Mercent shared tips for optimizing performance with Product Ads in three key areas: 1) Structure campaigns carefully using accurate and up-to-date product catalog data with logical groupings and higher bids for specific targets. 2) Focus on providing both accurate and extensive product data, including all relevant attributes, and updating daily. 3) Align the Product Ad strategy with overall retail objectives by considering margin data to inform campaign structure and bids aimed at profitability while ensuring consistent messaging.

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.
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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
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