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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.
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SMX Advanced 2014ELIZABETH MARSTEN
PORTENT, INC.
Bing Ads PLAs:Extended Edition
#smx#14B @ebkendo
Director’s
Cut
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
WELCOME TO SEATTLE! 3
#smx#14B @ebkendo
SO…BING ADS PLAS…
#smx#14B @ebkendo
2X4S AND PAINT 5
#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
THE SAME
#smx#14B @ebkendo
REQUIRED ATTRIBUTES
•Merchant Product ID
•Product Title & Brand
•Price
•Description
•Image URL & Destination URL
9
#smx#14B @ebkendo
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ALREADY OUT OF DATE?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
BUT DIFFERENT
#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
DISAPPROVED ITEMS 14
#smx#14B @ebkendo
SWINGER? 15
#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/Conv.
CR
4,657 261,785 1.78% .43 $2,021 41 $49.31 0.88%
Clicks Impr. CTR CPC Cost Conv. Cost/Conv.
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 KeywordsDon’t forget them.
#smx#14B @ebkendo
Average Position MetricDoesn’t really mean anything.
#smx#14B @ebkendo
Product Target Bid Go higher, not lower.
#smx#14B @ebkendo
All Products TargetUse it, lowest bid.
#smx#14B @ebkendo
Keep a General StructureNot worth expansion yet.
#smx#14B @ebkendo
Single SKU Product TargetsNeed a crazy high traffic space.
#smx#14B @ebkendo
Tech SupportThrough a form or rep.
#smx#14B @ebkendo
TRACKING
#smx#14B @ebkendo
TRACKING 29
#smx#14B @ebkendo
•UTM Codes
•Bing Ads Campaign Analytics
•SuperMetrics
•GA Dashboards/Annotations
•Destination URL
RICH CAPTIONS
#smx#14B @ebkendo
IT’S FREE! 31
#smx#14B @ebkendo
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
SEOS WILL LOVE YOU 33
#smx#14B @ebkendo
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