Search engines are labeling products

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🏷️ Your product is getting a two-word summary. pick the words

Bing is testing short labels on product listings in search, such as "great for…," "effective," "performs well" and "lightweight." They appear when a shopper hovers over a product in the grid.

Microsoft hasn't said where the labels come from. My working assumption is that they're drawn from the language around a product, meaning your copy, your specs and what buyers write about you. 

That's likely the same material AI answers lean on when they decide whether to recommend you or just mention you.

That difference is a live budget debate. On October 15, AirOps COO Matt Hammel and Bain & Company's Zak Prauer cover why a recommendation carries more weight than a citation, and how to invest before measurement catches up. Can't make it live? Recordings arrive within 24 hours. You can secure your free spot here.

Here's how to steer the summary.

Choose two labels you can prove

Export your last 200 reviews for a hero product. Tally every adjective and every "great for" phrase.

Then pick two. One describes a quality, such as lightweight, quiet or gentle. The other is a use case, such as small apartments, long flights or sensitive skin. Both need hard proof behind them.

Rewrite the top of the page for extraction

Skimmers read the first lines hardest, and it's a safe bet extraction does too. Here's what that looks like for a travel backpack:

Before: "Engineered with premium materials for all-day comfort and style."

After: "Lightweight at 1.9 lb empty. Great for carry-on-only trips, with a laptop sleeve that fits a 16-inch laptop."

Do the same for every hero product:

• Put the quality label and its number in the first sentence.
• Add a plain "Great for:" line with your use case.
• Repeat both in the spec table, using the same words.

Seed the same words everywhere else

Consistency across sources is what makes a label stick, in my judgment.

• Review requests: ask "What did you use it for?" so buyers write use cases in their own words.
• FAQ: answer the question your label implies, such as "How light is it with a laptop inside?"
• Product feed: echo the label in titles and descriptions where character limits allow.

Then check monthly. Search your category on Bing, Google and ChatGPT and note the words each one uses for you and your top two rivals.

If an engine tags you with a weakness, such as "runs small," fix the page that taught it that before writing anything new.

Start with one hero product this week and rewrite its first two lines.

Together with Insense

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⚡BFCM deliverability starts before send volume spikes

This framework argues that October should be used to prepare email infrastructure and audience quality before BFCM. Engagement segmentation, authentication checks, gradual frequency increases, and suppression can help protect access to the subscribers most likely to buy.

Why it works: Segmenting by recent engagement lets brands expand volume progressively instead of immediately mailing the entire database. Monitoring complaints, bounces, clicks, and unsubscribes by segment can also expose problems hidden by account-wide averages.

Where it needs balance: Fixed engagement windows and suppression rules won't fit every brand. Purchase frequency, normal sending cadence, and customer lifecycle should determine who counts as inactive. Strong deliverability also depends on sender reputation, content, authentication, and genuine recipient engagement, not list cleaning alone.

🎥 Reel of the Day

What Works:

1. Turn a DM Into the Hook - Opening with Yousif’s birthday message gives the Reel an immediate real customer story. The audience understands the emotional stakes before Joyride or Ryan Trahan even appears.

2. Use Creator Reach With Purpose - Ryan Trahan is not inserted as a celebrity cameo. His presence directly answers Yousif’s message, making the creator collaboration feel meaningful instead of like borrowed attention.

3. Make the Journey Part of the Payoff - The map animation, oversized presents and travel sequence stretch anticipation before the reveal. This surprise storytelling makes a simple product gift feel much bigger and more cinematic.

For community marketing, find one genuine customer message, build a complete surprise arc around it, and let the recipient’s unscripted reaction carry the brand payoff.

🥳 Events 

🔥 What Bain’s Marketing Leaders Reality Index Says About Measuring AI Search

October 15 | Virtual Event

AirOps COO Matt Hammel and Bain & Company’s Zak Prauer use findings from the Marketing Leaders Reality Index to show where traditional attribution falls short. Learn what to measure beyond clicks, why recommendations matter more than mentions, and what evidence should guide your next AI search investment.

✅ Secure Your Free Spot

Can't attend the session live? Register anyway, and you’ll get the recordings in 24 hours.

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Thanks for reading this edition! Keep pushing boundaries, testing ideas, and staying inspired. See you in the next edition with more ways to ignite your marketing success. 🥰