Why should I add a Bing Shopping feed?

Microsoft Advertising serves shopping ads across Bing, Yahoo, DuckDuckGo, MSN, and Edge - roughly 8% of UK desktop search. CPCs are typically 30-40% lower than Google and audiences skew older with higher disposable income. If you already run Google Shopping, adding Bing usually pays for itself within a month.

How is a Bing feed different from a Google feed?

Bing Merchant Centre accepts the same attribute schema as Google (id, title, description, price, availability, brand, gtin, mpn, condition, image_link, link). AiFeedOptimiser's Bing generator emits the exact same structure so you can import a Google campaign directly into Microsoft Advertising and swap the feed URL.

Do I need a separate Microsoft Advertising account?

Yes. Sign up at ads.microsoft.com, create a Merchant Centre store, then add AiFeedOptimiser's public XML URL as a Scheduled feed. Microsoft also supports importing a Google Ads shopping campaign in a couple of clicks.

Which platforms can source the Bing feed?

All of them. Shopify, WooCommerce, BigCommerce, Magento, PrestaShop via API, or CSV upload. One store connection powers Google, Meta, Bing, and TikTok feeds in parallel with independent mappings.

Are prices VAT-inclusive?

Yes. Microsoft Advertising expects UK prices inclusive of tax by default. AiFeedOptimiser always emits prices with 20% VAT included.

A Bing Shopping feed for Microsoft Advertising

Generate a valid Bing Merchant Centre XML feed and reach shoppers on Bing, Yahoo, DuckDuckGo, MSN, and Edge.

Google-compatible schema, VAT-inclusive prices, scheduled fetch, and instant webhook sync - from any Shopify, WooCommerce, BigCommerce, Magento, PrestaShop, or CSV source.

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A Bing Shopping feed for Microsoft Advertising

Connect a store (or upload a CSV), configure the Bing mapping, and paste the public XML URL into Microsoft Merchant Centre. Google-compatible schema means you can import an existing Google Ads shopping campaign and just point it at the new feed URL.

Set up in 5 steps

1
Connect a store or upload a CSV
From the dashboard add a store: Shopify, WooCommerce, BigCommerce, Magento, PrestaShop, or CSV / Manual upload. The same connection can serve Google, Meta, Bing, and TikTok feeds simultaneously.
2
Configure the Bing field mapping
Open the store → Configure Bing feed. AiFeedOptimiser pre-fills mappings for id, title, description, price, sale_price, availability, brand, gtin, mpn, condition, image_link, link, and product_type. Add filters and custom labels as needed.
3
Preview the generated XML
The Preview tab shows the exact <item> block Microsoft ingests. Validation catches missing gtin/mpn/brand combos, invalid availability values, and broken image URLs before submission.
4
Copy the public feed URL
From the store detail page copy /feeds/{storeId}/bing-merchant.xml. Snapshots refresh every 6 hours and invalidate instantly on Shopify or WooCommerce product-update webhooks.
5
Add the feed in Microsoft Merchant Centre
Microsoft Advertising → Tools → Microsoft Merchant Centre → Feeds → Create feed → Scheduled URL. Paste the URL, pick daily fetch, and Microsoft starts ingesting your products within a few hours.

Bing Merchant Centre attribute reference

Microsoft's Merchant Centre schema mirrors Google Shopping. AiFeedOptimiser enforces required fields with a clear 422 error before serving the feed.

Attribute	Required	Notes
id	Yes	Unique SKU. Must be stable - Microsoft uses it to track performance history across feed refreshes.
title	Yes	Up to 150 characters. Bing weights the first 70 heavily for query matching.
description	Yes	Up to 10,000 characters. Plain text; HTML is stripped.
link	Yes	HTTPS URL to the product page. Must return 200.
image_link	Yes	HTTPS URL to the main image. Minimum 100x100 px, recommended 800x800 px.
price	Yes	Numeric + currency, e.g. '19.99 GBP'. Inclusive of 20% UK VAT.
availability	Yes	'in stock', 'out of stock', or 'preorder'. AiFeedOptimiser normalises platform values.
brand	Yes	Manufacturer or brand name. Required for most retail categories.
condition	Yes	'new', 'refurbished', or 'used'. Defaults to 'new'.
gtin	Optional	Required if the product has one (retail branded goods). Skip only for custom or bundled items.
mpn	Optional	Required if no gtin. Manufacturer's part number.
sale_price	Optional	Optional. When set, Microsoft shows a strikethrough price in shopping placements.
product_type	Optional	Retailer-defined category path, e.g. 'Home > Kitchen > Kettles'. Improves query relevance.

Common Bing feed rejection reasons

Missing gtin and mpn

Microsoft requires at least one product identifier for branded goods. Map gtin (barcode/EAN) or mpn (manufacturer part number) - AiFeedOptimiser's health dashboard flags missing values.

Non-HTTPS image or link URLs

Microsoft rejects HTTP URLs. AiFeedOptimiser warns about mixed-content links in the health dashboard.

Prices without currency

Bing needs the currency suffix - '19.99 GBP', not '19.99'. AiFeedOptimiser always emits the currency code.

Stale availability

If a product is out of stock in the store but 'in stock' in the feed, Microsoft flags policy violations. Enable Shopify or WooCommerce webhooks for instant sync.

Why merchants add Bing alongside Google

Lower CPCs than Google

Microsoft Advertising shopping CPCs average 30-40% lower than Google in the UK. Adding a Bing feed is often the highest-ROI channel expansion for existing Google Shopping merchants.

Instant sync via webhooks

Shopify and WooCommerce product-update webhooks invalidate the Bing snapshot immediately, so Microsoft never spends on out-of-stock SKUs.

Google-compatible schema

The Bing generator emits Google Shopping-compatible XML. Import your Google Ads shopping campaign into Microsoft Advertising and just swap the feed URL.

One catalogue, four channels

The same store connection powers Google, Meta, Bing, and TikTok feeds with independent mappings, filters, and rules.

Frequently asked questions

Why should I add a Bing Shopping feed?: Microsoft Advertising serves shopping ads across Bing, Yahoo, DuckDuckGo, MSN, and Edge - roughly 8% of UK desktop search. CPCs are typically 30-40% lower than Google and audiences skew older with higher disposable income. If you already run Google Shopping, adding Bing usually pays for itself within a month.
How is a Bing feed different from a Google feed?: Bing Merchant Centre accepts the same attribute schema as Google (id, title, description, price, availability, brand, gtin, mpn, condition, image_link, link). AiFeedOptimiser's Bing generator emits the exact same structure so you can import a Google campaign directly into Microsoft Advertising and swap the feed URL.
Do I need a separate Microsoft Advertising account?: Yes. Sign up at ads.microsoft.com, create a Merchant Centre store, then add AiFeedOptimiser's public XML URL as a Scheduled feed. Microsoft also supports importing a Google Ads shopping campaign in a couple of clicks.
Which platforms can source the Bing feed?: All of them. Shopify, WooCommerce, BigCommerce, Magento, PrestaShop via API, or CSV upload. One store connection powers Google, Meta, Bing, and TikTok feeds in parallel with independent mappings.
Are prices VAT-inclusive?: Yes. Microsoft Advertising expects UK prices inclusive of tax by default. AiFeedOptimiser always emits prices with 20% VAT included.

Launch your Bing Shopping feed today

Start with a 14-day free trial. No credit card required. Google, Meta, Bing, and TikTok feeds included in every plan.

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A Bing Shopping feed for Microsoft Advertising

Set up in 5 steps

Connect a store or upload a CSV

Configure the Bing field mapping

Preview the generated XML

Copy the public feed URL

Add the feed in Microsoft Merchant Centre