Create product ads in a shopping campaign

Using product ads, you can enhance your ads with specific product information from your Microsoft Merchant Center store feed. Learn how to get product ads running in this article.

Product ads are created using shopping campaigns. They a great way to give your ads more space on the search results page and make those ads more compelling to potential customers. By using product ads, you can enhance your ads with real-time, specific product information from your Microsoft Merchant Center store feed.

Complete each of the following steps to start using product ads:

Product ad steps

Claim your domain

You must claim your domain before you can build a Microsoft Merchant Center store. If you've already added a Universal Event Tracking (UET) tag to your domain for conversion tracking and remarketing, you can use that UET tag to validate your domain. See Verify and claim your website's URL for more details. Otherwise, read on to learn more about domain validation via Bing Webmaster Tools.

  1. Go to the Bing Webmaster Tools URL:
  2. Sign in using the same Microsoft account that you use to sign in to Microsoft Advertising. If you don't use a Microsoft account yet, learn how to sign into Microsoft Advertising.
  3. Make sure your profile is filled out by selecting the button with your initials on the top right and selecting and filling out Personal details and Professional details.
  4. In the main screen, you will be prompted to enter your URL > select Add.
  5. You'll then see your Site URL at the bottom of the screen. Under Action, select Verify now.
  6. Choose one of the three verification steps: XML File, HTML Meta Tag, or Add CNAME record to DNS.
  7. Follow and complete the steps of your chosen path.
  8. You'll see the Dashboard page if your URL is verified.

For additional information on verifying your URL, take a look at these detailed instructions.

Create a Microsoft Merchant Center store

  1. From the top menu, select Tools > Merchant center > Manage stores (shopping cart icon).
  2. Select Create a store.
  3. Enter your Store info and Contact details.

Upload your catalog feed

These steps are slightly summarized. Here's more detailed information about creating and uploading your feed.

  1. From the top menu, select Tools > Merchant center > Feeds.
  2. Select Create feed and then move through the steps in the wizard.
  3. Upload your file.

    For more information, here's some detailed information about your options on this step.


It can take up to three business days for your feed file to process.

Create your shopping campaign

  1. From the collapsible menu on the left, select All campaigns > Campaigns > Create campaign.
  2. Select Sell products from your catalog > Standard shopping > Next > Search ads > Next.
  3. Choose your Campaign settings, Shopping settings, and Campaign targets.
  4. The final step is to create product groups. Take a look at this article for more information.

What you need to know

  • If you ever need to edit or make changes to your shopping campaign, simply select the campaign name in the left panel > Settings tab.
  • You can monitor your campaign with reports created specifically for shopping campaigns, which can be generated by from the Reports page:
    1. From the top menu, select Reports > Reports > Product ads > choose the option that best suits your needs.
    2. Fill in the necessary information and select either Run or Download.

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