how to succeed with the new bing product ads
DESCRIPTION
CPC Strategy & Bing team up to deliver the definitive resource on Bing Product Ads, Bing's new online product advertising program for ecommerce merchants. CPC's Jeff Coleman and Bing's Lindsay LaFran dive into how to set up Bing Product Ads, what it means for retail advertisers, and overall best practices and strategy.TRANSCRIPT
Bing Product Ads Are Here: Are You Ready?
CPC Strategy & Bing
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Jon GregoireMarketing & Communications Specialist @Jon_Gregs
www.CPCStrategy.com | (619) 677-2453 | [email protected]
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About CPC Strategy
We Drive Conversions by Matching Retail Inventory with Consumer Intent.
Services Include
Retail-focused Paid Search (PPC)
Product Listing Ads Management
Dynamic Remarketing
Product Feed Management
www.CPCStrategy.com | (619) 677-2453 | [email protected]
More than $35 million a year in managed ad spend
Founded in 2007
Over +250 active clients
Top 50 fastest growing companies in San Diego
Google Partner
Visit CPCStrategy.com/packages
Jeff ColemanDirector of Retail [email protected]
7+ years of CPC program expertise
Google Analytics certified
Google AdWords certified
Runs our Google Shopping & CSE training program
New Dad
Speaker
www.CPCStrategy.com | (619) 677-2453 | [email protected]
Lindsay LaFranSMB Planner, Sales EnablementMicrosoft
Involved in the earliest stages of new features on the Bing Ads platform
Manages pilot programs and product releases
www.CPCStrategy.com | (619) 677-2453 | [email protected]
Speaker
What We’ll Cover
Background on Bing Product Advertising
Deep Dive into Bing Product Ads
How to Get Started with BPA
Insider Best Practices
Open Q&A
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Intro to Bing Product Ads With Lindsay LaFran
Lindsay LaFranSMB Planner, Sales EnablementMicrosoft
www.CPCStrategy.com | (619) 677-2453 | [email protected]
Product Adsfor Bing Ads
Lindsay LaFranSMB Planner, Sales Enablement at Bing Ads
I work at the intersection of • Engineering
• Sales and Service Teams
• Bing Ads advertisers
Today you’ll learn
A little bit about BingWhy Product Ads rockHow to get started with Product AdsDifferences between Google Product Listing Ads and Bing Product Ads
Most consumers shop and buy online
82%of US digital shoppers
made a purchase online last year.
90%of US consumers browsed, researched or compared products online via PC, smartphone or tablet last year.
Source: US Retail Ecommerce: 2013 Forecast and Comparative Estimates,” eMarketer, April 11, 2013
#1Product Ads surface the top information consumers are looking for while “showrooming,” putting the shopper closer to an online purchase.
Source: Mobile Search Helps 82% of In-Store Shoppers Make Purchase Decisions [Study], Search Engine Land, May 15, 2013
Consumers choose search as their top in-store resource
The Yahoo Bing Network delivers significant traffic from online
shoppingMillion
510
Million 65
Source: comScore Search Categories Report (custom), US, June 2013
Monthly retail searches Monthly retail searchers
5.5B
monthly searches
comScore Explicit Core Search (custom), September 2013.
The Yahoo Bing Network has
The Yahoo! Bing Network includes Microsoft and Yahoo! Core Search sites in the U.S, September 2013
167M
One ad buy through Bing Ads reaches 167 million unique searchers on the Yahoo Bing Network.
Today you’ll learn
A little bit about BingWhy Product Ads rockHow to get started with Product AdsDifferences between Google Product Listing Ads and Bing Product Ads
Product Ads put your brand closer to the moment of purchase
Showcase your latest products in an engaging and impactful ad format.
Products Ads include custom images from an advertiser’s own product catalog, plus promotional text, pricing and your company name.
Product Ads give you more real estate on the search results page
Product Ads can also show simultaneously with text ads even for the same merchant, giving advertisers even more real estate.
Up to 8 Product Ads may show at once.
Product Ads don’t need ad copy or keyword listsProduct Ads pulls information from your feed to generate your ad – like image, price and brand name.
Product Ads bidding is based on product, not keyword
Instead of bidding on keywords, you’ll define and bid on Product Targets.
Your Product Target can be as broad as all products in your catalog, or as specific as your brand or SKU.
Product Target examples:All productsShoesNike running shoesNike running shoes over $100
Today you’ll learn
A little bit about BingWhy Product Ads rockHow to get started with Product AdsDifferences between Google Product Listing Ads and Bing Product Ads
Campaign
Management
Feed Manage
ment
Product Ads
Management
Product Ads management – it’s simple
I do not yet have MSA login I already have MSA login
Go to Bing Webmaster Tools and claim your domain. This allows you to create your store.
Set up your feed
Create your Product Ad campaign
Create an MSA login
Create your store
Getting started with Product Ads
Go to Bing Webmaster Tools and claim your domain. This allows you to create your store.
If you already have a store within the BMC, you should use that store.
1
2
Create your store
Make sure your destination URL begins with http
Make sure your store description has at least 32 characters
Your Store Name is the Merchant Name that will appear in
your ads – so name your store accordingly
No adult items/adult advertisers at this time
Find your store ID and info on the Store Settings tab – make
sure Product Ads box is checked
Create your store ALERTS
Set up your feed
Your ads are created from your feed – if there’s no feed, there are no ads.
Click on Catalog Management to upload your feed.
Set up your feed BEST PRACTICES
Freshness matters. Change/update your feed at least every
30 days.
Required fields and optional fields
Bing Ads Label * Bing Ads Grouping * Merchant Category * Bing
Category
Describe products in a way that is relevant to the user:
“cooler”, not “ice chest”
Update sale prices
Go to Catalog Management tab for feed reports
Make sure the feed meets BMC requirements
Use description field to highlight product details
Make sure Product Title is descriptive and showing, not truncated
(32 characters show)
Fill in all fields in order for Bing to surface the most relevant
products
Editorial policy must be followed. Note that initially, you may get
dissaprovals.
Bingbot must be allowed to crawl your site or your products will
not display
Continue to test new images of the same product to determine
which performs best
Set up your feed ALERTS
Common feed errors
3. Product restrictions
1. Missing required attributes
Missing manufacturer.
There’s a reason something might not be showing.
In the Bing Merchant Center, advertisers can view their Product Ads Feed rejection reports, including common errors like these:
1. Editorial rejection
A term you’re using is not allowed; remove that term or resolve with the editorial team
2. Image processing
The image is currently being added to the Bing index and the offer will be available when it is done.
3. Missing fields
Fields cannot be empty.
Create your Product Ad campaign: Campaign structure example
All products
Shoes
Nike running shoes
Nike running shoesover $50
Create at least one product target that targets all products.
Group similar product IDs.[Nike, women’s, running]
Create additional product targets that include specific brands or product types.
The more specific your product targets are, the more control you have over which product serves.
• Brand: Product’s Brand
• Condition: New
• Product Type: Merchant Category
• BingAds label: Custom Value (multi value)
• BingAds group: Custom Value
• SKU: Parent / Style Identifier
• ID: Product Identifier
• Seller Name: All Products for broker
Create your Product Ad campaign
Wizard experience
Manually rename “Ad Group 1”
Must have at least one ad per ad group to serve
Bidding on product should be as much or more as the same
product targets in your text search ads
10k product target limit per ad group
Create your Product Ad campaign
Promo text:
Is at the Ad Group level, so it applies to any product
in that ad group
Is a hover
Is limited to 45 characters
Has the same editorial policies as copy for text ads
Create your Product Ad campaign
Make sure your ad groups are specific so your promo copy
applies
to all of the products in that group
Set up an “All Products” campaign as a catch-all
Keep product campaigns separate from text campaigns
Use different promotional text to highlight unique offers
and key selling points that apply to all of the product
targets in an ad group
Create a negative keyword strategy
Create your Product Ad campaign ALERTS
Reporting
Find all
reports in
the Reports
tab
Reporting
SEARCH TERM
REPORT
PRODUCT TARGET
REPORT
OFFER
REPORT
Average Position and Quality Score do not apply to
Product Ads.
Granular level –
what offers are
performing well
in this campaign?
Which products
are performing
best?
Which queries are
surfacing your
products?
Reporting
PRODUCT TARGET
REPORTWhich products
are performing
best?
Reporting
OFFER
REPORTGranular level –
what offers are
performing well
in this campaign?
Today you’ll learn
A little bit about BingWhy Product Ads rockHow to get started with Product AdsDifferences between Google Product Listing Ads and Bing Product Ads
Feed attributes available on Google, but not on Bing
Google and Bing feed attribute differences
• Additional image link• Product Variants (Item Group ID * Color * Material * Pattern * Size)• Apparel Products (Gender * Age Group * Color * Size)• Merchant Defined Multi-packs• Adult• Excluded Destination• Expiration Date• Custom Labels (When using Shopping Campaigns)• Product identifiers to identify hand made, custom goods, vintage goods, etc. • Used and refurbished goods• Country Specific Feed Attributes Google offers that BING does not:
• Unit Prices (EU Countries and Switzerland only)• Energy Labels (EU Countries and Switzerland only)• Loyalty Points (Japan Only)• Multiple Installments (Brazil Only)
Questions
Appendix
Rich Captions
Paid listing – an ad.
Product image shows.
A Product Ad and Rich Caption can show simultaneously – potential for more real estate on the search results page.
Free – not an ad product.
No product image shows.
Enhanced organic listings, include price, availability, etc.
When you sign up for Product Ads you’ll notice there’s anotheroption – Rich captions
Product Ads Rich Captions
© 2013 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries.The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.
Pre- Product Ads: Bing Shopping
What Bing Product Ads Mean for Retailers
Background On Bing
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Google Shopping Is Now Paid Free
Feed-based
Campaign performance was based
on your feed
Bing Shopping
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Google Shopping Is Now PaidWhat Does The New Product Ads Program Mean For Retailers?
More Campaign Control
More Volume
Pay-to-play = Higher Stakes
Proven Ad Format
Background On Bing Product Ads
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Things to Keep in Mind for Product Ads: Please The Feed
Campaign Optimization
Bing Product Ad Best Practices
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Google Shopping Is Now PaidFollow Standard Feed Best Practices:
Send your whole catalog
Frequent submissions
Enhance product titles and descriptions
Brand Names
Type Of Product
Color, Size, or Other Variant Info
Include As Many Fields As Possible
MPN, UPC, Availability (Stock), Condition, Product Type/Merchant ,
Category, Bing Category
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Feed Optimization
Google Shopping Is Now PaidSave A Lot Of Work By Transferring Your PLACampaign From Adwords
You have until August 2014 to transfer your traditional-format (non Shopping Campaigns) PLA campaign into Bing
Product Extensions do not transfer
Campaign Optimization
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Google Shopping Is Now PaidCampaign Optimization Structure
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Bid
Google Shopping Is Now PaidStructure
1st tier All Products: Catch-all
2nd tier Product Category or Type
3rd tier Brand (if you’re a brand oriented retailer)
4th tier Custom ex. best sellers, seasonal products, high AOV products, etc.
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Campaign Optimization
1 2 3 4
Google Shopping Is Now Paid Use the Bingads label column to
create custom product targets
If transferring your GoogleMerchant Center Feed, edit thelabel column before submitting to Bing.
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Feed Optimization (Please The Feed)
Google Shopping Is Now PaidUsing A Bingads_Label In Bing Ads
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Feed Optimization (Please The Feed)
$
Google Shopping Is Now PaidBid Modifications
What Do You Do With The Underperformers?
Never cut or pause products within your Bing catalog
Identify underperformers reduce the bid
Campaign Optimization
www.CPCStrategy.com | (619) 677-2453 | [email protected]
Google Shopping Is Now PaidMobile Traffic If you don’t have a mobile -optimized website, you’ll probably want
to pause smart phone traffic for now
Unlike PLAs, you can bid separately on tablet traffic
Campaign Optimization
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Google Shopping Is Now PaidGeo-TargetingStart tracking Geographic performance as soon as you make the switch to the new Campaign - the State level is a perfect place to start
Decide which regions to target based on your site, audience, and performance goals.
Consider segmenting for online and B&M locations.
Utilize mobile ads for customers close to stores
Avoid setting location to the entire US to limit click spend
Exclude areas which don’t improve ROI and CTR
Geo-Bid Modifiers
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Google Shopping Is Now PaidWhat Time Do Your Visitors Shop The Most And Convert Highest?Create an Ad Schedule as soon as you make the switch. Break it out into six, 4-hour blocks :
i.e. Midnight - 4 AM, 4 AM - 8 AM, 8 AM - Noon, etc.
Consider running ads during peak times on off-days to measure and test performance
Modify spend and budget based on high converting days and times
Remember to look at performance for individual campaigns, ads, and your campaign as a whole
Day-Parting
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Bottom Line:
Bing Product Ads can drive NEW orders for your business to a NEW audience
Take advantage of the program before there’s more competition
Retailers who know how the program works for them now will
be better off in Q4
Transfer your PLA campaign by August so you don’t have to build
it from scratch
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Hop On The Bing Train Early On
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