john a. lee - the case for bing ads pla - heroconf 2015

John A. Lee | @john_a_lee

Managing Partner | Clix Marketing

So, You’re Telling Me You Still Ignore

Bing Product Listing Ads?

Time for a Check Up From the Neck Up

@john_a_lee #heroconfwww.clixmarketing.com

Who the Heck Is This Guy?Managing Partner – Clix Marketing

Digital Advertising Geek ◦ Emphasis on “Geek”

Prior Sentences Served:◦ Hanapin Marketing

◦ Wordstream

Writer: ◦ Search Engine Watch, ClickZ, Clix Marketing Blog,

The SEM Post, Acquisio Blog, PPC Hero

Speaker:◦ SMX, SMX Social, SES / ClickZ Live, HeroConf, State

of Search


Forced Participation Time!#cruelandunusual


The ArgumentMAKING THE CASE FOR BING PRODUCT LISTING ADS


But, There Just Isn’t Enough Volume…

March 2015◦ Bing (Microsoft only) passed 20% market share.

◦ Bing and Yahoo! (Search Alliance) passed 30% market share.

April 2015◦ Bing and Yahoo! announce changes to the Search Alliance.

◦ Impact? Unknown, but likely minimal.

The Rest of 2015◦ Bing is teeing up for a big year of potential search volume growth.

◦ Windows 10 will be a free upgrade and introduces deep integration with Bing (and therefore Bing Ads).

◦ New avenues for SERP and ad syndication – TBA.


If 30% Market Share Doesn’t Sway You


The Product FeedMAKING THE CASE FOR BING PRODUCT LISTING ADS


What Does My Product Feed Get Me?

Product Ads (PLA)

Rich Captions on Organic Listings

(unique to Bing Ads)


Bing Merchant Center

Bing’s version of Google Merchant Center.

Requires Bing Webmaster Tools site verification.

Choices:◦ Product ads?

◦ Rich captions?

◦ Block aggregators?◦ Are you the only one selling from your domain? Block aggregators.

Save and wait for approval.


Create a Catalog

Where does your product feed live and how will you share it with Bing Merchant Center?

◦ API management?

◦ Manual upload?

◦ FTP?

◦ Automatic download from URL?


Feed FormatRequired Attributes

◦ ID or MPID

◦ Title

◦ Brand

◦ Product URL

◦ Price

◦ Description

◦ Image URL

◦ Seller Name (only if you allow aggregators)

(Highly) Suggested Attributes◦ MPN

◦ UPC

◦ ISBN

◦ SKU

◦ GTIN

◦ Availability

◦ Condition

◦ Product Type/Merchant Category

◦ Bing Category

◦ Bingads_label

◦ Bingads_grouping

◦ Bingads_redirectFeed parameters in orange can be used as targets when creating Product Extensions and Product Targets.


Where Will Your Feed Come From?Product Feed Service or e-Commerce Platform Elbow Grease

◦ Download feed from Google Merchant Center.

◦ Add URL tags to track Bing Ads PLA performance.

◦ Adjust feed parameters to match Bing Merchant Center requirements.

◦ Upload manually or via FTP.

◦ …and yes. Been there, done that.


Approval Times New feeds can take up to 3 days to go live.

Updated product details or new products can take up to 36 hours to go live.

Price and availability updates can take up to 2 hours to go live.

Your feed expires after 30 days. If your feed is expired, your product ads WILL NOT DISPLAY.


The PLA CampaignMAKING THE CASE FOR BING PRODUCT LISTING ADS


Creating Campaigns: Web UI

Set up via the web UI acts as a safeguard so you don’t

forget any details.


Creating Campaigns: Desktop Editor

So. Many. Steps.

Rare instance where the web UI wins out.

However…◦ When working in bulk, creating a large number

of ad groups and product targets is simplified with the desktop editor.


Promotional CopyImprove your CTR now. Free shipping!

Do This!!!!

Or else your PLA ad will look like this!


You Need Both – I PromisePRODUCT EXTENSION PRODUCT TARGET

Product Extension informs your ad group of which set

of products to make available for targeting.

Product Target is the biddable selection from your

product feed. Brand, product, category, SKU, etc.


Bing PLA Reports


Product Offer Reports

Product (“offer”) Level Reporting.


Product Target Report

Data Based on Your PLA Campaign

Targeting Parameters (what you bid on).


Other ConsiderationsDEVICE

Bing’s PLA ads do serve on mobile devices.

Take advantage of the Unified Device Targeting bid modifiers.

◦ Mobile◦ Increase up to 300%

◦ Decrease up to 100%

◦ Tablet◦ Increase up to 300%

◦ Decrease up to 20%

NETWORK

Bing Ads has 2 network options:◦ Bing and Yahoo! Search Only

◦ Bing Syndicated Partner Network

PLA ads can be served on both.◦ If you run on Syndicated Partner Network – do

your home work and run placement reports!


Syndicated Partner Network is GreatBut Only If You Do Your Job


Take More Than Just a Blanket Home With You!Link to Bing Ads PLA Check List:

bit.ly/Bing-PLA-Checklist


The Big NewsMAKING THE CASE FOR BING PRODUCT LISTING ADS


Bing Shopping Campaigns (BSC)OVERVIEW

Bing Shopping Campaigns (BSC) are a new and improved way for advertisers to create and manage their product ads campaigns in Bing Ads.

Allows customers to import Google Shopping campaigns and use the GSC feed format.

In beta and will be available soon to a limited set of users.

Broad launch is set for later this year.

BENEFITS

Bing Shopping Campaigns allow for greater advertiser control in campaign settings and enhanced targeting.

Google Parity.


Look Familiar?


Changes to Feed AttributesProduct Ads Feeds (current)

◦ ID

◦ Brand

◦ Condition

◦ Product type

◦ SKU

◦ Bing Ads group

◦ Bing Ads label

Filter by up to 7 at the Extension Level

Filter by up to 3 per Product Target

Bing Shopping Feed (new)◦ ID

◦ Brand

◦ Condition

◦ Product type

◦ Bing Category

◦ Custom Label 0

◦ Custom Label 1

◦ Custom Label 2

◦ Custom Label 3

◦ Custom Label 4

Filter by up to 7 at the Extension Level

Filter by up to 7 Hierarchy Levels


Bing Shopping Campaigns – Beta vs. LaterInitial Beta:

Greater control with enhanced settings: Manage your campaigns with these new settings

Campaign Priority: Set your campaign priority to give a specific, timely campaign preference despite bid amounts

Only One Ad within an Ad Group: Use a single Promotional text for each Ad Group

Product Groups replace Product Targets: A streamlined hierarchal structure organizes automatic product groups so each group has a unique set of offers.

New feed elements: New custom labels + Category and merchant defined Product Type

Hierarchical use of Google Category and Product Type feed attributes: This new functionality allows for targeting on individual offer values/attributes.

Coming Soon:

More actionable information: Get real-time feedback of your offers that match automatic product targets.

No Separate Extension: Merchant account info is part of your Bing Shopping Campaign, easily managed in a settings tab

Enhancements to Inline Reporting: Performance metrics will be associated with the item/product, not the auto target.

Benchmark CTR, CPC & Impressions Data: Advertisers will be able impression share, or the number of impressions the ad received, as well as the estimated number of impressions the ad was eligible to receive – in the SOV report and inline in the UI

Bid Simulator Tool: Allows advertisers to estimate the clicks, costs, and impressions ads would have received if you had used a different maximum CPC bid for a product group.


Thank You!

Have Questions?

Find me at #HeroConf and let’s talk!

@john_a_lee

[email protected]

www.clixmarketing.com

mailto:[email protected]

http://www.clixmarketing.com/