The Science of

Data Feed Optimization

for Shopping Campaigns

Abridged Version For complete webcast replay & presentation download go to:

https://aka.ms/datafeedwebcast

#BingAdsWebcast

Richard Park

Program Manager

Bing Ads, Microsoft

@rparkdatafeed

MJ DePalma

SEM Pro Channel Manager

Bing Ads, Microsoft

@mjdepalma

Cady Condyles

Sr. Product Marketing Manager

Microsoft

@CadyCondyles

#BingAdsWebcast

#BingAdsWebcast

Dan CroopSenior Shopping & Feed Manager

Elite SEM

#BingAdsWebcast

Agenda

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What you’ll learn

On demand resources

#BingAdsWebcast

https://aka.ms/datafeedwebcast

Q A

• The only testing we recommend are on the title, description, and image, but we don’t encourage it unless there is a clear business need.

• When performing these tests it will trigger a recrawl of the feed which can take up to 48 hours to crawl.

• For example an advertiser can test their title by switching around top search queries for their products to the first 35 characters.

• Images can be tested by switching out images with different angles or backdrops

What should I be testing within the feeds on a regular basis?

• Add the highly recommended attributes such as Category, Product Type, and Custom Labels 0 – 4.

• These attributes will allow you to create custom targets with specific bids –allowing the advertiser to break out and target more granularly.

What tactics could we deploy to help drive more efficient CPCs?

• Bing will accept Google’s feed at 1:1 level

• All of Google’s required fields and most of their recommended fields transfer over to Bing when importing feeds.

• A difference - GTIN (Global Trade Item Numbers) is now required in Google’s feed. We currently don’t require the GTIN – but are exploring new features where it may be required.

What are the main differences between Google’s feed and Bing Shopping Campaign Feed?

Making bulk changes to the feed can be tricky but for those who do not have a feed provider tool – we recommend using excel and using a combination of find & replace functions along with “if then” statements.

How should I go about making bulk changes to the feed efficiently? (i.e. - if all the titles need updates, do i have to manually do that myself or is there a tip or trick i could use to do it more efficiently?)

Google Shopping Campaigns are easily imported into your Bing Ads account. Once they are set up, Bing Shopping Campaigns are easy and efficient to manage as the structure and capabilities are consistent across the ad platforms.

Do I have time to manage Shopping Campaigns on both platforms?

You track product ad conversions the same way you track text ad conversions, by using Bing Ad’s Universal Event Tracking, or your Third Party tracking solution.

How do I track conversions for my product ads?

Retailer / e-commerce store

Claim domain in Bing Webmaster tools

Create a store in Bing Merchant Center

Upload a product feed to Bing Merchant Center

Create a Shopping Campaign in Bing Ads UI

What are the requirements for running Shopping Campaigns?

#BingAdsWebcast| @mjdepalma | @brittstermizzou | @rparkdatafeed

Bing & Partner ResourcesBing Ads Blog:

http://aka.ms/bingadsblog

Help page: http://aka.ms/startbingshopping

Elite SEM Shopping & Feed Division: http://elitesem.com/what-we-do/shopping-feed/

Retail Holiday Planning Webcasts

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Holiday Insights August 16th register here: https://aka.ms/holidayinsightswebcast

Bing Shopping Campaigns August 18th register here: https://aka.ms/bingshoppingwebcast

For a complete presentation:

#BingAdsWebcast

https://aka.ms/datafeedwebcast

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