Post on 23-Jan-2015
description
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The retail experience starts here
Brittney Thomas
Retail Vertical Lead
Microsoft, Bing Ads
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Video Here.
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Consumer First Advertising
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Bring rich product information to consumers based on their search
Save TimeDrive Strong Performance
Own More Real Estate
Visually Engage Users
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images from an advertiser’s own product catalog,
Appear in the mainline or sidebar for searches relevant to product inventory.
Capture more real estate.
Use feeds to show ads for more queries, quicker.
Contoso
Contoso.com
Contoso
Contoso.com
Contoso
Contoso.com
Contoso
Contoso.com
Contoso
Contoso.com
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Product Ads set up
168Mconnect with the 168M million searchers on the Yahoo Bing Network
Your ads are now eligible to show on Bing to searchers looking for your product
Create your Bing Merchant Center Store
1. Upload your product catalog to Bing
2. Create a Product Ads campaign –or import your campaigns from Google – and create your Product Targets
3.
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Campaign
Management
Feed Management
Product Ads Management
Getting started and managementGetting strong and manage actively
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Product feed required attributes
Minimum required product feed attributes
Merchant Product ID (MPID)
Product Title
Product URL
Price
Description
Image URL
Brand
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Product feed additional attributes
Highly recommended attributes to include
MPN
UPC
IBSN
SKU
GTIN
Availability (stock
status)
Condition
Merchant category
Bing category
Shipping
Shipping weight
Bing ads label
Bing ads grouping
Bing ads redirect
Tax
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Optimizing your data feed to get the most from your campaigns
Data validation
Ensure your product feed file
is properly formatted.
Our crawling agent, bingbot,
must be allowed to crawl
your site or your products will not
display.
Product discoverability
Categorize your products so
customers can search and find.
Tax and shipping fields should
contain no text i.e. $ or N/A.
Use Unique Identifiers to help
differentiate products that may
only differ in size, color, etc. They
should be consistent between
data feeds.
Conversion
Ensure your product’s stock status is up to date (in stock or out of stock).
Use a relevant product description and title.
Use variant attributes – colors, sizes, etc.
Use the SKU column to differentiate your items in terms of color and size.
Quality data in, quality results out
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all products
shoes
Nike running shoes
Nike running shoesover $50
Setting up your campaigns
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.
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Creating product target attributes
• 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
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Optimizing management to maximize results
Campaign set up
Create new campaigns
Create more than one ad per ad
group
Create at least one campaign
that targets all products in the
feed
Budgeting and bidding
Allocate a similar budget to
Product Ads as keywords for
like products.
Continue to monitor the difference in performance between your text ads and Product Ads over time.
Set your initial Product Target bids to an amount that is equal to or greater than your current text ad bids.
Optimization
Test different versions of
promotional text, alternative
images, and the granularity
of product targets.
Track performance using
performance reports,
including the new Product
Ads report.
Iterate
Quality time in, quality results out
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Building the foundation for tomorrow’s ad experiences
Bigger. Richer. More Useful.
More Engaging. More Valuable.
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Thank you
Brittney Thomas
Retail Vertical Lead
Microsoft, Bing Ads
brittnet@Microsoft.com
@BingAds
http://www.linkedin/in/brittneythomas
For more resources on Bing Product Ads, please visit:
http://advertise.bingads.microsoft.com/en-us/product-ads
or visit us during the show!
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