FeedOps is a managed Microsoft Merchant Center integration for ecommerce teams. We connect, prepare and maintain product data for Microsoft Shopping, Performance Max and eligible Audience Ads.
Prepare, sync and manage your catalogue for Microsoft.
Extend campaigns that already work
The product data and campaign approach you already use can be extended to Microsoft with a simple, channel-specific setup—opening access to audiences you may not otherwise reach.
Google ShoppingGoogle Performance Max
Meta Advantage+ SalesGoogle Demand GenLayer in first-party data and Microsoft professional audience signals, such as LinkedIn-based audiences, when the campaign and market support them.
CEOs interested in luxury goodsCampaign availability depends on campaign type, market, eligibility and settings. See Microsoft’s official documentation for details.
The Microsoft expansion opportunity
One Microsoft Merchant Center catalogue can support product discovery across Microsoft’s search, shopping and audience ecosystem.
Get your products in front of more shoppers across Microsoft
Merchant Center product data powers visual Product Ads with titles, images, prices, availability, ratings and promotions. Approved products can be grouped using brand, category, product type, item ID and custom labels.
Use one goal-led campaign across eligible Microsoft inventory. The product catalogue supplies retail information while Microsoft automation combines signals, assets and bidding to find conversion opportunities.
Approved Merchant Center offers are eligible for unpaid Product Listings in Bing’s shopping experience. They complement paid campaigns and depend on product approval and Microsoft policy compliance.
Reach more people and create new demand across Microsoft
Use catalogue information for product-led prospecting and dynamic remarketing beyond conventional shopping searches, including relevant products a customer viewed, considered or may be likely to buy.
Eligible advertising and shopping experiences can extend across Bing, Copilot, MSN, Microsoft Start, Outlook and Edge. The exact surface depends on campaign type, settings, market and current availability.
Microsoft positions Merchant Center product truth and richer commerce attributes as foundations for product visibility in Copilot. Transactional features such as Copilot Checkout remain market- and eligibility-dependent.
Campaign inventory and availability vary by campaign type, settings and market. Verify current details in Microsoft Advertising’s official Shopping campaigns and Performance Max documentation.
ROI calculator
Carry your current Google or Meta ROAS into a sensible Microsoft scenario.
Potential revenue from expanding to Microsoft Advertising
Projected at carried ROAS. Planning scenario, not a guarantee.
Potential Microsoft reach
Microsoft Advertising reaches across search, browsers, content, AI, email and gaming. Eligible Performance Max activity can extend beyond Bing into Microsoft Edge, MSN, Copilot, Outlook and Microsoft gaming environments—a broader ecosystem than search-led campaigns alone.
1B+Microsoft says Performance Max can reach its high-value audience of more than one billion people across the Microsoft Advertising Network.
View Microsoft source ↗Extend product-led campaigns across the moments people search, browse, read, work, explore with AI and play.
MSN is one local proof point. Microsoft’s Australian inventory also includes Outlook, Microsoft Casual Games, Xbox and Activision Blizzard environments.
View Microsoft source ↗These figures describe potential Microsoft Advertising scale, not guaranteed delivery for every catalogue or campaign. Actual reach depends on campaign type, targeting, location, eligibility and available inventory.
Audiences for feed-enabled campaigns
Shopping, Performance Max and feed-based Audience Ads can take your products beyond traditional desktop search and into Microsoft’s mobile, native, display, gaming and AI-assisted experiences.
How the feed fits: Your Microsoft catalogue supplies the products, prices, images and availability. Microsoft Advertising and your media team determine which eligible audiences and placements receive those product-led ads—including Edge, MSN, Copilot, Microsoft Casual Games, Xbox and Activision Blizzard environments.
Audience signals
Microsoft reaches valuable audiences across Australia. These signals show why that reach can matter.
Microsoft’s Australian audience is commercially active.
A substantial group has stronger spending capacity.
Compared with the average Australian internet user.
Australian audience indicators supplied by Microsoft Advertising using GWI, Comscore and Microsoft internal data. Directional research—not guaranteed campaign outcomes.
Copilot is resonating with younger audiences.
View Microsoft source ↗Bing and Copilot over-index with Gen Z on mobile.
View Microsoft source ↗A deliberate comparison journey.
View Microsoft source ↗Copilot users are associated with more purchases within 30 minutes.
View Microsoft source ↗Stronger association when explicit shopping intent is present.
View Microsoft source ↗Audience and journey figures are Microsoft Advertising research and are primarily directional. Read Microsoft’s Gen Z research → and conversational AI analysis →.
Target feed-enabled campaigns
Microsoft combines product intent, first-party audiences and professional profile signals. These audiences can support eligible Shopping, Performance Max and feed-based Audience campaigns.
How the layers work together: FeedOps manages the product-data foundation. Your media team or agency selects the campaign, audiences, bids and creative that use it.
Show catalogue products to people actively searching, browsing or comparing specific products.
Reconnect with people who viewed or engaged with specific product IDs.
Use purchase history, customer value, tenure, referrals and time since last purchase to build more useful audience segments.
Use Microsoft’s LinkedIn profile signals such as company, industry, job function and seniority.
● CEOs interested in luxury goodsFind likely converters and combine product, first-party and professional signals using deliberate AND, OR and NOT logic.
Reach for feed-enabled campaigns
The available reach depends on the campaign you run. Shopping serves product ads against shopping intent, feed-based Audience Ads extend products beyond search, and Performance Max can optimise across eligible search, shopping, native, display and audience inventory.
Eligibility matters: A Microsoft partnership alone does not make a property a product-feed destination. This section only includes reach Microsoft connects to feed-enabled campaign types.
Microsoft Shopping campaigns use Merchant Center products to show visual Product Ads to people actively researching and comparing what to buy.
A catalogue can support Performance Max ads across eligible Microsoft search, shopping, native, display and audience inventory, including Copilot placements where available.
Feed-based Audience Ads can place relevant catalogue products across Microsoft properties including MSN, Microsoft Start, Edge and Outlook, plus eligible publisher partners.
Microsoft can match product IDs from the Merchant Center catalogue with products a visitor viewed, considered or purchased, then use those products in eligible remarketing campaigns.
Approved Merchant Center offers may also appear as unpaid product listings in Bing’s shopping experience, extending catalogue visibility beyond paid media.
An active Shopping feed can support automated dynamic product extensions that add relevant catalogue offers to eligible Microsoft Search ads.
Reach varies by campaign type, settings, market and Microsoft availability. See Microsoft’s official Audience campaigns and Performance Max information.
Channel fit
You are not starting from zero. The same product data and proven campaign approach can be extended to Microsoft, helping you reach an additional audience that may not otherwise see your products.
Use product-level performance from Google, Meta or Criteo to identify the brands, categories and products to take to Microsoft.
Extend successful product remarketing from Google, Meta or Criteo to Microsoft using Microsoft product remarketing.
If Meta Advantage+ Sales or Google Demand Gen is working, test Microsoft feed-based Audience Ads to reach new customers.
What FeedOps manages
FeedOps combines software, controlled automation and specialist oversight to prepare the Microsoft-specific catalogue and keep it accurate after launch.
Bring together data from your ecommerce platform, ERP, PIM, suppliers, APIs or files.
Send the complete catalogue or use product-level performance from Google to select the range most likely to gain traction in Microsoft.
Align categories, product types, attributes and titles with Microsoft Merchant Center requirements.
Fill important gaps and improve titles, product types, descriptions and attributes so Microsoft can better understand and match your products.
Validate required fields, identifiers, images, prices, availability, landing pages and other submission requirements before the feed goes live.
Check custom labels, promotion IDs and product groups before launch.
Track product eligibility, feed delivery, warnings, disapprovals and unexpected changes.
Maintain transformation rules, monitor results and continue improving product data as your catalogue and Microsoft’s requirements change.
The FeedOps offer
We work alongside your ecommerce marketing team and/or agency to prepare the catalogue, support feed-based expansion decisions and help get eligible Microsoft campaigns live and running.
If you already use FeedOps and do not yet have a Microsoft feed, we will add the service, platform access and specialist support within your existing FeedOps engagement.
Talk to your FeedOps teamBook a product demo to discuss your catalogue, current campaign performance and the opportunity to expand into Microsoft.
Book a product demoYour team has visibility into the catalogue, feed health and work underway, with one place to collaborate.
We manage catalogue work, custom labels, promotion IDs, validation, disapprovals and ongoing improvements.
Connections, rules, monitoring and ongoing optimisation stay together with the specialists responsible for your feed.
Microsoft questions
Yes. Your business needs a Microsoft Advertising account and Microsoft Merchant Center store. FeedOps can help establish and configure them if they are not already in place.
Your business adds and controls its billing information directly in Microsoft Advertising. FeedOps can guide your team through the required steps.
Microsoft and Google have similar product-data requirements, but their feeds should not be treated as identical. FeedOps uses your existing information and performance insights while preparing a separately controlled feed aligned with Microsoft’s requirements.
Yes. FeedOps can send the complete catalogue or select products using categories, brands, availability, price, margin, promotions, performance insights, custom labels and agreed rules.
Yes. Your agency can continue managing campaigns, budgets, bids and performance targets while FeedOps manages the product data and Microsoft Merchant Center feed.
FeedOps continues monitoring feed delivery, product eligibility, disapprovals and catalogue changes. We maintain rules, improve titles and attributes, investigate issues and keep product, price, availability and promotional data synchronised.
Microsoft Merchant Center product data can support Microsoft Shopping, Performance Max and eligible feed-based Audience Ads and free product listings. Exact inventory depends on campaign type, settings, market and current Microsoft availability.
