Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
Bing Shopping Campaigns:
Reports You Need To Drive Optimal
Performance
&HOSTED BY:
Who am I?
About me…
 Bing Product Ads Expert at Microsoft
 Been in the industry for 8+ years
 Originally from the East ...
Live Q&A Time!
• Include the hashtag #thinkppc
• in your Twitter tweets.
Or use the webinar question box to
send us questi...
What are product ads?
Elements of a Product Ad
SERP dominance
Bing
Shopping UI
Reporting
BSC Reports
Agenda
1. 2. 3.
Searc...
Utilize the Dimensions reporting tab in
Bing Ads UI.
Bing Shopping UI Reporting
Utilize the Dimensions reporting tab in
Bing Ads UI.
Bing Shopping UI Reporting
Utilize the Dimensions reporting tab in
Bing Ads UI.
Bing Shopping UI Reporting
Use the drop down to select specific Shopp...
Select the level of reporting on the drop down:
Best Practice:
“Shopping: Item ID” will give you most granular reporting –...
Select the “Reports” tab at the top navigation
Reports
Two types of BSC reports:
• Product Partition
• Product Dimension
B...
Select the “Reports” tab at the top navigation
Reports
Two types of BSC reports:
• Product Partition
• Product Dimension
B...
Product Partition and Dimension Report:
• Partition Report - Report overview of the Product Group structure and break out ...
Product Partition and Dimension Report:
• Now click into the "Performance Statistics"
tab and add the following columns fo...
Product Partition and Dimension Report:
• Now click into the "Performance Statistics"
tab and add the following columns fo...
Product Partition and Dimension Report:
Use the optional Share of Voice columns (Impression Share % and Benchmark Bids) wi...
Additional information:
Benchmark Bid – the general bid of participating advertisers in the same auction.
Impression share...
Utilize the “Search Term” report within the reports tab
Search Term Report
• Run a search term report > summary (unit of t...
Live Q&A Time!
Have more questions?
Contact Us Directly
• Webinar Feedback: marketing@hanapinmarketing.com
______________________________...
Upcoming SlideShare
Loading in …5
×
Upcoming SlideShare
Flash Series: The Bing Ads Intelligence Tool
Next
Download to read offline and view in fullscreen.

0

Share

Download to read offline

Flash Series! Bing Shopping Campaigns: Reports You Need To Drive Optimal Performance

Download to read offline

With Bing Shopping Campaigns mainstreamed to all advertisers, you should look at your reporting to help optimize for the best performance.

In this presentation, Bing’s Program Manager and Shopping Campaign expert, Richard Park, will discuss the reporting features in the UI and which reports you can pull to help better optimize your campaign(s).

Related Books

Free with a 30 day trial from Scribd

See all
  • Be the first to like this

Flash Series! Bing Shopping Campaigns: Reports You Need To Drive Optimal Performance

  1. 1. Bing Shopping Campaigns: Reports You Need To Drive Optimal Performance &HOSTED BY:
  2. 2. Who am I? About me…  Bing Product Ads Expert at Microsoft  Been in the industry for 8+ years  Originally from the East Coast  Data Feeds are the future  @RParkDataFeed Richard Park Bing Product Ads Expert
  3. 3. Live Q&A Time! • Include the hashtag #thinkppc • in your Twitter tweets. Or use the webinar question box to send us questions. Join the conversation
  4. 4. What are product ads? Elements of a Product Ad SERP dominance Bing Shopping UI Reporting BSC Reports Agenda 1. 2. 3. Search Term 3.
  5. 5. Utilize the Dimensions reporting tab in Bing Ads UI. Bing Shopping UI Reporting
  6. 6. Utilize the Dimensions reporting tab in Bing Ads UI. Bing Shopping UI Reporting
  7. 7. Utilize the Dimensions reporting tab in Bing Ads UI. Bing Shopping UI Reporting Use the drop down to select specific Shopping level of Reporting: • Shopping: Category • Shopping: Product Type • Shopping: Brand • Shopping: Item ID • Shopping Store ID
  8. 8. Select the level of reporting on the drop down: Best Practice: “Shopping: Item ID” will give you most granular reporting – providing KPIs at the item ID level. Bing Shopping UI Reporting *For conversion and CPA data implement UET conversion tags Use the Item ID level reporting to filter through items based on your business goals. • Export and filter KPIs • Identify and adjust bids based on item level KPIs • Identifying items you may want to exclude • Insight into other feed attributes such as brand and category performance
  9. 9. Select the “Reports” tab at the top navigation Reports Two types of BSC reports: • Product Partition • Product Dimension Bing Shopping Reports
  10. 10. Select the “Reports” tab at the top navigation Reports Two types of BSC reports: • Product Partition • Product Dimension Bing Shopping Reports
  11. 11. Product Partition and Dimension Report: • Partition Report - Report overview of the Product Group structure and break out w/KPIs • Dimensions Report - Line item detail report of each item ID w/KPIs (Best report for optimization to understand which items are performing/non-performing) Choose your report type along with your General Settings Under Choose your columns > Select the necessary attributes under the "Attributes" tab. For Product Dimension you will want to add the following to be safe: - Brand - Category 1 - 5 Level - Condition - Custom Label 0 - 4 - Product Type 1 - 5 Level Bing Shopping Reports
  12. 12. Product Partition and Dimension Report: • Now click into the "Performance Statistics" tab and add the following columns for more insights - Impression Share lost to Budget (%) - Impression Share lost to Rank (%) - Benchmark Bid - Benchmark CTR (%) - Impression Share (%) • You can also filter by Device Type under "Filter" • Run the Reports! Bing Shopping Reports
  13. 13. Product Partition and Dimension Report: • Now click into the "Performance Statistics" tab and add the following columns for more insights - Impression Share lost to Budget (%) - Impression Share lost to Rank (%) - Benchmark Bid - Benchmark CTR (%) - Impression Share (%) • You can also filter by Device Type under "Filter" • Run the Reports! Bing Shopping Reports
  14. 14. Product Partition and Dimension Report: Use the optional Share of Voice columns (Impression Share % and Benchmark Bids) within the Product Partition and Dimensions Reports to learn more about how to optimize. Benchmark bid is a great way to see what the general bids are in the participating advertisers in the same auctions as well Impression Share % to determine how they're ranking. Bing Shopping Reports *Hid specific columns in the dimension report to show the additional attributes for SOV reporting
  15. 15. Additional information: Benchmark Bid – the general bid of participating advertisers in the same auction. Impression share % – advertiser’s impression share for impressions generated through the Bing Ads Network. Impression share lost to budget % – percentage of impressions the advertiser lost out on the Bing Ads Network due to insufficient budget. Impression share lost to rank % – the percentage of impressions the advertiser lost out on the Bing Ads Network due to low ad rank – BSC has no avg. position, it’s based off of showing on the SERP or not. Benchmark CTR % - the general click thru rate of participating advertisers in the same auction. Bing Shopping Reports
  16. 16. Utilize the “Search Term” report within the reports tab Search Term Report • Run a search term report > summary (unit of time) • Compare both shopping and paid search campaigns to identify search terms that are performing well – use those search term(s) to implement into your product title/description. • Use the report to also identify terms that should be negated with negative keywords.
  17. 17. Live Q&A Time!
  18. 18. Have more questions? Contact Us Directly • Webinar Feedback: marketing@hanapinmarketing.com ___________________________________________________________ Thank you for attending our webinar! #thinkppc

With Bing Shopping Campaigns mainstreamed to all advertisers, you should look at your reporting to help optimize for the best performance. In this presentation, Bing’s Program Manager and Shopping Campaign expert, Richard Park, will discuss the reporting features in the UI and which reports you can pull to help better optimize your campaign(s).

Views

Total views

556

On Slideshare

0

From embeds

0

Number of embeds

3

Actions

Downloads

2

Shares

0

Comments

0

Likes

0

×