Google Merchant Center Feeds Now Importable to Microsoft Ads

Published: 01/07/2026
Bing Ads GMC Import Product Feed
This article provides a detailed guide on seamlessly importing product feeds from Google Merchant Center into Bing Ads. It covers account authorization, import steps, UTM parameter replacement, update frequency settings, and import status monitoring. By following this guide, readers can easily synchronize data updates, improving advertising efficiency and effectiveness. The process ensures product information is consistently updated in Bing Ads, leading to better targeting and performance. This eliminates manual updates and streamlines the advertising workflow.
Google Merchant Center Feeds Now Importable to Microsoft Ads

Manual updates to Bing Ads product feeds can be time-consuming and prone to errors. A more efficient solution exists: synchronizing your Google Merchant Center (GMC) data with Bing Ads automatically. This integration ensures real-time updates across platforms, eliminating discrepancies that could impact advertising performance.

Prerequisites: Google Merchant Center Account Authorization

Before initiating the import process, verify that your Google Merchant Center account is properly configured and contains your complete product catalog. This authorization serves as the foundation for Bing Ads to access and utilize your product data. Users without prior authorization should complete this setup through Google Merchant Center's official documentation.

Step-by-Step Guide to Importing Product Feeds

  1. Access Bing Ads Merchant Center: Log into your Bing Ads account and navigate to the Merchant Center section. First-time users must establish a new storefront before proceeding with feed uploads.
  2. Initiate Import Process: Within Merchant Center, select the "Import" option from the navigation menu, then click "New Import" to create a fresh import task.
  3. Authenticate Google Account: The system will prompt for Google account credentials. After authentication, select the corresponding Google Merchant Center store linked to your Bing Ads account.
  4. Feed Creation (If Required): For new implementations, create a dedicated feed by specifying its name, target market country, and language preferences. Existing feed users may proceed directly to the next step.
  5. Feed Selection: Choose the relevant feed from available options to continue the configuration process.
  6. UTM Parameter Conversion: Replace all Google-specific UTM tracking parameters with Bing-compatible equivalents. For example, transform utm_source=google to utm_source=bing to maintain proper campaign attribution.
  7. Update Frequency Configuration: Establish an appropriate refresh cycle, typically ranging from weekly to biweekly intervals. Excessive updates may disrupt Bing's algorithmic optimization processes, while infrequent refreshes risk data staleness.
  8. Final Verification and Execution: Review all settings for accuracy before activating the import process.

Monitoring Import Status

The Import dashboard displays real-time synchronization status indicators. "Pending" denotes active transfers, while "Success" confirms completion. Blank status fields require manual initiation through the "Import now" function for immediate processing; otherwise, the system follows the predetermined schedule.

Technical Considerations and Best Practices

  • Data Compatibility: Ensure product attributes in Google Merchant Center align with Bing Ads' technical specifications to prevent import failures.
  • Error Resolution: System-generated diagnostic reports provide detailed explanations for unsuccessful imports, enabling targeted corrections.
  • Performance Optimization: Regular audits of feed content and advertising metrics allow for strategic refinements to product titles, descriptions, and categorization.

This integration methodology eliminates the inefficiencies of manual feed management while enhancing advertising precision through synchronized product data across major advertising platforms.

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