Microsoft Shopping Ads serve your product catalogue on Bing Shopping — the second-largest shopping search surface in Australia. With fewer competing advertisers than Google Shopping, CPCs are lower and impression share is easier to win. For ecommerce businesses already running Google Shopping, Microsoft Shopping adds incremental revenue from the same product catalogue at better margins.
Microsoft Shopping Ads (also called Bing Shopping) serve product listings — with image, price, product name, and store name — on Bing's Shopping tab and within Bing search results when product queries are detected. They operate similarly to Google Shopping: a product feed in Microsoft Merchant Center determines when and how your products appear, and you pay per click. The key advantage over Google Shopping is lower competition. Most ecommerce advertisers focus exclusively on Google, leaving Bing's shopping auction with fewer competing products and lower CPCs in most categories. Microsoft Shopping integrates directly with Google Merchant Center — your existing Google product feed can be imported to Microsoft Merchant Center with minimal configuration, making setup straightforward for businesses already running Google Shopping.
An ecommerce business running Google Shopping is already capturing the intent of Google searchers. Microsoft Shopping captures the intent of Bing searchers — a separate, additive audience whose product queries are largely uncaptured by businesses that only run Google. The setup efficiency is high: Google Merchant Center feeds import directly to Microsoft Merchant Center, and campaign structure follows the same principles as Google Shopping. A health training business running Shopping alongside Search generated 80,800 total bookings through digital channels in FY25 — Shopping contributing significantly to both volume and awareness at a lower marginal cost than incremental Google spend (Scalepoint client, FY25). For most ecommerce businesses, adding Microsoft Shopping to an existing Google Shopping strategy produces a positive incremental ROAS within the first month.
total digital channel bookings for a health training business running Shopping alongside Search — Microsoft Shopping contributing incremental volume (Scalepoint client, FY25)
increase in bookings through digital channels for a client adding Shopping to Search — demonstrating the Shopping amplification effect (Scalepoint client, FY25)
typical CPC reduction on Bing Shopping versus Google Shopping for equivalent product categories — less advertiser competition in the auction
Microsoft Shopping setup starts from your existing Google Shopping infrastructure and is optimised from there.
Microsoft Merchant Center allows direct import of your Google product feed — avoiding the need to build and maintain a separate feed. We connect the feed, verify it is importing correctly, resolve any Microsoft-specific feed errors, and set up automatic daily updates to keep pricing and inventory current.
We import your Google Shopping campaign structure as the starting point — product group hierarchy, priority settings, bid structure — then adapt for Bing-specific optimisations. Microsoft Shopping campaigns are generally structured more simply than Google Shopping because the auction is less complex, but the fundamental priority and segmentation approach is the same.
Microsoft Shopping supports Target ROAS and Maximise Conversion Value automated bidding — the equivalent of Google's Smart Shopping strategies. We start with manual CPC to gather performance data, then transition to automated bidding once conversion volume supports it (typically 30+ conversions per month per campaign).
Product group segmentation by category, brand, and margin — bidding more aggressively on your highest-margin products and pulling back on low-margin lines. The same segmentation principles as Google Shopping apply, calibrated for Bing's different auction dynamics.
Microsoft Shopping, like Google Shopping, is susceptible to irrelevant query matching without negative keywords. We build negative keyword lists from your search term reports weekly, blocking queries that generate clicks but no purchases and ensuring budget concentrates on high-intent product searches.
Microsoft Shopping performance reported alongside Google Shopping in a unified view — total product revenue, channel ROAS comparison, and incremental contribution analysis. We track whether Microsoft Shopping is generating genuinely incremental sales or reaching the same buyers as Google Shopping.
The primary use case. If Google Shopping is generating positive ROAS, Microsoft Shopping adds incremental revenue from the same product catalogue at lower CPCs. The setup efficiency (Google feed import) makes the effort-to-return ratio very favourable.
Categories with highly competitive Google Shopping auctions — electronics, furniture, fitness equipment, garden tools — often have substantially lower CPCs on Bing. The savings on Bing Shopping can improve blended ROAS across both channels meaningfully.
Bing's older, higher-income demographic aligns well with premium products, home improvement goods, and categories where purchasing power matters. A $5,000 outdoor furniture set sold to a 55-year-old homeowner is a Bing Shopping sale as likely as a Google one.
For ecommerce businesses actively testing paid channel expansion beyond Google, Microsoft Shopping is consistently the highest-return first test — due to setup efficiency, lower CPCs, and the known intent-matching quality of shopping search.
No call required. Tell us your business and goals — we send back a written audit within 3 business days.