The Bing Product Ads marketplace is still developing, so here are 10 tips to help you succeed, including advice on setting up for success, optimization, and a look at what's coming.
Change is constant for marketers. And over the past few years, options have grown for e-commerce marketers of retail products, from UGG boots to quesadilla makers to wooden nunchucks. As product listing ads (PLAs) change to Shopping Campaigns, it's important to note that it's also been five months since Bing Product Ads launched. And the feedback from advertisers is that conversion rates with Product Ads can be better than with their corresponding text search ads, reports Brittney Thomas, retail product manager at Bing Ads.
Five months since launch means the marketplace is still developing. So there's still a lot to learn in order to perfect your campaign. Today we're looking at tips for Bing Product Ads, including:
Your Product Ad campaign is two important pieces: Campaign management (this is no different than managing your text ad campaign) and feed management. Your feed is where the ad originates, so getting this piece right is the only way you'll see success with Product Ads. Your feed is your catalog of products. As an aside, the primary difference between Product Ads and regular text search ads is that you don't bid by keyword with Product Ads. You bid by product target. So there are no keyword lists to manage, making Product Ads a bit easier than text ads.
Here are some tips for setting up your campaign and feed that will put you on the right track:
With text ad campaigns, the marketplace is well-seasoned and offers a long, rich history of data to analyze for optimization tips. With Product Ads, history is still being built. Optimizing at this point relies on common-sense tactics that can boost outcomes:
While Bing continues to tune the Product Ads matching capability and algorithm, they're also knuckling down on some smaller details that help advertisers:
The holiday shopping season is about to lift off, so it's a great time to prepare for what is next. What's your experience with Shopping Campaigns or Bing Product Ads? Tell us in the comments below.
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John Gagnon is a Bing Ads Evangelist (aka “search nerd”) at Microsoft. He has worked for both Bing Ads and Google AdWords, and is a frequent speaker at digital marketing conferences such as SES, SMX, and others. He has advised hundreds of clients ranging from Microsoft teams like Windows and Internet Explorer to small businesses like local garage door repair shops just getting started.
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