Just a few months after the launch of Bing Ads' Product Ads, a look at things to watch out for and consider when setting up your own accounts.
Yep, in case you didn't know, Bing Ads officially launched Product Ads in March of 2014. (Gosh, now I feel like John Oliver of Last Week Tonight.) I've not only tested these new ad units on a couple of clients of our own, but also interrogated some friends in the industry to fill in some of the gaps since it's so new still. Here's a quick hit list of things to watch out for, consider, and well, chuckle at, when starting your own Bing Ads PA accounts.
Setup is fairly easy and very similar to Google Shopping: you'll need a product feed and required attributes are almost identical, right down to the provision of three unique attributes around Groups, Labels, and Redirect. Now, the new Google Shopping campaigns are replacing those with Custom Labels and retiring them later this year, but they're alive and well in Bing Ads.
Be sure to:
Watch out for:
We're all definitely still taking the bubble wrap off this ad unit and in the experimenting phase. Is it worth trying?
Just keep it simple and keep an eye on it. On average, we're seeing lower cost-per-clicks (CPCs) (than Google Shopping), inline CPAs, less maintenance, and a positive return on investment (ROI) all around, the only downside being overall volume in comparison to Google Shopping.
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Elizabeth Marsten is the vice president of search marketing at Portent, Inc., a digital marketing agency, in Seattle, Washington. She oversees the PPC, SEO, analytics, and social media departments and is the is the co-author of All in One Web Marketing Reference for Dummies (Wiley Publishing) with Ian Lurie, Marty Dickenson, Michael Becker, and John Arnold, as well as PPC courses on Lynda.com.
See her SlideShare presentations from speaking at MozCon, SMX Advanced, East and West, PPC Hero Con, Searchfest, and State of Search or find her on Twitter at @ebkendo.
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