Shopping ads in Bing.
A store already producing a Google Shopping feed can serve Microsoft from the same mapped catalog with a second output: the specs are close cousins, and the differences are exactly what the template carries. Six fields are required, availability and condition default to in stock and new when omitted, and identifier_exists is Microsoft's way of saying a new product truly has no GTIN, brand or MPN.
Two things Google tolerates, Microsoft does not: adult products are rejected outright, and the price is documented as exactly two decimals plus its ISO currency code (Google rounds extra decimals), tax excluded in the US and VAT included in the UK, France, Germany and Australia.
Generated from the Ducted Microsoft Shopping template, the same field rules your mapping is validated against.
51 fields: 6 required, 4 recommended, 41 optional. 11 fields change level with the market, the product or how the record is sent.
| Field | Level | Accepted values / example |
|---|---|---|
| id | required | ISI1 |
| title | required | Women's shoes |
| description | required | Bright yellow 100% cotton dress shirt |
| link | required | http://www.contoso.com/product.asp?pn=ISI1 |
| image_link | required | http://www.contoso.com/images/ISI1.jpg |
| price | required | 23.99 USD |
| brand | recommended recommended for new products with a brand (Microsoft: required if the manufacturer assigns one; send identifier_exists FALSE for products with no GTIN, brand or MPN) | Contoso |
| gtin | recommended recommended for products whose manufacturer assigns a GTIN (new products with a GTIN must send gtin, brand and mpn) | 00012345600012 |
| mpn | recommended recommended for products without a GTIN (Microsoft: submit brand and mpn) | ADNK-5020 |
| identifier_exists | recommended recommended for new products without gtin + brand or mpn + brand (set it to FALSE) | yes · no · true · false |
| color | optional required for Apparel & Accessories products targeted to France, Germany, the UK or the US | red/black/white |
| size | optional required for Apparel & Accessories products targeted to France, Germany, the UK or the US | small |
| size_system | optional recommended for products that send a size | DE · FR · AU · US · UK |
| size_type | optional recommended for products that send a size | regular · petite · plus · big and tall · maternity |
| gender | optional required for Apparel & Accessories products targeted to France, Germany, the UK or the US | male · female · unisex |
| age_group | optional required for Apparel & Accessories products targeted to France, Germany, the UK or the US | newborn · infant · toddler · kids · adult |
| shipping | optional required for products targeted to Austria or Germany | 12.99 |
Field rules from the official spec, verified 2026-10-02.
Also supported, always optional (34): availability, condition, product_category, product_type, item_group_id, material, pattern, additional_image_link, sale_price, sale_price_effective_date, custom_label_0, custom_label_1, custom_label_2, custom_label_3, custom_label_4, adult, multipack, expiration_date, energy_efficiency_class, max_energy_efficiency_class, min_energy_efficiency_class, excluded_destination, included_destination, installment, shopping_ads_excluded_country, unit_pricing_base_measure, unit_pricing_measure, ads_redirect, link_template, seller_name, promotion_id, return_policy_labels, consumer_message_type, consumer_message_content
Microsoft Advertising does not support adult products: any record with adult set to true or yes is rejected, where Google would only restrict where it serves.
A new product sends gtin and brand, or mpn and brand. If the manufacturer assigns none, identifier_exists must be FALSE, or the record is flagged as missing its identifiers.
Apparel & Accessories targeted to France, Germany, the UK or the US needs color, size, gender and age_group; products targeted to Austria or Germany need shipping. Elsewhere all five are optional.
sale_price must be lower than price and is documented without a currency code (the code is read from price). sale_price_effective_date only works together with sale_price, and a price of 0 is accepted only for phones and tablets sold with installments.
One mapped catalog serves every channel; each page covers what that platform's feed needs.
Add a Microsoft output to an existing project, or start free and map your first.