Post on 16-Apr-2017
transcript
Introducing Product Adsfor Bing Ads
Most consumers shop and buy online
82%90%
Source: US Retail Ecommerce: 2013 Forecast and Comparative Estimates,” eMarketer, April 11, 2013
of US digital shoppers made a
purchase online last year.
of US consumers browsed,
researched or compared products
online via PC, smartphone or
tablet last year.
ExperiencingShoppingEvaluatingDecision to Change/Buy
Open to Possibility
With search playing an important role in the Retail Consumer Decision Journey
Consumers see digital and physical retail channels as connected.
For customers searching for information, a rich ad format like Product Ads delivers key information to help them move through the path to purchase.
Search delivers the information consumers want most while shopping
#1
Product Ads surface the top information consumers are
looking for while “showrooming,” putting the shopper
closer to an online purchase.
Source: Mobile Search Helps 82% of In-Store Shoppers Make Purchase Decisions [Study],
Search Engine Land, May 15, 2013
73% find where products are sold
72% make price comparisons
63% find promotional offers
Consumers choose
search as their top
in-store resource
The Yahoo Bing Network delivers significant traffic from online shopping
Source: comScore Search Categories Report (custom), US, June 2013
Million510 Million65
This search volume is significant and can be captured
with Product Ads on Bing Ads. Let’s take a journey to
learn more.
Monthly retail searches Monthly retail searchers
The Bing Ads team has been hard at work creating an engaging new ad format that delivers strong performance…
Meet Product Ads
I: Product Ads OverviewProduct benefits
Product overview
How it works
Pricing
Bidding
II: Getting startedCreating your store
Product feeds & attributes
III: Best PracticesCampaigns | Product feeds | Product targets | Budgeting & bidding | Tracking success
Meet Product Ads
Product Ads put the searcher closer to a purchase decision
Product Ads allow advertisers to showcase their latest products in an engaging and impactful ad format.
Products Ads include custom images from an advertiser’s own product catalog, plus promotional text, pricing and your company name.
A visually engaging ad format
“I want to stand out and show potential customers relevant images of the products I’m selling online.”
Showcase your products and stand out by sharing images of the products you’re selling online.
More prominence on the search results page
“I want my product to grab attention.”
A Product Ad can take up more space on the search results page than a text ad, attracting attention and offering broader reach.
Product Ads can also show simultaneously with text ads even for the same merchant, giving advertisers even more real estate.
Drive strong performance
“I have a limited marketing budget and need my advertising dollars to deliver results.”
On other platforms, advertisers have seen a 45% greater click-through rate on average for product ad formats than text ads.1
Shoppers know what they’re clicking on.
1Ignition One Digital Marketing Report, Q4 2013
Product Image
Product Name
Store name
Price
Easy to manage
“I’m busy – I need to free up time so I can focus on my business. Efficiency and scalability are key.”
Product Ads can save you time.
Advertisers don’t need to write ad copy and build keyword lists for each product.
Product Ads pulls information from your feed to generate your ad – like image, price and brand name.
Easy to import Google Product Listing Ads campaigns
“I need to be efficient – I’m already advertising with Google Product Listing Ads.”
It’s easy to import Product
Listing Ads campaigns into
your Bing Ads account.*
*Extensions must be added manually
Product Ads // how it looks
Product Ads appear in the mainline or sidebar for searches relevant to product inventory and offers that are active with budget in our system.
A Product Ad and text ad from the same merchant may show simultaneously.
Up to 6 Product Ads may show at once.
Product Ads // overview
How do Product Ads work?Product Ads pull product information1 - like image, price or store name - right from your Bing Merchant Center account so you can display product images and details in your ads.
No keyword creation or ad copy writing required!
1You must refresh your Bing Merchant Center product data every 30 days
Product Ads // pricing
How much do Product Ads cost?
Like other text ads, you only pay for the clicks you receive – cost-per-click.
Product Ads // bidding
Instead of bidding on keywords, you’ll define and bid on Product Targets.
In order for your ads to show, you must choose Product Targets using attributes from your Bing Merchant catalog.
Your Product Target can be as broad as all products in your catalog, or as specific as your brand, SKU or color.
Product Target examples:
All products
Shoes
Nike running shoes
Nike running shoes over $100
Get up and running in 3 easy steps
1. Create your Bing
Merchant Center
Store
2. Upload your productcatalog to Bing
3. Create a Product Ads campaign –or import your campaigns from Google – and create your Product Targets
connect 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
168M
I: Product Ads OverviewProduct benefits
Product overview
How it works
Pricing
Bidding
II: Getting startedCreating your store
Product feeds & attributes
III: Best PracticesCampaigns | Product feeds | Product targets | Budgeting & bidding | Tracking success
Getting started // Product Ads management
CampaignManagement
Feed Management
Product Ads Management
Getting started // access the Bing Merchant Center
1
2
Getting started // create your store
1
2
Getting started // overview of the Bing Merchant Center
Alerts and news
about your Bing
Merchant feed
account.
See your store
settings.
Manage
catalog feed
and view
product errors.
Manage
product feed
FTP settings.
Set up tax
for your
store.
Setup shipping
settings for
store.
Getting started // product 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
Getting started // create relevant Promotion Text
Targeted Promotion Text can help improve click-through rate for your Bing Product Ads.
Product Ad: Free Gift
with Nike Purchase
Getting started // product feed required attributes
Minimum required product feed attributes
□ Merchant Product ID (MPID)
□ Product Title
□ Product URL
□ Price
□ Description
□ Image URL Brand
Getting started // product feed additional attributes
Highly recommended product feed attributes to include
□ MPN
□ UPC
□ IBSN
□ SKU
□ GTIN
□ Availability (stock status)
□ Condition
□ Merchant category
□ Bing category
□ Tax
□ Shipping
□ Shipping weight
□ Bing ads label
□ Bing ads grouping
□ Bing ads redirect
Getting started // common feed errors
There’s a reason something might not be showing…
In the Bing Merchant Center, advertisers can view their Product Ads Feed Rejection reports, including common errors like these:
3. Product restrictions
The product is not
allowed.
2. Indexing errors
The image is
currently being
added to the Bing
index and the offer
will be available
when it is done.
1. Missing required
attributes
Missing
manufacturer.
I: Product Ads OverviewProduct benefits
Product overview
How it works
Pricing
Bidding
II: Getting startedCreating your store
Product feeds & attributes
III: Best PracticesCampaigns | Product feeds | Product targets | Budgeting & bidding | Tracking success
Campaign structure example
The more specific your product targets are, the more control you have over which product serves.
all products
shoes
Nike running shoes
Nike running shoesover $50
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.
Best practices // Product Feeds
1 Populate as many attributes as possible for each product offer.
The more information you make available, the more
likely your Product Ads are to be displayed for relevant
queries.
2 Use high-quality images.
Images must be 220x220 pixels or larger.
3 Refresh your feed on a daily basis.
This keeps it accurate.
4 Continue to test new images of the same product to determine which image performs best.
Your picture matters - ensure your image is easily
recognizable to your customers.
Continue to test and optimize images that show the
product in the most relevant way for your customers.
Best practices // campaigns
1 Create new campaigns for your Product Ads.
Instead of adding Product Ads to existing campaigns,
create new campaigns to ensure that performance
statistics for each can be isolated.
2 Create more than one ad per ad group.
Create multiple ads with different promotional text to
identify which ads are most successful.
3 Create at least one campaign that targets all products in the feed.
This gives advertisers the ability to continually gain
insights about products in the feed that may deserve
attention but aren’t currently captured by other product
targets.
Best practices // Product Targets
1 Create at least one Product Target that targets all products in the feed.
This helps ensure that all products have an
opportunity to show if corresponding queries
are present and helps to identify products that
may not have already been selected to have
their own bids within their own product targets.
2 Create additional Product Targets.
Beyond the ‘all-inclusive product’ target, include
specific brands, product types, or individual
products that align with your business goals.
3 Use different promotional text to highlight unique offers and key selling points that apply to all of the Product Targets in an ad group.
Promotional text increases the ad real estate,
can help differentiate the ad and capture
attention, and has been shown to help increase
click-through rates.
4 Create a negative keywords strategy.
Use negative keywords to prevent your products
from showing in response to irrelevant and/or
poor-performing queries.
Best practices // budgeting and bidding
1 Initially, allocate a similar budget to your Product Ads as you would to keywords for the same products.
Some advertisers have found that allocating
30% of their total budget to Product Ads is a
good starting point.
2 Continue to monitor the difference in performance between your text ads and Product Ads over time.
Optimize bids, Product Targets, and budgets
accordingly.
3 Set your initial Product Target bids to an amount that is equal to or greater than your current text ad bids.
When new keywords are introduced into the
marketplace for text ads, they need to have a
high enough CPC to be shown in the space.
Product Ads need the same.
4 Monitor the performance of your Product Targets and adjust bids based on performance.
You may want to place higher bids on the best-
performing products to gain impression share
and maximize the return on your investment.
Best practices // tracking success
1 Test different versions of promotional text, alternative images, and the granularity of product targets.
Just like with text ads, testing is key to long-term
success. You may find that more granular product
targets, based on product or business goal, perform
better. Because SKUs have different margins, return
on investment, etc, breaking things down can help
you gain more out of your campaigns.
2 Track performance using performance reports, including the new Product Ads report.
You can also use the Product Target destination URL
for dynamic tracking. Destination URLs per Product
Target are similar to destination URLs per keyword.
Optimizing your data feed
Quality data in, quality results out
1. 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.
2. 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.
3. 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.
Appendix
Product Ads // Bing Ads v. Google AdWordsProduct Ads features and functionality* Bing Google
Getting started Store sign-up through User Interface [in Bing, this is the Bing Merchant Center]
Importing Importing of Google Product Listings Ads campaigns into Bing Ads N/A
Capability to import Google Product offers feed format into Bing Merchant Center N/A
Campaigns Linking Merchant Center & Bing Ads accounts for Product Ads campaign creation
User Interface (UI) Support for Product Ads Campaign creation
Editor support for Product Ads Campaign creation
Add Promotion Text for a Product Ad within a campaign
Setting up Product Targets based on pre-defined list of fields – Product Type, Brand, Condition, SKU, ID, Seller name, BingAds_group and BingAds_label
Submit Product Offers through Merchant Center for Product Ads
Support various CSE feed formats for product offers, including the Bing Merchant formats
Reporting Campaign Performance reporting at Product Target level
Offer level reporting
API support API support for reporting
API Support to enable Merchant Center store and feed management Coming soon!
API support for Product Ads Campaign creation
International International market availability Coming soon!
*Includes Bing Product Ads naming conventions; Google may have different naming conventions for specific features and functionality.
Rich Captions
When you sign up for Product Ads you’ll notice there’s another option – Rich captions
Paid listing – an ad.
Product image shows.
A Product Ad and
Rich Caption can
show simultaneously –
potential for more
real estate on the
search results page.
Free – not an ad product.
No product image shows.
Enhanced organic listings, include
price, availability, etc.