT? #smx#14B @ebkendo NEW
  35. 35. Yes. Absolutely. But… #smx#14B @ebkendo NEW
  36. 36. 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
  37. 37. It’s a simple channel with good ROI. #smx#14B @ebkendo NEW
  38. 38. Don’t expect a lot of support or features to roll out in the near future. #smx#14B @ebkendo NEW
  39. 39. THE END ... I”LL SEE YOU AT QUESTIONS TIME @ebkendo #smx#14B

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