Bing Shopping Campaigns: Performance and optimization tips

For those currently participating in the pilot, Bing Shopping Campaigns offers deeper granularity, more flexibility and better insight into your Product Ads performance. Best of all, setting up your Bing Shopping Campaigns is easy!  

Today, we will focus on tracking and viewing performance statistics for Shopping Campaigns in Bing Ads, or, step 4 ( Reporting & Optimization) below.  If you are not familiar with the previous  steps, you can learn more about each by following these links: Claim your domainSet up your BMC Store Upload a feed | Setup Shopping Campaigns.

bing shopping campaigns

Tracking Performance for Your Bing Shopping Campaigns

You can track the performance of your Bing Shopping Campaigns in 3 ways, using the Product Groups page, Reports, or Dimensions tab.

1. Product Groups page

You can view the performance data - Maximum Cost per Clicks (Max CPC), Impressions, Clicks, Spend, Click through rate (CTR) & Conversion Metrics by clicking on the tab: Product Groups. These metrics are available on all levels of your Product Group.

bing shopping campaigns

For flexibility and ease-of-use, you can also customize the columns with what data you want to see.

2. Reports

Data for Bing Shopping Campaigns will no longer be  available in the Product ads reports (Product target and Product offer report). Instead you’ll want to use the Product Partition Report or the Product Dimension Report.

a. Product Partition Report

The Product Partition Report gives you aggregated data at each level of the product group. If multiple segments are used to more granularly target your product group, you will get more than one row of data per product group in this report.

For example, if you had a product group that was set up like this:

bing shopping campaigns

The Product Partition report would have data for All products represented as * in the report.

Brand = Contoso [which is the parent layer in this case] is as represented as *\Brand

The subsequent layers which have a bid associated will be represented as below:

*\Brand = Contoso\Custom Label 0 = Costume Jewelry and

*\Brand = Contoso\Custom Label 0 = High End Jewelry, etc.

As you can see, there will be a total of 6 rows in your Product Partition report. Some additional details to note:

  • In the Product Partition report, an impression or click associated with a product appears in all the levels that contain the product. Filter on the Product Group column for only * and add those rows to get totals across campaigns and ad groups. This occurs due to the presence of overlap.
  • The report only reflects the current state of the product group at the time it was generated.

 

b. Product Dimension Report

This report provides statistics at the product level [Merchant Product Id / MPId]. You will also be able to view other product attributes such as brand, category, custom labels, etc associated with that product captured during the time of the event.

You can use this report to track how your offers have been performing and adjust your bidding strategy and targeting based on that.

3. View the Dimension tab for Shopping views

In the Dimension tab we have introduced 4 new views for you to access your shopping campaign statistics:

  • Shopping : Category
  • Shopping : Product Type
  • Shopping : Item ID
  • Shopping : Store ID 

 

Each of these views are pivoted across one particular dimension based on the feed that you have set up, e.g. Shopping Item ID view has statistics against each merchant product ID. Similarly, if you look at the category view, it will have statistics pivoted against the set categories you have in your feed. This information can be very helpful if you want to drill deep into your performance metrics to figure out how your products are performing.

bing shopping campaigns

Key points and optimization tips

On Feed Setup:

  • Product Ads are created based on the feed data that you have provided in Bing Merchant Center,  so report results are closely tied to your feed data. Unlike the traditional PA campaigns, all the reporting for Bing Shopping Campaigns are at the product level so you need to ensure that your feed data is accurate and updated.
  • Go beyond the list of required attributes by using the below recommended attributes so that you have a more granular campaign structure and richer reporting information.

o   Custom Labels – very helpful if you want to group your products based on Best sellers, High/Medium/Low ROAS, Seasonality etc.

o   Bing Category – categorize products at the lowest categorical level, example: Apparel & Accessories > Clothing > Outerwear > Coats & Jackets > Blazers. This helps to ensure that we pick the right product for the right query.

o   Product Type [Merchant defined taxonomy] – again, very useful if you have a different internal taxonomy that you want to map your products to for easier management.

  • For better performance of your Product ads, the image you upload against your offer is a key contributor. Images with a white background and a high resolution tend to perform better when compared to others.  Ensure that the image you upload has a high resolution and is at least 220x220.
  • Utilize Bingads Redirect – this will allow you to add third party tracking and track redirects.

 

On Campaign Management:

  • Use appropriate Campaign Priority settings to ensure the right campaigns and bids are used:

a) Low – Default for regular Bing Product Ads

b) Medium – Will serve BSC over your regular PA

c) High – Will serve over your regular PA and any BSC campaign that is set at medium

o   Put a strategy in place for your bidding – bid up on the items you want to emphasize on such as top sellers by ID or top brands/categories ( using custom labels to identify such segments in your feed can help with this)

o   If you are not sure where to start out on bidding use the same bid as similar  text ad campaigns and tweak it based on your ads performance.

o   Have a separate campaign for the All Product/Everything else as the catch all bucket – this should have the lowest target bid to ensure coverage for all your products and low campaign priority

  • Utilize the search term report to negate and search terms you may deem irrelevant to your BSC campaign.

Stay tuned

Learn more about Product Ads here, and stay tuned for our announcement on when this program will be widely available to all advertisers beyond the pilot program.

As always, feel free to reach out to us on Twitter, visit the Bing Ads Feature Suggestion Forum, or email your thoughts on what to include in the next release to Bing Ads Feedback.

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Bing to Power AOL’s Search

Here at Bing Ads, we’re constantly looking for ways to extend our reach and grow volume for our customers.  That’s why today we are excited to announce a new partnership with AOL.  Beginning January 1st, 2016 Bing will become the exclusive provider of search and search advertising services across AOL properties for even greater consumer and marketer reach.

 

Now with 20% market share in U.S., Bing continues to grow organically and through key partnerships. The 10-year deal with AOL is the latest to validate the exceptional quality of our results and marketplace. No longer just a destination search engine, Bing is becoming an integral part of popular first and third party devices and services.

 

The extended reach combined with the controls within Bing Ads will give marketers opportunities to reach even more customers at the right ROI.  We’re excited about our partnership with AOL and will continue to evaluate additional partners to bring new opportunities to our customers.

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Advertising internationally with Bing Ads

The world is no longer restricted to buying locally; today's discerning consumer is travelling the world via the web from the comfort of their sofa to find unique products at the best price. Borders don’t apply online and international shopping is on the rise.

To provide an example, here's a quick snippet from a full infographic on international advertising that highlights the opportunity for advertisers who are considering tapping into the market in Brazil:

bing ads advertising internationally

With numbers like this, there's a good chance you'll see better results, more sales and more traffic with Bing Ads in Brazil -- if you ship internationally, then it certainly could be worth running a test campaign to see what your return on investment would be.

In addition to information on the Brazilian market, the full version of the infographic that this info on Brazil was pulled from will also provide you with 3 easy steps to set up a international campaign, as well as some tips for how to build a successful campaign in markets outside of your own.

Questions, comments? Feel free to ping us on Twitter.

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Summer travelers are mobile and local

bing ads mobile2015 is set to become a watershed year for the travel industry. According to eMarketer, travel advertisers are expected to spend almost exactly as much (49%) on mobile ads this year as they will spend on other digital platforms. 1

Furthermore, 50% of all spending on digital travel ads is expected to go to paid search this year. 1

But mobile is having an even bigger impact on the way travelers spend their time and money. When travelers are visiting your town, they’re local, and they’re going to use their smartphones to search for local activities. The good news for you: the majority of the money they will spend on their vacation will be spent during their trip on local businesses.

Reach them before and during the trip

Your local business’ efforts to capture vacationers’ dollars used to be limited to brochures in hotel lobbies, print ads, or the concierge’s memory. Now you can offer your unique, local experience directly to travelers both before and during their trip.

Pre-trip planning: Target by location + keyword intent

bing ads mobile localIntent or interest targeting, when combined with location targeting, allows you to focus on specific audiences you most want to reach during the planning phase of their trip. Zeroing in on searchers by both their current location and trip-planning keywords, your ads will display to the right audience with the right intent.

For example, if your market research has found that travelers from San Francisco spend the most when visiting Seattle, you may want to serve ads to San Francisco searchers who are looking for “Seattle hotels.” This has the potential to significantly improve CTR.

If you think this may limit your overall reach, you can try a different approach. To bump up your potential volume of impressions, see Lucy Wang’s recent article about improvements to our matching technology for geography and product intent (among other parameters): Broad Match: The ultimate volume player.

During the trip: Use location targeting

bing ads mobile localWherever you are, you’re local. At least that’s how it looks from a smartphone’s perspective, and local searches are growing: use of terms like “nearby” or “closest” or “near me” are on the rise.

These days, no traveler arrives in your town without their mobile phone and their thumbs ready to click on the search icon. Local businesses can capitalize on these “temporary locals” as they search for restaurants, concerts, sightseeing tours, outdoor activities, and other local attractions.

bing ads mobile local

For more details, see the three minute video on Location Targeting.

Who will win in 2015?

The big winners this year will be those who move the traveler closer to the conversion action at the very moment they show intent. Savvy ad copy, targeting, and using call extensions and location extensions in your ads can significantly increase your conversion potential.

Get all the Yahoo Bing Network travel tips in our mobile insights presentation and infographic.


[1] eMarketer. The US Travel Industry 2015: Digital Ad Spending Forecast, May 2015. Includes both leisure and business travel.

[2] Skift. Megatrends Defining Travel in 2015: Yearbook / Issue: 01

[3] Bing Ads internal data for summer 2014. Local attractions include aquariums, museums, national parks and monuments, theme parks. Events and tickets include dinner theaters, music concerts, theater and fine arts, ticket agencies.

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