In this 60min live broadcast, we’ve teamed up with Bing to bring you a webinar full of new insights within the Bing Shopping network & proven strategies that’ll help drive higher quality traffic to your ecommerce website.

1. @PurnaVirji
Purna Virji | @PurnaVirji

2. @PurnaVirji
WRITER SPEAKER
All of the job titles
SENIOR PPC TRAINING MANAGER

3. @PurnaVirji 3

4. What we’ll cover:
1. Feed Optimizations
2. Creative Optimizations
3. Defensive Strategy
Q&A
@PurnaVirji

5. Like to Share? Want to Win Swag?

6. @PurnaVirji
#BingShopping
What’s your fav Shopping
Campaign optimization tip?

7. Ready?
7

8. @purnavirji
1. Feed optimization

9. Blanks are bad!

10. Required Fields:
• ID* – Product Unique Identifier
• Title – Product Title
• Link – Direct product landing page URL
• Price – Item price reflected on site
• Description – Detail product description
• Image Link – URL of image (.bmp, .gif, .exif, .jpg, .png, .tiff,
and minimum recommended size of 220px by 220px
Highly Recommended Fields:
• Product Category* – Predefined Product
Categories/taxonomy
• Product Type* – Advertiser’s Taxonomy
• Bingads Redirect – Append 3rd party tracking
• Custom Label 0-4* – Custom identifiers for campaign filters
• Sale Price – Item Sale price on site
• Sale Price Effective Date – Items Sale price start/end date.
• Condition* – New/Used/Refurbished
Feeds 101 & best practices
10
Custom Label 0
Custom Label 1
Custom Label 2
Custom Label 3
Custom Label 4
Brand
Condition
ID
Category (1st level)
Product type (1st level)
*Available Campaign Filters

11. @purnavirji
Optimizing product feeds: Best practices
Campaign organization
Campaign
Ad group

12. @purnavirji
Optimizing product feeds: Best practices
Top sellers High margin Sale
Limited
inventory
Campaign
Ad group
Campaign organization

13. @purnavirji
Optimizing product feeds: Best practices
• Bids can be applied independently
• Targeting adjusted to top geos
• Increase budget for top selling products
• Monitor low-inventory & move products out
Top sellers
Campaign
Ad group
Campaign organization

14. @purnavirji
Consider how Apparel House can plan their ad targeting
High margin Summer Sale Daypacking
The Product Catalog: Powerful eCommerce

15. @purnavirji
High, low
High demand, low demand
Optimizing the feed
High end, low end, salePrice range
Popularity
Profit margin
Making the most of custom labels
Stock level Limited supply
Seasonal products Winter clothes, swimwear

16. @PurnaVirji
Add descriptors in your title: brand name, silk, size M, etc.

17. - Include the following:
• Brand + Product Name + Product Type + Gender
+ Size + Color (if applicable)
Example: Patagonia Artic Thermal Winter Jacket, Men's
Size L, Blue
- Normalize to most common (Male vs Men’s)
- Know your limits: 35 | 150
Cheat Sheet:
TIP:
Check the search
term report for
ideas to make titles
more relevant.

18. @PurnaVirji
Make your description werk!
Add relevant, high-quality
keywords

19. • Be granular in product groups
and more aggressive in bidding
for your “best” products
• Think of product groups as a
way to organize products to
mange budget and make
bidding decisions
Bids # of
Products
ID
Bidding
Top
Performers
High Value
Segments
Category Level Bidding
All Products – Low ROAS Catch
All
Tighten up your Targets

20. Use the Bing Taxonomy to Categorize as Deep as Possible
Aim for 4+ layers deep, help the system find your ads
Better relevance -> more triggers -> more impressions ->
more clicks
Category 1 Category 2 Category 3 Category 4
Apparel & Accessories Clothing Dresses
Apparel & Accessories Clothing Dresses Cocktail Dresses
Apparel & Accessories Clothing Dresses Day Dresses
Apparel & Accessories Clothing Dresses Formal Gowns
Apparel & Accessories Clothing Dresses Little Black Dresses
Apparel & Accessories Clothing One-Pieces
Apparel & Accessories Clothing One-Pieces Jumpsuits & Rompers
Apparel & Accessories Clothing One-Pieces Leotards & Unitards
Apparel & Accessories Clothing One-Pieces Overalls
Better

21. Product Titles
• Use keyword-rich titles
informed by SQR research
• Optimize titles and
descriptions to improve
query matching
• Ensure there are no blanket
titles
Accurate Data
• Ensure correct Stock Status
& Product Price
• Keep data fresh & up to date
• Proper shipping Information
is critical
• Provide clean product info
Product Images
• With limited title characters,
high quality images are
important
• Ensure correct image is
associated with the right
product
High-quality feed cheat sheet
21
* If feed is not refreshed before 30 days, the feed will expire and products will stop serving

22. @purnavirji
2. Creative optimization

23. @purnavirji
Which ad catches
your attention?
1. 2. 3.
4. 6.5.

24. Which ad catches your attention?
1. 2. 3. 4. 5.

25. @purnavirji
Which ad catches
your attention?
1. 2. 3.
4. 6.5.

27. Optimize based on the space
Title Space is limited so get the
words that sell into what
appears (SQR Reports).
Include Price and Sale price
where appropriate for best
impact.
For areas of focus, take a look at
successful competitors for ideas.
Use existing ads for best practices

28. @purnavirji
Core creative elements
for a shopping ad
Image
Enhancements
Price

29. @purnavirji
Show multiple
colors
Core Creative Elements for a Shopping Ad-
Image

30. @purnavirji
Core Creative Elements for a Shopping Ad-
Image
Show product
in use

31. @purnavirji
Show multiple
colors
Core Creative Elements for a Shopping Ad-
Image
Show product
in use
High
resolution
images

32. @purnavirji
Start with
regular price
Core Creative Elements for a Shopping Ad-
Price
Add sale price Or price
competitively
against other
ads

34. @purnavirji
Core Creative Elements for a Shopping Ad-
Enhancements
Use promo
text

35. @purnavirji
3. Defensive strategy

36. @purnavirji
Key defensive strategies
Negative keywords
All the reports
Campaign priority settings

37. Negative keywords save you money

38. Campaign Priority Settings

39. - Low for catch alls
- Medium for normal day-to-day
- High for focus areas.
Cheat Sheet

40. @purnavirji
Smartphones
and tablets
“Everything
else”
Geographic
bid modifiers
Bids and Bid Modifiers

41. Review rejections to ensure full coverage

42. Shopping: Category
Shopping: Product type
Shopping: Brand
Shopping: Item Id
Shopping: Store Id

43. Shopping Reporting Cheat Sheet
1. Partition Report - Report overview of the Product Group structure and break
out w/KPIs an aggregate of all the products in the group (filter by unit)
2. Dimensions Report – Line item detail report of each product ID w/KPIs (Best
report for optimization to understand which items are performing/non-
performing)
3. Partition Unit Report - Historical performance on product groups (does not
the sub categories of a product group)
Best Practice - Use the Dimensions and Product Partition Report to start
optimizing on campaign and product level performance.

44. Impression share metrics are now available
in both Reports and Dimensions, too.

45. Make it grow

46. @purnavirji
Remarketing
works too!
Don’t forget…
Subscription and
rental products are
allowed on Bing!

47. Remarketing on BSC can produce solid results
Study looking at one of my clients
Source: UI Audience Reporting, Feb - Mar 2016
2.4% of Total Clicks
19.4% higher CPC
40.3% higher CTR
59.3% higher Conversion Rate

48. @purnavirji

49. Use custom labels for breaking up your products [ best selling , seasonal sales, etc. ] to ensure the
highest performing products receive coverage on the SERP.
Use the dimension report to figure out the high performing products and separate them out to a
different product group so that those can be managed separately. The same can be applied to
products not performing well.
Use the benchmark metrics and the share of impressions metrics [available in product partition &
product dimension report] to figure out where you are losing impressions. This can also be used as a
starting point to see if any bid optimizations are needed.
Use the search term report on Text Ads and see if there are any opportunity gaps for PA and vice
versa.
Make sure you have an all products target –ensure you are serving all of the eligible products for
maximum visibility and volume.
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Easy Win Optimizations: Start today
Bing Shopping Quick Wins

50. Let’s chat @PurnaVirji

52. Thank you
Thank you