Your products on Bing Shopping. Less competition than Google.

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.