Upload
cpc-strategy
View
322
Download
3
Embed Size (px)
Citation preview
@PurnaVirji
Purna Virji | @PurnaVirji
@PurnaVirji
WRITER SPEAKER
All of the job titles
SENIOR PPC TRAINING MANAGER
@PurnaVirji 3
What we’ll cover:
1. Feed Optimizations
2. Creative Optimizations
3. Defensive Strategy
Q&A
@PurnaVirji
Like to Share? Want to Win Swag?
@PurnaVirji
#BingShopping
What’s your fav Shopping Campaign optimization tip?
Ready?
7
@purnavirji
1. Feed optimization
Blanks are bad!
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
@purnavirji
Optimizing product feeds: Best practices
Campaign organization
Campaign
Ad group
@purnavirji
Optimizing product feeds: Best practices
Top sellers High margin SaleLimited
inventory
Campaign
Ad group
Campaign organization
@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 outTop sellers
Campaign
Ad group
Campaign organization
@purnavirji
Consider how Apparel House can plan their ad targeting
High margin Summer Sale Daypacking
The Product Catalog: Powerful eCommerce
@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
@PurnaVirji
Add descriptors in your title: brand name, silk, size M, etc.
- 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.
@PurnaVirji
Make your description werk!
Add relevant, high-quality keywords
• 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
Use the Bing Taxonomy to Categorize as Deep as PossibleAim 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
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
@purnavirji
2. Creative optimization
@purnavirji
Which ad catches your attention?
1. 2. 3.
4. 6. 5.
Which ad catches your attention?
1. 2. 3. 4. 5.
@purnavirji
Which ad catches your attention?
1. 2. 3.
4. 6. 5.
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
@purnavirji
Core creative elements for a shopping ad
Image
Enhancements
Price
@purnavirji
Show multiple colors
Core Creative Elements for a Shopping Ad-
Image
@purnavirji
Core Creative Elements for a Shopping Ad-
Image
Show product in use
@purnavirji
Show multiple colors
Core Creative Elements for a Shopping Ad-
Image
Show product in use
High resolution images
@purnavirji
Start with regular price
Core Creative Elements for a Shopping Ad-
Price
Add sale price Or price competitively against other ads
@purnavirji
Core Creative Elements for a Shopping Ad-
Enhancements
Use promo text
@purnavirji
3. Defensive strategy
@purnavirji
Key defensive strategiesNegative keywords
All the reports
Campaign priority settings
Negative keywords save you money
Campaign Priority Settings
- Low for catch alls
- Medium for normal day-to-day
- High for focus areas.
Cheat Sheet
@purnavirji
Smartphones and tablets
“Everything else”
Geographic bid modifiers
Bids and Bid Modifiers
Review rejections to ensure full coverage
Shopping: Category
Shopping: Product type
Shopping: Brand
Shopping: Item Id
Shopping: Store Id
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.
Impression share metrics are now available
in both Reports and Dimensions, too.
Make it grow
@purnavirji
Remarketing works too!
Don’t forget…
Subscription and rental products are allowed on Bing!
Remarketing on BSC can produce solid resultsStudy 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
@purnavirji
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.
1
2
3
4
5
Easy Win Optimizations: Start today
Bing Shopping Quick Wins
Let’s chat @PurnaVirji
Thank youThank you