Microsoft Shopping Campaigns: Merchant Center & Feed Setup (2026)

If you sell physical products, Microsoft Shopping is mandatory. Why? Because you can Import your Google Merchant Center data directly. You don't need a new feed. You don't need new coding. It literally takes 5 clicks to double your shopping visibility.

In this "Mega-Authority" guide, we cover:

1. Microsoft Merchant Center (MMC).
2. The Import: Pulling from GMC.
3. Campaign Structure: SPAGs (Single Product Ad Groups).
4. Product Ratings: Importing reviews.

Part 1: Microsoft Merchant Center

1. In Ads UI -> Tools -> Merchant Center.
2. Create a Store.
3. Domain Verification: Use UET Tag (if installed) or DNS record.
4. Claim Domain.

Part 2: The Feed Import

Do NOT create a manual feed.

1. Click Import -> Import from Google Merchant Center.
2. Sign in to Google.
3. Select your Google Merchant Center ID.
4. Schedule: Daily at 2 AM.

• Result: Any change you make in Shopify/Google reflects in Bing automatically.

Part 3: Shopping Campaigns

Unlike Google's "Performance Max" (which hides data), Microsoft still loves Standard Shopping.

• Priority: High/Medium/Low (Use this for funneling generic vs brand terms).
• Segmentation: Subdivide by Brand, then Product Type, then Item ID.
• Bidding: eCPC works well here.

Part 4: Multimedia Ads for Products

Microsoft automatically creates "Multimedia Ads" from your feed images. These appear in the Sidebar of Bing Search results. They look like display banners but are powered by feed data.

• Tip: Ensure your main product image has no text overlay, or these ads will look cluttered.

Part 5: Summary & Checklist

Your Action Plan:

1. Open Microsoft Merchant Center.
2. Sync directly from Google Merchant Center.
3. Wait 24 hours for product approval.
4. Launch a "Standard Shopping" campaign.
5. Bonus: Enable "Local Inventory Ads" if you have physical stores (Import from Google available too).

Import. Sync. Sell.