Set up and add your Microsoft Merchant Center store to Search Ads 360

Set up a Microsoft Merchant Center store

Use Microsoft's Google Import tool to port the contents of your Google Merchant Center into your Microsoft Merchant Center. This simplifies the process and ensures consistency between feeds.

1. Create a Microsoft Merchant Center store to match your Google Merchant Center account.
2. In each Microsoft Merchant Center store, create a catalog that contains the same products as the corresponding Google Merchant Center account.
3. For each product in the catalog, make sure you specify the same value for a specific group of product attributes as the Google Merchant Center account.

Microsoft Shopping campaigns can target users in countries around the world. However, your Google Merchant Center inventory feed must use a feed label to specify the two-letter country code of the country targeted by the feed.

Feed label replaced the "Country of sale" settings in Google Merchant Center feeds.

• Shopping campaigns created in Search Ads 360: Use a feed label that specifies the target country for any new campaigns you create. Feed label helps Search Ads 360 to target your ads to the target country.
• Shopping campaigns created in Google Ads and synced to Search Ads 360: Product-level reporting isn't available for Google Merchant Center feeds with a blank feed label or a feed label containing anything other than a two-letter country code. Learn how to Use feed labels to advertise products from specific feeds.

For example:

1. Suppose Hooper’s Store sells products "A", "B", "C" and "D" across 2 Google Merchant Center accounts:
   • "A" and "B" are defined in Google Merchant Center account 1234567890
   • "C" and "D" are defined in Google Merchant Center account 0987654321
2. Hooper’s Store should set up two Microsoft Merchant Center stores, and define "A" and "B" in store 1, and "C" and "D" in store 2.

Microsoft Shopping campaigns can target users in countries around the world. However, your Google Merchant Center inventory feed must use a feed label to specify the two-letter country code of the country targeted by the feed.

Link the Microsoft Merchant Center store to Search Ads 360

After you set up a Microsoft Merchant Center store, you will need to link the store to your Search Ads 360 advertiser to create or sync Microsoft Shopping campaigns. Link the store to the same Search Ads 360 advertiser as the Google Merchant Center store. Search Ads 360 doesn't support linking to multi-client accounts.

Once you link a Google Merchant Center account or a Microsoft Merchant Center store with Search Ads 360, you cannot remove the link. This is to prevent accidental removal of an inventory feed that's currently being used by a shopping campaign or inventory plan. Contact support if you need to remove a link to an inventory account. 

If you are using the same Google Merchant Center feed from an existing Google Shopping campaign, edit the inventory account to add the Microsoft Merchant Center store ID. (An advertiser viewer can't edit the inventory account.)

Note:

Access required:

• Admin without billing or above access in the sub-manager accounts.
• Admin access in the Google Merchant Center account related to the Microsoft Merchant store ID.
• Admin access in the Microsoft Merchant store ID.

1. Sign in to your Search Ads 360 experience.
2. Navigate to a Microsoft Advertising client account.
3. If you're creating a new inventory account, link a Google Merchant Center account to Search Ads 360.
   • If you're using the same inventory feed from an existing Google Shopping campaign, your Search Ads 360 account is already linked to a Google Merchant Center account. You'll just need to edit the inventory feed to add the Microsoft Merchant Center store ID, as described in the following steps.
4. From the page menu, under “Tools & settings”, click Setup.
5. Click Linked accounts.
6. In the "Google Merchant Center" card, click Details.
7. On the “Link a Google Merchant Center Account” page, under “Link Setup”, update the Merchant Center account.
8. Click Next.
9. In the Link a Microsoft store option, add a new store ID.
10. Click Review and submit.