Create a shopping campaign

About Microsoft Shopping Campaigns in Search Ads 360

To create and report on a Microsoft Shopping Campaign in Search Ads 360, you'll need to add a Microsoft Merchant Center store and a Google Merchant Center account to your Search Ads 360 advertiser. The Microsoft store and the Google account should contain the same products with the same values for some product attributes. The Microsoft Shopping Campaign will use the inventory data from the Microsoft Merchant Center store to advertise your products. Search Ads 360 will use the inventory data from Google Merchant Center for reporting on your Microsoft Shopping Campaign.

Note the following:
  • Microsoft Shopping Campaigns can target Australia, Canada, France, Germany, the United Kingdom, and the United States.
  • Microsoft Shopping Campaigns don't support marketplaces. Only one seller can sell an item. Contact your Search Ads 360 support representative for more information.

Create a Microsoft Shopping Campaign from a Google Ads Shopping campaign

Because you're already creating and reporting on Shopping campaigns in Search Ads 360, we expect you'll create parallel Microsoft Shopping Campaigns.

Note that you can use Microsoft's Google Import tool to port the contents of your Google Merchant Center into your Microsoft Merchant Center, thus simplifying the linking process. Using this tool saves you time and ensures consistency throughout the feeds.

Here's an overview of the process for setting up a Microsoft Shopping Campaign from an existing Shopping campaign.

  1. Send the same inventory feed to your Microsoft Merchant Center store that you use for your Shopping campaigns. The list of products should match exactly, specifying the same values for some product attributes such as Product Type.

  2. Link your Microsoft Merchant Center store to Search Ads 360 by adding the Microsoft Merchant Center store ID to the same inventory feed as the Google Merchant Center account.

  3. Create a Microsoft Shopping Campaign in Search Ads 360. Search Ads 360 will traffic the Shopping campaigns to Microsoft Advertising.

    Alternately, you can sync Microsoft Shopping Campaigns from the engine. (If you created a Shopping campaign in Microsoft Advertising before you linked your Microsoft Merchant Center store to Search Ads 360, select Fix all trafficking errors in active accounts when you sync the campaign into Search Ads 360.)

Flow of inventory feed to Microsoft Merchant Center store and Google Merchant Center account to reporting on Microsoft Shopping campaign

Microsoft Shopping Campaigns use inventory data from Microsoft Merchant Center stores to advertise your products, but Search Ads 360 uses inventory data from Google Merchant Center for reporting.

If you're already using Microsoft Product Ads campaigns, we recommend converting them to shopping campaigns in Microsoft Advertising. Learn how to convert your Product Ads campaigns to Microsoft Shopping campaigns in Microsoft Advertising Help. After converting, be sure to add the same products to your Microsoft Merchant Center store and Google Merchant Center account. Link the Microsoft Merchant Center store and Google Merchant Center account to Search Ads 360.

 

Requirements for your inventory feeds

For each Microsoft Shopping Campaign, we recommend sending the same inventory feed to the Microsoft Merchant Center store and the Google Merchant Center account. In addition, you are required to specify the same values for some product attributes such as Product Type.

The feeds that you use to send data to your Microsoft Merchant Center store and Google Merchant Center account must meet these requirements:

  • Every product ID defined in the Microsoft Merchant Center feed must also be defined in the Google Merchant Center feed.

  • Products in the two feeds must have the same values for the following attributes:

    • Brand

    • Product type

    • Category

    • Custom label 0-4

    • Condition

 

Supported features

If your advertiser is linked with Google Analytics, you can view:

  • All Google Analytics metrics for ads
  • For product groups, you can view Google Analytics conversion metrics only (such as goal completions, goal value, revenue, and transactions). Other metrics, such as sessions and page views, are not available for product groups.

 

Unsupported features

Search Ads 360 doesn’t yet support the following features for shopping campaigns:

  • Benchmark stats from Google Ads (benchmark CPC, CTR)
  • Labels on product groups or products
  • Product groups or products in Campaign Manager reports
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