John A. Lee - The Case for Bing Ads PLA - HeroConf 2015

John A. Lee | @john_a_lee
Managing Partner | Clix Marketing
So, You’re Telling Me You Still Ignore
Bing Product Listing Ads?
Time for a Check Up From the Neck Up

@john_a_lee #heroconf
www.clixmarketing.com
Who the Heck Is This Guy?
Managing Partner – Clix Marketing
Digital Advertising Geek
◦ Emphasis on “Geek”
Prior Sentences Served:
◦ Hanapin Marketing
◦ Wordstream
Writer:
◦ Search Engine Watch, ClickZ, Clix Marketing Blog,
The SEM Post, Acquisio Blog, PPC Hero
Speaker:
◦ SMX, SMX Social, SES / ClickZ Live, HeroConf, State
of Search

Forced Participation Time!
#cruelandunusual

The Argument
MAKING THE CASE FOR BING PRODUCT LISTING ADS

But, There Just
Isn’t Enough
Volume…
March 2015
◦ Bing (Microsoft only) passed 20% market share.
◦ Bing and Yahoo! (Search Alliance) passed 30% market share.
April 2015
◦ Bing and Yahoo! announce changes to the Search Alliance.
◦ Impact? Unknown, but likely minimal.
The Rest of 2015
◦ Bing is teeing up for a big year of potential search volume growth.
◦ Windows 10 will be a free upgrade and introduces deep integration with Bing
(and therefore Bing Ads).
◦ New avenues for SERP and ad syndication – TBA.

If 30% Market Share Doesn’t Sway You

The Product Feed

What Does My Product Feed Get Me?
Product Ads (PLA)
Rich Captions on
Organic Listings
(unique to Bing Ads)

Bing Merchant Center
Bing’s version of Google Merchant Center.
Requires Bing Webmaster Tools site verification.
Choices:
◦ Product ads?
◦ Rich captions?
◦ Block aggregators?
◦ Are you the only one selling from your domain? Block aggregators.
Save and wait for approval.

Create a Catalog
Where does your product feed live and how
will you share it with Bing Merchant Center?
◦ API management?
◦ Manual upload?
◦ FTP?
◦ Automatic download from URL?

Feed Format
Required Attributes
◦ ID or MPID
◦ Title
◦ Brand
◦ Product URL
◦ Price
◦ Description
◦ Image URL
◦ Seller Name (only if you allow aggregators)
(Highly) Suggested Attributes
◦ MPN
◦ UPC
◦ ISBN
◦ SKU
◦ GTIN
◦ Availability
◦ Condition
◦ Product Type/Merchant Category
◦ Bing Category
◦ Bingads_label
◦ Bingads_grouping
◦ Bingads_redirect
Feed parameters in orange can be
used as targets when creating Product
Extensions and Product Targets.

Where Will Your Feed Come From?
Product Feed Service or e-Commerce Platform Elbow Grease
◦ Download feed from Google Merchant Center.
◦ Add URL tags to track Bing Ads PLA performance.
◦ Adjust feed parameters to match Bing Merchant
Center requirements.
◦ Upload manually or via FTP.
◦ …and yes. Been there, done that.

Approval Times New feeds can take up to 3 days to go live.
Updated product details or new products can take
up to 36 hours to go live.
Price and availability updates can take up to 2
hours to go live.
Your feed expires after 30 days. If your feed is
expired, your product ads WILL NOT DISPLAY.

The PLA Campaign

Creating Campaigns: Web UI
Set up via the web UI acts
as a safeguard so you don’t
forget any details.

Creating Campaigns: Desktop Editor
So. Many. Steps.
Rare instance where the web UI wins out.
However…
◦ When working in bulk, creating a large number
of ad groups and product targets is simplified
with the desktop editor.

Promotional
Copy
Improve your CTR now. Free shipping!
Do This!!!!
Or else your PLA ad
will look like this!

You Need Both – I Promise
PRODUCT EXTENSION PRODUCT TARGET
Product Extension informs
your ad group of which set
of products to make
available for targeting.
Product Target is the
biddable selection from your
product feed. Brand,
product, category, SKU, etc.

Bing PLA Reports

Product Offer Reports
Product (“offer”)
Level Reporting.

Product Target Report
Data Based on Your
PLA Campaign
Targeting Parameters
(what you bid on).

Other Considerations
DEVICE
Bing’s PLA ads do serve on mobile devices.
Take advantage of the Unified Device Targeting
bid modifiers.
◦ Mobile
◦ Increase up to 300%
◦ Decrease up to 100%
◦ Tablet
◦ Increase up to 300%
◦ Decrease up to 20%
NETWORK
Bing Ads has 2 network options:
◦ Bing and Yahoo! Search Only
◦ Bing Syndicated Partner Network
PLA ads can be served on both.
◦ If you run on Syndicated Partner Network – do
your home work and run placement reports!

Syndicated Partner Network is Great
But Only If You Do Your Job

Take More Than
Just a Blanket
Home With You!
Link to Bing Ads PLA Check List:
bit.ly/Bing-PLA-Checklist

The Big News

Bing Shopping Campaigns (BSC)
OVERVIEW
Bing Shopping Campaigns (BSC) are a new and
improved way for advertisers to create and
manage their product ads campaigns in Bing
Ads.
Allows customers to import Google Shopping
campaigns and use the GSC feed format.
In beta and will be available soon to a limited
set of users.
Broad launch is set for later this year.
BENEFITS
Bing Shopping Campaigns allow for greater
advertiser control in campaign settings and
enhanced targeting.
Google Parity.

Look Familiar?

Changes to Feed Attributes
Product Ads Feeds (current)
◦ ID
◦ Brand
◦ Condition
◦ Product type
◦ SKU
◦ Bing Ads group
◦ Bing Ads label
Filter by up to 7 at the Extension Level
Filter by up to 3 per Product Target
Bing Shopping Feed (new)
◦ ID
◦ Brand
◦ Condition
◦ Product type
◦ Bing Category
◦ Custom Label 0
◦ Custom Label 1
◦ Custom Label 2
◦ Custom Label 3
◦ Custom Label 4
Filter by up to 7 at the Extension Level
Filter by up to 7 Hierarchy Levels

Bing Shopping Campaigns – Beta vs. Later
Initial Beta:
Greater control with enhanced settings:
Manage your campaigns with these new settings
Campaign Priority:
Set your campaign priority to give a specific, timely campaign
preference despite bid amounts
Only One Ad within an Ad Group:
Use a single Promotional text for each Ad Group
Product Groups replace Product Targets:
A streamlined hierarchal structure organizes automatic product
groups so each group has a unique set of offers.
New feed elements:
New custom labels + Category and merchant defined Product Type
Hierarchical use of Google Category and Product Type feed
attributes:
This new functionality allows for targeting on individual offer
values/attributes.
Coming Soon:
More actionable information:
Get real-time feedback of your offers that match automatic
product targets.
No Separate Extension:
Merchant account info is part of your Bing Shopping Campaign,
easily managed in a settings tab
Enhancements to Inline Reporting:
Performance metrics will be associated with the item/product, not
the auto target.
Benchmark CTR, CPC & Impressions Data:
Advertisers will be able impression share, or the number of
impressions the ad received, as well as the estimated number of
impressions the ad was eligible to receive – in the SOV report and
inline in the UI
Bid Simulator Tool:
Allows advertisers to estimate the clicks, costs, and impressions
ads would have received if you had used a different maximum CPC
bid for a product group.

Thank You!
Have Questions?
Find me at #HeroConf and let’s talk!
@john_a_lee
john@clixmarketing.com

John A. Lee - The Case for Bing Ads PLA - HeroConf 2015

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