Microsoft has recently revealed their latest innovation, Feed Labels, which aims to simplify cross-border advertising for retailers. This new feature will be available starting in mid-March and is expected to be fully implemented by the end of the month. Through the use of Feed Labels, retailers can easily organize products from multiple feeds by grouping them together based on shared characteristics such as language or product category. For instance, if a retailer sells items in the UK, France, and Germany, they can create a label that encompasses all three feeds. This label then enables them to run targeted shopping campaigns that showcase their products to potential customers in these specific markets.
Learn how to set up a shopping campaign that targets the feed label, displaying products from all three feeds to potential customers in different markets. With this feature, you can choose which feeds from your designated Merchant Center store will be included in your campaign. Alternatively, you also have the choice to showcase all products within one single campaign.
Why it matters? According to Microsoft, Feed Labels provide a solution for advertisers who manage campaigns in multiple countries. This feature streamlines tasks and allows for more efficient time allocation towards other campaign priorities.
In a statement, Microsoft clarifies the distinction between Feed labels and custom labels:
“While custom labels are beneficial for establishing specific bid strategies and reporting within a single campaign, feed labels are better suited for creating broader targeting tactics across multiple feeds and campaigns.”
Additionally, Microsoft reassures customers that they can still use the country/region of sale option for both product feeds and shopping campaigns if they prefer.
Source: Search Engine Land
