How to succeed with new bing product ads
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1 How to succeed with new bing product ads
2 To our readers, At CPC Strategy our goal is to create resources, webinars, tutorials, and guides that help make the Retail Search world easy to navigate - a map of the ecommerce world if you will. If at any time you have questions, suggestions or are simply just unclear, reach out to contact@cpcstrategy.com. Happy learning! Sincerely, Rick Backus Co-Founder, CEO
3 TABLE OF CONTENTS What are bing product ads? Who sees bing product ads? Bing ads vs. Google product ads Bing product ads vs. bing Text ads Why should i care about bing product ads? How Can I set up Bing product ads? Bing product ads requirements Create Bing product ads Bing product ads catalog Bing Product ads best practices Catalog Management Campaign Optimization
4 Glossary Ad Group Product Ads which segment your catalog/feed using product targets. Bing Search Search engine powered by Yahoo. Bing Network Combined advertising marketplace made up of Yahoo, Bing, and syndicated partner sites. Bing Ads Text and display ads which appear on Bing search and leverage advertiser product information. Bing Product Ad Product display ad that appears on Bing search for retail queries. Bing Merchant Center Part of the Bing Ads interface where advertisers upload product and store information. Catalog Product Inventory file for Bing. (This is similar to the Google data feed) Product Extension Campaign-level ; tells the Bing Ads login that your Product Ads campaign should be linked to your catalog in the Bing Merchant Center. Product Target Defines which products show up for certain queries; you can set product target-level bids (ex. All Products, Brand, Category, etc.)
5 Chapter 1 What are bing product ads?
6 6 What are Bing Product Ads? In March of 2014, Bing announced Bing Product Ads, a new ad program which highlights product display ads in Bing search for all US advertisers. Here is an example of what Bing Product Ads look like in Bing search: Here is a closer look at those Bing Product Ads:
7 7 Just like Google Product Listing Ads, Bing Product Ads appear on search pages alongside Bing text Ads and general search results. In the image below, text ads (blue) appear at the top of search next to Product Ads (orange), which appear above the rest of the general search results (green): Here s a quick overview of Bing Product Ads: Appear to the right of search results (maximum 6 at a time) Feature product images Link to a merchant s site Features inventory images and related information Features advertiser information, pricing & promotional text (optional) Highlights products to Bing searchers Only available in the US Appear on the Yahoo Bing Network
8 8 Bing s Product Ads explanation video: If you click the first Bing Product Ad it leads to that merchant s site (Macy s):
9 9 For retail advertisers, Bing Product Ads are a pay per click (PPC) program, a.k.a. cost per click (CPC), which charges an advertiser for each ad click that leads to their site. Product Ads allow you to showcase your products in an engaging ad format by including images, promotional text, pricing and your company name. Serving Product Ads on the Yahoo Bing Network allows you to reach 31 million retail searchers that don t use Google in the U.S. - Bing
10 10 Retail Search advertisers can modify which inventory appears on Bing Product Ads and and how much they want to spend using the Bing Product Ads Login. You can find Bing Product Ads setup, and best practices later in this guide. Who Sees Bing Product Ads? Bing s network accounts for 117 million retail clicks a month, or 22% of all US retail paid clicks. When combined, the Yahoo Bing network receives roughly a third of all search queries online. Product Ads allow advertisers to target this often overlooked but significant consumer audience with targeted product ads. Here are some highlights of Yahoo Bing Network traffic: 510 Million 65 Million 31 Million Total Retail Searches Per Month Total Retail Searchers Retail searchers not reached on Google 117 Million 22% Retail paid clicks Of all Retail paid clicks
11 11 Bing Ads vs. Google Product Listing Ads Bing Product Ads have a very similar functionality to Google PLAs. They are almost the same program, just specific to different search engines. Bing uses ad terms that can be linked to existing Google Shopping terms, which will help you understand how Bing Product Ads work a little faster: Google Shopping Term Campaign Ad Group Data Feed Targets Tag AdWords Google Merchant Login Bing Product Ads Term Campaign Product Target Catalog Product Extension Bing Ads Bing Merchant Center Bing Product Ads and PLAs are both based on PPC, feature product images and information, and click out to the retailer website. In addition to different search networks, Google Product Listing Ads are featured on Google s comparison pages while Bing Product Ads do not have a comparison page.
12 12 Here are some of the major differences between Bing Product Ads and Google Product Listing Ads: Google Product Listing Ads Bing Product Ads Display Ads PPC Comparison Page Lead to Advertiser Site Features Inventory & Merchant Information Available Worldwide Network Google Display Network Yahoo Bing Network
13 13 Bing Product Ads vs. Bing Text Ads Google Product Listings Ads are different than AdWords text ads in terms of ad structure, target audience, and campaign strategy. Bing Product Ads, too, are fundamentally different than traditional Bing Ads. Both Bing Product Ads and text ads rely on a pay per click (PPC) cost basis. However, Product Ads appear as images and segment inventory based on products. Text ads are keyword based, which translates to completely different campaign structure and strategy. Bing Product Ads Bing Text Ads Display Ads PPC Keyword Based Inventory Based Text ad management requires keyword development and ad copy creation, whereas Bing Product Ads rely on product inventory information such as product title, description, image, etc.
14 14 Keep in mind Bing Ads and AdWords (text) also have several different features and set up factors. Why Should I Care About Bing Product Ads? The arrival of Bing Product Ads (BPA) is one of the largest announcements in the retail search space since Google announced their switch to a paid model, Product Listing Ads. The new program is significant for retail advertisers in several ways: More Control Before the switch, retailers had little control over which products showed up and how well those products ranked. Essentially, all the emphasis was on the data provided in the retailer s catalog. Now, in addition to optimizing the catalog, retail advertisers can enhance campaign performance by making bid modifications and setting different product targets.
15 15 With the new pay-to-play model, retailers are essentially playing high(er) stakes poker. Those who take advantage of low CPCs and bid aggressively early on (with fundamental campaign best practices in use, of course) are primed for more success with the program. More Volume Like we ve seen with Google, Bing is now more incentivized to increase exposure for its new Product Ads. This fact combined with advertisers enhanced ability to optimize ad performance (mentioned above) indicates that the sheer number of shoppers clicking on paid product ads will increase. Because of this, it s more important than ever to ensure that campaigns are updated regularly in order to keep click spend in check. Microsoft Network According to a ComScore report on search engine share in Q4 2013, Google dominates with 66.7% of overall search queries. On the other hand, Bing pulls in just 18.1% of search share while Yahoo falls in 3rd with 11.1%. Bing Product Ads will run on both Bing/Microsoft and Yahoo network sites, and so the potential reach of the program is just shy of one third of overall search queries. That s a significant chunk of the consumer market that retail advertisers can now target with an ad format that has already made huge waves in ecommerce (as we ve seen with PLAs).
16 16 According to another ComScore study, the Yahoo Bing Network receives 510 million retail search from 65 million retail searchers monthly. And if our Comparison Shopping Report is any indication, Bing s retail search traffic is qualified. As a free engine, Bing had the highest overall conversion rate in Q with a CR of 4.52%, beating out Amazon Product Ads and Google PLAs (3.48% and 3.20%, respectively) in the process. Why Bing Product Ads is worth an investment: Large volume of online shoppers Bottom-of-the-funnel traffic Product Ads feature images, which are more visually striking Product Ads occupy more space on search pages Product Ads can also show simultaneously with your text ads, giving you even more real estate Utilize information directly from your data catalog to create ads vs. identifying keywords & creating ad copy Product Ads allow advertisers to import existing Google Product Listing Ads campaigns into Bing Ads account Bing Product Ads carries on a proven ad format that has had much success in ecommerce already
17 17 In many ways, we can use Google s similar transition to forecast the trajectory for Bing Product Ads. The outlook is positive for Bing and we fully expect Bing PA to become a reliably effective, bottom-of-the-funnel advertising channel for retailers, especially during Q4. At the end of the day, Bing is a NEW way drive to orders to a NEW audience. We can expect the program to build out much the same Google Product Listing Ads was. Remember, when Google introduced their new ad format in Q3 2012, the initial functionality and design was underwhelming. Fast forward 2 years later, and Google Shopping is arguably the biggest thing in ecommerce. Retailers who jump on this train early on will be at a significant advantage over their competitors in the long run. Bing Product Ads Webinar Learn exclusively from Bing & CPC Strategy how to use the new Bing Product Ads program to drive more sales and qualified traffic to your site. Sign me up for webinar
18 Chapter 2 How Can I set up Bing Product Ads?
19 19 How Can I Set Up Bing Product Ads? Bing Product Ads Requirements Before you set up Bing Product Ads, make sure you meet all of the ad requirements. Here are some of the major requirements: Sell retail products and have at least one product or SKU Not eligible for adult-product advertisers Have a U.S. billing address in Bing Ads to indicate a clear U.S. presence Utilize a secure online checkout option. (Either internal or external) Use a Bing Shopping Account and a Bing Ads Account Use this link for guidelines on how to set up Bing Ads Meet Advertising guidelines Don t include any disallowed content (e.g alcohol)
20 20 Create Bing Product Ads Create your Bing Merchant Center Store Upload your product catalog to Bing Create a PA Campaign or import campaigns from Google and create Product Targets Claim your domain and create a Bing Merchant Center store Set up your catalog Create Product Ads campaigns
21 21 Claim Your Domain & Create A Bing Merchant Center Store Before you can get started creating Bing Product Ads, you need to tell Bing that you: Have a reliable website (verify your URL) Communicate inventory information to Bing (create a Bing Merchant Center Store) Verify Your URL Follow the steps below to verify your website URL. 1.) Go to the Bing Webmaster Tools URL: com/toolbox/webmaster
22 22 2.) Sign in using the same Microsoft account that you use to sign in to Bings Ads: If you are just creating your account you ll need to set your account information. 3.) Click Profile and then fill out the About Me, Contact Preference, and Alert Preference sections.
23 23
24 24 4.) Enter your website address (where your ads will go): And select add: Bing Product Ads Webinar Sign me up for webinar
25 25 5.) Complete your basic site information, contact info and preferences:
26 26 6.) Choose how you would prefer to verify your site: Place an XML file on your web server Copy and paste a <meta> tag in your default webpage Add CNAME record to DNS
27 27 7.) Click Verify:
28 28 You will see the Dashboard page if your URL is verified or pending verification: Set Up Your Store *If you haven t validated your store you cannot complete this step. Create Bing Merchant Center store 1.) In Bing Ads, click Tools in the upper right corner:
29 29 2.) Select Bing Merchant Center: 3.) Choose Create a store:
30 30 4.) Enter your store information:
31 31 5.) PRO Tip: Be sure to choose Product Ads in the Catalogs settings list: If you don t do this when first creating your store, you can select this option by going to the Bing Merchant Center> your store> Store Settings and selecting Product Ads:
32 32 Check out Bing s resource on the Bing Merchant Center for more information. Bing Product Ads Catalog To feature Bing Product Ads on search, you need to send your inventory information to Bing using a Bing-specific data catalog. Your Bing catalog should include all of your product data in a.txt excel file, and be uploaded to the Bing Merchant Center Regularly.
33 33 Basics of Bing Catalog:.txt excel file Includes your product inventory data Upload to the Bing Merchant Store (must be linked to Bing Ads) Updated regularly to reflect your inventory changes (e.g price change) Your catalog expires after 30 days (ads will stop showing) Bing Product Ads Webinar Learn exclusively from Bing & CPC Strategy how to use the new Bing Product Ads program to drive more sales and qualified traffic to your site. Sign me up for webinar
34 34 Bing Catalog Format The product information Bing requires in the data catalog is very similar to other shopping channels, including Google. Bing requires 8 default columns for product information including Product Title and Description: Minimum Feed Requirements Are: Merchant Product ID (MPID) Product Title Product URL Price Description Image URL(220x220 pixels or larger) Brand* SellerName (aggregator only) Highly Recommended Feed Attributes: MPN UPC ISBN SKU* GTIN Availability (Stock Status) Condition* Product Type/Merchant Category* Bing Category Tax Shipping Shipping Weight Bingads_label* Bingads_grouping* Bingads_redirect * You can use this attribute to filter products when creating Product Extensions and Product Targets.
35 35 Below are Bing s required catalog columns: (Note information accompanied with a * indicate groups which can be used to create Product Extensions and Product Targets.) General: Merchant Product ID (MPID) Product Title Product URL Price Description Image URL(220x220 pixels or larger) Brand* SellerName (aggregator only) Aggregator Only: SellerName Offer Identification: MPN UPC SKU or MerchantSKU* ISBN GTIN Additional Pricing Items: Tax Shipping ShippingWeight Item Identification: Condition* B_Category or BingCategory Product Type or MerchantCategory* Availability or StockStatus Sales & Promotions: PriceWithDiscount DealStartDate DealExpiration Bing Attributes: Bingads_grouping* Bingads_label* Bingads_redirect
36 36 You can also feature additional pricing information such as tax, shipping weight, and condition for a richer catalog PRO Tip: To highlight promotions in Bing Product Ads, you need to also include the PriceWithDiscount, DealStartDate and DealExpiration columns in your catalog For more technical requirements and information on catalog columns, check out Bing s catalog organization Before you can upload your Bing catalog, be sure you have verified you website URL, and have a Bing store created. Upload Your Catalog to Bing Select Bing Merchant Center under tools:
37 37 Choose your store: Click Catalog Management Tab:
38 38 Select Create Catalog to create a new Catalog or select an existing Catalog to update: (Note: you can create multiple catalogs) If you are creating a new Catalog, you need to fill out the associated catalog file information:
39 39 Bing defaults to uploading catalogs from an FTP, which is a merchant best practice. You can also test how your catalog looks at the bottom of this page. If you are editing an existing catalog, or would like to change your catalog information, you can do so by selecting your catalog name:
40 40 Here you can edit your catalog name, when your catalog is downloading, and associated catalog information:
41 41 You can also upload your product catalog using the FTP Settings tab which requires a catalog name and password (need to be 6 characters with a number, letter and special character): The FTP server to use here is ftps://catalogs.adcenter.microsoft.com You also have the option to download your catalog from a URL, but we won t go into any logistics for that here. If this is your preferred method of upload, read how to do this through Bing.
42 42 PRO Tip: Once your catalog is uploaded, it can take up to 3 days to appear on Bing. If your catalog isn t new, it can still take up to 36 hours for product information to appear on search, and 2 hours for product information to update. Import Your Catalog From Google Advertisers already using Google PLAs can also import their product information from Google. To upload your product catalog from Google, select Import From Google Adwords under the Tools> Catalog Management tab: To do this you ll need to have your Google login information, and select which Google ad campaign you want to use, for which Bing ad campaign.
43 43 Three big things to remember when importing a product catalog from Google: Your ad bids do not migrate with your ads AdWords labels cannot be used to verify Bing adsyou need to rename these colums for Bing Product target values Google s traditional-style Product Listing Ads campaign structure can be imported into Bing Product Ads, NOT the newer campaign structure, Shopping Campaigns. (This new format will permanently replace the current format in August 2014.) Google s Product Listing Ads columns differ from Bing, so you ll need to rename certain Bing Columns in order for them to validate Product Ads. However, any additional columns from Google that aren t used by Bing can be uploaded without any issues; Bing will simply ignore these columns. PRO Tip: You need to validate each Product Target in Bing once they ve been imported from Google. Create Product Ad Campaigns Thus far you ve told Bing about you and your store (Bing Store), and what you sell (Bing Catalog). Next you ll want to set up a campaign to organize your Bing Product Ads.
44 44 The Bing Ads login houses both Bing Text and Product Ads, so be sure you structure and name your campaigns so that you can differentiate between the two. Create your Campaign under the Campaigns tab: Click Campaigns> Create Campaigns> Product Ad Campaign:
45 45 You can also do this at the bottom of the page:
46 46 Fill out your campaign information: This is also where you ll set up your target location, which you may want to modify for geo targeting.
47 47 Create a Product Extension: Remember, your Product Extensions identify catalog information in the Bing Merchant Center so that you can segment your catalog with Product Targets later on. Product Extensions are needed for your ads to communicate with the info in your catalog Product Extensions rely on required catalog labels such as brand, but you can also create custom Bing catalog labels for specific product extensions You can only create product extensions at the campaign level
48 48 PRO Tip: Your first Product Extension should use the All Products target, but you will want to use the Filtered Product Target for each following Product Ad group. Create Product Targets Once you have a Product Ads campaign set up, you ll want to create Product Targets for different product groups in your product catalog. Product Targets are similar to the Targets Tag for Google Shopping, and allow advertisers to identify attributes in their product catalog to segment Product Ads.
49 49 A Product Target tells Bing Ads what products in your catalog that you want to trigger for your Product Ad. Think of a Product Target as your keywords for your Product Ads. Just like keywords for text ads, Product Targets will be compared to a customer s search query or other input and potentially trigger an ad. - Bing Product Targets identify information in your product catalog to create ad groups within Bing Product Ads. You need to identify which product attributes you d like to segment as ad to create Product Targets. PRO Tip: If you re just getting started with Bing Product Ads, begin with an All Products Product Target, and then build out your Product Ad Targets based on your major store attributes and products such as Category. Once you start building performance data you can then get more granular with Product Targets for brands and custom dimensions such as best sellers.
50 50 Create A Product Target On the Campaigns page select Product Targets: Click Create Product Target:
51 Get More on Google, Amazon, adwords, & Retail Search Find out how to increase your ROI on Google, Amazon, AdWords, and retail search campaigns without logging into a platform, dealing with technical elements of your data feed, or poring over performance data. Dominate Retail Search
52 52 Choose your ad group, and bid: Once you ve created your All Products Ad campaign, you ll want to select Filtered Products for your Product target here:
53 53 The Filtered Products option can identify product information in the Bing catalog so that you can create an ad group based on inventory attributes such as brand, category or seasonal products. For custom product attributes you ll use the Bingads_grouping and Bingads_label columns in the Bing Catalog. Also be sure to change your Product target bid for each ad group depending on the volume you d like to see. For example, you ll want to have different bids for a Furniture Product Target and a seasonal Product Target. Select Save:
54 54 Product Target Best Practices Product Targets apply to the ad group level, where Product Extensions are at the campaign level. Be sure to avoid confusion between the two. Your Product Targets apply to a subset of your campaign (ad groups), so Product Targets should be compatible with the Product Extensions you create. Bing Product Ads aren t based on Keywords, but you can create negative keywords to limit visibility to ads based on search queries with particular words You can use your ad group bid as the bid for your Product Target, or use a custom bid Set different bids for each Product Target based on desired visibility and product performance Be sure to use the Filtered Products option for ads which are based on catalog attributes or labels Instead of bidding on keywords, you ll define and bid on Product Targets. In order for you ads to show, you must choose Product Targets using attributes from your Bing Merchant catalog. Product Target Examples: All Products Shoes Nike Running Shoes Nike Running Shoes Over $100 Your Product Target can be as broad as all products in your catalog, or as specific as your brand, SKU or color.
55 Chapter 3 Bing Product Ads Best Practices
56 56 Bing Product Ads Best Practices Catalog Management In-Catalog Labels And Groupings In addition to the required General fields for your Bing catalog, you should be utilizing Groupings and Labels within the catalog: Header Value Description Bingads_grouping* Used to group products for filters in ad campaigns Bingads_label* Used to identify products for filters in ad campaigns Data Type Alphanumeric Alphanumeric Min Length/ Value Max Length/ Value Sample 0 1,000 Comforters 0 1,000 Comforters Additional Notes Can be used for product filters to limit a campaign to a group of products or Product Targets to bid differently for a group of products. It can only hold one value. Can hold up to 10 comma seperated values. Should not have empty spaces between commas.
57 57 You can use both columns to be much more efficient at creating Product Targets by product type/category/group in the Bing Ads login: On a similar note, include as many fields as possible. The more relevant information you can provide to Bing upfront, the better they can direct shoppers to your products. If you re able to provide additional information, you should be filling out these optional fields: MPN UPC ISBN SKU GTIN Availability (Stock) Condition Product Type/Merchant Category Bing Category Tax Shipping ShippingWeight
58 58 Transfer Your Existing PLA Catalog If you re running Product Listing Ad campaigns, you can save time by simply transferring the XML catalog you re already sending to Google over to the Bing Merchant Center. PRO Tip: Before you migrate your Google Feed to Bing, edit the adwords_labels column in your Google catalog to be Bingads_label. This way, your current labels, including custom, can transfer over. Here is a comprehensive guide on how to integrate your catalog with the Bing Merchant Center. XML Send the Whole Catalog There s no reason not to market your entire product inventory on Bing. Sending limited catalogs makes sense only for shopping engines with rate cards for minimum CPCs. However, (like Google) Bing Product Ads offers open-market bidding, meaning only competition will drive average CPCs higher.
59 59 With this model, advertisers should be sending a full catalog because you can bid as low as 1 cent on a given product (and these clicks do happen). This way, all of your products have a chance to be seen on BPA and Bing has the opportunity to build catalog relevancy for your entire product catalog. PRO Tip: Use custom labels to segment poor performers in your catalog so you can set a lower bid (even lower than the All Products bid) for this group. Enhanced Product Titles You almost never want to default to your manufacturer-provided product title. Optimizing product titles in the catalog (header is Title ) is essential to showing up for longtail searches and ranking as high as your product should be. The main point here is to include the keywords shoppers are using to find your type of product. For example, if you sell the Canon EOS Rebel T3i camera, your product title should account for at least Canon EOS Rebel T3i as well as any other potential modifiers in the query, such as: Canon EOS Rebel T3i digital DSLR camera Canon EOS Rebel T3i 55mm Canon EOS Rebel T3i black camera
60 60 This retailer s product title includes many of these potential modifiers, which, in addition to their bid, played a factor in their product ranking for the query Canon EOS Rebel T3i camera. At the end of the day, a shopper that indicates they know the exact model they want is more likely to convert. PRO Tip: We ve found that keywords earlier on in a given product title are more heavily weighted for search queries, so this might be something to consider when optimizing your Bing product catalog. Removing Restricted Products Including a restricted product in your catalog puts your campaign at great risk for suspension. This is a no-brainer, but it s important to make sure that your allowable products don t include keywords in the title or description that can be misconstrued to be illicit content. Bing s restricted product list is here, with a more comprehensive ad content restriction list here. Like for Product Listing Ads, it s likely that there will be a growing list of unlisted restricted products. So to be on the safe side, don t list it in your catalog if it s not allowed on Google Shopping.
61 61 Pricing Surprisingly, Bing does not (yet) have a Shopping tab or Shop for on Bing equivalent (the text highlighted in the green box does not click-through to a comparison page). This means that the grid of product ads you see on the right are all that the shopper has to make a click decision. The 3 main factors that you can control? Product image, product title, and pricing. As you can imagine, price is going to be the most influential factor in lobbying for a shopper s interest and click, so price competitiveness on Bing Product Ads is key. However, it s likely that a Shopping-like interface will be implemented in the foreseeable future, thus introducing much more factors/filters that will influence the shopper s click.
62 62 Campaign Optimization Transfer Your Existing AdWords Campaign Into Bing Bing makes it easier for current PLA advertisers to start on Product Ads. There are a couple caveats to this, however. 1.) You can only import the traditional PLA format (pre-shopping Campaigns) And on April 2 nd 2014, Google announced that all advertisers will automatically be transferred to the Shopping Campaigns format by August of 2014, so there s only a small window to transfer the older campaign format into Bing.
63 63 2.) Only some of the information from AdWords is transferred into Bing. Here are the fields that do transfer: Campaigns Ad groups Keywords Negative keywords Ads Sitelink Extensions Location targets such as Country/Region State/Province City Notably absent are Product Extensions. Here are instructions on how to transfer your AdWords campaign into Bing. If you re transferring using the AdWords editor, it s possible that you will have to manually input product targets and validate them in the BingAds login.
64 64 Campaign Structure Optimal campaign structure with Bing looks about the same as quality ad group structure on Google PLAs (traditional model, not Shopping Campaigns). We ve found that building out campaigns using fundamental Product Targets like All Products, Brand, and Category are essential. Custom Custom Custom Custom Brand Brand Brand Brand Bid Category / Type Category / Type Category / Type Category / Type All Products Let s run through the above graphic, which is a simplified representation of how product targets should be structured for your Product Ad campaign. Creating product targets around brands, product categories, or custom labels should be data-driven. It s important to identify your top brands and product categories when structuring your campaign.
65 65 All Products This should have been made when you created a Product Ads campaign from scratch. An All Products acts a catch-all, ensuring that all the products in your catalog are being bid on and advertised. In most cases, this ad group will have the lowest bid out of any. Category or Type The ad groups with the next highest bids (the 2 nd tier) should be segmented by product category or type. If you re a Home & Garden retailer, this would include something like Lawn Furniture, Garden Tools, Kitchenware, etc. These ad groups are still broad but will give you an idea of how your different product categories perform. Brand If you sell multiple brands, then you can create 3 rd tier product targets by brand. Queries with brand names in them are typically more specific and targeted than more general queries (ie. Kitchenaid dish rack vs. plastic dish rack ), and so these product targets typically warrant higher bids. Being a Home & Garden retailer, specific brand product targets may include John Deere, Behr, Black & Decker, etc. Custom This highest tier of product targets can range widely from high AOV products, seasonal products, best sellers, etc. These are more segmented than other product targets so they ll typically have a higher bid, however this isn t always true. You can create these product targets based on custom labels you re using in your catalog.
66 66 If you have an optimized Google PLA campaign (traditional model, NOT Shopping Campaigns), then many of the same principles that worked there will apply to Bing Product Ads. For Product Targets, Bing also makes several good points of their own: Group products by type or feature Product Targets based on brands, product categories, or products that align with your business goals will often perform better than more specific ones like SKU-level Product Targets At the very least, create a Product Target that contains all of your products (All Products) to act as a catchall and ensure that every product is being bid on. Typically this bid will be lower than any other Product Target bid PRO Tip: It s highly inadvisable to base your entire campaign on SKU-level product targets, or creating a product target for every product in your catalog. It may seem intuitive that you ll be able to get more granular with your campaign, but it s a primitive and unfeasible strategy for merchants with large catalogs. Check out our white paper, How SKU Level Ad Groups Can Kill Your PLA Campaign, to better understand this idea (not Bing-specific, but the same principles apply here).
67 67 Leverage 3 rd Party Analytics Campaign optimization includes consistent cross-referencing of Bing Ads data and an alternate source of product performance. Using a 3 rd party analytics service to compare product performance data will allow you to better evaluate the overall impact of the channel on your store. Be sure to include these utm tags in your catalog URLs. You ll also want to make sure you have the Bing Conversion Tracker installed on your site so that you can see revenue and conversion data directly in the Bing Ads login. Utilize Promotional Text & Columns Promotional text shows when someone hovers over your product ad. Promotional text applies only to whole Product Targets and is a recommended addition for 1 simple reason: Your ads will be differentiated from the majority of advertisers that don t have promotional text. According to Bing, promotional text should call attention to the key selling points of the products you re targeting in an ad group. You can create promotional text offers when creating a product target. If you re creating a product target for the brand Nike, then you can offer a promotion like Free Shipping on all Nike products to make your ad more appealing.
68 68 If you have a sale going on, why wouldn t you want to call attention to it? You can also fill out these catalog columns to include sales/promotion info: Header Value PriceWithDiscount DealStartDate DealExpirationDate Description Offer s sale price, Sale s start date and time Used to identify products excluding tax & shipping for filters in ad campaigns Data Type Numeric Alphanumeric Alphanumeric Min Length / Value Max Length / Value ,000 N/A 0 N/A 1,000 Sample T08:15-5:00 (Nov. 5, 2013 at 8:15 am EST. ) T08:15-5:00 (Nov. 9, 2013 at 8:15 am EST. ) Additional Notes Only 2 decimal places. No symbols ($). Must be less than price. Date must be YYYY-MM-DD format, followed by a T (time designator) and the time in hh:mm format. hh:mm:ss can be used but seconds will be truncated. Defaults to US Pacific Standard Time; time-zone offset should be -hh:mm or +hh:mm format off UTC time. Must be earlier than deal expiration time. See example. Date must be YYYY-MM-DD format, followed by a T (time designator) and the time in hh:mm format. hh:mm:ss can be used but seconds will be truncated. Defaults to US Pacific Standard Time; time-zone offset should be -hh:mm or +hh:mm format off UTC time. Must be earlier than deal expiration time. See example.
69 69 Accounting for Mobile Traffic Bing Product Ads allows you to shut off tablet and smartphone traffic entirely. When creating a Product Ad campaign, you can specify which devices, including OS, should be active under the Targeting Options section: This is a good option for smaller merchants or advertisers who have tight ROI goals. Pro Tip: If you don t have a mobile -optimized website then you ll probably want to pause smartphone traffic for now. Smartphone traffic can be a heavy but it s known to have significantly lower conversion rates than desktop traffic. You can always go back to your campaign settings and edit this when you do improve your mobile site.
70 70 Take Advantage of CPCs Early On The way Bing Product Ads are shown now, there is a maximum of six ads shown on the Bing SERP. And with no product comparison pages, this leaves your ads the options of cracking the top 6 slots or bust. Unlike Google Shopping, where your products are guaranteed to show up on a comparison page, Bing only shows the top 6 on the SERP: The more this program matures, the higher average CPCs will get as more competitors enter your product space. While CPCs are relatively low, you should take advantage of the current Bing Product Ads structure and bid aggressively (with calculation, of course) on your historic best sellers.
71 Get More on Google, Amazon, adwords, & Retail Search Find out how to increase your ROI on Google, Amazon, AdWords, and retail search campaigns without logging into a platform, dealing with technical elements of your data feed, or poring over performance data. Dominate Retail Search
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