Starting this week, it will be easier than ever to get Product Ads that are running in Google AdWords, onto Bing.

The Google Merchant Center (GMC) Import tool will help you:

  • Save time by reducing the need to maintain two separate feeds for Bing Ads and Google AdWords.
  • Import product offers more easily from GMC to Bing Merchant Center (BMC).
  • Keep product offers fresher across both platforms through scheduled importing of the feeds in BMC.

In order to get importing, there are a few things you should know first. You must create your own Bing Merchant Center store prior to using Google Merchant Center Import tool.

Start in the Import tab in BMC. You’re required to sign in with your GMC account to start the import process, and the import tool supports both standard GMC accounts and multi-client accounts.

The GMC Import’s scheduling capability includes daily, weekly, monthly and now options. Additionally, saved schedules can be changed by clicking Manage existing imports and editing the schedule.

Lastly, for diagnostic purposes, the import status is reported on the Catalog summary page of the imported catalogs. This is also the place to see the imported feed processing results, giving you information on how many offers were approved versus rejected.

Take a look at the different types of errors or skipped offers you may encounter with your Google Merchant Center import below:

The GMC import tool only approves offers. Pending and disapproved offers in GMC will be skipped.

Only Google Merchant Center offers that target Bing Shopping Campaigns markets supported by Bing Ads will be imported. The following languages and markets supported are:

  • English: Australia, Canada, India, United Kingdom, United States
  • French: France
  • German: Germany

Import offers will expire after 30 days. Your offers need to be imported at least every 30 days to stay up-to-date in the system.

In summary, this tool is built to make it easier to create and maintain Bing Shopping Campaigns. It was be as simple as keeping your current GMC up to date and should give you more time to continue optimizing your feeds in order to optimize and focus on what really matters.

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Author: Bri Saxman

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