bing ads product update - az118040.vo.msecnd.net ads product update. #bingadsconnect listening ......
TRANSCRIPT
#BingAdsConnect
Bing Ads Product Update
#BingAdsConnect
Listening…and delivering what advertisers are asking for“Bing Ads has a customer obsession. Customer obsession isn’t a buzzword for the Bing Ads
team. It’s a state of mind.” Danny Goodwin, Momentology
#BingAdsConnect
#BingAdsConnect
Core themes of focus for 2015
Time &
EfficiencyStreamlining
tools, and saving
you time
Campaign
Performance Empowering you with
more information
Relevant
VolumeBringing you more
for your business
#BingAdsConnect
Continued performance
14%
28%31%
18%
11%
29%27%
18%
3%-1%
3%0%
Marin Ignition One RKG Kenshoo
YoY US Growth Q4’2014
Spend Clicks CPC
Sources: IgnitionOne Q4 2014 Digital Marketing Report, Kenshoo Search Ad Trends Q42014;
Marin Q4 2014-Global Advertising Benchmark; RKG-Merkle DMR Q4 2014
#BingAdsConnect
+23%
Driving more engagement with ads
#BingAdsConnect
Long Ad Title – draws the eye to your ad titlebingads.microsoft.com/SearchAdvertising
Efficient ad performance with Bing Ads!
Reach more customersAdvertise to to 122M unique
searchers in Europe
Retailer testimonialPeriscopix reports Bing Ads
ROI to be +65% vs. Google
Get started on Bing AdsGet $50 free credit to help you get
started
Coming from AdWords?Seamlessly import your Google
campaigns
100 Victoria Street, SW1E5JL Directions
AD EXTENSIONS
ANNOTATIONS
Enhanced
Sitelinks
Location
Extensions
Click to call
Favicons
Merchant Ratings*
Official Site
4 additional deep links with descriptions
(All markets) +27% CTR
Addresses and phone number with click to directions
(All markets) +33% CTR
Click to call
(All markets mobile only)
Rich Ads in
Search
Image and Video for brand keywords*
(US, UK, FR, DE) +55% CTR
Official Site
Customer Ratings
Bing Ads is
0207864789
The ad format story so farAd extensions and decorations significantly increase clicks
#BingAdsConnect
#BingAdsConnect
Mobile momentum
+157%Mobile clicks
+142%Mobile SRPVs
#BingAdsConnect
85%67%
15%33%
0%
20%
40%
60%
80%
100%
2013 2014
Mobile Query share
All Devices Mobile
$0.58
$0.49
$0.40
$0.45
$0.50
$0.55
$0.60
Smartphone
SMARTPHONE CPCs
Industry Bing
Mobile momentum
#BingAdsConnect
ACCOUNT PERFORMANCE
Bing Ads’ iOS AppGREAT
FEEDBACKAD GROUP
DETAILS24/7 SUPPORT
#BingAdsConnect
LOCATION
TARGETING
MOBILE SITE LINKS
CALL
EXTENSIONS
LOCATION
EXTENSIONS
Bing Ads’ mobile product portfolio
#BingAdsConnect
−
−
−
−
−
−
−
−
−
−
−
−
−
−
−
Paid search evolution
#BingAdsConnect
#BingAdsConnect
Bing Ads Home Tab
Get a quick snapshot of account performance
US
Application Extensions
Include links to apps in your ads
Global
Keyword Planner v1
Build new keywords and analyze traffic forecasts
US
TIME &
EFFICIENCY
REELVANT
AUDIENCE
VOLUME
Coming soon in < 3 months
#BingAdsConnect
Sitelink Scheduling
Schedule sitelinks to a specific window of time
Global
Remarketing in Paid Search
Re-engage with your customers
Global
Manage 2M Keywords in the Web UI
Increase Web UI keyword grid limit to 2 million keywords
Global
Product Ads
Include rich product information in your ads
UK, AU
Mobile Product Ads
Target mobile customers
US
Image Extensions
Add a clickable image to text ads
Global
REELVANT
AUDIENCE
VOLUME
CAMPAIGN
PERFORMANCE
See what’s coming in the future
#BingAdsConnect
TIME AND EFFICIENCYIncreasing advertiser efficiency and satisfaction
ParityTransparent Editorial
System Speed, Reliability and Scale
RELEVANT AUDIENCE VOLUMEEnabling advertisers to engage with more people
MobileNew Extensions: Image and Action Extensions,
Bing Shopping Campaigns
Rich Annotations
CAMPAIGN PERFORMANCEEmpowering advertisers with more information
Universal Event Tracking
Search Remarketing (V1)
Audience Insights
2015 priorities recap
#BingAdsConnect
#BingAdsConnect
Remarketing
Audience Buying
Bing Shoppingcampaigns
#BingAdsConnect
#BingAdsConnect
#BingAdsConnect
Forr
est
er, U
nd
ers
tan
din
g S
ho
pp
ing
Cart
Ab
an
do
nm
en
t, M
ay 2
010
#BingAdsConnect
Search related Remarketing Products
Serve search ads to Yahoo Bing Network searchers after they’ve visited or engaged with your site.
Serve display ads to Microsoft Advertising visitors after they’ve searched for specific keywords.
21
#BingAdsConnect
#BingAdsConnect
< HTML >
on
#BingAdsConnect
Build High Value AudiencesReach users who are more likely to be
interested in your products, because
they previously engaged with your site
Improve your ROIOptimise bids, ads and keywords
for those customers
Get going - it’s easyUniversal Event Tracking tags are
enabled for remarketing, no need to
place additional tags on your site.
Capabilities for the pilot
Apply audience bid boosts to rank higher or
lower based on remarketing lists
Create new campaign(s)/ad group(s) with
customized ad text and landing pages for
remarketing lists.
Create new campaign(s)/ad group(s) for
broad match keywords or brand keywords
to apply to remarketing lists
Adjust Bids Customize Ads Broaden Keywords
Remarketing in paid search pilotRemarketing allows you to build tailored audiences who have already engaged with your brand,
and optimize for them
#BingAdsConnect
#BingAdsConnect
“Have you tried…”Increase bids by 200%
#BingAdsConnect
Boost your campaign performance by reengaging with
high value users who have previously visited your site.
Target and segment audiences
Optimize your campaigns by segmenting
users into different behavioral categories –
like visiting your home page or abandoning
a shopping cart.
Easy to implement
Universal Event Tracking (UET) tags
are enabled for remarketing. Your
campaigns are ready for remarketing
if you have UET implemented.
Improve your ROI
Customize ad copy, landing pages
and bids and broaden your reach by
adding new keywords or expanding
your match types to your segmented
audiences.
#BingAdsConnect
#BingAdsConnect
1
2
4
5
3
#BingAdsConnect
Strategy Recommend setting
Apply bid adjustments to rank higher or lower based on which remarketing lists user belongs to
.
.
.
Tailor your ads and landing pages based on which remarketing lists user belongs to.
Bid on new keywords that you usually do not due to low conversion or high cost.
#BingAdsConnect
Insert your UET tag on your site
Create remarketing list(s) based on URLs or custom events
View Performance data – in UI, Report and API
Implementation Resources:
Remarketing Feature Guide
UET Implementation Guide
Associate remarketing lists with Ad Group(s)
Apply bid boost for remarketing list - ad group association
Adjust Bids Customize AdsBroaden
Keywords
Defining Audiences
Engaging Audiences
1
2
4
3
#BingAdsConnect
#BingAdsConnect
Improved ROI
Measure and optimize campaigns more effectively by tracking site level activity like duration on site, average pages visit and more.
Saving time and effort
Tag your entire site once. No need to generate new tags each time a new account or conversion goal is added.
Better campaign attribution
See how your customers interact and convert across devices, campaigns and accounts for better insights.
Audience Based Buying
Implement once - Universal Event Tracking tags are also Remarketing in Paid Search tags.
#BingAdsConnect
Cross Campaigns Cross AccountsCross Devices
#BingAdsConnect
#BingAdsConnect
What is the difference between a tag and a goal?• With one tag you can track as many goals as you need.
• Using just one tag across all of your site allows you to add goals later withouthaving to make changes to your website script
TagGoals
#BingAdsConnect
Get enhanced insights with new performance metrics such as:
• Total visits
• Average duration per visit
• Pages per visit
• Bounce rates.
Metrics available in the following reports
• Keyword
• Account
• Campaign
• Ad Group
#BingAdsConnect
Place the tag in a
supported tag
management provider
template or copy/paste the
tag in their UI.
Tag Management Systems
Place the Universal
Event Tracking tags
directly on your web
pages.
Bing Ads
#BingAdsConnect
Out of Box Tested Template Ready
Google Tag ManagerNot Supported
(currently in progress)
Adobe Tag Manager Not Supported
Signal (BrightTag) Not Supported
Ensighten
Tealium
QuBit
#BingAdsConnect#BingAdsConnect
Universal event trackingComparison
View conversions across campaigns and devices
Choose from 4 goal setting options; Destination URL, Duration/visit, Pages Visited/visit, or Custom Event ie: played a video
Define goals with customer events to track click level activity on your side such as adding an item to the cart, or downloading a PDF
Only tag the website once to track all your goals across accounts, campaigns and across devices
Streamline and avoid creating and deploying a new tag when a new goal is defined
Set a conversion window from 7 – 90 days
Enable remarketing capabilities – in pilot!
Bing Ads UET
AdwordsConversion
Tracking
2
4
1. Destination only
2. Need a tag for every goal
3. A new tag must be set up
4. Google has a separate remarketing tag
1
3
#BingAdsConnect
IntroducingBing ShoppingCampaigns Beta
#BingAdsConnect#BingAdsConnect
Three options to getting started with Bing Shopping Campaigns
#BingAdsConnect#BingAdsConnect
Advertisers new to Bing
Product Ads and Google
Shopping campaigns
1
Advertisers running Google
Shopping Campaigns
2
Advertisers moving from Bing Product Ads campaigns
to Bing Shopping
3
#BingAdsConnect
#BingAdsConnect
And Bing Shopping Campaigns are a
new, optimal way to manage your
Product Ads.
Bing Shopping Campaigns give advertisers
more control over targeting, deeper
insight into performance data, and allow
advertisers to directly import their Google
Shopping campaigns.
Product Ads is an engaging ad format
#BingAdsConnect
#BingAdsConnect
• Feed Updates Support for “Custom Labels” in the feeds (via ftp and Content API)
Hierarchical support for taxonomy of the “Category” and “Product Type” feed attributes
• Campaign Structure Updates Create and edit Bing Shopping Campaigns as a separate campaign type
Support for Product Groups in BSC
Ability to build a hierarchical tree structure for Product Groups in Web UI
Support for “Exclusions” & “Everything Else” in Product Group
Support “Campaign Priority” for BSC and PA campaigns
Ability to import Google Shopping Campaigns into via Web UI
Show Catalog data during creation of Product Group and in Product tab
• Reporting Reporting in Product Group Grids
Dimensions tab and additional Product Group Report
• API for data feeds including Reporting APIs
Bing shopping campaign: Full beta features
#BingAdsConnect
Enhanced capabilities“I need maximum control when targeting my products.”
Target the products in your feed with a high degree of granularity within the
UI. The new hierarchy view gives you more control over what products
you’re showing and how much you’re paying. It’s a simple way to organize,
manage, bid, and report on ads.
“I’m busy – I need a quick and easy way to choose which
products to advertise, by brand, type of product.”
It’s easy to view your inventory by attributes like brand or product type,
select inventory you want to promote (or exclude), and set appropriate bids.
“I would like to know how my products metrics compare to
other products they’re competing with.”
Bing Shopping Campaigns offer Share of Voice reporting to give you insight
into impressions, clicks, average click-through rate, and average cost-per-
click, relative to your product targets.
“I want to see how each of my products is performing
individually.”
Bing Shopping Campaigns reporting offers deep insight into your campaign
performance and allows you to see performance data at an item ID level
right within the Bing Ads UI.
Easy to import Google Shopping Campaigns
“I don’t have time to manage ad campaigns differently on
each platform.”
It’s easy to import Google Shopping Campaigns into your Bing Ads account.*
Once set up, Bing Shopping Campaigns are easy to manage as the structure
and capabilities are consistent across ad platforms.
#BingAdsConnect#BingAdsConnect
Optimizing Best PracticesBing Shopping Campaigns
#BingAdsConnect
1. Use the new Custom Labels for Bing Shopping Campaigns (0-4).These can help you group your products and better target, for example, by best sellers, high margin products, items with high/low return on ad spend, or even by seasonal event.
2. Go beyond the required attributes. Populate your feed with as many recommended attributes as possible for each product offer. More information you make available, the more likely your Product Ads will be shown for relevant
searches. Update your Bing taxonomy to reflect the most specific category for your products. Also include Product Type (internal taxonomy).
3. Use a descriptive title for you product.Add relevant search terms that will trigger your product queries. Include Brand and product type to the title, if applicable add gender, size, and color.
4. Include Bing Ads Redirect, a recommended attribute.Include your destination URL for tracking parameters. This link redirect attribute will allow the advertiser to add 3rd party tracking, and ensure that tracking parameters won’t fall off when links are redirected.
Best practices: Data feed
#BingAdsConnect
With Bing Shopping Campaigns, the attributes in your product feed have changed a little, along with
the corresponding attributes you can use to target your campaigns.
Attribute
[in campaign filter and
Product Group]
Product Ads
campaign
Bing Shopping
Campaigns What’s changing (notes)
Item ID1Bing Shopping campaigns helps you target at a more granular level - up to 5 layers deep in the targeting “tree” whereas Product Ads campaigns only allows for 3 layers.
2Just as you will move from including your custom attribute data within the “BingAdsLabel” and “BingAdsGrouping” columns in your product feed to “Custom Labels,” you will target these custom attributes by selecting “Custom Labels” in your campaigns.
3Bing’s taxonomy makes it easy to drill down to the most specific level of your product category details.
4You may now target by Item ID instead of SKU.
5This is a required attribute in your product feed, however you may not target on this attribute.
Brand
Condition
Product Type1
BingAds Label2
BingAds Grouping2
Category3
Custom Label [ 0-4]2
SKU4
Seller Name5
Available for targeting Not available for targeting
Campaign changes with Bing shopping campaigns
#BingAdsConnect#BingAdsConnect
1. Create new campaigns for your Bing Shopping Campaigns.
Instead of adding Bing Shopping Campaigns to existing campaigns, create new
campaigns to ensure that performance statistics for each can be isolated.
2. 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 groups.
3. Target specific products in your feed.
Beyond the ‘all-inclusive product’ target, include specific brands, product types, or
individual products that align with your business goals.
Best practices: Campaign setup
#BingAdsConnect#BingAdsConnect
4.Use Campaign Priority settings to indicate which of your campaigns should serve with priority over others..
Use campaign priority settings to have your top campaigns serve ahead of your non-
performing campaigns by setting them to “High” priority. If a Bing Shopping Campaign
is set at “Low” priority, the campaign with the highest bid will serve.
Low – the default setting for regular Bing Product Ads.
Medium – Will serve Bing Shopping Campaigns over standard Product Ads campaigns.
High – Will serve over your standard Product Ads campaigns and any Bing Shopping
Campaigns that are set at medium.
Best practices: Campaign setup
#BingAdsConnect#BingAdsConnect
1.Partition Report and Dimensions Report.
In the reports tab utilize the Partition and Dimensions Report for greater insights into
your account performances. Partition Report provides reporting based on your
campaign breakdown and structure. Dimensions Reports provides a report by line item
detail.
2.Use the search term report to negate search terms you may deem
irrelevant to your Bing Shopping Campaigns.Look at corresponding search negative terms within your search campaigns and use
them for your BSC negatives.
Best practices: Reporting
#BingAdsConnect#BingAdsConnect
3.Use the Shopping Report to monitor performance of individual items.
This report found in the Dimensions tab can prove useful in optimizations – identifying
which item IDs are costing you without converting or converting well with a positive
return.
4.Use Share of Voice reporting for benchmark CPC, CTR, and
Impressions.The insights can be useful for bidding and positioning. Use it to gauge how your
products compete against the rest of the marketplace.
Best practices: Reporting
#BingAdsConnect#BingAdsConnect
Bing Google
Getting started Store sign-up through User Interface [in Bing, this is the Bing Merchant Center]
Importing Importing of Google Shopping Campaigns into Bing Ads N/A
Ability to import Google Shopping Feed format into Bing Merchant Center N/A
Campaigns Linking Bing Merchant Center & Bing Ads accounts for Bing Shopping Campaigns creation
User Interface (UI) support for Bing Shopping Campaigns creation
Editor support for Bing Shopping Campaigns creation
Add Promotion Text within Bing Shopping Campaigns
Setting up Product Targets based on pre-defined list of fields – Product Type, Brand, Condition, SKU, ID, Seller name, Custom Labels
Submit Product Offers through Merchant Center for Bing Shopping Campaigns
Support various CSE feed formats for product offers, including the Bing Merchant formats
Reporting Share of voice reporting – view impressions, clicks, CTR relative to your product targets
Item level reporting
API support API support for reporting
API support to enable Merchant Center store and feed management
API support for Bing Shopping Campaigns creation
International International market availability Coming soon!
*Includes Bing Shopping Campaigns naming conventions; Google may have different naming
conventions for specific features and functionality.
Shopping Campaigns: Bing Ads v. Google AdWords
#BingAdsConnect#BingAdsConnect
Thank You.
#BingAdsConnect#BingAdsConnect