Bing Shopping- A Step By Step Guided Webinar

Bing ShoppingStep-by-Step Guided Webinar

#BingAdsWebinar | @mjdepalma | @ecouch11 | @rparkdatafeed

Richard ParkBing Ads Shopping Campaigns ExpertBing Ads, Microsoft@rparkdatafeed

Today’s Webinar Speaker Today’s Webinar SpeakerToday’s Webinar Host

MJ DePalmaSEM Pro Community ManagerBing Ads, Microsoft@mjdepalma

Eric CouchBing Ads PPC TrainerBing Ads, Microsoft@ecouch11


A Step-by-Step Guided Webinar on how to get your business started on Bing Shopping


Humans are visual learners


Visuals communicate information quickly and clearly


Visuals are processed 60,000x faster than text

Visuals communicate information quickly and clearly


Visuals are processed 60,000x faster than text90% of information transmitted to the brain is visual


Visual descriptio

na curved line with every point equal distance from the

center

Textual descriptio

n

What is Bing Shopping?



What are product ads?Elements of a Product AdSERP dominance

What are product

ads?

Elements of a

Product Ad

SERP dominan

ce

Elements of a Product Ad


Product image



Product image

Product title



Product image

Product title

Price



Product image

Product title

PriceStore name


Run text ads and product

ads together


Run text ads and product

ads together

Show multiple product ads at

one time

How it Works




The Product

Ad auction

Benefits of

Shopping

campaigns

Search vs.

Shopping

The Product Ad auction


1. Advertisers upload product feed to Bing Merchant



Product 1Product 2Product 3Product 4Product 5

$$$$$

2. Bids are placed on products1. Advertisers upload product feed to Bing Merchant



3. Searches are matched to product data



3. Searches are matched to product data

4. Product ads are displayed to users

Benefits of Shopping campaigns


Greater targeting controlEasy to manageEnhanced insights

How can they benefit your marketing efforts?

Greater targeting controlBenefits of Shopping campaigns


Shoes

Nike Adidas

Greater targeting control



Shoes

Women’s Men’s Women’

s Men’s

Nike Adidas

Greater targeting control



Shoes

Easy to manage



Benefits of Shopping campaignsEnhanced insights


Item Level reporting allows you to see product performance right in the UI

Search vs. Shopping


Search Campaigns Shopping Campaignsvs.

Searches matched to keywords Searches matched to product feeds

Search vs. Shopping



Searches matched to keywords

Ads written by advertisers

Searches matched to product feeds

Ads created from product feed data

Search vs. Shopping



Searches matched to keywords

Ads written by advertisers

Advertisers bid on keywords

Searches matched to product feeds

Ads created from product feed data

Advertisers bid on products

Getting started




Overview

Creating a

Merchant Store

Creating a

Product Feed

Creating a Bing

Shopping

campaign

Creating a Merchant Store: Bing Webmaster Tools1. Log in with your Microsoft credentials


Bing Webmaster Tools allows for domain verification and linkage between Bing Ads and your ecommerce

store (site)

Creating a Merchant Store: Verification options2. Add your site / store within Bing Webmaster Tools


3 choices for verifying the site:

Placing an XML file on your web serverPlacement of <meta> tag into default pageAdd CNAME record to DNS


Creating a Merchant Store: Verification options [1]2. Add your site / store within Bing Webmaster Tools

Placing an XML file on your web server

Placement of this XML file will ensure you’re successfully able to verify the domain

Placement of <meta> tag into default page



You can add the authentication code to your webpage header:

Allowing Bing Ads to recognize the site store

<meta name="msvalidate.01" content="548651DE1428B621DBC47593AA08A287" />



Adding the alias record will allow your DNS provider to recognize the domain

And as a result…your store within Bing Ads!

Add CNAME to Domain Name System (DNS)

Creating a Merchant Store: Bing Ads3. Now time to create the store within Bing Ads!


Creating a Merchant Store


Store name and descriptionDestination URL should exactly match to Bing Webmaster Tools

Creating a Merchant Store


Check “Product ads”

Use block aggregators to prevent your products from showing up in their catalogues



Overview

Creating a

Merchant Store

Creating a

Product Feed

Creating a Bing

Shopping

campaign

The Product Catalog: a descriptionYour product catalog will be a .txt, compressed .txt, or XML file that houses ALL of your product details


Creating a Product Feed: What belongs




The item’s unique identifier

Title of the item

Brand, manufacturer,

or publisher of item

Direct URL of the item’s page on your site

Base price, excluding tax and shipping

Item description

URL of an image of the item



Item SKU Men’s jacket Brooks

www.store.com/jacket293

$89.99 Blue suede men’s jacket

www.store.com/jacket_image.gif

The item’s unique identifier

Title of the item

Brand, manufacturer,

or publisher of item

Direct URL of the item’s page on your site

Base price, excluding tax and shipping

Item description

URL of an image of the item

Creating a Product Feed: Required fields example


Apparel House

• Apparel House sells thousands of winter clothing online

• All prices, descriptions, links are included in product feed

Creating a Product FeedThe Product Catalog: Importing to your Bing Ads Merchant Center


Use when file is smaller than 4MBUse when file is under 1GB

Use when catalog file is smaller than 1GB and on publicly accessible serverApparel House keeps their product inventory updated daily, and this option allows an automatic 24 hour refresh

Apparel House is promoting their entire line of North Face clothing and updating regularly

Apparel House has a new line of women’s ski pants to advertise and is only testing shopping ads’ performance

Creating a Product FeedThe Product Catalog: optional attributes


Product Variants

Custom Labels (0-4)

Manufacturer part number

Item identification

Apparel Products

Gender, age group, color, size

Material, pattern, etc.

Explore new options!

SDKU-7833 Down, synthetic, leather

• High margin• Sale items• Winter

Male / Female

Utilization of optional attributes opens the door for far more powerful segmentation

Creating a Product FeedThe Product Catalog: Powerful eCommerce


Consider how Apparel House can plan their ad targeting

Custom Labels

High margin Summer Sale Daypacking



Overview

Creating a

Merchant Store

Creating a

Product Feed

Creating a Bing

Shopping

campaign

Creating a Bing Shopping campaign


Create campaign

Shopping campaign



1. Determine campaign structure

Campaign StoreCampaignCampaign



1. Determine campaign structure

Campaign Store

Campaign

Campaign

Filters

AccessoriesOakley

Daypacking

customLabel

customLabel

customLabel



2. Use product FILTERS to choose what the campaign will target



3. Use the Product Group hierarchy to target and bid on products


Prioritize campaigns that include the same products



Choose the store that contains the inventory for this campaign




Select what products you want to trigger ads




Select what products you want to trigger ads

Choose the country where your products are sold

There are three campaign priority levels: low, medium, high

Creating a Bing Shopping campaignCampaign priority levels


Sale Items Jacketspriority: lowbid: $1.00

priority: lowbid: $2.00




Sale Items Jackets

If campaign priority levels are equal, the campaign with the higher bid will be eligible for auction






Sale Items Jackets




Sale Items Jacketspriority: mediumbid: $1.00





Sale Items Jackets


If campaigns have different priority levels, the priority – not the bid – determine which campaign is eligible



Sale Items Jacketspriority: mediumbid: $1.00




Types of Filters



Types of FiltersAvailable FiltersBrandConditionIDCategory (1st level)Product type (1st level)Custom label 0Custom label 1Custom label 2Custom label 3Custom label 4

Importing from Google



Google Bing

Campaign 1Campaign 2Campaign 3


Importing from Google



Google Bing





Select “Import from Google AdWords”1


Select “Import from Google AdWords”

Sign into your Google account

1

2




Choose your AdWords campaigns

1

2

3





Choose your account & import options

1

2

3

4





Choose your account & import options

Click “Import”

1

2

3

4

5

How to optimize




Optimizing product

feeds

Optimizing

shopping campaigns

Shopping campaign reports

Optimizing product feeds: Best practicesBest practices for feed optimization


• Make sure information is accurate• Upload feed at least every 30 days• Use high quality images• Put relevant keywords in product title

and description• Have competitive pricing, use unique

identifiers• Custom labels!

Optimizing shopping campaigns: Best practices


Bid on products based upon business goals

Add negative keywords

Alternate promotional text

Campaign priority settings

Bidding strategies

Focus on lowering Cost-per-acquisition

‘plasma’ in ‘LCD’ ad group

A/B test multiple variations

Ensure products that overlap are served as appropriate

Apply larger budgets to top-sellers

Bid on products based upon business goals

Add negative keywords

Shopping campaign reportsProduct type


Televisions Speakers Tablets Laptops

All products

Shopping campaign reportsBrand


Apple Samsung Dell

All products

Shopping campaign reportsItem id


All products

1001 1004 10071002 1005 10061003


Shopping: CategoryShopping: Product typeShopping: BrandShopping: Item IdShopping: Store Id

Troubleshooting



Common pitfalls

Common pitfallsProducts not showing in SERPs


Solutions

Feed not refreshedInventory missingProduct filters incorrect

Missing required fieldsInaccurate informationInaccurate format ($, URL)

Common pitfallsCommon feed errors


Be aware of:

Contextual match on ‘description’ and ‘title’

Common pitfalls“I don’t show for ‘down jackets’”


Keyword searches trigger:

‘Men’s down jacket size medium’


See how many products were published or rejected


See how many products were published or rejected

Download a report to understand why products were rejected and correct the errors

Why launch aBing Shopping Campaign?



Growth in online

shopping

The Bing retail

audience

Product ad

performance


90%of US consumers browsed. researched, or compared products online last year

83%of digital shoppers made a purchase online last year

Source: US Retail Ecommerce: 2014 Trends and Forecast,

eMarketer, April 2014


6.2 billionmonthly searches

Source: comScore qSearch (custom), US, March 2015



168 millionunique searchers





1/3of all queries in the U.S.






1/3of all queries in the U.S.

Spend 22%more than the average Internet searcher

540M 74M

Monthly retail searches

Monthly retail searchers


Source: comScore Search Categories Report (custom), US, September 2014

The Bing retail audience


Bing Shopping is your product shelf online


51 Million retail searchers not reached on Google


Growth in online shoppingThe Bing Ads Network share of paid clicks across industries.


51% 44% 38% 42% 33% 28%


http://advertise.bingads.microsoft.com/en-us/audience


Product Ads can deliver higher returns with lower costs compared to text ads for non-trademarked keywords.


29% lower CPC

49% higher conversion rates

Source: *Microsoft partnered with Mercent to compare Product Ads to text ads on the Yahoo Bing Network. Q1 2014

Competitive comparison



Available shopping platforms

How they work

Platform compariso

n


Google Shopping is a price comparison engine on which Merchants pay a CPC to display their products to shoppers.


Bing

Google

Bing Merchant Center

Google Merchant Center


Bing

Google

Bing Merchant Center

Google Merchant Center

$

$

$

$


Bing GoogleAdvertisers set daily budget X XNo minimum spend X XNo minimum CPC X XOnly pay when shopper clicks your ad X XOpen to all e-comm advertisers X XCreate multiple campaigns X XSee searches that triggered your ad X XSet campaign priority levels X X


?


?By running ads on both, your

products have visibility on

the top 2 search

engines – giving you 100% of the

U.S. search market.


Q A

Google Shopping Campaigns are easily imported into your Bing Ads account. Once they are set up, Bing Shopping Campaigns are easy and efficient to manage as the structure and capabilities are consistent across the ad platforms.

Do I have time to manage Shopping Campaigns on both platforms?


You track product ad conversions the same way you track text ad conversions, by using Bing Ad’s Universal Event Tracking.

How do I track conversions for my product ads?


Retailer / e-commerce store Claim domain in Bing Webmaster tools Create a store in Bing Merchant Center Upload a product feed to Bing

Merchant Center Create a Shopping Campaign in Bing Ads UI

What are the requirements for running Shopping Campaigns?



Stay in touch

Bing Ads Blog: http://aka.ms/bingadsblog

Help page: http://aka.ms/startbingshopping

#AskBingAdsUse this hashtag on

Twitter with your questionsWe vlog answers monthly

http://aka.ms/bingadsblog

http://aka.ms/startbingshopping

http://aka.ms/startbingshopping

Bing Shopping- A Step By Step Guided Webinar

Marketing

Transcript of Bing Shopping- A Step By Step Guided Webinar