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The Science of Data Feed Optimization for Shopping Campaigns

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The Science of Data Feed Optimization for Shopping Campaigns The Science of Data Feed Optimization for Shopping Campaigns The Science of Data Feed Optimization for Shopping Table of contents Introduction to data feeds 3 for Shopping Campaigns Shopping feed parameters 12 and best practices Optimize that feed 24 FAQ 31 The Science of Data Feed Optimization for Shopping TheThe Science Science of of Data Data Feed Feed Optimization Optimization forfor ShoppingShopping 2 Introduction to data feeds for Shopping Campaigns 3 The Science ofof DataData Feed Feed Optimization Optimization for for Shopping Shopping The Science of Data Feed Optimization for Shopping 4 This is what product ads look like Product Ads surface the top information consumers are looking for while “showrooming,” putting the shopper closer to an online purchase. Data feeds, shopping feeds and the advertisers who love them Product ads on Bing or Google are managed via your Shopping Campaign. Your product ads are created from a data feed that consists of both static and custom values. We call this your shopping feed. For your customers, product ads stand out because they include an image – and images are processed in the brain 60,000x faster than text ads. This makes product ads very successful for advertisers. has retail searchers not 50 Million reached on Google Source: comScore qSearch (custom), US, March 2016 advertise.bingads.microsoft.com/en-us/audience 5 The Science of Data Feed Optimization for Shopping The Science of Data Feed Optimization for Shopping 6 Elements of the product ad: Product Image Product Title Product Price Advertiser/Store Name The product ad format is all derived from a shopping feed. Without a feed you will not be able to serve any ads. 7 The Science of Data Feed Optimization for Shopping The Science of Data Feed Optimization for Shopping 8 This is what a shopping feed Data from the shopping feed looks like becomes your product ad Product ads are still a Shopping feed tips CPC-based auction The best way to view a shopping feed is in excel – delimited. Each column represents a parameter. Each row represents the attribute that makes a feed. There are two possible formats for the file:.txt and .xml. The most commonly used format is .txt. 9 The Science of Data Feed Optimization for Shopping The Science of Data Feed Optimization for Shopping 10 Shopping feed parameters and best practices The Science of Data Feed Optimization for Shopping 12 Creating a Shopping Feed: Required Fields Item SKU Item SKUMen’s jacketMen’s jacketBrooks Brooks $89.99 $89.99Blue suedeBlue suede men’s jacketmen’s jacket Item SKU ItemMen’s SKU jacket Men’sBrooks www.store.com/jacket293jacket www.store.com/jacket293Brooks $89.99 $89.99Blue suedewww.store.com/jacket_image.gif Bluewww.store.com/jacket_image.gif suede men’s jacket men’s jacket Cheat sheet for requiredwww.store.com/jacket293www.store.com/jacket293 fields www.store.com/jacket_image.gifwww.store.com/jacket_image.gif ID Image Link Unique identifier for an item (50 character limit) HTTP of HTTPs URL of an image of the item also known as MPID (merchant product ID) Brand Title Item’s manufacturer, brand, or publisher Title of the item (150 character limit) Price Description Price from the landing page of your offer must Item description (10,000 character limit) be the same price as indicated in the feed Link Direct URL of the item’s landing page 13 The Science of Data Feed Optimization for Shopping The Science of Data Feed Optimization for Shopping 14 Best practices for required fields Title Links Other than the image, the title is one of the first parts of the Must link directly to the landing page for the product. ad a customer sees. Products will be disapproved if they have inaccurate links. Show the customer the most important information in the title to improve CTR. Try to put the most important Often a lag time after a URL change of any kind. information within the first 35 characters since the add cuts off. The backend system must recrawl the links. Title length often constrains advertiser from showing Image relevant terms (color, brand, gender, size, etc.). Apparel often performs best with images of the item on a Description model. Crawled by search engines to determine whether or not it is Other products (i.e. a laptop) perform better with a shown for given search query. standalone image of the product. Include important information about the product, especially Like links, often a lag time when switching the image URL will if not included in the title. require a recrawl of the image links. Description optimizations are often tedious due to the amount of content in them. 15 The Science of Data Feed Optimization for Shopping The Science of Data Feed Optimization for Shopping 16 Creating a Shopping Feed: Recommended Fields Software>ComputerSoftware>Computerinstock 20.99instock 201620.99-‐7-‐01T08:152016-‐ -‐7-‐01T08:15-‐ New New 05:00/2016-‐8-‐01T05:00/2016-‐8-‐01T 09:30-‐05:00 09:30-‐05:00 m.contoso.com/product.aspm.contoso.com/product.asp Best Sellers, HighBest Sellers, High XYZ123 XYZ123 ROAS, Spring ROAS, Spring Software | ComputerSoftware Software | Computer Software http://www.contoso.com/shoes/http://www.contoso.com/shoes/ 17 The Science of Data Feed Optimization for Shopping The Science of Data Feed Optimization for Shopping 18 Cheat sheet for Condition Condition of the item recommended fields BingAds Redirect Category Redirect URL that overrides the URL given in the Predefined product category/taxonomy (Bing and Google “link” attribute share the same taxonomy) Item Group ID Product Type Used to group items that may vary by color, material, Advertiser’s own internal category/taxonomy pattern, or size Mobile Link Mobile landing page URL Best practices for Availability recommended fields Availability of item Sale Price Product Type Item’s sale price Product type must be separated with a “>”. Up to advertiser to decide what makes most sense based on Sale Price Effective Date account structure. Item’s sale price start and end date Adding product type will allow more filtering for an accounts Custom Label 0-4 structure. Typically, the more granular your product types go Use to identify products for ad campaign filters the better off you are. 19 The Science of Data Feed Optimization for Shopping The Science of Data Feed Optimization for Shopping 20 Continued... BestRedirects practices for Link field that must redirect to the landing page listed as Custom Labels recommendedthe product URL. fields These labels give you the ability to target attributes You can use this field to add tracking parameters to important to you, but not specified within the Bing UI. monitor performance across different platforms. Product Categories Common uses: high margin products, sale items, seasonality. Use the Redirect field to properly track the landing page beforeAlso separated the links get by rejected. “>” For anything under 1000 unique values, custom labels are great. For anything over 1000 unique values, append to Used by Bing to determine path to search queries product type. associated with products Product Categories The more specific, the better (i.e. Vehicles & Parts > Vehicle Parts & Accessories > Motor Vehicle Parts Also separated by “>”. > Motor Vehicle Engine Parts, is better than just Vehicles & Parts). Allows the advertiser to match at a Used by Bing to determine path to search queries associated more specific targeting category with products. Work with the advertiser when adding categories. The more specific, the better (i.e. Vehicles & Parts > Vehicle Often times the advertiser has a better idea of what Parts & Accessories > Motor Vehicle Parts > Motor Vehicle Engine Parts, is better than just Vehicles & Parts). items or group of items match better to the category Allows the advertiser to match at a more specific targeting category. 21 The Science of Data Feed Optimization for Shopping TheThe Science Science of of Data Data Feed Feed Optimization Optimization forfor ShoppingShopping 2222 Optimize that feed Accuracy of the Data Check for: Duplicate IDs Incorrect Pricing Inaccurate format ($, URL) The Science of Data Feed Optimization for Shopping 24 Product Images Title Image size: minimum size 220px by 220px. Make sure your Product Titles are as robust as possible, include: Have a “Pop” effect, use a white background. • Brand + Product Name + Product Type + Gender + Size + Color (if applicable). No promotional text in the images. Men’s down jacket size medium Keyword searches trigger your ad based on the words in the title Description Make sure the descriptions match up with the landing page descriptions. For example – the women’s shoes product details and benefits should be included in the description. 25 The Science of Data Feed Optimization for Shopping The Science of Data Feed Optimization for Shopping 26 Image Optimization Product Type/Category We only accept .bmp, gif, exif, jpg, and png extensions Match the product type that best fits Bing’s taxonomy. for images. Remember the only delimiter that can be used for product Images should not have any watermarks. type and category is “>”. Image link is case-sensitive. Changing the casing in the URL Product Category is limited to 255 characters. will cause a recrawl. Product Type is limited to 750 characters. An example of how the product category and product type are best used: Electronics > Audio > Headphones. Custom Labels 0 - 4 Add Custom labels 0 - 4 as a best practice. Custom Labels will allow the advertiser to group items by whatever they see fit for their business goals. 27 The Science of Data Feed Optimization for Shopping The Science of Data Feed Optimization for Shopping 28 Bing Merchant Center Mobile Under Catalog Summary - Here you can download the most Mobile Bid modifiers: up to date uploaded feed along with the published report and rejections report.
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