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Introducing Product Ads for Bing Ads

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Page 1: Meet Bing Ads Product Ads

Introducing Product Adsfor Bing Ads

Page 2: Meet Bing Ads Product Ads

Most consumers shop and buy online

82%90%

Source: US Retail Ecommerce: 2013 Forecast and Comparative Estimates,” eMarketer, April 11, 2013

of US digital shoppers made a

purchase online last year.

of US consumers browsed,

researched or compared products

online via PC, smartphone or

tablet last year.

Page 3: Meet Bing Ads Product Ads

ExperiencingShoppingEvaluatingDecision to Change/Buy

Open to Possibility

With search playing an important role in the Retail Consumer Decision Journey

Consumers see digital and physical retail channels as connected.

For customers searching for information, a rich ad format like Product Ads delivers key information to help them move through the path to purchase.

Page 4: Meet Bing Ads Product Ads

Search delivers the information consumers want most while shopping

#1

Product 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

73% find where products are sold

72% make price comparisons

63% find promotional offers

Consumers choose

search as their top

in-store resource

Page 5: Meet Bing Ads Product Ads

The Yahoo Bing Network delivers significant traffic from online shopping

Source: comScore Search Categories Report (custom), US, June 2013

Million510 Million65

This search volume is significant and can be captured

with Product Ads on Bing Ads. Let’s take a journey to

learn more.

Monthly retail searches Monthly retail searchers

Page 6: Meet Bing Ads Product Ads

The Bing Ads team has been hard at work creating an engaging new ad format that delivers strong performance…

Page 7: Meet Bing Ads Product Ads

Meet Product Ads

Page 8: Meet Bing Ads Product Ads

I: Product Ads OverviewProduct benefits

Product overview

How it works

Pricing

Bidding

II: Getting startedCreating your store

Product feeds & attributes

III: Best PracticesCampaigns | Product feeds | Product targets | Budgeting & bidding | Tracking success

Page 9: Meet Bing Ads Product Ads

Meet Product Ads

Product Ads put the searcher closer to a purchase decision

Product Ads allow advertisers to showcase their 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.

Page 10: Meet Bing Ads Product Ads

A visually engaging ad format

“I want to stand out and show potential customers relevant images of the products I’m selling online.”

Showcase your products and stand out by sharing images of the products you’re selling online.

Page 11: Meet Bing Ads Product Ads

More prominence on the search results page

“I want my product to grab attention.”

A Product Ad can take up more space on the search results page than a text ad, attracting attention and offering broader reach.

Product Ads can also show simultaneously with text ads even for the same merchant, giving advertisers even more real estate.

Page 12: Meet Bing Ads Product Ads

Drive strong performance

“I have a limited marketing budget and need my advertising dollars to deliver results.”

On other platforms, advertisers have seen a 45% greater click-through rate on average for product ad formats than text ads.1

Shoppers know what they’re clicking on.

1Ignition One Digital Marketing Report, Q4 2013

Product Image

Product Name

Store name

Price

Page 13: Meet Bing Ads Product Ads

Easy to manage

“I’m busy – I need to free up time so I can focus on my business. Efficiency and scalability are key.”

Product Ads can save you time.

Advertisers don’t need to write ad copy and build keyword lists for each product.

Product Ads pulls information from your feed to generate your ad – like image, price and brand name.

Page 14: Meet Bing Ads Product Ads

Easy to import Google Product Listing Ads campaigns

“I need to be efficient – I’m already advertising with Google Product Listing Ads.”

It’s easy to import Product

Listing Ads campaigns into

your Bing Ads account.*

*Extensions must be added manually

Page 15: Meet Bing Ads Product Ads

Product Ads // how it looks

Product Ads appear in the mainline or sidebar for searches relevant to product inventory and offers that are active with budget in our system.

A Product Ad and text ad from the same merchant may show simultaneously.

Up to 6 Product Ads may show at once.

Page 16: Meet Bing Ads Product Ads

Product Ads // overview

How do Product Ads work?Product Ads pull product information1 - like image, price or store name - right from your Bing Merchant Center account so you can display product images and details in your ads.

No keyword creation or ad copy writing required!

1You must refresh your Bing Merchant Center product data every 30 days

Page 17: Meet Bing Ads Product Ads

Product Ads // pricing

How much do Product Ads cost?

Like other text ads, you only pay for the clicks you receive – cost-per-click.

Page 18: Meet Bing Ads Product Ads

Product Ads // bidding

Instead of bidding on keywords, you’ll define and bid on Product Targets.

In order for your ads to show, you must choose Product Targets using attributes from your Bing Merchant catalog.

Your Product Target can be as broad as all products in your catalog, or as specific as your brand, SKU or color.

Product Target examples:

All products

Shoes

Nike running shoes

Nike running shoes over $100

Page 19: Meet Bing Ads Product Ads

Get up and running in 3 easy steps

1. Create your Bing

Merchant Center

Store

2. Upload your productcatalog to Bing

3. Create a Product Ads campaign –or import your campaigns from Google – and create your Product Targets

connect with the 168M million searchers on the Yahoo Bing Network

Your ads are now eligible to show on Bing to searchers looking for your product

168M

Page 20: Meet Bing Ads Product Ads

I: Product Ads OverviewProduct benefits

Product overview

How it works

Pricing

Bidding

II: Getting startedCreating your store

Product feeds & attributes

III: Best PracticesCampaigns | Product feeds | Product targets | Budgeting & bidding | Tracking success

Page 21: Meet Bing Ads Product Ads

Getting started // Product Ads management

CampaignManagement

Feed Management

Product Ads Management

Page 22: Meet Bing Ads Product Ads

Getting started // access the Bing Merchant Center

1

2

Page 23: Meet Bing Ads Product Ads

Getting started // create your store

1

2

Page 24: Meet Bing Ads Product Ads

Getting started // overview of the Bing Merchant Center

Alerts and news

about your Bing

Merchant feed

account.

See your store

settings.

Manage

catalog feed

and view

product errors.

Manage

product feed

FTP settings.

Set up tax

for your

store.

Setup shipping

settings for

store.

Page 25: Meet Bing Ads Product Ads

Getting started // product attributes

• 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

Page 26: Meet Bing Ads Product Ads

Getting started // create relevant Promotion Text

Targeted Promotion Text can help improve click-through rate for your Bing Product Ads.

Product Ad: Free Gift

with Nike Purchase

Page 27: Meet Bing Ads Product Ads

Getting started // product feed required attributes

Minimum required product feed attributes

□ Merchant Product ID (MPID)

□ Product Title

□ Product URL

□ Price

□ Description

□ Image URL Brand

Page 28: Meet Bing Ads Product Ads

Getting started // product feed additional attributes

Highly recommended product feed attributes to include

□ MPN

□ UPC

□ IBSN

□ SKU

□ GTIN

□ Availability (stock status)

□ Condition

□ Merchant category

□ Bing category

□ Tax

□ Shipping

□ Shipping weight

□ Bing ads label

□ Bing ads grouping

□ Bing ads redirect

Page 29: Meet Bing Ads Product Ads

Getting started // common feed errors

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:

3. Product restrictions

The product is not

allowed.

2. Indexing errors

The image is

currently being

added to the Bing

index and the offer

will be available

when it is done.

1. Missing required

attributes

Missing

manufacturer.

Page 30: Meet Bing Ads Product Ads

I: Product Ads OverviewProduct benefits

Product overview

How it works

Pricing

Bidding

II: Getting startedCreating your store

Product feeds & attributes

III: Best PracticesCampaigns | Product feeds | Product targets | Budgeting & bidding | Tracking success

Page 31: Meet Bing Ads Product Ads

Campaign structure example

The more specific your product targets are, the more control you have over which product serves.

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.

Page 32: Meet Bing Ads Product Ads

Best practices // Product Feeds

1 Populate as many attributes as possible for each product offer.

The more information you make available, the more

likely your Product Ads are to be displayed for relevant

queries.

2 Use high-quality images.

Images must be 220x220 pixels or larger.

3 Refresh your feed on a daily basis.

This keeps it accurate.

4 Continue to test new images of the same product to determine which image performs best.

Your picture matters - ensure your image is easily

recognizable to your customers.

Continue to test and optimize images that show the

product in the most relevant way for your customers.

Page 33: Meet Bing Ads Product Ads

Best practices // campaigns

1 Create new campaigns for your Product Ads.

Instead of adding Product Ads to existing campaigns,

create new campaigns to ensure that performance

statistics for each can be isolated.

2 Create more than one ad per ad group.

Create multiple ads with different promotional text to

identify which ads are most successful.

3 Create at least one campaign that targets all products in the feed.

This gives advertisers the ability to continually gain

insights about products in the feed that may deserve

attention but aren’t currently captured by other product

targets.

Page 34: Meet Bing Ads Product Ads

Best practices // Product Targets

1 Create at least one Product Target that targets all products in the feed.

This helps ensure that all products have an

opportunity to show if corresponding queries

are present and helps to identify products that

may not have already been selected to have

their own bids within their own product targets.

2 Create additional Product Targets.

Beyond the ‘all-inclusive product’ target, include

specific brands, product types, or individual

products that align with your business goals.

3 Use different promotional text to highlight unique offers and key selling points that apply to all of the Product Targets in an ad group.

Promotional text increases the ad real estate,

can help differentiate the ad and capture

attention, and has been shown to help increase

click-through rates.

4 Create a negative keywords strategy.

Use negative keywords to prevent your products

from showing in response to irrelevant and/or

poor-performing queries.

Page 35: Meet Bing Ads Product Ads

Best practices // budgeting and bidding

1 Initially, allocate a similar budget to your Product Ads as you would to keywords for the same products.

Some advertisers have found that allocating

30% of their total budget to Product Ads is a

good starting point.

2 Continue to monitor the difference in performance between your text ads and Product Ads over time.

Optimize bids, Product Targets, and budgets

accordingly.

3 Set your initial Product Target bids to an amount that is equal to or greater than your current text ad bids.

When new keywords are introduced into the

marketplace for text ads, they need to have a

high enough CPC to be shown in the space.

Product Ads need the same.

4 Monitor the performance of your Product Targets and adjust bids based on performance.

You may want to place higher bids on the best-

performing products to gain impression share

and maximize the return on your investment.

Page 36: Meet Bing Ads Product Ads

Best practices // tracking success

1 Test different versions of promotional text, alternative images, and the granularity of product targets.

Just like with text ads, testing is key to long-term

success. You may find that more granular product

targets, based on product or business goal, perform

better. Because SKUs have different margins, return

on investment, etc, breaking things down can help

you gain more out of your campaigns.

2 Track performance using performance reports, including the new Product Ads report.

You can also use the Product Target destination URL

for dynamic tracking. Destination URLs per Product

Target are similar to destination URLs per keyword.

Page 37: Meet Bing Ads Product Ads

Optimizing your data feed

Quality data in, quality results out

1. Data validation

□ Ensure your product feed

file is properly formatted.

□ Our crawling agent,

bingbot, must be allowed

to crawl your site or your

products will not display.

2. Product discoverability

□ Categorize your products

so customers can search and

find.

□ Tax and shipping fields

should contain no text i.e.

$ or N/A.

□ Use Unique Identifiers to

help differentiate products

that may only differ in size,

color, etc. They should be

consistent between data

feeds.

3. Conversion

□ Ensure your product’s

stock status is up to date

(in stock or out of stock).

□ Use a relevant product

description and title.

□ Use variant attributes –

colors, sizes, etc.

□ Use the SKU column to

differentiate your items in

terms of color and size.

Page 38: Meet Bing Ads Product Ads

Appendix

Page 39: Meet Bing Ads Product Ads

Product Ads // Bing Ads v. Google AdWordsProduct Ads features and functionality* Bing Google

Getting started Store sign-up through User Interface [in Bing, this is the Bing Merchant Center]

Importing Importing of Google Product Listings Ads campaigns into Bing Ads N/A

Capability to import Google Product offers feed format into Bing Merchant Center N/A

Campaigns Linking Merchant Center & Bing Ads accounts for Product Ads campaign creation

User Interface (UI) Support for Product Ads Campaign creation

Editor support for Product Ads Campaign creation

Add Promotion Text for a Product Ad within a campaign

Setting up Product Targets based on pre-defined list of fields – Product Type, Brand, Condition, SKU, ID, Seller name, BingAds_group and BingAds_label

Submit Product Offers through Merchant Center for Product Ads

Support various CSE feed formats for product offers, including the Bing Merchant formats

Reporting Campaign Performance reporting at Product Target level

Offer level reporting

API support API support for reporting

API Support to enable Merchant Center store and feed management Coming soon!

API support for Product Ads Campaign creation

International International market availability Coming soon!

*Includes Bing Product Ads naming conventions; Google may have different naming conventions for specific features and functionality.

Page 40: Meet Bing Ads Product Ads

Rich Captions

When you sign up for Product Ads you’ll notice there’s another option – 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.

Page 41: Meet Bing Ads Product Ads