Your products on Bing Shopping. Less competition than Google.

Microsoft Shopping serves product listing ads — image, title, price, and retailer — across Bing, Yahoo, and MSN. The format and mechanic are identical to Google Shopping, and the feed structure is the same. The meaningful difference is cost: CPCs on Microsoft Shopping run 30–50% lower than equivalent Google Shopping campaigns, and the Bing audience skews older, higher-income, and more likely to be in a genuine purchase mindset on desktop.

Yes. Microsoft Merchant Center accepts the same product feed format as Google, and you can connect directly to your existing Google Merchant Center to sync the feed automatically. This means setup is straightforward if you're already running Google Shopping — no separate feed build required. Scalepoint audits the imported feed for Microsoft-specific requirements and optimises product titles and attributes before launch.

Bing's user base in Australia skews toward 35 to 65 year olds with above-average household incomes. They're more likely to be browsing on a desktop and less likely to be impulse buying on mobile. For retailers selling premium products, considered purchases, or categories where the buyer is likely to be an older professional, Microsoft Shopping often delivers higher average order values and stronger conversion rates than the headline numbers suggest.

For most ecommerce businesses, yes. The incremental management cost is low once the feed is in place, and the lower CPCs mean you're expanding reach at better efficiency than simply increasing your Google budget. Microsoft Shopping typically adds 5–15% additional revenue on top of Google Shopping for established retailers. Scalepoint calculates the expected return before recommending it so you're not adding a channel speculatively.

Feed management follows the same cadence as Google Shopping. Scalepoint audits the feed at setup, checks for disapprovals, and monitors product coverage and pricing accuracy on an ongoing basis. Where feeds sync from Google Merchant Center automatically, updates propagate without manual intervention. For larger catalogues or feeds with frequent price and stock changes, we configure automated refresh schedules to keep data current and minimise disapprovals.

The feed does most of the heavy lifting in Shopping, because there are no keywords — Microsoft decides when to show a product based on its title, attributes, and category. Strong feeds lead the product title with the terms shoppers actually search (brand, product type, key spec, size or colour), populate every recommended attribute, use accurate Google product categories, and keep price and availability in sync with the website. A feed that imports cleanly from Google still benefits from Microsoft-specific cleanup: we fix disapprovals, fill attribute gaps, and rewrite weak titles so your highest-margin products win impression share in the Bing Shopping auction.

For most ecommerce retailers, yes. Run Microsoft Shopping alongside Google Shopping to expand reach at better efficiency than simply raising your Google budget — the same product feed serves a separate, additive Bing audience at CPCs that typically run 20–35% lower. Because the buyers on Bing skew older and higher-income on desktop, the incremental sales often carry healthy average order values. We report Microsoft and Google Shopping side by side, with an incremental ROAS read, so you can see whether Bing is genuinely adding revenue rather than reshuffling it.