flash series! bing shopping campaigns: reports you need to drive optimal performance

Bing Shopping Campaigns:

Reports You Need To Drive Optimal Performance

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FLASH SERIES

Who am I?

About me…

Bing Product Ads Expert at Microsoft

Been in the industry for 8+ years

Originally from the East Coast Data Feeds are the future @RParkDataFeed

Richard ParkBing Product Ads Expert

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What are product ads?Elements of a Product AdSERP dominance

Bing Shopping

UI Reporting

BSC Reports

Agenda

1. 2. 3.

Search Term

3.

Utilize the Dimensions reporting tab in Bing Ads UI.

Bing Shopping UI Reporting

Utilize the Dimensions reporting tab in Bing Ads UI.

Bing Shopping UI Reporting

Utilize the Dimensions reporting tab in Bing Ads UI.

Bing Shopping UI Reporting

Use the drop down to select specific Shopping level ofReporting:

• Shopping: Category• Shopping: Product Type• Shopping: Brand• Shopping: Item ID• Shopping Store ID

Select the level of reporting on the drop down:Best Practice:“Shopping: Item ID” will give you most granular reporting – providing KPIs at the item ID level.

Bing Shopping UI Reporting

*For conversion and CPA data implement UET conversion tags

Use the Item ID level reporting to filter through items based on your business goals.• Export and filter KPIs• Identify and adjust bids based on item level

KPIs• Identifying items you may want to exclude• Insight into other feed attributes such as brand

and category performance

Select the “Reports” tab at the top navigationReportsTwo types of BSC reports:• Product Partition • Product Dimension

Bing Shopping Reports

Select the “Reports” tab at the top navigationReportsTwo types of BSC reports:• Product Partition • Product Dimension

Bing Shopping Reports

Product Partition and Dimension Report:• Partition Report - Report overview of the Product Group structure and break out w/KPIs• Dimensions Report - Line item detail report of each item ID w/KPIs (Best report for

optimization to understand which items are performing/non-performing)

Choose your report type along with your General SettingsUnder Choose your columns > Select the necessary attributes under the "Attributes" tab. For Product Dimension you will want to add the following to be safe:

- Brand- Category 1 - 5 Level- Condition- Custom Label 0 - 4- Product Type 1 - 5 Level

Bing Shopping Reports

Product Partition and Dimension Report:• Now click into the "Performance

Statistics" tab and add the following columns for more insights

- Impression Share lost to Budget (%)

- Impression Share lost to Rank (%)

- Benchmark Bid - Benchmark CTR (%) - Impression Share (%)

• You can also filter by Device Type under "Filter"

• Run the Reports!

Bing Shopping Reports

Product Partition and Dimension Report:• Now click into the "Performance

Statistics" tab and add the following columns for more insights

- Impression Share lost to Budget (%)

- Impression Share lost to Rank (%)

- Benchmark Bid - Benchmark CTR (%) - Impression Share (%)

• You can also filter by Device Type under "Filter"

• Run the Reports!

Bing Shopping Reports

Product Partition and Dimension Report:Use the optional Share of Voice columns (Impression Share % and Benchmark Bids) within the Product Partition and Dimensions Reports to learn more about how to optimize.   Benchmark bid is a great way to see what the general bids are in the participating advertisers in the same auctions as well Impression Share % to determine how they're ranking.

Bing Shopping Reports

*Hid specific columns in the dimension report to show the additional attributes for SOV reporting

Additional information:Benchmark Bid – the general bid of participating advertisers in the same auction.Impression share % – advertiser’s impression share for impressions generated through the Bing Ads Network.Impression share lost to budget % – percentage of impressions the advertiser lost out on the Bing Ads Network due to insufficient budget.Impression share lost to rank % – the percentage of impressions the advertiser lost out on the Bing Ads Network due to low ad rank – BSC has no avg. position, it’s based off of showing on the SERP or not. Benchmark CTR % - the general click thru rate of participating advertisers in the same auction.

Bing Shopping Reports

Utilize the “Search Term” report within the reports tabSearch Term Report

• Run a search term report > summary (unit of time)• Compare both shopping and paid search campaigns to identify search terms

that are performing well – use those search term(s) to implement into your product title/description.

• Use the report to also identify terms that should be negated with negative keywords.

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