If you are an e-commerce retailer or advertise on behalf of one, you’ve likely played with Google Ads Shopping Campaigns. They’ve come a very long way over the years, from Product Listing Ads, to Showcase Shopping ads, to Smart Shopping campaigns and more. At the core of Shopping though, has always been the shopping feed, imported from Google Merchant Center. And, even though Microsoft Ads (historically Bing Ads) allows for Shopping campaigns also, at times it has been pretty tricky to repurpose or recreate your shopping feed for Microsoft Ads. Instead of using Google Merchant Center to house your feed, you needed to go through the trickier process of downloading or capturing your feed and then setting up a Microsoft Merchant Center and a store to house your feed – a which came with its own guidelines. With the latest Microsoft Advertising beta though, the process should be getting simplified!

Just like you can import campaigns from Google Ads to Microsoft Ads – which is definitely an often-used and easy-to-use feature – in the latest closed beta from Microsoft, you’ll now be able to import your whole Google Merchant Center (GMC) store, along with your Google Ads Shopping Campaigns into Microsoft Ads with just a few button clicks.

By importing your Google Merchant Center store, Microsoft will automatically create a Microsoft Merchant Center that uses the same domain, name and settings. 

Interested in testing out the beta? In order to do so, you’ll need to contact your Microsoft Ads rep, or if you don’t have one you can give them a call or chat with them here. 

For all our e-commerce clients whose PPC we manage, running Shopping Campaigns on Microsoft Ads has been a profitable endeavor, but set up has always been less than ideal. We’re super excited for the new import capabilities and hope they are just as good as they sound! 

If you have questions about Shopping Campaigns, or how they might perform on Google Ads or Microsoft Ads, we’d love to hear from you. If you’ve tested them in the past, but they haven’t panned out, get in touch with our team today. The feature updates over the last few years and even months has enhanced their performance and we’d love to walk you through what’s possible.