Importing a Google Merchant account into a Microsoft Ads account

In this guide, we wanted to show you how to easily import a Google Merchant account into your Microsoft Ads account. This is a mandatory setting to run Microsoft Smart Shopping campaigns. You can read more about this procedure on Microsoft’s website.

What does a process of GMC import looks like?

In the first screenshot, you can see the user interface of the Microsoft Ads account, in this case, it is an empty account, without campaigns:

In the next screenshot, you can see the Import tab, that is, the place where you can connect a Google Merchant account. Choose a new import:

In the next step, you need to log in to your Google Ads account. Choose the Google Ads account of the e-shop (not the MCC account of the agency) and continue with the setup:

In the next step, you can see a choice to connect the Merchant account that is associated with the given Google Ads account. Click on the Merchant account to link it to your Microsoft Ads account.

After you select the GMC account the Microsoft Ads will ask you to create a feed. Fill in the name of the feed, country of sale, and language:

In the last step, you should set up the import schedule (we recommend setting it at least once a day). You can optionally set up an email to which you will receive notification emails.

This was the final step of the Google Merchant account to the Microsoft account import. If you already have a Microsoft Ads account connected to BlueWinston, you can choose which campaigns should be replicated. You can find the exact procedure here.

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About the Author:

Account manager at BlueWinston & CCS Shopping in EU (I'm the guy responsible for the most effective PPC tool to create product text and Smart Shopping campaigns for Google Search)