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Bings New Google Import Experiences from Google Merchant Center

Bing has redesigned the experience for merchants importing products from Google Merchant Center. They have made two changes:

  1. Feed Label import is now supported in Bing

  2. Simplified feed management process

Let's look into them.

1. Feed Label import is now supported in Bing

In August of this year, Google started automatically upgrading all shopping and PMax campaigns from using Country of Sale to Feed Label.
This new functionality allows advertisers to segment product feeds on more than just country of sale, but now allows for a breakdown into different language areas or regions. Practically speaking this means that e.g. for advertisers in the UK, it will become much easier to advertise products in Welsh to people in Wales.

Bing is now following suit, and starting early October Bing will import the Feed label specified in Google Ads along with the products imported from Google Merchant Center. This will replace the previous approach where the feed label values and shipping settings were used to convert these labels to the most relevant country of sale.
This new approach will not only improve the accuracy of product imports, it also means that advertisers can maintain the same level of product segmentation on Bing as they do on Google.

2. Simplified feed management process

With Bing’s new update, merchants will no longer need to create separate feeds to match their Google Merchant Center setup. Instead, all products will be grouped into a single Google Merchant Center Import feed. This centralised feed will update automatically based on the schedule you choose, reducing manual work and ensuring your product information stays up-to-date without constant oversight.

This update is especially valuable for advertisers handling large inventories or operating in multiple countries. With fewer manual processes and the elimination of redundant feeds, advertisers can focus more on optimising their campaigns rather than managing data inputs.

Should I use the Microsoft Advertising Automatic Import feature?

Our recommendation is to avoid importing everything from Google to Bing without careful consideration, as it’s not the most efficient method. This is primarily due to differences in how automated bidding systems perform, as well as variations in audience size and conversion rates. However, synchronising your product feed can still be one of the quickest and most effective ways to boost productivity!

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