Who should use Shopping campaigns?

Shopping campaigns are built for retailers and ecommerce advertisers that sell products online, in stores, or both. They are useful when you want shoppers to see product details, compare options, and move closer to a purchase decision.

Where can Microsoft Shopping ads appear?

Microsoft Shopping ads can appear across Microsoft Advertising Network experiences where shoppers are looking for products. They can help your products show up in relevant shopping moments across desktop and mobile devices.

What is Microsoft Merchant Center?

Microsoft Merchant Center is where you manage the product information used in Shopping campaigns. It stores your product catalog, including details such as product titles, images, prices, availability, descriptions, and other attributes.

Do I need Microsoft Merchant Center to run Shopping campaigns?

Yes. To run Microsoft Shopping campaigns, you need a Microsoft Merchant Center store and an approved product catalog. Merchant Center provides the product data Microsoft Advertising uses to create and serve Product ads.

Why is the product feed so important?

Your product feed powers your Shopping ads. Microsoft Advertising uses the feed to understand what you sell and to build ads with product images, prices, titles, and other details. A cleaner, more complete feed can help your ads match more relevant shopping searches.

What do I need to set up Shopping campaigns?

Start by claiming your domain, creating a Microsoft Merchant Center store, uploading or importing your product catalog, and then creating a Shopping campaign. Your store and product offers must be reviewed and approved before eligible ads can serve.

Can I import my Google Merchant Center feed into Microsoft Merchant Center?

Yes. You can use Google Import to bring your Google Merchant Center product feed into Microsoft Merchant Center. This can save time because you do not have to rebuild your product catalog from scratch.

Can I import Google Shopping campaigns into Microsoft Advertising?

Yes. Microsoft Advertising import tools can help you bring eligible Google Ads Shopping campaigns into Microsoft Advertising. After importing, review your campaign settings, budgets, bids, product groups, tracking, and feed status before launch.

What should I check after importing a Google product feed?

Check product titles, descriptions, prices, images, availability, final URLs, feed labels, product categories, custom labels, and disapproved offers. Imports can save time, but feed quality still matters.

What should I check after importing Google Shopping campaigns?

Review campaign budgets, bidding strategy, product groups, country or region settings, campaign priority, negative keywords, tracking, and any import warnings. Make sure the campaign is connected to the right Microsoft Merchant Center store and catalog.

How do Shopping campaigns differ from Search campaigns?

Search campaigns use keywords and text ads. Shopping campaigns use your Merchant Center product feed to create Product ads. Instead of writing individual ads for each product, advertisers manage product data, campaign settings, product groups, bids, and optimization.

What are Product ads?

Product ads are the ads created from your Merchant Center catalog. They can include product images, price, store name, product ratings, promotions, and other product details that help shoppers evaluate an item before they click.

What are product groups?

Product groups help you organize and bid on subsets of your catalog. You can group products by attributes such as brand, category, product type, condition, item ID, or custom labels. This helps you manage bids and performance across different parts of your inventory.

What are custom labels?

Custom labels are optional feed attributes advertisers can use to organize products in a way that fits their business. For example, you might use custom labels for best sellers, seasonal items, margin tiers, clearance products, or priority products.

What are Merchant promotions?

Merchant promotions let advertisers show special offers on products or site-wide sales within Product ads. They can help make your Shopping ads more attractive by calling attention to deals, discounts, or promotional offers.

What are Local Inventory ads?

Local Inventory ads help retailers promote products that are available in nearby physical stores. They are useful for connecting online product searches with in-store shopping, pickup, or local availability.

What is dynamic remarketing for Shopping campaigns?

Dynamic remarketing lets you show ads for specific products people viewed, considered, or purchased on your website. It can help bring shoppers back with more relevant product ads based on their previous activity.

How can advanced advertisers optimize Shopping campaigns?

Advanced advertisers should improve feed quality, use complete product attributes, segment product groups, apply custom labels, monitor disapprovals, test bids and budgets, use negative keywords where appropriate, review search term data, and align Shopping campaigns with promotions, inventory, and margin goals.

Microsoft Shopping campaigns

Bring shoppers one step closer to making a purchase decision—even before they click—and include helpful details like average review ratings and special deals.

Benefits of Microsoft Shopping campaigns

Stand out from the crowd

Attract attention to your products with engaging ads including custom product images, pricing, store name, product ratings, and promotions.

Greater visibility and reach

Reach a large range of shoppers across mobile and desktop devices and serve your Product ads as one of the first results someone sees when they search for a product.

Better qualified shoppers

Provide key information about a product before a shopper clicks on the ad—like what the product looks like and how much it costs—to put them further down the purchasing funnel.

Microsoft Advertising ad preview

Explore how you can reach new audiences in meaningful ways that deliver results. To start on this journey, just enter your website URL to see how your ads will look like across the Microsoft Advertising Network.

Woman holding comfort pillows in showroom

Home Bliss Essentials online shopping ad

Slide 1
Slide 2
Slide 3
Slide 4

Key features for Microsoft Shopping campaigns

Local Inventory ads
Merchant promotions
Dynamic remarketing

Local Inventory ads

Offer even more value by bridging the gap between online searches and in-store purchases. Promote products available in stores to nearby customers.

Learn more

Merchant promotions

Display special offers on specific products or site-wide sales within Product ads.

Learn more

Dynamic remarketing

Show searchers ads with specific products based on the products they have looked at, considered, or already purchased on your website.

Learn more

Which tools will help you with Shopping campaigns?

Audience targeting

Connect to the customers that matter most to you with Microsoft Advertising audience targeting tools.

See stronger engagement and returns by focusing your marketing on the customers most likely to convert.

Learn more

Automated bidding

With ever-expanding keyword lists and targeting options, managing bids efficiently can be difficult and time-consuming. Automated bid strategies from Microsoft Advertising give you flexible, advanced tools to save you time and maximize your ad spend.

Learn more

Conversion tracking

When you set up conversion tracking, you teach us what works best for you. Then our platform can match you to searchers across our network who are more relevant to your business. You can also use conversion tracking to access tools and insights to help you optimize your campaigns for greater impact.

Learn more

Import tools

Save time and effort by easily importing your Google Ads shopping campaigns with the import tool.

Learn more

Get started now with Shopping campaigns

Expand your reach on the Microsoft Search Network and put the searcher closer to a purchase decision.

Claim domain

You must claim your domain before you can build a Microsoft Merchant Center store. If you've already added a Universal Event Tracking (UET) tag to your domain for conversion tracking and remarketing, you can use that UET tag to validate your domain.

Create store

Next, you’ll need to create a Microsoft Merchant Center store, enter your store info and contact details.

Upload catalog

After you verify that you own your URL and your newly created store is approved, you create and upload your catalog feed.

Create Shopping campaign

You can use predictive targeting for both shopping audience and shopping search campaigns.

Start creating impactful retail experiences for shoppers

Bring shoppers one step closer to making a purchase decision—even before they click.

Microsoft Shopping campaigns FAQs

Microsoft Shopping campaigns help retailers promote products with visually rich Product ads. These ads can show details such as product images, prices, store names, product ratings, and special offers before a shopper clicks.

Common mistakes include launching with an incomplete product feed, ignoring disapproved offers, using weak product titles, missing high-quality images, importing campaigns without reviewing settings, treating all products the same, and failing to update prices or availability. A strong Merchant Center setup is the foundation for better Shopping campaign performance.

Microsoft Shopping campaigns