Reach 56 million UK Bing users your Google campaigns miss
Microsoft Shopping reaches a distinctly different, higher-value demographic than Google. Trajekt generates your Microsoft-compatible feed from the same data as your Google feed — with correct UK formatting and compatibility with Microsoft Merchant Center's direct Google import.
✓ 56M UK monthly Bing users✓ Google feed import compatible✓ Free product listings included✓ Lower CPCs than Google Shopping
56M
monthly UK users across Bing and Microsoft properties
40%
of Bing UK audience has household income over £75K
15%
typical CPC reduction on Microsoft vs Google Shopping
Free
product listings available in Bing Shopping tab — no ad spend required
Features
Microsoft Shopping Feed — what Trajekt does for you
🔄
Google import compatible
Microsoft Merchant Center can process Google-formatted feed files and offers direct Google Merchant Center import. Trajekt generates a format compatible with both.
🆓
Free listings
Microsoft offers free organic Shopping listings in the Bing Shopping tab. A valid feed is all you need — no ad spend required.
📊
Performance Max compatible
Microsoft's equivalent of Performance Max uses the same product feed as Shopping campaigns. One feed, multiple campaign types.
🔢
GTIN support
Microsoft recommends GTINs for better product matching. Trajekt maps your product barcodes to required identifier fields.
🇬🇧
UK formatting
GBP pricing, UK availability terminology, and UK shipping requirements all configured correctly in Trajekt's Microsoft feed output.
📍
Local Inventory Ads
Microsoft supports Local Inventory Ads for in-store availability. Trajekt can generate local product feeds alongside your main online feed.
Microsoft / Bing Shopping feed format reference
Format: XML (same structure as Google Shopping). Key fields Trajekt generates from your Shopify or WooCommerce product data.
Field
Example value
Notes
id
shopify_12345_67890
Unique variant ID
title
Barbour Beaufort Jacket Navy XL
Same title as Google Shopping
description
Heavyweight waxed cotton jacket.
Plain text
availability
in stock
in stock / out of stock / preorder
price
279.00 GBP
VAT-inclusive, GBP currency code
link
https://example.com/products/barbour-beaufort
Product URL
image_link
https://cdn.example.com/barbour-beaufort.jpg
HTTPS, min 220×220px
brand
Barbour
Brand name
gtin
5055329871234
EAN-13 barcode
condition
New
New / Used / Refurbished (capitalised)
FAQ
Frequently asked questions
Microsoft Shopping Campaigns run on Bing and Microsoft's network — MSN, Outlook, partner sites. The ad format is very similar to Google Shopping. Microsoft Merchant Center is equivalent to Google Merchant Center. The key difference is the audience — Microsoft reaches users who don't use Google, often with higher household income.
Not necessarily. Microsoft Merchant Center can process Google Shopping XML and offers direct Google Merchant Center import. Trajekt generates a single feed working for both, or separate feeds for platform-specific optimisations.
Required: id, title, description, link, price, image_link, and availability. Same as Google's core required fields. Recommended: brand, condition, product_type, gtin, and mpn.
Microsoft offers organic product listings in the Bing Shopping tab at no cost. With a valid Merchant Center feed and approved store, products appear in free Shopping tab results without ad spend.
Go to ads.microsoft.com, create a Microsoft Advertising account, then Tools > Microsoft Merchant Center > Create Store. Verify your website, add a feed under Products > Feeds, choose Scheduled fetch, enter your Trajekt URL.
Yes. Microsoft Merchant Center accepts Google Shopping XML format. You can provide the same feed URL used for Google Merchant Center.
Microsoft UK audience skews toward professionals aged 35+ with higher household income. About 40% earn over £75K annually. CPCs are typically 15-30% lower than Google Shopping.
Upload product feed to Microsoft Merchant Center, create a Shopping campaign in Microsoft Advertising, set bids. Microsoft matches products to search queries. Performance Max campaigns also use the Merchant Center feed.
Yes. Microsoft Shopping supports custom_label_0 through custom_label_4, identical to Google. Use them for bid segmentation — high-margin products, clearance items, seasonal categories.
Product Audiences are remarketing lists targeting users based on products they viewed on your website. Combined with Microsoft Shopping feed, this enables Dynamic Remarketing Ads. Requires Universal Event Tracking (UET) tag.
Yes — especially for higher-value products. The lower CPC and higher-income audience often delivers better ROI than Google for certain product categories. Free listings provide additional value with no extra cost.
Capture the Bing audience your Google ads are missing
Generate your Microsoft Shopping feed from the same Shopify or WooCommerce data as your Google feed — correctly formatted for Microsoft Merchant Center.