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Disruptive Marketing to Generation X- Y and Z Q&A

We’re recapping the audience questions and answers we received during the Disruptive Marketing to Generation X, Y and Z webcast. This webcast is now available on-demand. We explored trends, tactics and strategies to reach three key audiences: parents, students and teachers across three generations for back-to-school shopping. Coincidentally, Bing search trends show that the back-to-school season is also broken out into threes – the three waves of discovery, anticipatory purchasing, and last-minute shopping from July, August and September. We discussed tactics for each demographic and each wave of the shopping season. This lively discussion is hosted by MJ DePalma, Sr. Global Channel Marketing Manager, and featured Geoffrey Colon, Communications Designer and author of “Disruptive Marketing,” Linda Shi, Marketing Communications Manager, Jeff Erdman, Bing Ads Account Manager, and special guest speaker Nikki Kuhlman from JumpFly.
Q. Where do I look for the reports in Bing Ads that show the new keywords mapping to my ads?
A. Jeff Erdman: To view a list of search terms your ads have matched to within Bing Ads, click: (1) Keywords Tab > (2) Details > (3) Search Terms > (4) All. Within this list, when you see a search term you would like to add as a keyword, click “Add as keywords,” and … voila! To exclude keywords that aren't relevant to your business, select one or more terms, click: “Add as negative keywords.”
Diagram showing keyword performance
Nikki Kuhlman: It also depends on what kind of campaign you’re running. For Bing Shopping Campaigns, click: (1) Dimensions Tab > and select (2) Show: Search Terms. What you’ll see is a list of search terms that have had a significant number of clicks in the last 30 days. This list is different than the “Keywords tab” because it doesn't have the “Other search terms” row. Adding negative keywords to a Bing Shopping Campaign is a two-step process: First click on the “Dimensions Tab” and find the negative keywords you'll want to add. You'll then need to go to (1) Keywords, and  (2) View: Negative keywords. Then select either Campaign or Ad Group, and click the button Add negative keywords to add them.
Q. If you have a brick and mortar store, but you also sell your products through Amazon, is there a search strategy that you might deploy to help drive online fulfillment versus just brick and mortar, as some merchants use just Amazon instead of their running own website?
A. Jeff Erdman: A framework to how you might approach this is that Bing will be complementary to Amazon. I wouldn’t say you should choose one or the other. You want to be where your audience is, and Bing has a large and exclusive audience, so you don’t to miss out on that valuable audience. If I were a merchant, I would want to have as much control of the customer journey as possible. It’s important that you have your own website and maintain it, so that you’re harnessing the power of search in the consumer decision journey.
Nikki Kuhlman: To add to Jeff’s point, the products on your website can still be fulfilled by Amazon if you don’t want to stock your product. Use your website as a conduit to Amazon. Items are displayed on your own website, but purchased through Amazon so it’s a hybrid tactic.
Linda Shi: Moreover, not everyone starts with Amazon to make all their purchases. Amazon is just one channel. Search is still a very core part of the Back-to-School customer journey. Use Bing Ads sitelink extensions in your search ads to  point to your Amazon storefront. 
Q. How can other retailers that aren’t in the back-to-school business take advantage of the back-to-school audiences including Gen X, Y and Z?
A. Geoff Colon: First, think of who the audience is for back-to-school. Many of them happen to be parents, so what are the other product categories we can advertise to parents during the back-to-school season? Two big categories that are not typically considered for back-to-school is travel and automotive. If a parent is looking for a back-to-college or dorm supplies, they might also find travel ads interesting because they also need to book flights to their child’s college or to set up visits for holiday breaks. If you think about human behavior, people don’t just think in terms of business transactions. They also think of personal transactions. We don’t think of these products as back-to-school, but it’s a good time to target that audience.
MJ DePalma:  From the automotive vertical perspective, you could run a back-to-school campaign from a few standpoints. I remember my dad getting my car ready to go back to college: taking it in for service, tires rotated, or even purchasing new ones. It could even mean a new car for parents as they gear up to be the chauffer to and from school and after-school activities.  It's all about putting your client's customer story first in your marketing planning mind.
Linda Shi: On a different front, we saw Bing Network searches for T-Mobile trending during the back-to-school time frame, so we started to do some digging on their website. We saw that they created a service plan offering for back-to-school. As college students are going back, they’ll probably be using a lot more data now. 
Q. How do you set up Bing Shopping Campaign data feeds so that they update in a more efficient way?
A. Jeff Erdman: First off, if you have a Google data feed, no need to redo work – the Bing Merchant Center will support that file. In terms of how to submit your feed file to Bing automatically, you have two options: upload via FTP or automatically download from a URL. Additionally, there are tool providers that can assist you with shopping feed management. To find a feed management provider try a web search for: “Bing shopping data feed management.”
Nikki Kuhlman: If you are setting up your Bing Shopping Campaign data feeds manually, you need to find a way to do that automatically. If your website itself doesn’t have a conduit directly to Bing Ads, as Jeff mentioned, there are tool providers that can assist you. At JumpFly, we happen to use GoDataFeed. It pulls data from our clients every night, manipulates it and optimizes it for Bing Ads. If you’re connecting directly from your store to Bing Ads, there’s no way to optimize your shopping ads based on actual search queries, so you need to have an intermediary tool provider to do that. Create rules to optimize all your data, and then your data gets pushed back to the Bing Ads merchant center. It helps optimize titles, optimize data, and add more dimensions to your shopping feed. Everything with Shopping campaigns is driven by the data in your feed. The better you can make that data, the better your Shopping campaigns will be.
Q. Please define Generation X,Y, and Z as it relates to Millennials, Boomers, etc.
A. Geoff Colon: The reason we’ve suggested generational targeting for back-to-school is to target people who are most likely to have children of school age. We want to define each target audience by age demographic. Gen X are those who are born in the early/mid-1960s to the late 1970s.  Some sources lump people born in the late 70s to Gen Y (Millennials). Millennials are born in the mid-80s to early 2000s. It’s a very large generation. The font end is reaching their mid-30s now, and some are likely to have children. Then you have the tail end of Millennials who are influencers of popular culture trends. Lastly, we have Gen Z with birthdates in the early/mid 2000s and has no end birthdate yet. This generation is born today all the way through 22-year-olds. Some of Gen Z is just entering the workforce, but most of them are still in school, so they are the influencers of back-to-school purchases who tell their parents what they want, what they think is cool, but they don’t necessarily have the purse strings. The purse strings still really lay with Gen X and Y parents and teachers.