Product feed for Microsoft Advertising
Generate and auto-update a product feed (XML file) for Microsoft Advertising. Data Octopus combines product data with sales and margin, segments products by margin and campaign results and sends a ready product file to Microsoft Advertising.
What is Microsoft Advertising?
Microsoft Advertising is Microsoft's ad network that displays ads across the Bing search engine, Microsoft Copilot, Yahoo, MSN, and the Microsoft Audience Network. Product ads rely on a feed submitted to Microsoft Merchant Center and include Shopping campaigns, Performance Max, and audience network product ads.
Why does Microsoft Advertising need a good product feed?
Just like in Google, product ads in Microsoft Advertising do not rely on keywords, but on product feed data. While the channel has a smaller reach than Google, it often features lower CPCs and an audience with higher purchasing power browsing on work devices. Feed quality determines:
which search queries trigger your products,
whether products pass verification in Microsoft Merchant Center,
whether a limited budget is directed toward products that sell profitably.
Many stores import their campaigns and feeds from Google into Microsoft Advertising without any adjustments, causing the channel to replicate the weaknesses of the Google account.
How is the Data Octopus product feed better than a standard one?
Data Octopus feed
Data Octopus combines data from the feed, GA4, Google Ads, Meta Ads, and the e-commerce platform—along with margin and purchase cost data—into a single model at the product and variant level. The feed for Microsoft Advertising:
- includes custom labels (custom_label_0 to custom_label_4) populated with segments recalculated daily: revenue, ROAS, margin, profit after advertising spend, trend, seasonality, and product age,
- features titles and descriptions built using rules based on product attributes across the entire catalog,
- automatically excludes out-of-stock or unprofitable products,
- updates prices and inventory levels as soon as store data changes.
What does the Data Octopus product feed make possible in Microsoft Advertising?
Shopping and Performance Max campaign structures based on product profitability rather than categories alone.
Focusing a smaller budget on products with a proven track record in Google Ads and other channels.
Setting different ROAS targets for product segments with varying margins.
Testing products that face high competition on Google in a channel with lower bids.
Automatically moving products between groups as their performance changes.
As a result, Microsoft Advertising stops being a mere copy of your Google account and becomes a standalone channel with its own profitable product selection.
How does Data Octopus work with this data?
Strategy
Set goals for Microsoft Advertising: which products to push and which to hold back.
Segmentation
We segment products by sales, margin and trends before they reach Microsoft Advertising.
Feeds
A ready feed for Microsoft Advertising updates automatically, with segment labels.
Audience lists
RFM-based customer lists for campaigns in Microsoft Advertising.
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Frequently asked questions
What fields must a Microsoft Advertising product file include?
A Microsoft Advertising product file needs at least an ID, title, description, product link, image link, price and availability. Brand, GTIN/EAN, category, sale price and variants are also recommended. Data Octopus maps these fields automatically to the Microsoft Advertising specification and adds extra fields with segmentation.
Which format should a Microsoft Advertising feed use: XML, CSV or Google Sheets?
The most reliable option is an XML or CSV file at a fixed URL that Microsoft Advertising fetches automatically. Data Octopus generates the feed in the format Microsoft Advertising requires, so there are no manual store exports or spreadsheets to maintain.
How do I optimise a Microsoft Advertising product feed to improve campaign results?
The biggest gain comes from combining product data with sales and margin data. In practice: rule-based titles and descriptions, correct GTINs and categories, up-to-date prices and stock, and profitability segments in extra fields. That way the Microsoft Advertising budget goes to products that make money.
How do I use custom labels (custom_label) in a Microsoft Advertising feed?
Custom labels split your catalogue into groups that can get their own campaigns, budgets and goals. Data Octopus fills them daily with segments such as bestseller, high margin, new, declining or no impressions, so products move between groups in Microsoft Advertising on their own.
Why are products rejected in Microsoft Advertising and how do I fix it?
The most common causes are outdated price or availability, missing GTIN, a broken image or a title that is too long or incomplete. Data Octopus validates the feed before sending it to Microsoft Advertising, fills missing fields with rules and refreshes prices and stock several times a day.
How often should a Microsoft Advertising product feed be updated?
As often as prices and stock change in your store, which in practice means several times a day. Data Octopus updates the Microsoft Advertising feed automatically, together with segments based on the latest sales data.
How do I prepare a Microsoft Advertising feed for several countries and currencies?
Each market needs its own feed with the right language, currency and prices. Data Octopus builds Microsoft Advertising feeds for many markets from one data model, with separate segmentation for each country.
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