Microsoft Ads for Ecommerce: Shopping and Performance Max on Bing

Through Microsoft Merchant Center, which can import your existing Google Merchant Center feed on a schedule rather than making you build a second feed.

• Connect Microsoft Merchant Center to Google Merchant Center and set the sync.
• Verify and claim the domain, which is a separate step from Google.
• Wait for the first review, typically a few days on a new store.
• Work through disapprovals, which rarely match the Google set exactly.

A direct feed upload is better when your Google feed is already heavily rule modified, because the import carries those rules across and they are not always right for Microsoft.

Simpler than Google, because there is less volume to split. Over segmenting a smaller auction leaves every campaign short of the data it needs to bid properly.

• Brand and non brand separated, because the economics are completely different.
• Margin bands through custom labels, not category by category splits.
• Best sellers held in their own campaign with their own priority.
• Products with margin too thin to cover a click excluded outright.

Start on manual or enhanced bidding until conversion volume supports a target return, then move over. Handing a smart bidding strategy to a campaign with three conversions a month does not work on any platform.

Yes, Microsoft has its own Performance Max, and it behaves like an earlier version of Google's. Less control, less reporting detail, and the same requirement to fence it in with exclusions.

Run it with brand terms excluded where you can, feed products segmented by margin, and asset groups that match how the catalogue actually sells. Keep a standard Shopping campaign running alongside it so you retain a channel where you can see search terms and control bids directly. [RESULT: insert real figure]

Resellers usually do better on Microsoft than on Google, because the brand auction is less crowded. Fewer competing stockists bid on the same model numbers, so a listing that is buried on Google Shopping can be visible on Bing at a sensible cost.

The same rules apply as anywhere else: titles written around brand and model number, correct GTINs, accurate stock and delivery data, and your supplier's own campaigns treated as a fact of life rather than a fight. Our guide to Google Ads for branded resellers covers the feed and brand bidding logic, and it transfers directly to Microsoft.

Through the UET tag, with conversion goals and revenue values configured separately from Google Ads. Nothing is inherited from your Google setup.

• UET tag placed through Google Tag Manager alongside existing tags.
• Purchase goals with dynamic revenue, not a fixed value per sale.
• Microsoft reported separately in GA4 so it is not lumped into other traffic.
• A sanity check against real order counts before any bidding change is made.

Most underperforming Microsoft accounts we look at are not underperforming, they are under reporting because the tag fires but the revenue never arrives.

No. If the feed, tracking or margin maths is wrong on Google, Microsoft will reproduce the same losses on a smaller budget.

Get the feed clean and Google profitable, then add Microsoft as the next channel. The pillar page on Microsoft Ads management sets out how the two run together, and the Microsoft Ads vs Google Ads comparison covers when it is not worth the effort.