Microsoft Shopping Campaigns (Bing Shopping Ads) Management

Bing Shopping ads in Türkiye: why they deserve a separate look

Following an investigation by the Turkish Competition Authority, Google has not shown Shopping ads in its Search results in Türkiye since August 2020; on Google, product ads in Türkiye run on the Shopping tab. Türkiye is also on the list of markets where Microsoft offers Shopping campaigns, and on Bing, product ads can appear in search results too. Because Bing's share is small, volume stays limited. On the other hand, for an ecommerce brand with a ready feed the setup effort is low, and every sale can be measured at product level.

Microsoft Merchant Center feed setup and optimization

A Microsoft Merchant Center store is created from the Tools menu, and the catalog is fed via FTP/SFTP, the Content API or an import from Google Merchant Center. Import is the fastest route, but titles optimized for Google don't always perform the same way on Bing. After importing, we check the feed separately in Bing's own diagnostics screen and make the adjustments below.

• We put the brand and product type at the start of the product title, and a distinguishing attribute such as size, color or capacity at the end.
• We fill in the category and product type fields consistently enough to split product groups in the campaign.
• We use custom labels for business decisions such as profit margin, season and best sellers.
• With Merchant Promotions, we add a special offer label below the ad for products with a promotion or coupon.
• We check disapproved products weekly and fix price and stock mismatches at the source.

Shopping campaign priority and product groups

In Microsoft Shopping, each campaign is given low, medium or high priority. If the same product is in more than one campaign, priority decides first, then the bid. We use this setting to separate generic searches from branded or product-specific ones: the high-priority campaign takes generic queries with a low bid, and because brand and model names are negative keywords there, those queries fall through to the low-priority campaign with a higher bid. That way we don't pay for expensive clicks on generic searches.

Each ad group has a single product group tree, and the campaign-level product scope accepts up to seven conditions. Because of these limits, large catalogs need campaigns split correctly by category or margin from the start; splitting them later scatters the learned data. We read which product groups actually bring in profit by combining GA4 purchase data with product cost.

Microsoft Shopping vs. Performance Max

Microsoft converted Smart Shopping campaigns to Performance Max at the end of January 2025. Since May 2025, Performance Max no longer automatically takes precedence over a standard Shopping campaign for the same products; Ad Rank decides which one is shown. In categories where we want product-level control and query visibility, we keep standard Shopping, and once conversion volume is sufficient we test with Microsoft Performance Max. On the Google side, we apply the same logic in Google Shopping campaigns.

Shopping Campaigns: when do we recommend it?

How we manage Shopping Campaigns

1. Merchant Center storeWe create the store, verify the domain and import the feed from Google or connect it separately.
2. Feed fixesWe adapt titles, categories and custom labels to Bing search and to the campaign structure.
3. Priority setupWe separate campaigns by query type using low, medium and high priority.
4. Product group bidsWe bid at product group level based on margin and conversion rate.
5. Query and product reviewUsing search terms and product performance reports, we update negatives and bid allocation weekly.

Shopping Campaigns: metrics and requirements

The Brand Move Microsoft Advertising Team

To learn more about Shopping Campaigns or other Microsoft Advertising ad formats, contact The Brand Move Microsoft Advertising team today.

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