Sophie Lee

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Holiday Preparation Overview: Editorial Tips for Sitelink Extensions

SMB - Smart phone touch screenAs we discussed yesterday, Sitelink Extensions are a quick, easy way that can help make your ads more relevant to the average search engine user. It’s easy enough to search for a keyword or phrase in Bing, but sometimes the results received don’t match those anticipated. This can mean frustration for Bing users, the potential for high bounce rates for web site owners and for PPC marketers, it could mean increased click-through rates without the desired return on investment.

Online shopping can be less daunting for the not-so-web-savvy if you help them learn more about what they'll find on your site by adding Sitelinks to your ads. For example, if you type “Holiday Vacation Packages” into Bing, you’ll find that several of the top paid results have associated Sitelinks. The text that appears for these Sitelinks can vary depending on what marketable products you have to offer and what type of search optimization plan you want to promote; choose Sitelinks wisely because they can quickly elevate user experience and accessibility.

Enhancing your campaigns with Sitelinks is the first step in the process, but before your ads will serve, they'll need to clear the editorial review process. Follow all of the guidelines below for a smooth experience:

1. Make sure that each Sitelink clicks through to a working URL and landing page with relevant information and price points.

2. Make sure your Sitelinks will fast-track your customers to unique points of interest that can be found on your site.

3. Do not duplicate Sitelinks; each one should lead to a different page of your site.

4. Proactively alert your account rep or the Bing Ads Support team for any potential editorial disapprovals. Examples are listed below:

a. “Trips to Curacao” – “Curacao” might be disapproved for “alcohol” content even if your site is selling vacations to the tropical island.

b. “Pharmacy Hours of Operation” – “Pharmacy” will be disapproved for “pharma – related terms”.

c. “Nokia Phone Sale” – If you are a genuine reseller, your Sitelinks can still be disapproved for suspected sale of “counterfeit goods.” Make sure you proactively alert the editorial team.

5. If your site advertises products that are risky, like over-the-counter medicines or ammunition, your site domain might be disapproved and your Sitelinks will suffer the same fate. Always obey editorial policy so that your site can serve as much as possible during the holiday season.

6. Do not add special characters to your Sitelinks, like : ) or <3’s. These will automatically generate disapprovals for “Disallowed Special Characters”. If you are going to have an “FAQ” or “Q&A” page, make sure you follow the guidance in #4 above to alert your rep or the Support teams for allowed use of “Excessive Capitalization”.

7. In order to catch all disapprovals in the Ad Extension spectrum, check if brick & mortar addresses included in your Location Extensions are allowed. For example, if your shop is located on “Gunmetal Road” or in “Cannon Beach, Oregon.”

Follow the seven simple rules above and your Sitelinks will help drive better qualified holiday season traffic to your site. For more information, check out the Sitelink Extensions tutorial.

Questions? Comments? Leave them below, or ping us on Twitter.

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Holiday Preparation Overview: Editorial Review Tips on Product Ads

SMB - Young woman shopping on streetWith more consumers using the internet as their one-stop shop this holiday season, marketing your gear in a clear, concise, and high-tech way is not just smart, it’s necessary. Get ready for the holidays with a Product Ads campaign that will fuel site traffic and put your landing page at the top of search engine results!

For an example of what your campaign would look like, simply go to Bing.com and search for a marketable product, e.g. Christmas Trees. To the right of the search results, you’ll see a box of images. Choose your favorite image and click on it. From there, you’ll be redirected to the merchant’s landing page where you’ll find all of the information needed to place your order. Easy, effective, and a surefire way to up purchase potential during the 2014 holiday season.

Now that you know what Product Ads are all about, here are some tips and tricks to get your listings up and running, while adhering to Bing Ads Editorial guidelines:

1. Adult content is not allowed in Product Ads. When setting up your feed, always consider terms that sound adult-themed, but actually aren’t in their given context. For example, hardware and automotive stores are usually flagged for the term “stripper”, which refers to a wire stripper or paint stripper. To keep this from happening, make a list of which keywords could trigger a false positive for disapproval and get in touch with Bing Ads Support (have your account number handy) to let them know prior to sending your campaigns live. When your campaign starts to run, ads that would have been rejected will serve without issue.

2. Consider whether or not keywords with a high potential for disapproval can be grouped together in categories. I’ve listed a few examples below:

  • Party supply stores that feature items sold at Bachelor/Bachelorette parties are likely to be flagged for multiple adult terms, but won’t ever sell adult items.
  • Retailers who carry a lot of products with trademarked brand names or seemingly “counterfeit” products.
  • Companies that sell poker tables or anything remotely related to gambling will be flagged repeatedly for “gambling” content.

 

3. Review your Product Ads feed for non-editorial issues prior to uploading it to the Bing Merchant Center (BMC). The BMC user interface I has a template file that advertisers can refer to under the catalog settings tab: Download the catalog feed file template.

Here are a few non-editorial items to look for before submitting your feed:

  • The offer title and price should match those listed on the landing page -- this is especially true for variable prices, where the default price found on the landing page must match the one in the ad.
  • Make sure product ad images are not pixelated, backgrounds are simple or white, and that your selected photos are accurate depictions of the product that is searched for.
  • Click on the URLs to verify that they actually work and link to the correct landing page.

 

Beat the competition by getting your Product Ads to serve first -- simply follow the steps above to help increase traffic, purchases, and interest in your website and merchandise. For more on Product Ads from an Editorial perspective, you can review the Product Ads and media format guidelines page.

Questions? Comments? Leave a comment below, or ping us on Twitter.

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