best practices and upcoming features in bing shopping

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Best Practices and Upcoming Features in

Bing Shopping

HOSTED BY: &

Presenters• Rachel Rogowin

– Senior Bing Ads Client Development and Training Specialist at Microsoft

– @digitalrach

• Shannon Glass– Account Manager at Hanapin Marketing– PPC Hero Blogger– @shannonkglass

– Run the world’s most popular PPC blog and conference.

– We manage and optimize global paid search, paid social, and display programs.

– Within 12 months, brands can expect a 250% increase in their growth trajectory.

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Bing Shopping Best Practices

1

3

2Optimize your feeds, campaigns, and ads for delivery and performance

Utilize reporting to understand metrics and opportunities

Get excited about the recent releases of Bing Shopping

After today you’ll learn to:

Feed Optimization

Make sure information is accurate

Upload feed at least every 30 days

30

Optimizing your product feed


Use high quality images

Use your sale price

Put relevant keywords in product title

and description

Feed optimization

Custom Labels

Categorization

Titles and Descriptions

Blanks are bad!

c

Cheat SheetRequired 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

• Custom Label 0Custom Label 1Custom Label 2Custom Label 3Custom Label 4

BrandConditionIDCategory (1st level)Product type (1st level)

*Available Campaign Filters

Be aware of:Missing required fields

Inaccurate information

Inaccurate format ($, URL)

Common pitfalls“I’m seeing a lot of feed errors.”

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

Review rejections to ensure full coverage

All TVs All speakers

All tablets

Campaign

TVs DesktopsBluetooth speakers Tablets

All desktops

Ad group

You could do this….hint: it’s not the best idea.

Campaign

Ad group

Top sellers

High margin

Sale

Limited inventory

Bluetooth speakers

With Custom Labels

Campaign

• Bids can be applied independently

• Targeting adjusted to top geos

• Increase budget for top selling products

• Monitor low-inventory and move products out

Ad group

Bluetooth speakers

Custom labels are awesome because:

Top sellers

High, low

High demand, low demand

High end, low end, salePrice range

Popularity

Profit margin

Stock level Limited supply

Seasonal products Winter clothes, swimwear

Making the most of custom labels

All the relevant words, in the right place.


Add descriptors in your title: brand, silk, size etc

Monica Orsino

I would keep the 3 examples consistent. If we use guess pink cocktail dress here then we use use the same example in the next slide.

Purna Virji

Not necessary.

Rachel Rogowin

I agree with Purna, I explain here how Guess takes up the whole title telling people they are GUESS, when they already know. ANd how the 3 and 4 give more information to the user

Add relevant, high-quality keywords

Make your description werk!

Rachel Rogowin

Monica - The point here is that adding more descriptive words helps you serve more

TIP: Check the search term report for ideas to make titles more relevant.

Cheat Sheet:Include the following:Brand – Mountain HardwareProduct Name - The Micro RatioProduct Type - Thermal Winter JacketGender - Men'sSize - LargeColor - Teal (if applicable)

Normalize to most common: (Male vs Men’s)Know your limits: 35 | 150

Different products… different titlesL5000003

7 Black Pendant Light from Bing Ads Academy Shop $69.49 L50000042 Black Pendant Light from Bing Ads Academy Shop

$299.99

L50000025 Black Pendant Light from Bing Ads Academy Shop

$199.99

L50000013 Black Pendant Light from Bing Ads Academy Shop $82.99 L50000014 Black Pendant Light from Bing Ads Academy Shop

$165.99

Purna Virji

RACHEL: What are the notes here? They all have the same title. Are we pointing out that this is bad?

Rachel Rogowin

see speaking notes

Same Store

Different titles… more volumeIf multiple product IDs have the same title, we will view them as the same, and only serve one. Unique titles create more volume:• All products would be

eligible to serve• Increased chance for

multiple products to serve at once

Same Store

Same Store

Use the Bing Taxonomy to Categorize as Deep as Possible

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

Category 1 Category 2 Category 3 Category 4Apparel & Accessories Clothing DressesApparel & Accessories Clothing Dresses Cocktail DressesApparel & Accessories Clothing Dresses Day DressesApparel & Accessories Clothing Dresses Formal GownsApparel & Accessories Clothing Dresses Little Black DressesApparel & Accessories Clothing One-PiecesApparel & Accessories Clothing One-Pieces Jumpsuits & RompersApparel & Accessories Clothing One-Pieces Leotards & UnitardsApparel & Accessories Clothing One-Pieces Overalls

Better

Monica Orsino

MSFT: CAN WE PELASE ADD TALKING POINTS?

Nicole DuBrock (Bluehawk LLC)

DESIGN: Deleted the subtitle. Adjust accordingly

Bondy Allen

Done

Purna Virji

Monica-- The title is the talking point.

Creative Optimization

Which ad catches your attention?

1.

2.

3.

4.

6.

5.

1.

2.

4.

5.


3.


1.

2.

3.

4.

6.

5.

Rachel Rogowin

DESIGN: Add animation that ads rainbow sprikles to one of the cones

Bondy Allen

Done. Animation on click.

Rachel Rogowin

great :)

Monica Orsino

DESIGN: Add a title "which one catches your attention?"

Bondy Allen

Done

Purna Virji

DESIGN: We don't want to ask them which one catches their attention here, so I removed the headline.

Purna Virji

MONICA- see the talking point

Bondy Allen

No problem Purna. :)

Image

Core creative elements for a shopping ad

Price Enhancements

34

Core creative elements for a shopping ad-ImageShow multiple colors

35

Core creative elements for a shopping ad-ImageShow product in use

Core creative elements for a shopping ad-ImageShow multiple colors

Show product in use

High resolution image

Core creative elements for a shopping ad-PriceStart with regular price

Add sale price

Or price competitively against other ads

$14.99 $14.99 $9.99$14.99

$10.99 $11.99

Core creative elements for a shopping ad-EnhancementsUse promo text

SaleDiscountClearanceClose out

$14.99 $9.99

Optimize based on the spaceUse existing ads to direct conversation

Source: Bing Merchant Center

Title Space is limited so get the words that

sell into what appears.

Include Price and Sale price where

appropriate for best impact.

For areas of focus, take a look at

successful competitors for ideas

Defensive Strategy

Negative Keywords

Key defensive strategies

Campaign priority settings

!@#*

!

Negative keywords save you money

Rachel Rogowin

MSFT: Anyone else care that gardening is spelled wrong??

Nicole DuBrock (Bluehawk LLC)

MSFT: Yes, lets get new screenshot. Also, do we need to block out the store provider (Walmart, Uline, etc?)

Bondy Allen

I corrected the spelling of gardening and blocked out the store names.

Purna Virji

MSFT and BONDY-- The point of the slide was to have the misspelling. To point out risks of not having proper negative keywords. Please let's go back to original image.

Rachel Rogowin

Really? I thought the point was that Uline didn't use "gardening" as a negative, are you saying the point was that they didn't have the misspelled as a negative?

Bondy Allen

See comment on slide 110

Campaign Priority Settings

Refresh: How campaign priority levels work

Sale Items Jackets

priority: lowbid: $1.00


Sale Items Jackets

priority: highbid: $1.00


Jackets Sale ItemsIf campaign priority levels are equal, the campaign with the higher bid will be eligible for auction

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

Priorities- Common Uses:

- Low for catch alls- Medium for normal day-to-

day- High for focus areas

Priorities – Example

Low Priority

Campaign

All Products

Medium/High Priority Campaign

By Brand By Product Type

Product Type

Custom Label

Common mistakes–bid tacticsBe granular in product groups and more aggressive in bidding for your “best” products

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

Bids and Bid Modifiers

Smartphones and tablets

“Everything else”

Geographic bid

modifiers

Reports and Insights

Impression share metrics are now available in both Reports and Dimensions, too

Share of Voice ReportingWays to optimize

- Impression Share lost to Budget (%) = Did not show on the SERP due to running out of budget

- Impression Share lost to Rank (%) = All or nothing report, meaning you made it in the top 8 or you did not. There is no ad rank in shopping but this report will tell you the percentage of the time you did not make the SERP/lost the auction. Combination of Bid & Click History will help to improve rank (ability to appear on the SERP). Image quality and strong titles will help improve CTR, in turn will make click history stronger

- Benchmark Bid & CTR (%) = taking the average of the top 4-5 winners of an auction and average against a product groups bid

- Impression Share (%) = how many times product showed on the SERP (showed in top 8)

Benefit: Using these SOV metrics will give you insights into your performance versus your competitors. Your Avg. CPC against the benchmark Bid - adjusting your bid to ensure placement and impressions. **See Appendix 1a and 1b.

Make it Grow

Don’t forget…

Remarketing works too!

54

5 steps to getting started with remarketing

$1. Tag your website2. Define your audiences

3. Add lists to shopping campaign

4. Adjust bids

5. Customize promotional text

Buying funnel

Identify, segment, and target users based on the specific stage of the buying funnel.

Thank you page

Home page

Category page

Product page

Shopping cart

Display special offers on specific products or site-wide sales within Product Ads

Merchant promotions

CONFIDENTIAL: BSC Product Roadmap

Recent Releases

Bing Shopping Campaigns in Bing Ads Editor

Creating business efficiencies

Display special offers on specific products or site-wide sales within Product Ads

Merchant promotions

Driving engagement through annotations

Ratings from advertiser’s site and trusted third parties

Product ratings3

Display only for merchants with high

ratings

Elite merchant badge

1

Automatically detected by price changes in

feeds

Price drop alerts2

Summing it up

Quick Optimizations

Bid Benchmarks

Feed Rejections

Mobile Bid Modifiers

Priority Settings

Feed Updates Required

Specific, Robust Titles

Bing Taxonomy

Sale Price’ columnsRemarketing & Merchant Promotions

Opportunities & Next Steps

Offers!

A. Get an account analysis by the experts at Hanapin (For accounts spending 15k+/month)

B. No Thanks!

Live Q&A Time!

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Hanapin feedback: [email protected]

Bing feedback: [email protected]

Hanapin Marketing | The PPC Agency of Experts Behind PPC Hero and Hero Conf

mailto:[email protected]

mailto:[email protected]

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

Appendix 1a: Understand performance through reports

Appendix 1b: 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.

68

Monica Orsino

MSFT: do we need this slide? Content can be moved to talking points of next slides

Purna Virji

Monica-- see word cheat sheet in title-- it can be printed for them, or used as a reference when they review the slide later. With this deck I tried to be very conscious about providing value even after the fact-- they should be able to refer to the deck and understand immediately what we were talking about.