Microsoft is making waves in the advertising world with its new tool, Feed Labels, which aims to simplify cross-border advertising for retailers. The tech giant announced that the tool will be launching in mid-March and is expected to be fully rolled out by the end of the month.
So, what exactly are Feed Labels? With this new feature, retailers can organize products from different feeds using common traits such as language or product category. For example, if a retailer sells products in the UK, France, and Germany, they can create a label that encompasses all three feeds. This label then helps them run ads that showcase products from all these feeds to potential customers in those markets through targeted shopping campaigns.
The process is simple. Retailers can create a shopping campaign that targets the feed label, and their ads will show products from all three feeds to potential customers in the designated markets. Retailers have the control to choose which feeds from their designated Merchant Center store will be featured in the campaign. Alternatively, they have the option to showcase all products within a single campaign.
This new tool is a game-changer for advertisers managing campaigns in multiple countries. It significantly reduces their workload, allowing them to allocate their time to other important campaign tasks and priorities. With Feed Labels, advertisers no longer have to go through the tedious process of manually organizing and targeting products from different feeds for different markets. Microsoft’s tool streamlines the process and makes it more efficient.
There has been some confusion between Feed Labels and custom labels, but Microsoft has clarified the difference. In a statement, they said, “Feed labels are different from custom labels, which are used to subdivide products within a single feed based on your own criteria.” Custom labels are more useful for creating granular bid strategies and reporting within a campaign, while feed labels are better suited for creating broad targeting strategies across multiple feeds and campaigns.
For customers who prefer using country/region of sale, Microsoft will continue to support this option for both product feeds and shopping campaigns. This ensures that retailers have the flexibility to choose the method that works best for them.
Overall, Microsoft’s Feed Labels is a welcome addition to the advertising world. It provides retailers with a powerful tool to streamline their cross-border advertising efforts. With this new feature, advertisers can save time and effort while effectively reaching potential customers in different markets. As Microsoft continues to innovate and improve its advertising tools, retailers can expect even more exciting developments in the future.
To learn more about Microsoft’s Feed Labels and how it can benefit your advertising campaigns, read the full announcement from Microsoft.
