how to succeed with the new bing product ads

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 | contact@cpcstrategy.com

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

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 Searchjeff@cpcstrategy.com

7+ years of CPC program expertise

Google Analytics certified

Google AdWords certified

Runs our Google Shopping & CSE training program

New Dad

Speaker

Lindsay LaFranSMB Planner, Sales EnablementMicrosoft

Involved in the earliest stages of new features on the Bing Ads platform

Manages pilot programs and product releases

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

Intro to Bing Product Ads With Lindsay LaFran

Lindsay LaFranSMB Planner, Sales EnablementMicrosoft

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

Million 65

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

Monthly retail searches Monthly retail searchers

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

One ad buy through Bing Ads reaches 167 million unique searchers on the Yahoo Bing Network.

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

Campaign

Management

Feed Manage

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.

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

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

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

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

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

Reporting

SEARCH TERM

REPORT

PRODUCT TARGET

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

Which queries are

surfacing your

products?

Reporting

PRODUCT TARGET

REPORTWhich products

are performing

Reporting

REPORTGranular level –

what offers are

performing well

in this campaign?

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

Google Shopping Is Now Paid Free

Feed-based

Campaign performance was based

on your feed

Bing Shopping

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

Things to Keep in Mind for Product Ads: Please The Feed

Campaign Optimization

Bing Product Ad Best Practices

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

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

Google Shopping Is Now PaidCampaign Optimization Structure

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.

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.

Feed Optimization (Please The Feed)

Google Shopping Is Now PaidUsing A Bingads_Label In Bing Ads

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

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

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

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

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

Hop On The Bing Train Early On

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