Microsoft Shopping.

Microsoft Shopping and Performance Max for ecommerce.

Microsoft Shopping is not a copy of Google Shopping. It has its own Merchant Center, its own inventory and its own rules for Performance Max. If you import your Google campaigns and forget about them, you leave sales on the table. I manage it as a channel in its own right, with its own feed and strategy, and I have done so in European markets, the United States, Australia and South America.

Microsoft Shopping, Performance Max and feed. No commitment.

I take on only a few accounts at a time, so I can work on them myself and in detail.

Where your products appear.

Product ads in search
On Bing and other search engines in the Microsoft network, such as Yahoo or DuckDuckGo.
Audience network
With Performance Max, also on MSN, Microsoft Edge and Outlook.
Free listings
With an approved Microsoft Merchant Center, your products can also appear in the Bing Shopping tab at no cost per click.

What is different from Google.

The campaigns look alike, but they do not work the same way. These differences decide whether Microsoft Shopping brings you profitable sales or just spend.

A Merchant Center of its own
Microsoft accepts the Google feed and can import it, which is fine to get started. But every channel needs its own optimised feed: titles, exclusions and URLs built for Microsoft, with its own attributes such as bingads_redirect and supplemental feeds.
Campaign priority in Shopping
Standard Shopping lets you set a priority for each campaign (high, medium or low) to decide which campaign bids on each product.
Performance Max and Shopping compete
At Microsoft, Performance Max no longer takes precedence over Standard Shopping: the better Ad Rank wins. If both campaign types carry the same products without a clear logic, they compete with each other.
Fewer controls in Performance Max
Negative keywords are added through account-level lists, brand exclusions are not yet available in every account, site exclusions are account-level only, and there is no video. The campaign has to be planned with that in mind.
LinkedIn signals
Microsoft Performance Max can use the LinkedIn user’s company, industry or job function as a signal (in some accounts). For B2B stores, that is an advantage Google does not offer.
Learning takes time
Performance Max takes a few days to show the first ads and two to four weeks to optimise. Changing goals or budgets every few days restarts the learning.

The mistakes I see most when importing from Google.

The import overwrites what works on Microsoft

Microsoft lets you import Google campaigns automatically and on a schedule. If that import is not set up properly, every sync overwrites the bids, budgets and settings optimised for Microsoft. The two channels work differently, and what works on one will not necessarily work on the other.

Smart Bidding without enough data

Conversion volume on Microsoft is usually lower than on Google. With little data, automated bid strategies do not learn well, and it is often better to bid manually until there is enough volume.

One feed for everything

Importing the Google feed and never touching it again. Disapproved products, titles that do not fit and URLs without the right tracking go unnoticed for months.

What I do in your Microsoft Shopping account.

Tracking

UET, conversion goals with value and consent mode.

Microsoft Merchant Center

Setup, feed import and disapproved products.

A dedicated feed for Microsoft

Titles, attributes and exclusions built for the channel.

Controlled import

What is synced from Google and what is managed only in Microsoft.

Standard Shopping and Performance Max

The right mix for your volume, catalogue and margin.

Bidding based on the data

Manual while volume is lacking, automated once there is enough data for it to work.

Reporting in Looker Studio

Microsoft and Google in the same report.

Beyond Microsoft

If you also sell on Google Shopping or on price comparison sites such as idealo, each channel needs its own feed and its own strategy.

Free review of your Microsoft Shopping, Merchant Center and feed.

Within 48 hours I send you a prioritised list of improvements. No commitment: every account I review teaches me something, so we both win.

What my clients say.

Shall we talk about your Microsoft Shopping campaigns?

Tell me about your store: platform, catalogue size, countries and approximate Microsoft Ads spend. I reply within 24 hours on working days.

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Controller: Javier Español Muñoz (Optimierung Marketing). I process your details to answer your enquiry and, if requested, prepare a review or proposal. Legal basis: pre-contractual steps requested by you; for company contact persons, my legitimate interest in handling business enquiries. You can exercise your rights of access, rectification, erasure and your other rights. Full information in the privacy policy.

Microsoft Shopping and Performance Max for ecommerce.

Where your products appear.

Product ads in search

Audience network

Free listings