Bing Product Ads Are Here: Are You Ready?

transcript

CPC Strategy & Bing

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Jon GregoireMarketing & Communications Specialist @Jon_Gregs

www.CPCStrategy.com | (619) 677-2453 | contact@cpcstrategy.com

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

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 Searchjeff@cpcstrategy.com

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

Lindsay LaFranSMB Planner, Sales EnablementMicrosoft

Involved in the earliest stages of new features on the Bing Ads platform

Manages pilot programs and product releases

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

Contents

Bing Shopping

What Bing Product Ads Mean for Retailers

Background On Bing

Google Shopping Is Now Paid Free

Feed-based

Campaign performance was based

on your feed

Bing Shopping

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

Intro to Bing Product Ads With Lindsay LaFran

Lindsay LaFranSMB Planner, Sales EnablementMicrosoft

Contents

Please The Feed

Campaign Optimization

Bing Product Ad Best Practices

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

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.

Google Shopping Is Now PaidUsing A Bingads_Label In Bing Ads

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

Google Shopping Is Now PaidCampaign Optimization Structure

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.

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

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

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

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

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

Hop On The Bing Train Early On

CPCStrategy.com/Resources-Retail-Search

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Contact@cpcstrategy.com

@CPCStrategy

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