How to Get Products From Any Website on Bing Shopping

The path at a glance

The diagram above shows the four stages: your website, verification, your Microsoft Merchant Center store, and a scheduled feed that keeps Microsoft Shopping current.

1. Verify your website

Microsoft needs proof that you own the site your products link to. Verify it through Bing Webmaster Tools, or with a UET tag (Microsoft's tracking tag). A new UET tag must record at least 50 events before the domain can be used.

2. Create a Microsoft Merchant Center store

In Microsoft Advertising, go to Tools > Merchant Center and create a store. Give it a name (it can't be changed later), a description, and your website's address. Review can take a few days. Every product link in your feed must be under that store address.

3. Build your Bing Shopping feed

Microsoft requires just seven fields: id, title, description, link, image_link, price, and shipping (needed only for Germany and Austria). Worth adding too:

• brand and gtin - help match your products to searches.
• product_category - the same list as Google's product categories, as an ID or full path.
• Clean text - no HTML, promotional text, or all caps in titles and descriptions, and no watermarks on images.

Building the file yourself? Our free Bing Catalog CSV Template Generator gives you the exact columns - as a CSV to fill in, or the tab-delimited text Microsoft uploads use.

4. Schedule the feed

Add a feed to your store that Microsoft downloads on a schedule from your feed URL. This matters more on Bing than anywhere else: items in Microsoft Merchant Center expire after 30 days unless they're refreshed, so a one-time upload quietly empties out. Changes to prices, titles, and images also go through review, which can take a few days.

Already on Google Shopping?

If your products are already in Google Merchant Center, Microsoft can import them from there on a schedule - see How to Import a Google Merchant Feed Into Bing. Starting from scratch? See How to Get Products From Any Website on Google Shopping to cover both search engines.

Free listings vs. Bing Shopping ads

Once your Microsoft Merchant Center store is live and products are approved, you can run Microsoft Shopping campaigns - Bing Shopping ads - to promote them, with product groups to control bids by category or brand.