Microsoft Ads Introduces Supplemental Feeds for Easier Product Updates
▼ Summary
– Microsoft Advertising is globally launching Supplemental Feeds to update product details without re-uploading entire catalogs.
– Advertisers can independently update specific fields like titles, descriptions, and promotion IDs separate from the main feed.
– Supplemental data always overrides primary feed data, and clearing it requires uploading empty fields or deleting the feed.
– Only one supplemental feed is allowed per language and feed label/country of sale combination, with multiple upload methods available.
– This update is part of broader Microsoft Ads enhancements focused on efficiency, transparency, and quality control for advertisers.
Microsoft Ads has launched a global rollout of Supplemental Feeds, offering merchants a streamlined method for updating product information without the need to resubmit entire catalogs. This enhancement provides greater flexibility and speed, particularly valuable during high-demand shopping periods when accuracy and timeliness directly impact campaign performance.
Advertisers now have the ability to modify specific product attributes such as titles, descriptions, labels, sizes, colors, or promotion IDs separately from their primary product feed. This targeted approach reduces the risk of errors and simplifies the process of keeping product listings current. It’s important to note that information within the supplemental feed will always take precedence over data in the main catalog. To remove supplemental details, advertisers must either upload empty values for those fields or delete the supplemental feed entirely.
Each combination of language and feed label or country of sale may only have one supplemental feed associated with it. Uploads can be completed through several methods, including manual entry in the Merchant Center, or automated via FTP, SFTP, or scheduled URL downloads.
For retailers preparing for peak shopping seasons, having precise and timely product data is essential. Supplemental Feeds help minimize manual workload, decrease the likelihood of mistakes, and ensure that ads remain competitive when consumer activity is at its highest.
This introduction is part of a larger set of recent upgrades from Microsoft Advertising. Other notable improvements include enhancements to Performance Max campaigns, which now feature updated budget forecasting, asset-group-level reporting, and additional customer acquisition goal settings. Advertisers running Lodging campaigns can also benefit from new bulk bid editing capabilities, allowing for more efficient management of property groups.
Further updates include the introduction of UET Consent Signal reporting for improved compliance visibility, along with a move toward MFA-free inventory across Monetize, Invest, and Curate offerings. This shift aims to eliminate low-quality “Made for Advertising” content from the marketplace, elevating overall ad quality.
In summary, the Supplemental Feeds feature and accompanying platform upgrades reflect Microsoft’s continued emphasis on operational efficiency, transparency, and quality assurance. These tools provide advertisers with refined control and improved agility just in time for the critical holiday advertising season.
(Source: Search Engine Land)
