Joe Holliday - MSFT
Posted on 04/08/14

Of the three blogs so far in this reporting series, this will be the easiest to explain and understand. Why? Because many of you are already familiar with the product ad reports and know how to use them. It’s true! Read on and I’ll explain....

Overview

These two product ad reports are just like the other performance reports you already know and love. If you’re familiar with keyword performance reports, ad performance reports, campaign performance reports, or any of the many other performance reports in Bing Ads, you already know how to use these two new reports recently introduced with Product Ads.

These two reports provide performance data for your Product Ads at two different levels: For your Product Targets and your Product Offers. Both reports have the most common performance data selected by default, including:

  • Impressions
  • Clicks
  • CTR (%)
  • Average CPC
  • Spend

This data is all grouped by either Product Target or Product Offer.

For example, a couple rows in your Product Target report might look like:

Product Target

Impressions

Clicks

CTR (%)

Avg. CPC

Running Shoes

5000

50

1%

1.25

Dress Shoes

800

4

0.5%

.40

The Product Offer report is very similar.  For example:

Product Offer ID

Impressions

Clicks

CTR (%)

Avg. CPC

XYZ1

5000

50

1%

1.25

XYZ2

5000

50

1%

1.25

XYZ3

5000

50

1%

1.25

XYZ4

5000

5

0.1%

1.25

(One other field that aggregators will see on the Product Offer report is the seller name.  The seller name helps aggregators identify which of their catalogs the data in each row applies to.)

Using the Data

Use these reports just like any other performance report: Identify Product Targets or Product Offers that are either performing well or underperforming, then take the appropriate action.

For example, from the first table, you can see that your Dress Shoes Product Target has a very low number of impressions and its CTR is only 0.5%. So first, you might want to bump up those impressions:

  • Maybe a boost in your bid will help
  • Consider how you might improve your catalog:  For example,  ensure that you’re completing as many of the optional fields as possible and that the data describes your offers in as much detail as possible

More impressions might also boost your CTR. You could further work to improve your CTR by improving your ad copy. In the case of product ads, that means improving your promotional text .  (Be aware that promotional text does not yet appear for all ads, but don’t worry it’s coming soon.) 

You can do the same type of analysis with the Product Offer report. This report offers similar information, just at a more granular level, listing the data by individual Product Offers. Looking at the second table, you can see that offer XYZ4 needs some help. One way you can try to optimize here is by creating a more granular product target that contains XYZ4. This will help more closely relate search terms with the actual products included in the target and as a result, ideally bring you more clicks per impression. Increasing your bid on this new target could help even more.

Summary

Monitor and optimize your Product Ad campaigns using these reports just as you would use the other performance reports to monitor and optimize your text ads. Identify strong performing Product Targets and Offers and leverage their strengths. Likewise, identify poorly performing items and make adjustments to get those fixed.

A quick thanks to Kunaal Pandya from our Product Ads team for helping me with the information provided here. As always, I’m looking forward to your feedback and your requests for other reports you want covered.

Tags: Bing Ads Reporting Series, product ads, reporting
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