Bing Product Ads SMX Advanced 2014

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SMX Advanced 2014 ELIZABETH MARSTEN PORTENT, INC. Bing Ads PLAs: Extended Edition #smx#14B @ebkendo Director’s Cut

description

Bing Ads Product Ads from SMX Advanced June 2014 in Seattle, WA. Learn about Product Ads, best practices, early returns and how to get started.

Transcript of Bing Product Ads SMX Advanced 2014

Page 1: Bing Product Ads SMX Advanced 2014

SMX Advanced 2014ELIZABETH MARSTEN

PORTENT, INC.

Bing Ads PLAs:Extended Edition

#smx#14B @ebkendo

Director’s

Cut

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ELIZABETH MARSTEN (ME)

•VP of Search Marketing

•PPC, SEO, Social, Content

•@ebkendo

•http://bitly.com/bundles/ebkendo/5

•That’s what “kendo” is

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#smx#14B @ebkendo

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WELCOME TO SEATTLE! 3

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SO…BING ADS PLAS…

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2X4S AND PAINT 5

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CONFERENCE COMIC RELIEF ? 6

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CALLING UP REINFORCEMENTS 7

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Sam Owen

Hanapin Marketing

Heather Cooan

Clix Marketing

Logan Durant

Exclusive Concepts

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THE SAME

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REQUIRED ATTRIBUTES

•Merchant Product ID

•Product Title & Brand

•Price

•Description

•Image URL & Destination URL

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FUNCTIONALITY 10

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•Export a feed

•Adjust the feed

•Test feed submission tool

•Promotional Text

•Webmaster Tools

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ALREADY OUT OF DATE?

•Bing Ads Label

•Bing Ads Grouping

•Bing Ads Redirect

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BUT DIFFERENT

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MERCHANT CENTER

• Inside of Bing Ads!

• No auto-tagging,* UTM code fun

• Bingbot must be able to crawl your site

• Can take longer for feed approval

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DISAPPROVED ITEMS 14

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SWINGER? 15

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SIGN IN TRICKINESS 16

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• Have to use a Microsoft Account (MSA)

• Compatibility issues with Bing Editor

• Compatibility issues with 3rd party tools

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UNDER YAHOO MANAGEMENT? 17

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You might want to be transferred to Bing management. Not required though.

Besides, we got an estimate of 3 weeks for one client.

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Can I have some numbers… please?

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30 DAY NUMBERS 19

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Clicks Impr. CTR CPC Cost Conv. Cost/Conv.

CR

4,657 261,785 1.78% .43 $2,021 41 $49.31 0.88%

Clicks Impr. CTR CPC Cost Conv. Cost/Conv.

CR

394 51,260 0.77% $1.48 $581 6 $96.94 1.52%

AdWords PLAs

Bing Ads PLAs

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ALL RIGHT, I’M SOLD. NOW WHAT?

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Negative KeywordsDon’t forget them.

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Average Position MetricDoesn’t really mean anything.

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Product Target Bid Go higher, not lower.

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All Products TargetUse it, lowest bid.

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Keep a General StructureNot worth expansion yet.

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Single SKU Product TargetsNeed a crazy high traffic space.

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Tech SupportThrough a form or rep.

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TRACKING

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TRACKING 29

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•UTM Codes

•Bing Ads Campaign Analytics

•SuperMetrics

•GA Dashboards/Annotations

•Destination URL

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RICH CAPTIONS

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IT’S FREE! 31

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WHY NOT? 32

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•Submit feed through Bing Ads

•Same feed requirements

•Add UTM tracking (but…)

•Can’t separate out the traffic yet

•Make that GA annotation

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SEOS WILL LOVE YOU 33

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SO, IS IT WORTH IT?

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Yes. Absolutely.But…

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SOME CAVEATS 36

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•Keep it simple

•Frame it as a “test” or experiment

•Expect lower volume

•Expect similar or lower CPC/CPAs to Google PLAs

NEW

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It’s a simple channel with

good ROI.

#smx#14B @ebkendo NEW

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Don’t expect a lot of support or features to roll

out in the near future.

#smx#14B @ebkendo NEW

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THE END ...

I”LL SEE YOU AT QUESTIONS TIME

@ebkendo

#smx#14B