The article discusses Microsoft’s introduction of a new feature called Feed Labels, aimed at simplifying cross-border advertising for retailers. This tool is set to launch in mid-March and is expected to be fully rolled out by the end of the month.
Feed Labels allow retailers to organize products from different feeds by using common traits such as language or product category. For example, if a retailer sells products in multiple markets like the UK, France, and Germany, they can create a label for all three feeds. This label enables them to run targeted shopping campaigns that show products from all these feeds to potential customers in those specific markets.
Retailers can create a shopping campaign that targets the feed label, showcasing products from multiple feeds to potential customers in various markets. They have the option to choose which feeds from the designated Merchant Center store will be featured in their campaign or showcase all products within a single campaign.
The introduction of Feed Labels is expected to benefit advertisers managing campaigns in multiple countries by reducing workload and allowing them to focus on other important campaign tasks and priorities. Microsoft clarified that Feed Labels are different from custom labels, which are used to subdivide products within a single feed based on custom criteria. Custom labels are useful for creating granular bid strategies and reporting within a campaign, while Feed Labels are beneficial for creating broad targeting strategies across multiple feeds and campaigns.
For retailers who prefer using the country/region of sale, Microsoft will continue to support this option for both product feeds and shopping campaigns. Overall, Feed Labels aim to streamline the advertising process for retailers operating in multiple markets, providing a more efficient and effective way to reach potential customers across borders.
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