Bing Product Ads SMX Advanced 2014

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Bing Ads Product Ads from SMX Advanced June 2014 in Seattle, WA. Learn about Product Ads, best practices, early returns and how to get started.

Marketing Technologie Design

SMX Advanced 2014
ELIZABETH MARSTEN
PORTENT, INC.
Bing Ads PLAs:
Extended Edition
#smx#14B @ebkendo

ELIZABETH MARSTEN (ME)
• VP of Search Marketing
• PPC, SEO, Social, Content
• @ebkendo
• http://bitly.com/bundles/ebkendo/5
• That’s what “kendo” is
2
#smx#14B @ebkendo

CONFERENCE COMIC RELIEF ? 6
#smx#14B @ebkendo

CALLING UP REINFORCEMENTS 7
#smx#14B @ebkendo
Sam Owen
Hanapin Marketing
Heather Cooan
Clix Marketing
Logan Durant
Exclusive Concepts

FUNCTIONALITY 10
#smx#14B @ebkendo
• Export a feed
• Adjust the feed
• Test feed submission tool
• Promotional Text
• Webmaster Tools

ALREADY OUT OF DATE?
• Bing Ads Label
• Bing Ads Grouping
• Bing Ads Redirect
11
#smx#14B @ebkendo

MERCHANT CENTER
• Inside of Bing Ads!
• No auto-tagging,* UTM code fun
• Bingbot must be able to crawl your site
• Can take longer for feed approval
13
#smx#14B @ebkendo

SIGN IN TRICKINESS 16
#smx#14B @ebkendo
• Have to use a Microsoft Account (MSA)
• Compatibility issues with Bing Editor
• Compatibility issues with 3rd party tools

UNDER YAHOO MANAGEMENT? 17
#smx#14B @ebkendo
You might want to be transferred to Bing
management. Not required though.
Besides, we got an estimate of 3 weeks for
one client.

Can I have some numbers…
please?
#smx#14B @ebkendo

30 DAY NUMBERS 19
#smx#14B @ebkendo
Clicks Impr. CTR CPC Cost Conv. Cost/Co
nv.
CR
4,657 261,785 1.78% .43 $2,021 41 $49.31 0.88%
Clicks Impr. CTR CPC Cost Conv. Cost/Co
nv.
CR
394 51,260 0.77% $1.48 $581 6 $96.94 1.52%
AdWords PLAs
Bing Ads PLAs

ALL RIGHT, I’M SOLD. NOW WHAT?
#smx#14B @ebkendo

Negative Keywords
Don’t forget them.
#smx#14B @ebkendo

Average Position Metric
Doesn’t really mean anything.
#smx#14B @ebkendo

Product Target Bid
Go higher, not lower.
#smx#14B @ebkendo

All Products Target
Use it, lowest bid.
#smx#14B @ebkendo

Keep a General Structure
Not worth expansion yet.
#smx#14B @ebkendo

Single SKU Product Targets
Need a crazy high traffic space.
#smx#14B @ebkendo

Tech Support
Through a form or rep.
#smx#14B @ebkendo

TRACKING 29
#smx#14B @ebkendo
• UTM Codes
• Bing Ads Campaign Analytics
• SuperMetrics
• GA Dashboards/Annotations
• Destination URL

WHY NOT? 32
#smx#14B @ebkendo
• Submit feed through Bing Ads
• Same feed requirements
• Add UTM tracking (but…)
• Can’t separate out the traffic yet
• Make that GA annotation

SO, IS IT WORTH IT?
#smx#14B @ebkendo
NEW

Yes. Absolutely.
But…
#smx#14B @ebkendo
NEW

SOME CAVEATS 36
#smx#14B @ebkendo
• Keep it simple
• Frame it as a “test” or experiment
• Expect lower volume
• Expect similar or lower CPC/CPAs to
Google PLAs
NEW

It’s a simple channel with
good ROI.
#smx#14B @ebkendo
NEW

Don’t expect a lot of support or
features to roll out in the near
future.
#smx#14B @ebkendo NEW

THE END ...
I”LL SEE YOU AT QUESTIONS TIME
@ebkendo
#smx#14B

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Bing Product Ads SMX Advanced 2014

1. SMX Advanced 2014 ELIZABETH MARSTEN PORTENT, INC. Bing Ads PLAs: Extended Edition #smx#14B @ebkendo

2. ELIZABETH MARSTEN (ME) • VP of Search Marketing • PPC, SEO, Social, Content • @ebkendo • http://bitly.com/bundles/ebkendo/5 • That’s what “kendo” is 2 #smx#14B @ebkendo

3. WELCOME TO SEATTLE! 3 #smx#14B @ebkendo

4. SO…BING ADS PLAS… #smx#14B @ebkendo

5. 2X4S AND PAINT 5 #smx#14B @ebkendo

6. CONFERENCE COMIC RELIEF ? 6 #smx#14B @ebkendo

7. CALLING UP REINFORCEMENTS 7 #smx#14B @ebkendo Sam Owen Hanapin Marketing Heather Cooan Clix Marketing Logan Durant Exclusive Concepts

8. THE SAME #smx#14B @ebkendo

9. REQUIRED ATTRIBUTES • Merchant Product ID • Product Title & Brand • Price • Description • Image URL & Destination URL 9 #smx#14B @ebkendo

10. FUNCTIONALITY 10 #smx#14B @ebkendo • Export a feed • Adjust the feed • Test feed submission tool • Promotional Text • Webmaster Tools

11. ALREADY OUT OF DATE? • Bing Ads Label • Bing Ads Grouping • Bing Ads Redirect 11 #smx#14B @ebkendo

12. BUT DIFFERENT #smx#14B @ebkendo

13. MERCHANT CENTER • Inside of Bing Ads! • No auto-tagging,* UTM code fun • Bingbot must be able to crawl your site • Can take longer for feed approval 13 #smx#14B @ebkendo

14. DISAPPROVED ITEMS 14 #smx#14B @ebkendo

15. SWINGER? 15 #smx#14B @ebkendo

16. SIGN IN TRICKINESS 16 #smx#14B @ebkendo • Have to use a Microsoft Account (MSA) • Compatibility issues with Bing Editor • Compatibility issues with 3rd party tools

17. UNDER YAHOO MANAGEMENT? 17 #smx#14B @ebkendo You might want to be transferred to Bing management. Not required though. Besides, we got an estimate of 3 weeks for one client.

18. Can I have some numbers… please? #smx#14B @ebkendo

19. 30 DAY NUMBERS 19 #smx#14B @ebkendo Clicks Impr. CTR CPC Cost Conv. Cost/Co nv. CR 4,657 261,785 1.78% .43 $2,021 41 $49.31 0.88% Clicks Impr. CTR CPC Cost Conv. Cost/Co nv. CR 394 51,260 0.77% $1.48 $581 6 $96.94 1.52% AdWords PLAs Bing Ads PLAs

20. ALL RIGHT, I’M SOLD. NOW WHAT? #smx#14B @ebkendo

21. Negative Keywords Don’t forget them. #smx#14B @ebkendo

22. Average Position Metric Doesn’t really mean anything. #smx#14B @ebkendo

23. Product Target Bid Go higher, not lower. #smx#14B @ebkendo

24. All Products Target Use it, lowest bid. #smx#14B @ebkendo

25. Keep a General Structure Not worth expansion yet. #smx#14B @ebkendo

26. Single SKU Product Targets Need a crazy high traffic space. #smx#14B @ebkendo

27. Tech Support Through a form or rep. #smx#14B @ebkendo

28. TRACKING #smx#14B @ebkendo

29. TRACKING 29 #smx#14B @ebkendo • UTM Codes • Bing Ads Campaign Analytics • SuperMetrics • GA Dashboards/Annotations • Destination URL

30. RICH CAPTIONS #smx#14B @ebkendo

31. IT’S FREE! 31 #smx#14B @ebkendo

32. WHY NOT? 32 #smx#14B @ebkendo • Submit feed through Bing Ads • Same feed requirements • Add UTM tracking (but…) • Can’t separate out the traffic yet • Make that GA annotation

33. SEOS WILL LOVE YOU 33 #smx#14B @ebkendo

34. SO, IS IT WORTH IT? #smx#14B @ebkendo NEW

35. Yes. Absolutely. But… #smx#14B @ebkendo NEW

36. SOME CAVEATS 36 #smx#14B @ebkendo • Keep it simple • Frame it as a “test” or experiment • Expect lower volume • Expect similar or lower CPC/CPAs to Google PLAs NEW

37. It’s a simple channel with good ROI. #smx#14B @ebkendo NEW

38. Don’t expect a lot of support or features to roll out in the near future. #smx#14B @ebkendo NEW

39. THE END ... I”LL SEE YOU AT QUESTIONS TIME @ebkendo #smx#14B

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Bing Product Ads SMX Advanced 2014

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