As User Conference 2015 winds down, ChannelAdvisor product manager Valerie Anders educates her audience about product advertisements — on both search engines and social networks.
Valerie starts off her session by introducing the definition of a product ad. “Product ads are created from a product feed and triggered by a search query and/or actions taken on websites.” She goes on to explain that product ads function off an auction based, CPC model. Some examples include Google Shopping, Yahoo Gemeni, Bing and Facebook dynamic product ads.
Product Ads for Search
For the three major search providers (Google, Yahoo and Bing), data is king. Below are Valerie’s recommendations of critical data elements needed to give your product ads a solid data foundation.
- Title: For most companies, this is generally just the product name. However, it’s best practice to expand generic titles to include key product attributes (brand, gender, color, size, etc). Search engines read left to right and put most emphasis on the information put first. But with thousands on thousands of products, how do you streamline creating dynamic titles for each? Worry no more. The business rule below takes your product attributes and automatically places them in your product titles.
- Description: Make sure your product descriptions are useful to the searcher — not fluffy marketing copy. Product descriptions are most effective when they’re keyword-dense. Create a more in-depth keyword rich description by adding attributes. The following business will come in hand.
- Images: Avoid using dark backgrounds. The more clean and simple, the better (and higher your CTR!).
- Product Taxonomy: Categorize your products accordingly (Google Shopping standards). Most search providers and social networks follow Google’s footsteps.
- Campaign Structure: Structure your campaigns like you would merchandise a store. You can also use campaign priorities for time-sensitive events.
Product Ads for Social
Historically, there has been a disconnect between what occurs on mobile and what occurs on a desktop. Advertisers had no way to merge this data, however Facebook bridged this gap with its dynamic product ads. Facebook launched its dynamic product ads program this past February to make it easier for advertisers to measure conversion tracking. These ads are displayed in the news feed and right-hand column of the page.
Facebook Advertising Terminology
Facebook uses a bit of a different lingo than the major search engines. Valerie explains the basics of common Facebook advertising terms:
- Product Catalog: Generally only one per account, this contains the Product Feeds and Product Sets necessary to display the ads
- Product Feed: A set of items uploaded by the client in bulk (similar to current product feeds with other providers)
- Product Set: A set of filtered items within a Product Catalog
- Product Audience: The targeted audience created based on events (actions) that the users took
Step-by-Step Guide to Getting Started with Facebook Advertising
- Create a Facebook Business Manager account
- Install FB Custom Audience pixel
- The pixel will need to be modified to handle View Content, Add to Cart, and Purchase events.
- Accept FB terms of service to create custom audiences
- Create a Product Catalog and assign ChannelAdvisor as a partner
- Assign ChannelAdvisor as an Partner for the Ad Account
- Assign ChannelAdvisor as an Partner for the Page
- ChannelAdvisor Business ID 10152652993876658
When you create an ad campaign, you are essentially assigning an objective to the particular ad type. Each campaign contains one or more ad sets. These ad sets define your budget, schedule, bid type, and audience information Ad sets also contain contain the creatives, messaging, links, etc that make up your advertisement.
Valerie reiterates the fact that retailers shouldn’t be afraid to test and experiment with their paid advertisements. Practice makes perfect, right? She suggests to run your ads evenly across desktop and mobile, as well as using multi-image ads to increase chances for conversion.
Have additional questions or didn’t get a chance to talk with one of our experts today? Email firstname.lastname@example.org. We hope everyone is enjoying today’s event! Be sure to tag your social posts with our event hashtag #ECOMuser.
Blog post by Jordan Nowlin, social media and blog manager, ChannelAdvisor