How to Prepare for Product Ads - Best Ways to be Followed

Hot tips to help you make a success of this exciting new search marketing product

As a member of the Retail Account Management team here at Yahoo, I couldn’t be more excited to share our newest ad format within the search results page: Product Ads. Product Ads help retailers easily promote their products and offers in an eye-catching way within the search results page to complement traditional text ads. As they say, a picture speaks a thousand words.
Currently, we’re working with a select group of retailers to help them set up and manage their Product Ads campaigns ahead of the general release of Product Ads. (Please contact your account manager for further details and updates.)

To help you prepare to opt in to Product Ads, I’d like share some advice in the style of a famous late-night talk show host’s “Top 10 List.” OK, ours is a “Top 12 List,” so we’ve topped Letterman by two. (And, coincidentally my name is also Dave, so there.) Without further ado, here is…

Dave’s top 12 things you need to know about Product Ads:

12. Mind the gap: Product Ads help bridge the gap between shoppers’ searches and their purchases by offering a richer search ad experience that integrates product images into the ad. This will make your offering stand out on the results page, and ultimately help achieve a lift in performance.

11. Have it both ways: Product Ads are able to display along with text ads, meaning that you can potentially have both your text ads and Product Ads display at the same time for a search query, potentially pushing aside your competition.
10. Must-haves, part I: In order to use Product Ads, you’ll need the following:

• A Bing Merchant Center Account (Log in to your Bing Ads account > Tools > Bing Merchant Center)
• A product feed (see #9 for what this should include)
• A new Product Ads campaign created within Bing Ads

9. Must-haves, part II: Your product feed must have the following:

• Merchant Product ID (MPID)
• Title
• Brand
• Product URL
• Price
• Description
• Image URL

Other fields are optional. And yes, you can use a Product Listing Ad-formatted feed.

8. Name that store: The store name you create in the Bing Merchant Center displays with your Product Ads, so make sure to use a name that you want to display in the ad results.
7. Don’t try this at home: Do not add Product Ads to an existing text ad campaign. They just don’t play well together. You need to set up a new Product Ads campaign within your Bing Ads account. These campaigns will include Product Extension (only one may be created per campaign). This designates that the campaign is for Product Ads, which include 45-character promotional text and 10,000 Product Targets per ad group. Product Targets are your way of determining what type of queries result in specific products or categories of products contained within your feed. For example, if you are a department store and you have a women’s clothing department and a men’s clothing department, you wouldn’t necessarily want to use the same keywords for both men’s and women’s clothes (e.g., “blouse”). To ensure that you’re driving the right search queries to the right products, you can label products within your feed as either “men’s” or “women’s” and then use the Product Targets to target traffic specifically for those categories.
6. Get into the Import business: If you’re currently running a Product Listing Ad campaign on Google, you can easily import these campaigns to set up your product campaigns and targets in bulk.
5. Track that ad: Need to track Product Ads? Use the Bing Ads Redirect URL field when you set up your feed. This will override the Product URL field in the feed you provide when your Product Ads display. If you’re using a Google feed, it’s synonymous with the AdWords redirect field. This will allow you to effectively track your Product Ads campaign performance.
4. There are limits: Each account may have up to two million keywords, but although Product Targets are not keywords, they still count against this account limit. Consider creating a sub-account just for your campaigns/Product Targets.
3. Cover your bases: For your first Product Extension, I suggest selecting the All Products option. This will ensure that you have a campaign covering all your products included within your feed. Then create Product Extensions that are more targeted to your top product categories (see #7 for an example).
2. Budget and bid accordingly: Make sure you understand Bidding and Budget accordingly. For bidding, there are two options, an ad group bid and a custom bid. If you have a Product Target that’s targeting “All Products,” you are casting a wide search query net, and so, you’ll want to place a lower bid on that target. However, if you’re targeting “TVs > Flat Screen > Plasma > 42 Inch > 1080i,” you’re looking for very specific search queries, which means you’ll want to bid higher on this target using the custom bid option, because the consumer is further down in the buying cycle. Be sure to allocate additional budget to your Product Ads campaigns as you would be any new search campaign.
And a drum roll please…

1. Get more: Check out our recent Webinar “Get the Most Out of Product Ads,” in which our Product Ads experts share how to set up a Product Ads campaign and answer questions.

-- Dave Carter

Source : Yahoo! Advertising Solutions - Yahoo

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