bing shopping- a step by step guided webinar
TRANSCRIPT
Richard ParkBing Ads Shopping Campaigns ExpertBing Ads, Microsoft@rparkdatafeed
Today’s Webinar Speaker Today’s Webinar SpeakerToday’s Webinar Host
MJ DePalmaSEM Pro Community ManagerBing Ads, Microsoft@mjdepalma
Eric CouchBing Ads PPC TrainerBing Ads, Microsoft@ecouch11
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A Step-by-Step Guided Webinar on how to get your business started on Bing Shopping
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Visuals communicate information quickly and clearly
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Visuals are processed 60,000x faster than text
Visuals communicate information quickly and clearly
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Visuals are processed 60,000x faster than text90% of information transmitted to the brain is visual
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Visual descriptio
na curved line with every point equal distance from the
center
Textual descriptio
n
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What are product ads?Elements of a Product AdSERP dominance
What are product
ads?
Elements of a
Product Ad
SERP dominan
ce
#BingAdsWebinar | @mjdepalma | @ecouch11 | @rparkdatafeed#BingAdsWebinar | @mjdepalma | @ecouch11 | @rparkdatafeed
#BingAdsWebinar | @mjdepalma | @ecouch11 | @rparkdatafeed#BingAdsWebinar | @mjdepalma | @ecouch11 | @rparkdatafeed
#BingAdsWebinar | @mjdepalma | @ecouch11 | @rparkdatafeed#BingAdsWebinar | @mjdepalma | @ecouch11 | @rparkdatafeed
Elements of a Product Ad
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Product image
Product title
Elements of a Product Ad
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Product image
Product title
Price
Elements of a Product Ad
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Product image
Product title
PriceStore name
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Run text ads and product
ads together
Show multiple product ads at
one time
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What are product ads?Elements of a Product AdSERP dominance
The Product
Ad auction
Benefits of
Shopping
campaigns
Search vs.
Shopping
The Product Ad auction
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1. Advertisers upload product feed to Bing Merchant
The Product Ad auction
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Product 1Product 2Product 3Product 4Product 5
$$$$$
2. Bids are placed on products1. Advertisers upload product feed to Bing Merchant
The Product Ad auction
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3. Searches are matched to product data
The Product Ad auction
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3. Searches are matched to product data
4. Product ads are displayed to users
Benefits of Shopping campaigns
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Greater targeting controlEasy to manageEnhanced insights
How can they benefit your marketing efforts?
Greater targeting controlBenefits of Shopping campaigns
#BingAdsWebinar | @mjdepalma | @ecouch11 | @rparkdatafeed
Shoes
Nike Adidas
Greater targeting control
Benefits of Shopping campaigns
#BingAdsWebinar | @mjdepalma | @ecouch11 | @rparkdatafeed
Shoes
Women’s Men’s Women’
s Men’s
Nike Adidas
Greater targeting control
Benefits of Shopping campaigns
#BingAdsWebinar | @mjdepalma | @ecouch11 | @rparkdatafeed
Shoes
Easy to manage
Benefits of Shopping campaigns
#BingAdsWebinar | @mjdepalma | @ecouch11 | @rparkdatafeed
Easy to manage
Benefits of Shopping campaigns
#BingAdsWebinar | @mjdepalma | @ecouch11 | @rparkdatafeed
Easy to manage
Benefits of Shopping campaigns
#BingAdsWebinar | @mjdepalma | @ecouch11 | @rparkdatafeed
Easy to manage
Benefits of Shopping campaigns
#BingAdsWebinar | @mjdepalma | @ecouch11 | @rparkdatafeed
Benefits of Shopping campaignsEnhanced insights
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Item Level reporting allows you to see product performance right in the UI
Search vs. Shopping
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Search Campaigns Shopping Campaignsvs.
Searches matched to keywords Searches matched to product feeds
Search vs. Shopping
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Search Campaigns Shopping Campaignsvs.
Searches matched to keywords
Ads written by advertisers
Searches matched to product feeds
Ads created from product feed data
Search vs. Shopping
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Search Campaigns Shopping Campaignsvs.
Searches matched to keywords
Ads written by advertisers
Advertisers bid on keywords
Searches matched to product feeds
Ads created from product feed data
Advertisers bid on products
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What are product ads?Elements of a Product AdSERP dominance
Overview
Creating a
Merchant Store
Creating a
Product Feed
Creating a Bing
Shopping
campaign
Creating a Merchant Store: Bing Webmaster Tools1. Log in with your Microsoft credentials
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Bing Webmaster Tools allows for domain verification and linkage between Bing Ads and your ecommerce
store (site)
Creating a Merchant Store: Verification options2. Add your site / store within Bing Webmaster Tools
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3 choices for verifying the site:
Placing an XML file on your web serverPlacement of <meta> tag into default pageAdd CNAME record to DNS
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Creating a Merchant Store: Verification options [1]2. Add your site / store within Bing Webmaster Tools
Placing an XML file on your web server
Placement of this XML file will ensure you’re successfully able to verify the domain
Placement of <meta> tag into default page
Creating a Merchant Store: Verification options [2]2. Add your site / store within Bing Webmaster Tools
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You can add the authentication code to your webpage header:
Allowing Bing Ads to recognize the site store
<meta name="msvalidate.01" content="548651DE1428B621DBC47593AA08A287" />
Creating a Merchant Store: Verification options [3]2. Add your site / store within Bing Webmaster Tools
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Adding the alias record will allow your DNS provider to recognize the domain
And as a result…your store within Bing Ads!
Add CNAME to Domain Name System (DNS)
Creating a Merchant Store: Bing Ads3. Now time to create the store within Bing Ads!
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Creating a Merchant Store: Bing Ads3. Now time to create the store within Bing Ads!
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Creating a Merchant Store
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Store name and descriptionDestination URL should exactly match to Bing Webmaster Tools
Creating a Merchant Store
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Check “Product ads”
Use block aggregators to prevent your products from showing up in their catalogues
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What are product ads?Elements of a Product AdSERP dominance
Overview
Creating a
Merchant Store
Creating a
Product Feed
Creating a Bing
Shopping
campaign
The Product Catalog: a descriptionYour product catalog will be a .txt, compressed .txt, or XML file that houses ALL of your product details
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Creating a Product Feed: What belongs
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The item’s unique identifier
Title of the item
Brand, manufacturer,
or publisher of item
Direct URL of the item’s page on your site
Base price, excluding tax and shipping
Item description
URL of an image of the item
Creating a Product Feed: What belongs
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Item SKU Men’s jacket Brooks
www.store.com/jacket293
$89.99 Blue suede men’s jacket
www.store.com/jacket_image.gif
The item’s unique identifier
Title of the item
Brand, manufacturer,
or publisher of item
Direct URL of the item’s page on your site
Base price, excluding tax and shipping
Item description
URL of an image of the item
Creating a Product Feed: Required fields example
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Apparel House
• Apparel House sells thousands of winter clothing online
• All prices, descriptions, links are included in product feed
Creating a Product FeedThe Product Catalog: Importing to your Bing Ads Merchant Center
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Use when file is smaller than 4MBUse when file is under 1GB
Use when catalog file is smaller than 1GB and on publicly accessible serverApparel House keeps their product inventory updated daily, and this option allows an automatic 24 hour refresh
Apparel House is promoting their entire line of North Face clothing and updating regularly
Apparel House has a new line of women’s ski pants to advertise and is only testing shopping ads’ performance
Creating a Product FeedThe Product Catalog: optional attributes
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Product Variants
Custom Labels (0-4)
Manufacturer part number
Item identification
Apparel Products
Gender, age group, color, size
Material, pattern, etc.
Explore new options!
SDKU-7833 Down, synthetic, leather
• High margin• Sale items• Winter
Male / Female
Utilization of optional attributes opens the door for far more powerful segmentation
Creating a Product FeedThe Product Catalog: Powerful eCommerce
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Consider how Apparel House can plan their ad targeting
Custom Labels
High margin Summer Sale Daypacking
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What are product ads?Elements of a Product AdSERP dominance
Overview
Creating a
Merchant Store
Creating a
Product Feed
Creating a Bing
Shopping
campaign
Creating a Bing Shopping campaign
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Create campaign
Shopping campaign
Creating a Bing Shopping campaign
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1. Determine campaign structure
Campaign StoreCampaignCampaign
Creating a Bing Shopping campaign
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1. Determine campaign structure
Campaign Store
Campaign
Campaign
Filters
AccessoriesOakley
Daypacking
customLabel
customLabel
customLabel
Creating a Bing Shopping campaign
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2. Use product FILTERS to choose what the campaign will target
Creating a Bing Shopping campaign
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3. Use the Product Group hierarchy to target and bid on products
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Prioritize campaigns that include the same products
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Prioritize campaigns that include the same products
Choose the store that contains the inventory for this campaign
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Prioritize campaigns that include the same products
Choose the store that contains the inventory for this campaign
Select what products you want to trigger ads
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Prioritize campaigns that include the same products
Choose the store that contains the inventory for this campaign
Select what products you want to trigger ads
Choose the country where your products are sold
There are three campaign priority levels: low, medium, high
Creating a Bing Shopping campaignCampaign priority levels
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Sale Items Jacketspriority: lowbid: $1.00
priority: lowbid: $2.00
There are three campaign priority levels: low, medium, high
Creating a Bing Shopping campaignCampaign priority levels
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Sale Items Jackets
If campaign priority levels are equal, the campaign with the higher bid will be eligible for auction
priority: lowbid: $1.00
priority: lowbid: $2.00
There are three campaign priority levels: low, medium, high
Creating a Bing Shopping campaignCampaign priority levels
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Sale Items Jackets
If campaign priority levels are equal, the campaign with the higher bid will be eligible for auction
priority: lowbid: $1.00
priority: lowbid: $2.00
Sale Items Jacketspriority: mediumbid: $1.00
priority: lowbid: $2.00
There are three campaign priority levels: low, medium, high
Creating a Bing Shopping campaignCampaign priority levels
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Sale Items Jackets
If campaign priority levels are equal, the campaign with the higher bid will be eligible for auction
If campaigns have different priority levels, the priority – not the bid – determine which campaign is eligible
priority: lowbid: $1.00
priority: lowbid: $2.00
Sale Items Jacketspriority: mediumbid: $1.00
priority: lowbid: $2.00
Creating a Bing Shopping campaign
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Types of Filters
Creating a Bing Shopping campaign
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Types of FiltersAvailable FiltersBrandConditionIDCategory (1st level)Product type (1st level)Custom label 0Custom label 1Custom label 2Custom label 3Custom label 4
Importing from Google
Creating a Bing Shopping campaign
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Google Bing
Campaign 1Campaign 2Campaign 3
Campaign 1Campaign 2Campaign 3
Importing from Google
Creating a Bing Shopping campaign
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Google Bing
Campaign 1Campaign 2Campaign 3
Campaign 1Campaign 2Campaign 3
Campaign 1Campaign 2Campaign 3
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Select “Import from Google AdWords”
Sign into your Google account
1
2
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Select “Import from Google AdWords”
Sign into your Google account
Choose your AdWords campaigns
1
2
3
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Select “Import from Google AdWords”
Sign into your Google account
Choose your AdWords campaigns
Choose your account & import options
1
2
3
4
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Select “Import from Google AdWords”
Sign into your Google account
Choose your AdWords campaigns
Choose your account & import options
Click “Import”
1
2
3
4
5
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What are product ads?Elements of a Product AdSERP dominance
Optimizing product
feeds
Optimizing
shopping campaigns
Shopping campaign reports
Optimizing product feeds: Best practicesBest practices for feed optimization
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• Make sure information is accurate• Upload feed at least every 30 days• Use high quality images• Put relevant keywords in product title
and description• Have competitive pricing, use unique
identifiers• Custom labels!
Optimizing shopping campaigns: Best practices
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Bid on products based upon business goals
Add negative keywords
Alternate promotional text
Campaign priority settings
Bidding strategies
Focus on lowering Cost-per-acquisition
‘plasma’ in ‘LCD’ ad group
A/B test multiple variations
Ensure products that overlap are served as appropriate
Apply larger budgets to top-sellers
Bid on products based upon business goals
Add negative keywords
Shopping campaign reportsProduct type
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Televisions Speakers Tablets Laptops
All products
Shopping campaign reportsBrand
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Apple Samsung Dell
All products
Shopping campaign reportsItem id
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All products
1001 1004 10071002 1005 10061003
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Shopping: CategoryShopping: Product typeShopping: BrandShopping: Item IdShopping: Store Id
Common pitfallsProducts not showing in SERPs
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Solutions
Feed not refreshedInventory missingProduct filters incorrect
Missing required fieldsInaccurate informationInaccurate format ($, URL)
Common pitfallsCommon feed errors
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Be aware of:
Contextual match on ‘description’ and ‘title’
Common pitfalls“I don’t show for ‘down jackets’”
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Keyword searches trigger:
‘Men’s down jacket size medium’
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See how many products were published or rejected
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See how many products were published or rejected
Download a report to understand why products were rejected and correct the errors
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Growth in online
shopping
The Bing retail
audience
Product ad
performance
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90%of US consumers browsed. researched, or compared products online last year
83%of digital shoppers made a purchase online last year
Source: US Retail Ecommerce: 2014 Trends and Forecast,
eMarketer, April 2014
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6.2 billionmonthly searches
Source: comScore qSearch (custom), US, March 2015
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6.2 billionmonthly searches
168 millionunique searchers
Source: comScore qSearch (custom), US, March 2015
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6.2 billionmonthly searches
168 millionunique searchers
1/3of all queries in the U.S.
Source: comScore qSearch (custom), US, March 2015
Source: comScore qSearch (custom), US, March 2015
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6.2 billionmonthly searches
168 millionunique searchers
1/3of all queries in the U.S.
Spend 22%more than the average Internet searcher
540M 74M
Monthly retail searches
Monthly retail searchers
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Source: comScore Search Categories Report (custom), US, September 2014
The Bing retail audience
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Bing Shopping is your product shelf online
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51 Million retail searchers not reached on Google
Source: comScore qSearch (custom), US, March 2015
Growth in online shoppingThe Bing Ads Network share of paid clicks across industries.
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51% 44% 38% 42% 33% 28%
Source: comScore qSearch (custom), US, March 2015
http://advertise.bingads.microsoft.com/en-us/audience
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Product Ads can deliver higher returns with lower costs compared to text ads for non-trademarked keywords.
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29% lower CPC
49% higher conversion rates
Source: *Microsoft partnered with Mercent to compare Product Ads to text ads on the Yahoo Bing Network. Q1 2014
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Available shopping platforms
How they work
Platform compariso
n
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Google Shopping is a price comparison engine on which Merchants pay a CPC to display their products to shoppers.
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Bing
Bing Merchant Center
Google Merchant Center
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Bing
Bing Merchant Center
Google Merchant Center
$
$
$
$
#BingAdsWebinar | @mjdepalma | @ecouch11 | @rparkdatafeed
Bing
Bing Merchant Center
Google Merchant Center
$
$
$
$
#BingAdsWebinar | @mjdepalma | @ecouch11 | @rparkdatafeed
Bing GoogleAdvertisers set daily budget X XNo minimum spend X XNo minimum CPC X XOnly pay when shopper clicks your ad X XOpen to all e-comm advertisers X XCreate multiple campaigns X XSee searches that triggered your ad X XSet campaign priority levels X X
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?By running ads on both, your
products have visibility on
the top 2 search
engines – giving you 100% of the
U.S. search market.
Google Shopping Campaigns are easily imported into your Bing Ads account. Once they are set up, Bing Shopping Campaigns are easy and efficient to manage as the structure and capabilities are consistent across the ad platforms.
Do I have time to manage Shopping Campaigns on both platforms?
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You track product ad conversions the same way you track text ad conversions, by using Bing Ad’s Universal Event Tracking.
How do I track conversions for my product ads?
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Retailer / e-commerce store Claim domain in Bing Webmaster tools Create a store in Bing Merchant Center Upload a product feed to Bing
Merchant Center Create a Shopping Campaign in Bing Ads UI
What are the requirements for running Shopping Campaigns?
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#BingAdsWebinar | @mjdepalma | @ecouch11 | @rparkdatafeed
Stay in touch
Bing Ads Blog: http://aka.ms/bingadsblog
Help page: http://aka.ms/startbingshopping
#AskBingAdsUse this hashtag on
Twitter with your questionsWe vlog answers monthly