Bing Product Ads Are Here: Are You Ready?
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Transcript of Bing Product Ads Are Here: Are You Ready?
Bing Product Ads Are Here: Are You Ready?
CPC Strategy & Bing
Webinar Housekeeping
Webinar Recording & Questions
Stay tuned for webinar recording email
Q&A following the presentation
Chat box to the right
Jon GregoireMarketing & Communications Specialist @Jon_Gregs
www.CPCStrategy.com | (619) 677-2453 | [email protected]
?
About CPC Strategy
We Drive Conversions by Matching Retail Inventory with Consumer Intent
Services Include
Paid Search (PPC)
Product Listing Ads Management
Dynamic Remarketing
Shopping Feed Management
www.CPCStrategy.com | (619) 677-2453 | [email protected]
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
Visit CPCStrategy.com/packages
Jeff ColemanDirector of Retail [email protected]
7+ years of CPC program expertise
Manages over $50,000 monthly ad spend
Google Analytics certified
Google AdWords certified
Runs our Google Shopping & CSE training program
New Dad Manages Over $50,000 inAd Spend
Speaker
www.CPCStrategy.com | (619) 677-2453 | [email protected]
Lindsay LaFranSMB Planner, Sales EnablementMicrosoft
Involved in the earliest stages of new features on the Bing Ads platform
Manages pilot programs and product releases
www.CPCStrategy.com | (619) 677-2453 | [email protected]
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
www.CPCStrategy.com | (619) 677-2453 | [email protected]
Contents
Bing Shopping
What Bing Product Ads Mean for Retailers
Background On Bing
www.CPCStrategy.com | (619) 677-2453 | [email protected]
Google Shopping Is Now Paid Free
Feed-based
Campaign performance was based
on your feed
Bing Shopping
www.CPCStrategy.com | (619) 677-2453 | [email protected]
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
www.CPCStrategy.com | (619) 677-2453 | [email protected]
Intro to Bing Product Ads With Lindsay LaFran
Lindsay LaFranSMB Planner, Sales EnablementMicrosoft
www.CPCStrategy.com | (619) 677-2453 | [email protected]
Contents
Please The Feed
Campaign Optimization
Bing Product Ad Best Practices
www.CPCStrategy.com | (619) 677-2453 | [email protected]
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, ShippingWeight
www.CPCStrategy.com | (619) 677-2453 | [email protected]
Feed Optimization (Please The Feed)
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.
www.CPCStrategy.com | (619) 677-2453 | [email protected]
Feed Optimization (Please The Feed)
Google Shopping Is Now PaidUsing A Bingads_Label In Bing Ads
www.CPCStrategy.com | (619) 677-2453 | [email protected]
Feed Optimization (Please The Feed)
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
Campaign Optimization
www.CPCStrategy.com | (619) 677-2453 | [email protected]
Google Shopping Is Now PaidCampaign Optimization Structure
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Bid
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.
www.CPCStrategy.com | (619) 677-2453 | [email protected]
Campaign Optimization
1 2 3 4
$
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
Campaign Optimization
www.CPCStrategy.com | (619) 677-2453 | [email protected]
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
Campaign Optimization
www.CPCStrategy.com | (619) 677-2453 | [email protected]
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
www.CPCStrategy.com | (619) 677-2453 | [email protected]
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
www.CPCStrategy.com | (619) 677-2453 | [email protected]
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
www.CPCStrategy.com | (619) 677-2453 | [email protected]
Hop On The Bing Train Early On
CPCStrategy.com/Resources-Retail-Search
Shoot Us An Email
@CPCStrategy
www.CPCStrategy.com | (619) 677-2453 | [email protected]
Questions? Comments?
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