Shopping campaigns generate shopping ads from data in an inventory feed, streamlining how you manage and bid on your products, report on the performance, and find opportunities to grow your traffic. When people search online for products, shopping ads help them browse a wide selection and find high-quality imagery and relevant product information like brand and price.
Here's an example shopping ad on Google:
Both Google Ads and Microsoft Advertising support shopping campaigns. While the steps for setting up shopping campaigns are a little different in Google Ads and Microsoft Advertising accounts, once you've gotten past those steps, campaign management and reporting in Search Ads 360 are pretty much the same.
How is the setup different?
The main difference in the setup process is this: Microsoft Shopping Campaigns use inventory data from Microsoft Merchant Center stores, but Search Ads 360 uses inventory data from Google Merchant Center for reporting. If you're managing Microsoft Shopping Campaigns from Search Ads 360, you'll need to use the same (or near-identical) feed to provide consistent inventory data both to your Microsoft Merchant Center stores and Google Merchant Center accounts. Learn more about Microsoft Shopping Campaigns in Search Ads 360.
Setup for Microsoft Shopping Campaigns:
Google Ads Shopping campaigns use inventory data from Google Merchant Center:
Compare performance in cross-engine reports
Once you set up shopping campaigns in both engines, you can view and compare performance of all shopping campaigns at the advertiser level. For example, you can use a filter to compare ROI from similar product groups in different engines.