Microsoft Ads has announced a significant update to its Google Merchant Center (GMC) import process, aiming to streamline the workflow for merchants and simplify product management across platforms.
Key Features of the Microsoft Ads Update:
Feed Label Support:
- Rolling out in early October
- Products will be imported with the specific Feed label from Google Merchant Center
- Replaces the previous system of converting labels to countries of sale
- Existing feeds using 2-letter country codes will be backfilled for continuity
Automated Feed Management:
- Consolidates all imported products into a single GMC Import feed
- Eliminates the need for creating individual feeds to mirror GMC setup
- Automatic updates based on the selected schedule
- Simplifies management of imported products in one location
Transition Support:
- Microsoft acknowledges the adjustment period for these changes
- Account teams and ad support are available for assistance
- Additional details provided on the Microsoft Ads help page
This update reflects Microsoft's commitment to improving the merchant experience on its advertising platform. By aligning more closely with Google Merchant Center's structure and simplifying feed management, Microsoft Ads aims to reduce the complexity of cross-platform product advertising.
Merchants using Microsoft Ads should prepare for these changes, particularly the new Feed Label system rolling out in early October. The streamlined GMC Import feed should make ongoing management more efficient, potentially saving time and reducing errors in product data synchronization.
As with any significant platform update, merchants are encouraged to review their current setup and consult with their account teams or Microsoft's support resources to ensure a smooth transition to the new import system.
