Microsoft Shopping campaigns and Merchant Center
Microsoft Shopping campaigns deliver visual product cards with live pricing, reviews, and images to high-intent shoppers across Bing and partner retail surfaces.
Setting up Microsoft Merchant Center#
Microsoft Merchant Center is the command hub for retail product catalogues. Creating a store requires validating domain ownership via UET tag verification or Bing Webmaster Tools.
Stores are reviewed by Microsoft editorial teams to ensure compliance with product safety, return policy transparency, and checkout security standards as defined in Merchant Center Policies, 2026.
Automated Google Merchant Center synchronisation#
Microsoft provides direct Google Merchant Center synchronisation via the Microsoft Shopping API, 2026. Advertisers can schedule automatic daily feed imports from Google, transferring titles, descriptions, pricing, and stock status without building separate data feeds.
Schedule Google feed syncs to run immediately after your primary ecommerce platform publishes daily catalog updates.
Product group subdivision and bidding priority#
Organise Shopping campaigns by subdividing the product tree by Item ID, Brand, Category, or Custom Labels (e.g., Margin, Best Sellers, Clearance).
Using Campaign Priority settings (High, Medium, Low) combined with shared negative keyword lists allows precise query filtering, directing generic search terms to lower-bid campaigns while reserving high bids for brand and SKU queries.
Product title and attribute optimisation#
Optimising product titles by front-loading key attributes (Brand + Product Type + Gender + Color + Size) dramatically improves organic and paid query relevance on Bing Shopping.
For complete feed specifications, check our Microsoft Ads Hub.
Unlocking free Bing Shopping product listings#
Submitting an approved product feed automatically qualifies eligible retailers for free organic product listings on the Bing Shopping tab, delivering zero-cost incremental clicks alongside paid campaigns.
Frequently asked questions#
Can I import my Google Merchant Center feed into Microsoft Ads?
Yes, Microsoft Advertising offers an automated Google Merchant Center import tool that syncs product catalog data on a scheduled daily or weekly cadence.
How long does Microsoft Merchant Center store approval take?
Store approval typically takes between 24 and 72 hours, during which Microsoft reviews website legitimacy, return policies, and checkout security.
What are the required attributes for a Microsoft Shopping feed?
Required attributes include id, title, description, link, image_link, price, availability, brand, and GTIN/MPN identifiers.
How do campaign priorities work in Microsoft Shopping?
Campaign priorities (High, Medium, Low) determine which campaign enters the auction when a product exists in multiple campaigns, enabling tiered query-filtering structures.
Are free product listings available on Microsoft Shopping?
Yes, approved product feeds are eligible to show on the Bing Shopping tab as free organic product listings.
Read more on this topic#
The Microsoft Ads Hub
Free tools, campaign guides and live news for every Microsoft Ads format.
Open the hubThe Microsoft Ads campaign types inventory in 2026
A practical breakdown of all ten Microsoft Advertising campaign types and where each belongs in a modern account structure.
Read the entryCampaign level settings and what each one controls
A thorough guide to Microsoft Advertising campaign settings, network distribution options, and location targeting rules.
Read the entryWhich campaign wins when two enter the same Microsoft auction
How Microsoft Advertising resolves internal auction competition between ad groups, match types, and Performance Max assets.
Read the entryReady to scale your e-commerce revenue on Microsoft Shopping?
folkfox configures robust feed pipelines, tiered priority structures, and automated bidding for online retailers.