Optimizing Bing Shopping Campaign Structures to Drive Incremental Revenue

@PurnaVirji

Purna Virji | @PurnaVirji

@PurnaVirji

WRITER SPEAKER

All of the job titles

SENIOR PPC TRAINING MANAGER

@PurnaVirji 3

What we’ll cover:

1. Feed Optimizations

2. Creative Optimizations

3. Defensive Strategy

Q&A

@PurnaVirji

Like to Share? Want to Win Swag?

@PurnaVirji

#BingShopping

What’s your fav Shopping Campaign optimization tip?

Ready?

7

@purnavirji

1. Feed optimization

Blanks are bad!

Required Fields:

• ID* – Product Unique Identifier

• Title – Product Title

• Link – Direct product landing page URL

• Price – Item price reflected on site

• Description – Detail product description

• Image Link – URL of image (.bmp, .gif, .exif, .jpg, .png, .tiff,

and minimum recommended size of 220px by 220px

Highly Recommended Fields:

• Product Category* – Predefined Product

Categories/taxonomy

• Product Type* – Advertiser ’s Taxonomy

• Bingads Redirect – Append 3rd party tracking

• Custom Label 0-4* – Custom identifiers for campaign filters

• Sale Price – Item Sale price on site

• Sale Price Effective Date – Items Sale price start/end date.

• Condition* – New/Used/Refurbished

Feeds 101 & best practices

10

Custom Label 0

Custom Label 1

Custom Label 2

Custom Label 3

Custom Label 4

Brand

Condition

ID

Category (1st level)

Product type (1st level)

*Available Campaign Filters

@purnavirji

Optimizing product feeds: Best practices

Campaign organization

Campaign

Ad group

@purnavirji


Top sellers High margin SaleLimited

inventory

Campaign

Ad group


@purnavirji


• Bids can be applied independently

• Targeting adjusted to top geos

• Increase budget for top selling products

• Monitor low-inventory & move products outTop sellers

Campaign

Ad group


@purnavirji

Consider how Apparel House can plan their ad targeting

High margin Summer Sale Daypacking

The Product Catalog: Powerful eCommerce

@purnavirji

High, low

High demand, low demand

Optimizing the feed

High end, low end, salePrice range

Popularity

Profit margin

Making the most of custom labels

Stock level Limited supply

Seasonal products Winter clothes, swimwear

@PurnaVirji

Add descriptors in your title: brand name, silk, size M, etc.

- Include the following:

• Brand + Product Name + Product Type + Gender

+ Size + Color (if applicable)

Example: Patagonia Artic Thermal Winter Jacket, Men's

Size L, Blue

- Normalize to most common (Male vs Men’s)

- Know your limits: 35 | 150

Cheat Sheet:

TIP:

Check the search

term report for

ideas to make titles

more relevant.

@PurnaVirji

Make your description werk!

Add relevant, high-quality keywords

• Be granular in product groups and more aggressive in bidding for your “best” products

• Think of product groups as a way to organize products to mange budget and make bidding decisions

Bids # of

Products

ID

Bidding

Top

Performers

High Value

Segments

Category Level Bidding

All Products – Low ROAS Catch

All

Tighten up your Targets

Use the Bing Taxonomy to Categorize as Deep as PossibleAim for 4+ layers deep, help the system find your ads

Better relevance -> more triggers -> more impressions ->

more clicks

Category 1 Category 2 Category 3 Category 4

Apparel & Accessories Clothing Dresses

Apparel & Accessories Clothing Dresses Cocktail Dresses

Apparel & Accessories Clothing Dresses Day Dresses

Apparel & Accessories Clothing Dresses Formal Gowns

Apparel & Accessories Clothing Dresses Little Black Dresses

Apparel & Accessories Clothing One-Pieces

Apparel & Accessories Clothing One-Pieces Jumpsuits & Rompers

Apparel & Accessories Clothing One-Pieces Leotards & Unitards

Apparel & Accessories Clothing One-Pieces Overalls

Better

Product Titles

• Use keyword-rich titles

informed by SQR research

• Optimize titles and

descriptions to improve

query matching

• Ensure there are no blanket

titles

Accurate Data

• Ensure correct Stock Status

& Product Price

• Keep data fresh & up to date

• Proper shipping Information

is critical

• Provide clean product info

Product Images

• With limited title characters,

high quality images are

important

• Ensure correct image is

associated with the right

product

High-quality feed cheat sheet

21

* If feed is not refreshed before 30 days, the feed will expire and products will stop serving

@purnavirji

2. Creative optimization

@purnavirji

Which ad catches your attention?

1. 2. 3.

4. 6. 5.


1. 2. 3. 4. 5.

@purnavirji


1. 2. 3.

4. 6. 5.

Optimize based on the space

Title Space is limited so get the

words that sell into what

appears (SQR Reports).

Include Price and Sale price

where appropriate for best

impact.

For areas of focus, take a look at

successful competitors for ideas.

Use existing ads for best practices

@purnavirji

Core creative elements for a shopping ad

Image

Enhancements

Price

@purnavirji

Show multiple colors

Core Creative Elements for a Shopping Ad-

Image

@purnavirji


Image

Show product in use

@purnavirji

Show multiple colors


Image

Show product in use

High resolution images

@purnavirji

Start with regular price


Price

Add sale price Or price competitively against other ads

@purnavirji


Enhancements

Use promo text

@purnavirji

3. Defensive strategy

@purnavirji

Key defensive strategiesNegative keywords

All the reports

Campaign priority settings

Negative keywords save you money

Campaign Priority Settings

- Low for catch alls

- Medium for normal day-to-day

- High for focus areas.

Cheat Sheet

@purnavirji

Smartphones and tablets

“Everything else”

Geographic bid modifiers

Bids and Bid Modifiers

Review rejections to ensure full coverage

Shopping: Category

Shopping: Product type

Shopping: Brand

Shopping: Item Id

Shopping: Store Id

Shopping Reporting Cheat Sheet

1. Partition Report - Report overview of the Product Group structure and break

out w/KPIs an aggregate of all the products in the group (filter by unit)

2. Dimensions Report – Line item detail report of each product ID w/KPIs (Best

report for optimization to understand which items are performing/non-

performing)

3. Partition Unit Report - Historical performance on product groups (does not

the sub categories of a product group)

Best Practice - Use the Dimensions and Product Partition Report to start

optimizing on campaign and product level performance.

Impression share metrics are now available

in both Reports and Dimensions, too.

Make it grow

@purnavirji

Remarketing works too!

Don’t forget…

Subscription and rental products are allowed on Bing!

Remarketing on BSC can produce solid resultsStudy looking at one of my clients

Source: UI Audience Reporting, Feb - Mar 2016

2.4% of Total Clicks

19.4% higher CPC

40.3% higher CTR

59.3% higher Conversion Rate

@purnavirji

Use custom labels for breaking up your products [ best selling , seasonal sales, etc. ] to ensure the highest performing products receive coverage on the SERP.

Use the dimension report to figure out the high performing products and separate them out to a different product group so that those can be managed separately. The same can be applied to products not performing well.

Use the benchmark metrics and the share of impressions metrics [available in product partition & product dimension report] to figure out where you are losing impressions. This can also be used as a starting point to see if any bid optimizations are needed.

Use the search term report on Text Ads and see if there are any opportunity gaps for PA and vice versa.

Make sure you have an all products target –ensure you are serving all of the eligible products for maximum visibility and volume.

1

2

3

4

5

Easy Win Optimizations: Start today

Bing Shopping Quick Wins

Let’s chat @PurnaVirji

Thank youThank you

Optimizing Bing Shopping Campaign Structures to Drive Incremental Revenue

Retail

Transcript of Optimizing Bing Shopping Campaign Structures to Drive Incremental Revenue