SlideShare a Scribd company logo
Tips for optimizing performance
Mercent shared insight into their strategy for getting better results
with Product Ads:
•	 Structure campaigns carefully and accurately. Because Product Ads are built
dynamically from product catalog data, ensure that this data is up-to-date and
that campaigns use logical combinations of brands, categories, price bands, and
other criteria. “We recommend starting broad and gradually building out layers of
hierarchy, ensuring that granular product targets—narrowly defined subsets of your
catalog—have substantially higher bids than broader groupings to direct traffic to
more specific targets,” Guarino says.
•	 Focus on data quantity as well as quality. “It goes without saying that product
data needs to be accurate; you need to know that you have a certain model of blue
women’s running shoes in stock before you feature them,” Guarino says. But it’s
also important to list more product attributes than less, to help Bing discover your
products. If someone is searching for a men’s lightweight trail-running shoe in size 6,
you want all those attributes in your Product Ad data feed. You should also update
your product feeds at least daily to ensure that prices and inventory status are
up-to-date. If pricing or offer data is incorrect, customers will have a bad shopping
experience, which erodes brand trust.
•	 Align product ad strategy with overall retail objectives. Retailers should use
margin data to inform their campaign structure and bid strategy: keep in mind the
brands, categories and individual products that yield high margin and give them
additional weight. They can designate product targets based on margin contribution
to steer the program toward overall profitability. Additionally, ensure that Product Ad
messaging is consistent with other marketing messages. A tool like Mercent Retail can
schedule and automate ad copy changes to reflect your promotion calendars.
LEARN MORE: bingads.com/productads
CONNECT WITH US TODAY:
Product Ads are
continually evolving,
and we expect
customer returns to
only grow stronger.
Product Ads give
retailers an exciting
new way to surface
their products in
a noisy marketing
environment.
Anthony Guarino
Director of Shopping
Partnerships, Mercent
Product Ads
case study
LinkedIn.com/company/bing-ads facebook.com/bingads slideshare.net/bingads

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Case study r4 sg_051914_c

  • 1. Tips for optimizing performance Mercent shared insight into their strategy for getting better results with Product Ads: • Structure campaigns carefully and accurately. Because Product Ads are built dynamically from product catalog data, ensure that this data is up-to-date and that campaigns use logical combinations of brands, categories, price bands, and other criteria. “We recommend starting broad and gradually building out layers of hierarchy, ensuring that granular product targets—narrowly defined subsets of your catalog—have substantially higher bids than broader groupings to direct traffic to more specific targets,” Guarino says. • Focus on data quantity as well as quality. “It goes without saying that product data needs to be accurate; you need to know that you have a certain model of blue women’s running shoes in stock before you feature them,” Guarino says. But it’s also important to list more product attributes than less, to help Bing discover your products. If someone is searching for a men’s lightweight trail-running shoe in size 6, you want all those attributes in your Product Ad data feed. You should also update your product feeds at least daily to ensure that prices and inventory status are up-to-date. If pricing or offer data is incorrect, customers will have a bad shopping experience, which erodes brand trust. • Align product ad strategy with overall retail objectives. Retailers should use margin data to inform their campaign structure and bid strategy: keep in mind the brands, categories and individual products that yield high margin and give them additional weight. They can designate product targets based on margin contribution to steer the program toward overall profitability. Additionally, ensure that Product Ad messaging is consistent with other marketing messages. A tool like Mercent Retail can schedule and automate ad copy changes to reflect your promotion calendars. LEARN MORE: bingads.com/productads CONNECT WITH US TODAY: Product Ads are continually evolving, and we expect customer returns to only grow stronger. Product Ads give retailers an exciting new way to surface their products in a noisy marketing environment. Anthony Guarino Director of Shopping Partnerships, Mercent Product Ads case study LinkedIn.com/company/bing-ads facebook.com/bingads slideshare.net/bingads