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/

1. Bing It On:
Making the Migration to
Bing Shopping Campaigns

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Elizabeth Marsten, Director of PPC
» Point 1
 Remove and improve content.
@ebkendo

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What are Bing Shopping Campaigns?
Powering Product Ads on Bing.com search engine results pages.

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What are Bing Shopping Campaigns?
Through product feeds uploaded into Bing Ads.

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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…

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Why Make the Transition?
» Campaign Priority Settings
 Low, Medium, High
Quite simply: features and functionality

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Why Make the Transition?
» Create campaigns by product type, brand,

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Why Make the Transition?
» Granular structure over product groups and bids

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Why Make the Transition?
» More Granular Reporting

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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.

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The Difference Between Google & Bing
» Results on the Bing.com SERP
» Related searches
» Rich captions

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Getting Started on Migration

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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

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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.

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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

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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

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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

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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

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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

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Tips & Tricks After the Transition is Made

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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

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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

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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

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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)

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Questions?
@ebkendo
Thank You!