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SEMrush Webinar: Making the Migration to Bing Shopping Campaigns

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Webinar given for SEMrush June 2015. https://www.semrush.com/webinars/bing-it-on-making-the-migration-to-shopping-campaigns/ Check out the accompanying blog post as well: https://www.semrush.com/blog/getting-ready-for-bing-ads-shopping-campaigns/

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SEMrush Webinar: Making the Migration to Bing Shopping Campaigns

  1. 1. Bing It On: Making the Migration to Bing Shopping Campaigns
  2. 2. 2 Elizabeth Marsten, Director of PPC » Point 1  Remove and improve content. @ebkendo
  3. 3. 3 What are Bing Shopping Campaigns? Powering Product Ads on Bing.com search engine results pages.
  4. 4. 4 What are Bing Shopping Campaigns? Through product feeds uploaded into Bing Ads.
  5. 5. 5 When Does This Happen? » Beta open now, through a rep » General release anticipated early July » No specific sunset date for Product Ads campaigns We’re just getting started…
  6. 6. 6 Why Make the Transition? » Campaign Priority Settings  Low, Medium, High Quite simply: features and functionality
  7. 7. 7 Why Make the Transition? » Create campaigns by product type, brand,
  8. 8. 8 Why Make the Transition? » Granular structure over product groups and bids
  9. 9. 9 Why Make the Transition? » More Granular Reporting
  10. 10. 10 Why Make the Transition? » 29% Lower CPC  Than non-brand text ads » 49% Higher Conversion Rate  Than non-brand text ads » 540 Million Retail Searches  Monthly, Yahoo/Bing Network And of course, cost and efficiency.
  11. 11. 11 The Difference Between Google & Bing » Results on the Bing.com SERP » Related searches » Rich captions
  12. 12. 12 Getting Started on Migration
  13. 13. 13 How to Transition Current Campaigns » Assuming that you are a current advertiser and do not need to create a store in Bing Merchant Center » If not, visit the Bing Ads Help Center for more on how to create a storefront and send in product feeds
  14. 14. 14 How to Transition Current Campaigns » If you’re currently running Product Ads Campaigns there are two options:  Import from Google AdWords  Create new Shopping Campaigns from scratch and pause the old product ads campaigns.
  15. 15. 15 How to Transition Current Campaigns » Import from Google AdWords  Import from Google AdWords  Imports campaign structure, set campaign priority to medium or high to make sure the new campaign takes priority over the old Product Ads campaign
  16. 16. 16 How to Transition Current Campaigns  Sign into your Adwords account  Choose the campaigns to import  Choose the Bing Ads account to import into  Set your import options  Import!  And of course, login to Bing Ads to check that everything went according to plan
  17. 17. 17 How to Create a New Campaign » Select “Shopping” when creating a new campaign  Name campaign appropriately  Set priority (medium or high)  Daily budget  Time zone
  18. 18. 18 How to Create a New Campaign » Additional settings  Map product filters from your old Product Ads campaign to your new Shopping campaign  Note that like AdWords Shopping Campaigns, “grouping” feature is retired Image credit: Bing Ads
  19. 19. 19 How to Create a New Campaign » Check your feed settings  If you did not import from AdWords and you’re building new campaigns in Bing Ads, make sure that your feed header columns get updated.  Grouping, Label have seen the biggest changes  Take advantage of the expansion of Custom Labels, now up to 5! Image credit: Bing Ads
  20. 20. 20 Tips & Tricks After the Transition is Made
  21. 21. 21 Some Best Practices » Leave those legacy product ad campaigns running at first, no matter which option you choose » Import one or two Google AdWords campaigns, check settings, import quality and for errors. Let those test campaigns run and get some data before importing the rest
  22. 22. 22 Some Best Practices » Use those Custom Labels » Go as deep as you can in category levels » Don’t forget to use the “excluded” product group » Use negative keywords. Regularly
  23. 23. 23 Some Best Practices » Dimensions tab- use it! See Share of Voice reporting » Set the catch all or all products bid under any product group bids » Don’t lowball new campaign bids at first
  24. 24. 24 Now What? » Resources  Bing Ads Help Center  Bing Ads Blog Announcement » My Favorite Blog Posts on Bing Ads Shopping  Search Engine Land (announcement style)  PPC Hero (vs. Google style)  SEER Interactive (helpful hints style)
  25. 25. 25 Questions? @ebkendo Thank You!