Update Store Names and Domains in Microsoft Merchant Center
▼ Summary
– Microsoft Advertising now lets e-commerce merchants edit their store name and domain directly in the Merchant Center without filing a support ticket.
– This self-serve feature aims to reduce friction and maintain campaign continuity during business rebrands or restructures.
– Store name changes undergo editorial review, with ads continuing to run under the old name until approval to avoid campaign interruption.
– For domain changes, merchants must verify ownership of the new domain first, and ads serve from the old domain until the switch is complete.
– The update provides more advertiser autonomy but includes safeguards like editorial review and domain verification to prevent abuse.
E-commerce advertisers can now manage a critical aspect of their online identity directly within Microsoft Advertising. The platform has introduced a self-service feature enabling merchants to update their store name and domain in the Merchant Center without filing a support request. This enhancement provides greater operational control, especially for businesses undergoing a rebranding or restructuring process.
This shift addresses a common pain point. When company details evolve, outdated store information can create friction in advertising campaigns. The previous manual update process often introduced delays. By granting self-serve control, Microsoft Advertising reduces administrative hurdles and helps ensure campaigns continue running smoothly during transitional periods.
The new functionality includes specific workflows for each type of change. Altering a store name initiates an editorial review by Microsoft. Importantly, ads will continue to serve under the previously approved name throughout this review period, preventing any campaign disruption. Once the new name passes editorial checks, it will go live across the merchant’s product listings.
For domain changes, a verification step is required to confirm the merchant owns the new web address. Ads will persist on the old domain until this ownership is confirmed. After approval, merchants must update their product feed to ensure all URLs reflect the new domain. The system also permits the reuse of existing names or domains, provided the name meets editorial standards and the merchant can verify ownership of the web property.
Ultimately, this update empowers advertisers with more autonomy over their core store settings. It balances this increased flexibility with necessary safeguards, including the editorial review and domain verification processes. These measures are designed to uphold ad quality and prevent misuse, ensuring the marketplace remains trustworthy for consumers.
(Source: Search Engine Land)
