Product Listing Ads
PLAs are a pay-per-click on-site advertising solution for suppliers who want to increase clickthrough and sell-through of their products.
- Targeted Reach: Reach thousands of in-market shoppers ready to buy products like yours
- Cost-Effective: Only pay when a shopper clicks on your products, ensuring efficient spend
- Results-Driven: Near real-time campaign analytics through the reporting tool
Building PLA Campaigns
Learn how to set up a PLA campaign. The key steps in the campaign workflow are highlighted below.
- Campaign Configuration: Start your PLA campaign with budgets and pacing (00:25).
- Product Selection & Bids: Review product selection and the basics of bid management (05:10).
- Targeting: Learn best practices around PLA campaign targeting (08:27).
Campaign Configuration A:
- If you have access to multiple vendor accounts make sure to select the vendor name that you want your campaign to be associated with.
- Select the placement for the campaign. Placements will vary depending on the retailer program.
- Campaign names should be consistent and easily recognizable for dashboards and reporting. “Category – Time – Tactic” is recommended. e.g. “Beverages – Winter 2023 – PLA"
- If applicable, enter Campaign Billing ID#, IO# or PO#.
Campaign Configuration B:
- Enter the budget amount and select budget interval for the campaign: The Budget Interval is the rate at which the budget amount will refresh. Options include Daily, Weekly, Monthly, or Lifetime.
- Flight Time: The Start and End Dates for your campaign. Test & Learn campaigns should run at least 6-8 weeks to ensure sufficient visibility in front of shoppers.
- Select Pacing:
- Even Pacing: Distributes spending evenly over the campaign flight.
- ASAP Pacing: Enables campaigns to spend through budget without restrictions.
- Front-Loaded Pacing: Allocates more budget to start of campaign flight, while also ensuring that campaign remains live through majority of the flight dates (like Even Pacing).
Product Selection & Bid Management
- Click the blue check box next to a product to select it for promotion. If applicable, select at least 6-10 SKUs per category. Focus on best-sellers, seasonally relevant products and/or core items.
- Advertisers can input unique bids per product or apply the same bid across all selected products. Consider the price of your products for your bids: we recommend no more than 50% of the price of the item.
- Bid within the Suggested Bid range to ensure bids are competitive.
Targeting Module
- Targeting is based on a 1:1 taxonomy match and the available targets will reflect the applicable categories in which the promoted products are eligible to appear.
- Review targets to ensure promoted products will reach the desired shoppers. Deselect a category by un-clicking the Blue Check Box next to it.
- If applicable, keep the Homepage target selected for broader onsite visibility. Remove to have a more focused targeting set.
- Additional audience or regional based targeting will also be available in this section if offered by the retailer program.
Display Banners
Display Banners are a CPM, impression-based on-site solution for brands who want to increase brand awareness and promote purchase of their products.
- Extend Your Brand’s Reach: Feed the top of the onsite funnel by exposing your brand to new shoppers.
- Cost-Effective: 100% visibility by in-market shoppers: only pay when shoppers view banners.
- Sway Purchase Decisions: Highlight key products next to competitors and take category ownership.
Building PromoteIQ Display Campaigns
Learn to set up banner campaigns:
- Campaign Configuration: Creative review (01:00) and setting parameters (01:44).
- Creative Selection: Review adding creatives to campaigns for promotion (07:00).
- Targeting: Learn about targeting eligibility and selection (08:25).
Campaign Configuration A:
- Prior to the Display Banner campaign build, creative assets must be developed and targeting eligibility must be confirmed based on specific requirements for each retailer program.
- If applicable, select the desired vendor for the campaign.
- Select the placement for the campaign. Placements will vary depending on the retailer program.
- Campaign names should be consistent and easily recognizable for dashboards and reporting. “Category – Time – Tactic” is recommended. e.g., “Beverages – Winter 2023 – Display"
- If applicable, enter Campaign Billing ID#, IO# or PO#.
Campaign Configuration B:
- Enter the budget amount and select budget interval for the campaign: The Budget Interval is the rate at which the budget amount will refresh. Options include Daily, Weekly, Monthly, or Lifetime.
- Enter CPM Bid. Depending on the retailer program, banner campaigns may require a minimum bid.
- Flight Time: The Start and End Dates for the campaign. Test & Learn campaigns should run at least 4-6 weeks to ensure sufficient on-site visibility.
- Select Pacing:
- Even Pacing: Distributes spending evenly over the campaign flight
- ASAP Pacing: Enables campaigns to spend through budget without restrictions.
- Front-Loaded Pacing: Allocates more budget to start of campaign flight, while also ensuring that campaign remains live through majority of the flight dates (like Even Pacing).
Creative Selection
- Confirm the status and expiration date of the creatives listed. Only creatives that show a status of "available" are eligible for promotion.
- The campaign end date must be either before or on the expiration date of the selected creative.
- To best track and report on campaign and creative performance, select only one creative per campaign. If multiple sizes are required, select creatives that all use the same image.
- Simply click the blue check box next to a creative to select it for a campaign.
Targeting Module
- The available targets reflect the categories that apply to the products being promoted in the selected creatives.
- Targeting eligibility is typically confirmed with the retailer team prior to the creative asset becoming available in the platform
- The default option is to select all available targets to maximize visibility across all categories. Deselect a category by un-clicking the blue check box next to it or click "unselect all" to de-select all targets.
- Additional audience or regional based targeting will also be available in this section if offered by the retailer program.
Sponsored Brands
Sponsored Brands is a highly visible advertising solution featuring multiple clickable components, including 3 PLAs and your brand logo, enabling you to tell a full-funnel on-brand story from awareness and consideration to sales and loyalty.
Key Benefits:
- Easier discovery of your brand which drives more shopper awareness and sales
- Faster campaign launch vs. traditional display banners. Only your brand logo requires a one-time approval to launch Sponsored Brands campaigns.
Building Sponsored Brands Campaigns
Learn how to set up sponsored brands campaigns in the platform:
- Brand Logo Upload: Uploading your logo for approval (0:08).
- Campaign Configuration: Setting campaign parameters and selecting promoted products (01:05).
PLA Extension
Scale reach across the Microsoft Advertising Network to drive shoppers to a retailer’s site to make a purchase. PLA campaigns only extend to Microsoft properties when the ad can’t be served onsite.
- Reengage In-market Shoppers: Show targeted ads where shoppers browse off a retailer’s website to drive more conversions.
- Increase Campaign Reach: Automatically creates audiences & offsite product ads reach more shoppers.
- Activate Retailer First-party Data: Guard against the deprecation of third-party cookies while maintaining privacy standards.
PLA Extension Campaign Setup
Follow the standard PLA campaign build workflow as noted above and simply check the “Extension” box in the campaign configuration step.
Once this box is checked, campaigns will be automatically extended to Microsoft properties when the ad cannot be served onsite.
Follow the standard PLA campaign workflow to complete the campaign build and launch when ready!
Reach out to our support team if you need help or can't find the resources you need
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