Microsoft Advertising recently introduced new updates to streamline product imports from Google Merchant Center, making the process faster and more efficient for merchants.

Key updates:

• Feed label support: Starting in early October, products imported from Google Merchant Center will retain their feed labels, making it easier to associate products with the right categories in campaigns. Feeds using a 2-letter country code will automatically match to the correct country in Microsoft Advertising.
• Automated feed management: Microsoft now consolidates all imported products into a single feed, eliminating the need for merchants to create individual feeds to mirror their Google setup. This simplifies feed management and saves time.

These updates reduce the manual workload for merchants, allowing for more accurate and efficient cross-platform advertising. By streamlining the import process, Microsoft Advertising helps merchants focus more on optimizing campaigns rather than managing feeds.

For more details, you can check out the official announcement here.