Microsoft announced a new feature to simplify cross-border advertising for retailers.
The tech giant’s latest tool, Feed Labels, will launch in mid-March and is expected to be fully launched by the end of the month.
What are feed tags? With channel tags, you can organize products from different channels using common traits such as language or product category. For example, if you sell products in the UK, France and Germany, you can create a label for all three channels. This tag helps you serve ads that show products from all these feeds to potential customers in these markets using a targeted shopping campaign.
How it works. You can create a feed tag-targeted shopping campaign, and your ads will show products from all three feeds to potential customers in those markets. When you choose a feed tag, you control which feeds from the designated Merchant Center store will be displayed in your campaign. Alternatively, you have the option to display all products within a single campaign.
Why we care Channel tags will make life easier for advertisers managing campaigns in multiple countries. This tool reduces workload and allows advertisers to allocate their time to other important campaign tasks and priorities.
What Microsoft says. Addressing the confusion between feed tags and custom tags, Microsoft said in a statement:
“Feed tags are different from custom tags, which are used to subdivide products within a single feed based on your own criteria.” “Custom tags are useful for creating bidding strategies and granular reporting within a campaign, while feed tags are useful for creating broad targeting strategies across multiple channels and campaigns.” “For customers who feel more comfortable using the country/region of sale, we will continue to support this option for both product feeds and shopping campaigns.”
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deep dive. Read Microsoft’s announcement in full for more information.
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