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The retail experience starts here

Brittney Thomas

Retail Vertical Lead

Microsoft, Bing Ads

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Video Here.

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Consumer First Advertising

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Bring rich product information to consumers based on their search

Save TimeDrive Strong Performance

Own More Real Estate

Visually Engage Users

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images from an advertiser’s own product catalog,

Appear in the mainline or sidebar for searches relevant to product inventory.

Capture more real estate.

Use feeds to show ads for more queries, quicker.

Contoso

Contoso.com

Contoso

Contoso.com

Contoso

Contoso.com

Contoso

Contoso.com

Contoso

Contoso.com

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Product Ads set up

168Mconnect with the 168M million searchers on the Yahoo Bing Network

Your ads are now eligible to show on Bing to searchers looking for your product

Create your Bing Merchant Center Store

1. Upload your product catalog to Bing

2. Create a Product Ads campaign –or import your campaigns from Google – and create your Product Targets

3.

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Campaign

Management

Feed Management

Product Ads Management

Getting started and managementGetting strong and manage actively

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Product feed required attributes

Minimum required product feed attributes

Merchant Product ID (MPID)

Product Title

Product URL

Price

Description

Image URL

Brand

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Product feed additional attributes

Highly recommended attributes to include

MPN

UPC

IBSN

SKU

GTIN

Availability (stock

status)

Condition

Merchant category

Bing category

Shipping

Shipping weight

Bing ads label

Bing ads grouping

Bing ads redirect

Tax

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Optimizing your data feed to get the most from your campaigns

Data validation

Ensure your product feed file

is properly formatted.

Our crawling agent, bingbot,

must be allowed to crawl

your site or your products will not

display.

Product discoverability

Categorize your products so

customers can search and find.

Tax and shipping fields should

contain no text i.e. $ or N/A.

Use Unique Identifiers to help

differentiate products that may

only differ in size, color, etc. They

should be consistent between

data feeds.

Conversion

Ensure your product’s stock status is up to date (in stock or out of stock).

Use a relevant product description and title.

Use variant attributes – colors, sizes, etc.

Use the SKU column to differentiate your items in terms of color and size.

Quality data in, quality results out

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all products

shoes

Nike running shoes

Nike running shoesover $50

Setting up your campaigns

Create at least one Product Target that targets all products.

Group similar product IDs.[Nike, women’s, running]

Create additional Product Targets that include specific brands or product types.

The more specific your product targets are, the more control you have over which product serves.

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Creating product target attributes

• Brand: Product’s Brand

• Condition: New

• Product Type: Merchant Category

• BingAds label: Custom Value (multi value)

• BingAds group: Custom Value

• SKU: Parent / Style Identifier

• ID: Product Identifier

• Seller Name: All Products for broker

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Optimizing management to maximize results

Campaign set up

Create new campaigns

Create more than one ad per ad

group

Create at least one campaign

that targets all products in the

feed

Budgeting and bidding

Allocate a similar budget to

Product Ads as keywords for

like products.

Continue to monitor the difference in performance between your text ads and Product Ads over time.

Set your initial Product Target bids to an amount that is equal to or greater than your current text ad bids.

Optimization

Test different versions of

promotional text, alternative

images, and the granularity

of product targets.

Track performance using

performance reports,

including the new Product

Ads report.

Iterate

Quality time in, quality results out

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Building the foundation for tomorrow’s ad experiences

Bigger. Richer. More Useful.

More Engaging. More Valuable.

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Thank you

Brittney Thomas

Retail Vertical Lead

Microsoft, Bing Ads

brittnet@Microsoft.com

@BingAds

http://www.linkedin/in/brittneythomas

For more resources on Bing Product Ads, please visit:

http://advertise.bingads.microsoft.com/en-us/product-ads

or visit us during the show!

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