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.

1. SMX Advanced 2014
ELIZABETH MARSTEN
PORTENT, INC.
Bing Ads PLAs:
Extended Edition
#smx#14B @ebkendo

2. ELIZABETH MARSTEN (ME)
• VP of Search Marketing
• PPC, SEO, Social, Content
• @ebkendo
• http://bitly.com/bundles/ebkendo/5
• That’s what “kendo” is
2
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3. WELCOME TO SEATTLE! 3
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4. SO…BING ADS PLAS…
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5. 2X4S AND PAINT 5
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6. CONFERENCE COMIC RELIEF ? 6
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7. CALLING UP REINFORCEMENTS 7
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Sam Owen
Hanapin Marketing
Heather Cooan
Clix Marketing
Logan Durant
Exclusive Concepts

8. THE SAME
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9. REQUIRED ATTRIBUTES
• Merchant Product ID
• Product Title & Brand
• Price
• Description
• Image URL & Destination URL
9
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10. FUNCTIONALITY 10
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• Export a feed
• Adjust the feed
• Test feed submission tool
• Promotional Text
• Webmaster Tools

11. ALREADY OUT OF DATE?
• Bing Ads Label
• Bing Ads Grouping
• Bing Ads Redirect
11
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12. BUT DIFFERENT
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13. 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
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14. DISAPPROVED ITEMS 14
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15. SWINGER? 15
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16. SIGN IN TRICKINESS 16
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• Have to use a Microsoft Account (MSA)
• Compatibility issues with Bing Editor
• Compatibility issues with 3rd party tools

17. 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.

18. Can I have some numbers…
please?
#smx#14B @ebkendo

19. 30 DAY NUMBERS 19
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Clicks Impr. CTR CPC Cost Conv. Cost/Co
nv.
CR
4,657 261,785 1.78% .43 $2,021 41 $49.31 0.88%
Clicks Impr. CTR CPC Cost Conv. Cost/Co
nv.
CR
394 51,260 0.77% $1.48 $581 6 $96.94 1.52%
AdWords PLAs
Bing Ads PLAs

20. ALL RIGHT, I’M SOLD. NOW WHAT?
#smx#14B @ebkendo

21. Negative Keywords
Don’t forget them.
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22. Average Position Metric
Doesn’t really mean anything.
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23. Product Target Bid
Go higher, not lower.
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24. All Products Target
Use it, lowest bid.
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25. Keep a General Structure
Not worth expansion yet.
#smx#14B @ebkendo

26. Single SKU Product Targets
Need a crazy high traffic space.
#smx#14B @ebkendo

27. Tech Support
Through a form or rep.
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28. TRACKING
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29. TRACKING 29
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• UTM Codes
• Bing Ads Campaign Analytics
• SuperMetrics
• GA Dashboards/Annotations
• Destination URL

30. RICH CAPTIONS
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31. IT’S FREE! 31
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32. 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

33. SEOS WILL LOVE YOU 33
#smx#14B @ebkendo

34. SO, IS IT WORTH IT?
#smx#14B @ebkendo
NEW

35. Yes. Absolutely.
But…
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NEW

36. 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

37. It’s a simple channel with
good ROI.
#smx#14B @ebkendo
NEW

38. Don’t expect a lot of support or
features to roll out in the near
future.
#smx#14B @ebkendo NEW

39. THE END ...
I”LL SEE YOU AT QUESTIONS TIME
@ebkendo
#smx#14B