Microsoft Promoting is rolling out Supplemental Feeds globally, giving retailers a quicker, extra versatile solution to replace product particulars with out re-uploading whole catalogs.
Driving the information:
Advertisers can now replace fields like titles, descriptions, labels, sizes, colours, or promotion IDs independently of their fundamental feed.
Supplemental knowledge all the time overrides main feed knowledge, and clearing it requires importing empty fields or deleting the feed.
Just one supplemental feed might be utilized per language and feed label/nation of sale mixture.
Uploads might be performed manually in Service provider Middle, through FTP/SFTP, or URL obtain.
Why we care. For retailers heading into peak season, correct and up-to-date product knowledge is crucial. Supplemental Feeds purpose to chop the guide effort, cut back errors, and preserve listings aggressive when buyers are most energetic.
Zoom out. Supplemental Feeds headlined a broader wave of updates from Microsoft Advertisements, together with:
Efficiency Max enhancements with new funds forecasts, asset-group-level reporting, and buyer acquisition purpose choices.
Bulk bid modifying for Lodging campaigns, enabling quicker property group administration.
UET Consent Sign reporting, providing clearer compliance insights.
MFA-free stock throughout Monetize, Make investments, and Curate, eliminating “Made for Promoting” content material from {the marketplace}.
The underside line. Supplemental Feeds and the broader replace package deal present Microsoft leaning into effectivity, transparency, and high quality management — giving advertisers contemporary instruments to sharpen campaigns earlier than the vacation rush.
Search Engine Land is owned by Semrush. We stay dedicated to offering high-quality protection of promoting subjects. Except in any other case famous, this web page’s content material was written by both an worker or a paid contractor of Semrush Inc.
Anu Adegbola has been Paid Media Editor of Search Engine Land since 2024. She covers paid search, paid social, retail media, video and extra. In 2008, Anu’s profession began with delivering digital advertising campaigns (largely however not completely Paid Search) by constructing methods, maximising ROI, automating repetitive processes and bringing effectivity from each a part of advertising departments by means of inspiring management each on company, shopper and advertising tech aspect. Outdoors modifying Search Engine Land article she is the founding father of PPC networking occasion – PPC Stay and host of weekly podcast PPC Stay The Podcast.
She can also be a world speaker with a few of the phases she has offered on being SMX (US, UK, Munich, Berlin), Associates of Search (Amsterdam, NL), brightonSEO, The Advertising Meetup, HeroConf (PPC Hero), SearchLove, BiddableWorld, SESLondon, PPC Chat Stay, AdWorld Expertise (Bologna, IT) and extra.
