Conversion
Google Shopping to Bing Shopping feed
Microsoft Merchant Center was built to read Google's attributes, so a Google Shopping feed is most of a Bing Shopping feed already. Most fields pass straight through. What changes is the format (a tab-delimited text file, not a CSV), a handful of values (TRUE/FALSE instead of yes/no), which Google attributes Bing quietly ignores, and how often the file has to be refreshed before offers expire. The table below is the mapping, field by field.
We connect your store, build the feed and keep it in sync. Updated 2026-10-27.
At a glance
- Microsoft lists every Google attribute it reads: id, title, description, link, image_link, price, availability, brand, gtin, mpn, item_group_id, the apparel fields and custom_label_0–4 are all used as-is.
- Ignored by Bing: Google's tax, shipping and shipping_weight (except for Germany), installment, loyalty_points and excluded_destination. product_type is read as one value, not a list.
- A file feed must be tab-delimited text (or Google-formatted XML). Choose TSV output, point Microsoft at the URL, and it downloads the file once every 24 hours.
- Offers expire after 30 days without a refresh, whether they came from a file or from the Google Import tool.
Google Shopping attributes mapped to the Bing Shopping feed
Left: the attribute in your Google Merchant Center feed. Middle: the field Microsoft Merchant Center reads. Right: what to change, from Microsoft's product attributes page and its list of Google attributes it uses.
| Google attribute | Microsoft field | Difference / rule |
|---|---|---|
| id (max 50) | id | Same; 50 Unicode characters, unique per market and across all feeds in the store |
| title (max 150) | title | Same limit; Microsoft asks for no quotes around the value and no all caps |
| description (max 5,000) | description | Same; Microsoft allows 10,000, plain text, no HTML |
| link / image_link | link / image_link | Same; link must be on the verified store domain, image at least 220 × 220 (250 × 250 for clothing and shoes), up to 16 MB |
| additional_image_link | additional_image_link | Same; up to 10 URLs, comma-separated |
| price (24.99 USD) | price | Same format; two decimals, ISO currency code, no symbol |
| availability (in_stock …) | availability | Microsoft lists in stock, out of stock, preorder; replace the underscore with a space; backorder needs a rule |
| condition | condition | Same values: new, used, refurbished (default new) |
| brand | brand | Same; Microsoft recommends 70 characters and 10 words at most |
| gtin / mpn | gtin / mpn | Same; up to 10 GTINs separated by comma and space |
| identifier_exists (yes / no) | identifier_exists | Microsoft's spec is boolean: FALSE / TRUE |
| google_product_category | product_category | Equivalent field; Google's column name is accepted as-is |
| product_type | product_type | Bing treats a comma-separated list as one value; send the single best path |
| item_group_id (max 50) | item_group_id | Same; at least one variant attribute must be filled for the group |
| gender / age_group / color / size | same names | Same values; required for apparel in the US, UK, France and Germany |
| custom_label_0–4 | custom_label_0–4 | Same; max 100 characters, 1,000 unique values per label |
| ads_redirect | ads_redirect (or bingads_redirect) | Swap Google tracking parameters for Microsoft ones |
| shipping / shipping_weight | shipping | Ignored, except required for Germany and Austria |
| tax, installment, loyalty_points, excluded_destination | — | Not used by Bing; leave unmapped |
Microsoft fields and limits from the Microsoft Advertising product attributes page and 'What Google feed file attributes can I use?'; Google limits from the Merchant Center product data specification. All checked 2026-10-27.
Google Import tool or a separate Bing Shopping feed
Microsoft Merchant Center has a Google Merchant Center import: sign in with Google, schedule it daily, weekly or monthly, and use find-and-replace on URLs to swap Google tracking for Microsoft tracking. It imports every online Shopping offer from Google, including pending and disapproved ones, only for markets Microsoft supports, and it needs the store domain to match on both sides. It is the fastest route when the Google feed is already the version you want on Bing.
A separate feed is the better route when Bing should get something different: a smaller product set, Bing-specific custom labels for campaign splits, the UK with VAT-inclusive prices from a US-priced source, or a store whose Google products arrive through an app that Microsoft cannot see. It is also the route when disapproved Google items should stay out of Bing, since the importer brings them along. In Textfinity we set up that feed from the same store source as the Google one, so both stay in step without copying files.
File format: why the Bing Shopping feed is a TSV
Microsoft's feed file rules are stricter than Google's: tab-delimited plain text with one header row, one product per line, no HTML, no tabs or line breaks inside values, or an existing Google-formatted XML file. A comma-separated file is accepted only through the Google Docs publish route. So we set the Microsoft feed's output to TSV in Textfinity, the feed URL goes under 'Automatically download file from URL', and Microsoft fetches it once every 24 hours.
Two timing rules matter. Microsoft reviews new and changed items, which can take up to three business days for titles, descriptions and links, and up to 24 hours for price and availability. And a feed expires after 30 days, so a URL that is fetched daily is the low-effort way to never hit that wall.
Sample: one Google row and the Bing row it becomes
The snippet is a Google Shopping row trimmed to the columns that change. The download is a three-row Microsoft Merchant Center feed, tab-delimited, built from rows like it: an electronics item without a GTIN, an apparel variant and a German home-goods item with shipping.
google-shopping.tsv (source, trimmed)
id availability identifier_exists product_type shipping
SP-200-BLK in_stock no Audio > Speakers, Sale US:::0.00 USDSources checked
Examples
Worked examples, by situation
Three stores, three different reasons the Google row could not go to Bing untouched.
identifier_exists and a multi-value product_type
Before
id: SP-200-BLK identifier_exists: no product_type: Audio > Speakers, Sale availability: in_stock
After
id: SP-200-BLK identifier_exists: FALSE product_type: Audio > Speakers availability: in stock
How we set it up
We map identifier_exists with the advanced expression if [identifier_exists] equals "no" then "FALSE" else "TRUE", product_type with remove from regexp ,.*$ to keep the first path, and availability with replace from regexp _ to a space.
Shopify Bing Shopping feed with the apparel fields Bing requires
Before
Title: Merino Crew Sweater Options: Color Oatmeal, Size M Product type: Women > Knitwear
After
title: Women's Merino Crew Sweater, Oatmeal, M color: Oatmeal size: M gender: female age_group: adult item_group_id: 8114470
How we set it up
We connect the Shopify store and build the feed from the Microsoft Ads template. color and size are renames of the Color and Size options; gender is an advanced rule on the product type (the native Shopify connection does not import tags); age_group is add static value adult; the title is one advanced rule: if [product_productType] includes "Women" then "Women's " + [product_title] + ", " + [variant_color] + ", " + [variant_size] else [product_title] + ", " + [variant_color] + ", " + [variant_size].
Shipping filled because Germany requires it
Before
id: LMP-31 price: 89.00 EUR shipping: (empty in the store export)
After
id: LMP-31 price: 89.00 EUR shipping(country:service:price): DE:Standard:0.00
How we set it up
We add a column named shipping(country:service:price), since Microsoft reads the format from the header, mapped with the advanced expression if calc{[price]} >= 50 then "DE:Standard:0.00" else "DE:Standard:4.95". Bing ignores shipping in other markets, so this rule lives only in the German feed; prices include VAT as the German market requires.
Copy this plan
Plan: a Bing Shopping feed from your Google setup
About an hour, most of it waiting for Microsoft's first review. If your store is already connected to Textfinity, we skip straight to the feed.
01
Verify the store in Microsoft Merchant Center
Microsoft needs a verified, approved store before it accepts a feed. This happens in Microsoft Advertising, under Tools → Merchant Center.
02
Add the source
Connect the Shopify store, or paste the URL of the Google feed or store export (CSV, or Google-shaped XML). Feed hygiene profiles the catalog on import.
What we set up: We connect your Shopify store, or your CSV or XML URL, as the source in Textfinity.03
Create the feed from the Microsoft Ads template
The template pre-fills the mandatory and recommended Microsoft columns. Map each by rename from the identically named Google attribute.
What we set up: We start from the Microsoft Ads template and map each column as a rename.04
Apply the Bing-specific value rules
Availability spelling, identifier_exists as TRUE/FALSE, a single product_type, shipping for Germany and Austria only. Leave tax, installment and excluded_destination unmapped.
What we set up: We map availability with replace from regexp and identifier_exists with an advanced rule.05
Publish as TSV and connect the URL
Publish the feed as TSV, then in Microsoft Merchant Center create a primary feed with 'Automatically download file from URL'. Microsoft fetches every 24 hours; check its feed report after the first run.
What we set up: We set the output format to TSV and add the feed URL in Microsoft Merchant Center with you, or with the access you give us.
Customization tips
Make it yours
Importer for parity, feed for control
If Bing should mirror Google exactly, the Google Import tool is less work. The moment Bing needs its own labels, its own product set or its own markets, switch to a feed; mixing both in one store risks duplicate ids, which must be unique across all feeds.
Reuse Google custom labels, but mind the 100 characters
Microsoft reads custom_label_0–4 exactly like Google, so campaign splits carry over. Microsoft caps each at 100 characters and 1,000 unique values; a label that holds a product name or a URL will be cut.
Keep the same id on both channels
Identical ids make it easy to compare the same product across Google and Bing reports. Do not add a channel suffix; the id is also what supplemental feeds match on.
Use Microsoft's supplemental feed sparingly
Microsoft supplemental feeds can override title, description, size, color, promotion ID and custom labels. That is handy for a quick fix, but a second rule set outside your feed tool is easy to forget; prefer the mapping rule unless a colleague needs a hand-edited sheet.
Downloads
Take the files
%09custom_label_0%0ASP-200-BLK%09Portable%20Bluetooth%20Speaker%2020%20W%2C%20Black%09Waterproof%20speaker%20with%2012-hour%20battery.%09https%3A%2F%2Fstore.example%2Fp%2Fspeaker-200%09https%3A%2F%2Fcdn.example%2Fsp-200-blk.jpg%0959.00%20USD%09in%20stock%09new%09Volta%09%09SP-200%09TRUE%09Electronics%20%3E%20Audio%20%3E%20Audio%20Components%20%3E%20Speakers%09Audio%20%3E%20Speakers%09%09%09%09Black%09%09%09bestseller%0AMCS-OAT-M%09Women's%20Merino%20Crew%20Sweater%2C%20Oatmeal%2C%20M%09Fine%20merino%20wool%20crew%20neck%20in%20a%20relaxed%20fit.%09https%3A%2F%2Fstore.example%2Fp%2Fmerino-crew%3Fvariant%3Dm%09https%3A%2F%2Fcdn.example%2Fmcs-oat.jpg%0989.00%20USD%09in%20stock%09new%09Marlow%090195866188174%09%09TRUE%09Apparel%20%26%20Accessories%20%3E%20Clothing%20%3E%20Shirts%20%26%20Tops%09Women%20%3E%20Knitwear%09MCS%09female%09adult%09Oatmeal%09M%09%09new-season%0ALMP-31%09Stoneware%20Table%20Lamp%2031%20cm%2C%20Sand%09Hand-glazed%20stoneware%20base%20with%20linen%20shade.%09https%3A%2F%2Fstore.example%2Fde%2Fp%2Flamp-31%09https%3A%2F%2Fcdn.example%2Flmp-31.jpg%0989.00%20EUR%09in%20stock%09new%09Kiln%20%26%20Co%094006381333931%09%09TRUE%09Home%20%26%20Garden%20%3E%20Lighting%20%3E%20Lamps%09Lighting%20%3E%20Table%20lamps%09%09%09%09Sand%09%09DE%3AStandard%3A0.00%09core%0A){kind=link}
FAQ
Questions about google shopping to bing shopping feed
Can I use my Google Shopping feed for Bing Shopping?
Yes. Microsoft Merchant Center accepts Google's attribute names and reads nearly all of them, and it has a Google Merchant Center import tool that copies your Shopping offers on a daily, weekly or monthly schedule. A separate feed is worth it when Bing needs different products, labels or markets, or when disapproved Google items should not follow.
What file format does Microsoft Merchant Center accept?
A tab-delimited plain-text file with a single header row (TXT, or compressed as ZIP, GZ or TGZ), or an existing Google-formatted XML file. Files can be uploaded manually under 4 MB, sent by FTP/SFTP, or downloaded automatically from a URL once every 24 hours.
Which Google attributes does Bing ignore?
Microsoft lists tax, shipping and shipping_weight (used only for Germany), installment, loyalty_points and excluded_destination as not used. It reads product_type as a single value even if it contains commas, so send one path.
How often do I need to update a Bing Shopping feed?
At least every 30 days, because offers expire after that. Microsoft recommends daily updates; a URL feed is downloaded every 24 hours automatically. Price and availability changes can take up to 24 hours to process.
Set up for you
Have us put your Google catalog on Bing Shopping.
Send us your store or Google feed URL. We set up the Microsoft Ads feed in Textfinity, apply the four value rules and hand Microsoft a TSV URL it fetches daily.
Tell us your store and channels. We reply within 24 hours.