The document discusses strategies for success with Bing Shopping campaigns. It outlines 4 key strategies: 1) using custom labels for fields like seasonality, price, and best sellers, 2) adding many negative keywords, 3) utilizing promotional text in ads, and 4) specifying sale prices in product feeds with start and end dates. Additionally, the document provides an overview of Bing Shopping campaigns and how to set them up using features like priority settings and catalog data views.

2. What You’ll Learn Today
Why Bing is providing easy and explosive growth for many of our
clients recently – even those that are well-established in paid search
How to save time and energy in Bing by fully understanding
the similarities and differences with Google Shopping
The ins-and-outs of new features, benefits and rewards available in Bing
Ads through it’s new shopping campaigns
4 proven Bing Shopping strategies that most advertisers aren’t
doing (but need to if they want to keep up with big box stores)
©2015 ROI Revolution, Inc.

3. Watch On-Demand:
roirevolution.com/bingproductads
©2015 ROI Revolution, Inc.

4. ©2015 ROI Revolution, Inc.
Click growth (Y/Y Q1 2015):
• Product ads
• Google Shopping +19% (+39% in Q4 2014)
• Bing Ads +25% (+51% in Q4 2014)
• Text ads (Y/Y Q1 2015):
• Google & Bing +2%
Trends
Source: Merkle/RKG Digital Marketing Report (Q1 2015)

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As of March 2015:
• Bing hit 20% of search share
• Bing continues to aggressively push growth through innovation
Bing Trends

6. ©2015 ROI Revolution, Inc.
Windows 10 desktop:
• Launches 7/29/2015
• Includes new high-tech browser called “Edge” (replaces Internet Explorer)
• IE has a sub-par history with web developers
• Edge will be more progressive and attractive for web development
• Microsoft’s digital voice search assistant “Cortana” (Powered by Bing)
• makes search easier
• Integrates into the computer workflows
Bing Trends

7. Bing Trends

8. 0
20
40
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100
120
$0
$20,000
$40,000
$60,000
$80,000
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$120,000
$140,000
Bing Product Ads  Shopping Campaigns
Ad Spend Revenue Conversions

9. ©2015 ROI Revolution, Inc.
Bing Product Ads

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What are they?
• Showcase products with
• Image
• Price
• Store name
• Promotional text
• PPC model (same as text ads)
• No keyword creation
• Ad rank based on
• Search query Relevance
to product feed data
• Ad performance history
• Bid
Bing Product Ads

11. ©2015 ROI Revolution, Inc.
Text
• text

12. ©2015 ROI Revolution, Inc.
Product Listing Ads
Nov 2010
Product Ads
Mar 2014
Shopping Campaigns
Feb 2014
Shopping Campaigns
Jun 2015
=
Bing Product Ads

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Shopping Campaigns

14. • Were rolled out to most advertisers last week (limited beta before that)
• Can import campaigns directly from Google AdWords
• Offer the exact same features and settings as Google for the most part
Shopping Campaigns

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Targeting options
• Greater control, easier to manage
• Target up to 5 layers deep (previously only 3 layers)
Shopping Campaigns

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Targeting options
Shopping Campaigns

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Catalog Data
• Now viewable within the Bing Ads UI
Shopping Campaigns

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Campaign Priorities
• Prioritize campaigns with priority settings
• “High” priority should be used on best performing campaigns
• “Low” is the default setting (will only show if higher bid)
Shopping Campaigns

19. ©2015 ROI Revolution, Inc.
Getting Started

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If Product Ads are not already set up:
1. Claim your domain
2. Create Merchant
Center Store
3. Create product feed
4. Create campaigns
Getting Started

21. ©2015 ROI Revolution, Inc.
If you Product Ads are already set up
1. Import shopping campaigns from Google AdWords
or
Create new campaigns
Getting Started

22. ©2015 ROI Revolution, Inc.
Getting Started
Creating a product feed
Upload your Google
Feed to your Bing
Merchant Center
account for fast and
easy setup

23. ©2015 ROI Revolution, Inc.
Getting Started

24. Upcoming Web Clinic
©2015 ROI Revolution, Inc.
Priority Registration for Web Clinic community:
roirevolution.com/seasonality
Don’t Squander Your Seasonality
Ride the Wave with Powerful Paid Search Strategies
Thursday, July 9th @ 2:00 pm EST (2 weeks from today)
Robert Cudd
Vice President
Textbook Rush
Trina Dixon
Strategy Manager
ROI Revolution

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Strategies for Success

26. ©2015 ROI Revolution, Inc.
Strategies for Success
#1 - Take advantage of Custom Labels
Common uses:
• Seasonality
• Profits or margins
• Stocked or drop shipped
• Clearance / closeout status
• Best sellers / Trending
• Price

27. ©2015 ROI Revolution, Inc.
Strategies for Success
#1 - Take advantage of Custom Labels
Common uses:
• Seasonality
• Profits or margins
• Stocked or drop shipped
• Clearance / closeout status
• Best sellers / Trending
• Price
?

28. ©2015 ROI Revolution, Inc.
Strategies for Success
#2 – Go nuts with negative keywords
• Negative keywords must be added early and often
• Search query-to-product matching can be very broad

29. ©2015 ROI Revolution, Inc.
Strategies for Success
#3 – Use promotional text
• Displayed below the price
• Only shown when someone hovers over your ad

30. ©2015 ROI Revolution, Inc.
Strategies for Success
#4 – Sale Price
• BIG advantage during sales
• Custom fields within your feed
• Can be set up in advance (contains start/end dates and times)

31. Key Takeaways
Bing Shopping is one of the industry’s top growth opportunities right now,
in terms of search volume growth and new, under-utilized features
Product ads will continue to gain momentum in the future.
Volume for traditional text ads is decreasing as product ads increase. Text-
only campaigns will likely continue to shrink in volume.
Test Bing Shopping with a solid approach. Make sure your feeds are
in good shape and heavily optimize until it works for you.
©2015 ROI Revolution, Inc.

32. Watch On-Demand:
roirevolution.com/bingproductads
©2015 ROI Revolution, Inc.